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 Overview of Individual Assignment 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: Function: what does the experience do for the customer? Description: wha.