This module introduces students to the foundational principles of customer experience, service culture and visitor environments. Content focuses on how service experiences are designed, delivered and evaluated within visitor-facing and service-based organisations. Through applied and simulated learning activities, students explore customer behaviour, service quality, inclusive service delivery and professional service standards, developing academic confidence, digital capability and employability skills appropriate to Level 4 study.

Indicative Content

Introduction to customer experience and service culture
The role of service quality in organisational performance
Understanding customer behaviour in visitor and service environments
Service design and customer journey mapping
Service environments and experiential design
Principles and methods of mystery shopping
Accessibility, safeguarding, risk appraisal
Designing evaluation tools for customer experience and service culture
Inclusive, ethical and accessible service delivery
Using digital tools and data to analyse customer experience
Communicating service insights and recommendations professionally
Reflecting on service professionalism, employability and personal development

This module introduces students to the principles and practice of customer experience, service culture and the visitor environment. It aims to develop an understanding of how service experiences are designed, delivered and evaluated within visitor-facing organisations. Through applied and simulated learning activities, students will explore customer behaviour, service quality and inclusive service delivery, while developing academic confidence, professional awareness and foundational employability skills appropriate to Level 4 study.

Assessment 1: Group Mystery Shopper Design Tool

Design a mystery shopper evaluation tool collaboratively for a visitor attraction or service environment, informed by customer experience and service culture principles.

The tool will identify key customer experience touchpoints and service culture indicators, informed by relevant theory and sector practice. Students will justify their chosen evaluation criteria, explicitly linking these to customer experience concepts and inclusive, ethical service delivery.

The submission will include:

A structured mystery shopper checklist or evaluation framework
A rationale linking evaluation criteria to customer experience and service culture theory
Consideration of accessibility, inclusivity and ethical observation

Formative feedback will be provided through:

Submission of a draft tool outline with tutor feedback
In-class workshops to peer-review and refine evaluation criteria
Tutor feedback on the alignment between theory and tool design

Assessment 1: Individual Mystery Shopper Feedback Presentation

Using the mystery shopper tool developed in Assessment 1, students will conduct a simulated or approved observation of a visitor environment, or work with a provided case scenario. Students will deliver a 15 -minute professional presentation suitable for a management audience, communicating their findings, analysis and recommendations.

The presentation will:

Analyse customer experience and service culture findings using appropriate digital tools
Present clear, evidence-based insights on service performance
Provide constructive, professional recommendations for service improvement
Include reflective commentary on service professionalism and personal development

Presentations may be delivered live or digitally, supported by appropriate visual materials (e.g. slides), in line with inclusive assessment practices.

Formative feedback will be provided through:

A presentation planning workshop, focusing on structure, clarity and professional tone.
Optional formative feedback on draft slides or presentation outlines
Peer feedback activities to support confidence and communication skills

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops.

Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.

Simulation

Simulation is a core pillar of this module and is embedded through applied, inquiry-based learning activities. Students design and apply a mystery shopper evaluation tool to explore customer experience and service culture within visitor-facing environments. This enables students to engage with realistic service scenarios, model professional practice, and develop confidence in analysing and communicating service insights at an introductory level.

Employability, Enterprise and Professional Practice

Employability and professional practice are developed through a strong focus on service professionalism, customer behaviour and visitor-facing roles. Students develop transferable skills in observation, analysis, teamwork and professional communication, alongside an understanding of service standards, inclusive practice and workplace expectations relevant to the visitor economy and service industries.

Academic, Digital and Research Skills

The module supports the development of foundational academic, digital and research skills appropriate to Level 4 study. Students use digital tools to design evaluation instruments, collect and interpret data, and present findings clearly. Structured analysis, guided workshops and formative feedback build academic confidence and support progression across the programme.

1. Explain the role of customer experience and service culture in organisational success.

Knowledge and Understanding

2. Apply concepts of customer behaviour and service design to evaluate service environments.

Application & Problem Solving

3. Use digital tools and appropriate data sources to analyse and communicate insights on customer experience.

Digital Literacy
Communication

4. Identify the importance of inclusive, ethical and sustainable service delivery within visitor environments.

Critical Reasoning and Collaboration

5. Reflect on personal development in relation to service professionalism and employability behaviours.

Reflection
Personal Development & Entrepreneurship

The following resources support learning, research and assessment on this module and provide access to key academic, digital and professional tools used in business and management contexts.

Blackboard virtual learning environment for access to module materials, assessment submission and feedback.
Staffordshire University Library Search for access to core textbooks and eBooks.
Business intelligence and market research databases including Statista, IBISWorld and Mintel.
Microsoft 365 (Teams, Word, PowerPoint, OneDrive) for collaboration, research and assessment preparation.

Lemon, K.N. and Verhoef, P.C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), pp. 69–96.

Stickdorn, M., Hormess, M., Lawrence, A. and Schneider, J. (2018)This is Service Design Doing. Sebastopol: O’Reilly Media.

Johnston, R. and Clark, G. (2021) Service Operations Management: Improving Service Delivery. 5th edn. Harlow: Pearson.

Pizam, A. and Mansfeld, Y. (2019) Consumer Behavior in Travel and Tourism. 3rd edn. London: Routledge.

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2021) Services Marketing: Integrating Customer Focus Across the Firm. 8th edn. London: McGraw-Hill

This module introduces you to how customer experiences are created, managed and evaluated within visitor-facing environments. You will explore service culture, customer behaviour and the design of inclusive and engaging visitor experiences. Through a simulated mystery shopper activity, you will design an evaluation tool and present professional feedback on service performance, helping you develop confidence in analysis, communication and reflective practice. The module provides a strong foundation for further study in visitor attraction, resort and service management.