First of all. Please read the slide of workshop 4 carefully and u.docx

First of all. Please read the slide of workshop 4 carefully and
understand it
first part
three aspects
Function: what does the experience do for the customer?
Description: what is the context of the function?
Emotion: how is the function delivered?
It also depends on the specific factors that have been
summarized below these points, which factors belong to which
point. Textual description
Customer experience component*
HBC attributes that tap into this component
Is it a source of competitive advantage
Sensorial
Emotional
Cognitive
Pragmatic
Lifestyle
Relational
Second part

swot analysis and then based on the analysis results to
determine which previous factors can be used in the Cyprus
market.
Can't write in cooperation with travel agencies
Can't write Promotion things
Only focus on Service.
Workshop 4:
Towards the Individual Assignment The Hillside Beach Club
24706 Strategic Services Marketing
Tutors: Dr. Alex Belli, Ass. Prof. François Carrillat
Mr Manjunath Padigar
Overview
Overview of Individual Assignment
Case study: the Hillside Beach Club
Question 1
Question 2
Assignment: Reminders & Tips
2
You have been hired as a strategic consultant by Ilkbahar and
his team to advise on the best way to transfer HBC success

story to the new location in Cyprus.
In other words, they want you to:
Identify what are the key factors that create a unique customer
experience at the HBC and why these factors have been so
effective to create business performance in Turkey. You will
have to precisely define what is unique and positive about the
current customer experience and why it has been a source of
competitive advantage before you will be able to determine the
factors that create it. These factors might be rooted: in the high
level and constant standards of service delivery, the culture of
service innovation in the name of customer experience, the
capacity to adopt the customer viewpoint, the efficiency of the
internal processes below the line of visibility in delivering
superior experiences, and the design of the servicescape.
Consider that it is probably the interrelations between
these factors that play the most important role in producing the
desired experience. Note that Ilkbahar and his team are less
interested in the role of IT, promotion tools, and HR policy as
factors of the customer experience; so you should focus on
elements of the service scape (15 pts)
Which factors of the customer experience should be adapted to
the Cyprus location? Why? To which extent? How? (15 pts)
In-class activity
Question 1
Diagnosis:
What is the signature customer experience at the HBC? (20
mins)

What are the key factors of this experience? (20 mins)
4
Case Study: the Hillside Beach Club
Question 1
A customer signature experience is defined at the intersection of
3 characteristics that should make it unique:
The customer experience motto: How to capture the function,
description and emotion of the experience in the consumption
context with one sentence.
Question 1
Example
Function: immersion in potential home interiors
Description: for you and your family

Emotion: reassuring
IKEA customer experience motto: imagine the perfect interior
for your family home and pick it up on your way
Question 1Customer experience component*HBC attributes that
tap into this componentIs it a source of competitive
advantageSensorialEmotionalCognitivePragmaticLifestyleRelati
onal
The key factors of the signature experience
(15 mins thinking time)
*: See definitions in: Gentile, C., and Spiller, N. & Noci, G.
(2007). How to sustain the customer experience: An overview of
experience component that co-create value with the customer,
European Management Journal, 25(5), 395-410.
Question 2
Perform a SWOT analysis; 4 cells:
Strengths – are positive attributes internal to the organisation or
situation that are within your control.
Weaknesses – are also internal factors within your control that
may impede your ability to meet your objectives.
Opportunities – are external factors that the organisation or
project should (or could) develop.
Threats – are external factors beyond your control that could
place the project or organisation at risk.

Question 2
Perform a SWOT analysis; 4 cells (1 page):
Strengths – internal positive attributes that are controllable
Weaknesses – internal attributes that are obstacles to your
objectives
Opportunities – external factors you should take advantage of.
Threats – uncontrollable external factors that can jeopardize the
organization’s goal.
Question 2
Use the SWOT to answer question 2 by determining:
Can your strengths be used to make opportunities work for you?
Can you prevent weaknesses from limiting your ability to take
advantage of opportunities?
Can strengths lower the risks from threats?
Can your weaknesses be managed to lower risks from threat?
Assignment: Tips & Reminders
Report content (1000 words max total): refer to the specific
guidelines below rather than what is found in the assessments
guidelines (they are general).
1) Synthesis and elaboration of in-class discussion (based on
question 1): what is the unique customer experience and what
are the factors that create it ? (15 points)
2) Which factors should be adapted to the Cyprus location
why, to which extent and how? (15 points)

