Service Blueprint of Hotel Western Inn

Course Title: Service Marketing Course Code: MKT-5407

Submitted to:
S.M. Towhidur Rahman Assistant Professor Department of Business Administration Khulna University

Submitted by:
Kamrun Naher ID: MBA 100315 Year: 2nd Term: 2nd Student of Department of Business Administration Khulna University

KHULNA UNIVERSITY
Date of submission: 2nd September 2012

Service Blueprint: Service Blueprint is a method for describing and analyzing a service process. It shows basic interactions in providing a service. The service blueprint helps to clarify the service offering develops a shared service vision, recognizes the complexities and intricacies of the service that are not readily apparent and provides delineation of roles and responsibilities. Its also provides the following benefits: 1. Identifies fail points that is, weak links of the chain of service activities, which can be the target of continuous quality improvement 2. Provides an overview so employees can relate what I do to the service viewed as an integrated whole, thus reinforcing a customer-oriented focus among employees. 3. Line of interaction between external customers and employees illuminates the customers role and demonstrates where the customer experiences quality, thus contributing to informed service design. 4. Line of visibility promotes a conscious decision on what customers should see and which employees will be in contact with customers, thus facilitating rational service design. 5. Line of internal interaction clarifies interfaces across departmental lines, with their inherent interdependencies, thus strengthening continuous quality improvement. 6. Stimulates strategic discussions by illuminating the elements and connections that constitute the service. Those who participate in strategic sessions tend to exaggerate the significance of their own special function and perspective unless a common ground for an integrated view of the service is provided. 7. Provides a basis for identifying and assessing cost, revenue and capital invested in each element of the service. 8. Constitutes a rational basis for both external and internal marketing. For example, the blueprint makes it easier of an advertising agency or an in-house promotion team to overview a service and select essential messages for communication. 9. Facilitates top-down, bottom-up approach to quality improvement. It enables managers to identity, channel and support teams. Employee work teams can create blueprints and thus more clearly apply and communicate their experience and suggestions for improvements.

Service Blueprint of Hotel Western Inn:

Physical evidence

Hotel exterior parking

Cart for bags

Desk registration Papers

Elevators Hallway Room

Cart for bags

Room Amenitie Bath

Menu

Delivery tray Food Appeara nce

Food taste and temperature

Bill desk Lobby Hotel

Customer action

Arrieve at hotel

Give bell persons bag

Check in

Go to rooms

Receive bags

Sleep, shower

Call room service

Receive food

Eat

Check out and leave

Line of interaction Onstage action Line of visibility Backstage action Line of internal interaction Support process and IT

greet

Take bags

Process registration

Deliver bags

Deliver food

Process check out

Take bags to room

Take food order

Registrat ion system

Room maintananc, facilities

Prepare food

Registration system

Here we can see the blueprint of the overnight stay service of hotel Western Inn. It shows the physical appearance of the hotel. Such as parking lot, carts, reception desk, elevators, hallway, nice rooms, menu for call service, food, and all the interior exterior decorations and all other physical facilities in the room. Several fail points can arise here. Such as parking lot can be small. It can take too much time in check in process, there may be problem in operating the elevator, Room may not be facilitated according to the cost, the menu for call service may be inadequate, too much time to prepare the food, food may not be of good taste or appearance, the check out process can be lengthy, the stuffs may not be friendly and helpful. So these all are time consuming and harassing experience for the customers. These all can be turned in to fail point of the company. So the producer should always try to avoid this fail points and redesign a failure proofing blueprint.

Redesigning the Blueprint of Hotel Western Inn:

Physical evidence Hotel exterior parking Arrieve at hotel Cart for bags Desk registration Papers Check in Elevators Hallway Room Go to rooms Cart for bags Room Amenities Bath Sleep shower Menu Delivery tray Food Appearance Receive food Food taste and temperature Eat Bill desk Lobby Hotel Check out and leave

Customer action Line of interaction Onstage action Line of visibility Backstage action Line of internal interaction Support process and IT

Give bell persons bag Take bags

Receive bags

Call room service

Greet, Ballet for car park

Process registration

Lift man for help

Deliver bags

Deliver food

Process check out

Take bags to room

Take food order

Online or phone reservation

Room maintananc, facilities, decoration, cleen-liness,

Prepare food, Make sure the items are available, delicious, healthy, delivered on time

Quick and easy billing process.

Analyzing the reason of failure often reveals opportunities for failure proofing. It will reduce time of service process completion, enhance productivity and increase customer satisfaction. Here the hotel needs to provide adequate parking lot space and ballet to park the car. It should provide online or phone reservation to avoid the lengthy check in process, Rooms should be facilitated according to the cost (high facility for high cost and adequate facilities for normal cost), it should provide facilities like, gym, parlor, pool and so on. The menu for call service should be adequate, the food should be delivered on time (not half cooked and also not too late), it should be delicious and healthy (should hire good cooks), the check out process should be smooth (they should accept all major credit cards), The stuffs should help to reserve transportation (such as call a taxi or reserve a airline ticket and so on), finally bid good bye and request for future visit. The stuffs should be always cordial and friendly as the mainly contact with customer. These all modification will surely improve the service quality and customers satisfaction.