Make sure you justify all your answers based on elements from
the case and/or concepts and discussion from workshops and
lectures up to now and/or your general knowledge of business
theory and models and/or your own business experiences (again
well justified in how it is relevant for this case). It is fine to
look for information outside what is provided in the case but it
is expected that everything you need to solve the case is already
included or can be found in the subject's material so far.
Consult rubrics in assessment guidelines
Use Canvas
Due date: 29th of April
Workshop 4:
Towards the Individual Assignment The Hillside Beach Club
24706 Strategic Services Marketing
Tutors: Dr. Alex Belli, Ass. Prof. François Carrillat
Mr Manjunath Padigar
Overview
Case study: the Hillside Beach Club
Question 1
Question 2
Assignment: Reminders & Tips

2
You have been hired as a strategic consultant by Ilkbahar and
his team to advise on the best way to transfer HBC success
story to the new location in Cyprus.
In other words, they want you to:
Identify what are the key factors that create a unique customer
experience at the HBC and why these factors have been so
effective to create business performance in Turkey. You will
have to precisely define what is unique and positive about the
current customer experience and why it has been a source of
competitive advantage before you will be able to determine the
factors that create it. These factors might be rooted: in the high
level and constant standards of service delivery, the culture of
service innovation in the name of customer experience, the
capacity to adopt the customer viewpoint, the efficiency of the
internal processes below the line of visibility in delivering
superior experiences, and the design of the servicescape.
Consider that it is probably the interrelations between
these factors that play the most important role in producing the
desired experience. Note that Ilkbahar and his team are less
interested in the role of IT, promotion tools, and HR policy as
factors of the customer experience; so you should focus on
elements of the service scape (15 pts)
Which factors of the customer experience should be adapted to
the Cyprus location? Why? To which extent? How? (15 pts)

In-class activity
Question 1
Diagnosis:
What is the signature customer experience at the HBC? (20
mins)
What are the key factors of this experience? (20 mins)
4
Question 1
A customer signature experience is defined at the intersection of
3 characteristics that should make it unique:
The customer experience motto: How to capture the function,
description and emotion of the experience in the consumption
context with one sentence.
Question 1

Example
Function: immersion in potential home interiors
Description: for you and your family
Emotion: reassuring
IKEA customer experience motto: imagine the perfect interior
for your family home and pick it up on your way
Question 1Customer experience component*HBC attributes that
tap into this componentIs it a source of competitive
advantageSensorialEmotionalCognitivePragmaticLifestyleRelati
onal
The key factors of the signature experience
(15 mins thinking time)
*: See definitions in: Gentile, C., and Spiller, N. & Noci, G.
(2007). How to sustain the customer experience: An overview of
experience component that co-create value with the customer,
European Management Journal, 25(5), 395-410.
Question 2
Perform a SWOT analysis; 4 cells:
Strengths – are positive attributes internal to the organisation or
situation that are within your control.
Weaknesses – are also internal factors within your control that
may impede your ability to meet your objectives.

Opportunities – are external factors that the organisation or
project should (or could) develop.
Threats – are external factors beyond your control that could
place the project or organisation at risk.
Question 2
Perform a SWOT analysis; 4 cells (1 page):
Strengths – internal positive attributes that are controllable
Weaknesses – internal attributes that are obstacles to your
objectives
Opportunities – external factors you should take advantage of.
Threats – uncontrollable external factors that can jeopardize the
organization’s goal.
Question 2
Use the SWOT to answer question 2 by determining:
Can your strengths be used to make opportunities work for you?
Can you prevent weaknesses from limiting your ability to take
advantage of opportunities?
Can strengths lower the risks from threats?
Can your weaknesses be managed to lower risks from threat?
Report content (1000 words max total): refer to the specific
guidelines below rather than what is found in the assessments
guidelines (they are general).
1) Synthesis and elaboration of in-class discussion (based on

question 1): what is the unique customer experience and what
are the factors that create it ? (15 points)
2) Which factors should be adapted to the Cyprus location
why, to which extent and how? (15 points)
Make sure you justify all your answers based on elements from
the case and/or concepts and discussion from workshops and
lectures up to now and/or your general knowledge of business
theory and models and/or your own business experiences (again
well justified in how it is relevant for this case). It is fine to
look for information outside what is provided in the case but it
is expected that everything you need to solve the case is already
included or can be found in the subject's material so far.
Consult rubrics in assessment guidelines
Use Canvas
Due date: 29th of April

First of all. Please read the slide of workshop 4 carefully and u.docx

Recommended

Recommended

More Related Content

Similar to First of all. Please read the slide of workshop 4 carefully and u.docx

Similar to First of all. Please read the slide of workshop 4 carefully and u.docx (20)

More from clydes2

More from clydes2 (20)

Recently uploaded

Recently uploaded (20)

First of all. Please read the slide of workshop 4 carefully and u.docx