SUBMITTED BY: Group 2 Sankalp Chugh- 14 Rohit Katyal- 23 Vishal Thakkar 154 PGDM- Marketing

Indian film industry growing at 10% per annum Multiplexes are on the rise, addition of 40-50 new properties and 150-200 new screens by end of 2011 Drivers: Favourable demographics, tax exemptions, quality locations Purely service oriented industry Chosen Multiplex: Cinemax India

Customer Actions,

Onstage/Visible Contact Employee Actions,

Backstage/Invisible Contact Employee Actions,

Support Processes,

Physical Evidence.

Desires to see a movie in a multiplex Searches out the various show timings / venue / price

Pre- Booking of tickets ( Online on website , On Call ) Box Office Booking of the Ticket . First Interaction with the Cinemax service staff

Reaches the venue 30 min before the show and hunts for parking his car/2wheeler After parking , the Customer users elevators to reach to the Cinemax Reception

Customer shows the ticket at the counter and goes for security check. Second interaction with Cinemax Staff. After security clearance , the customer enters the foyer area of Cinemax . First occasion of experience of the ambience

Uses washrooms if needed. Second Occasion of experience of the ambience . Else goes to the food and Beverage counter for buying snacks before the movie starts.

Interactes with the F&B counter incharge and buys something.Third Interaction with the Cinemax service staff.

Spends some 5-10 mins in the foyer area , looking at the posters of upcoming movies etc.Third occassion of the experience of the ambience.

Gives his/her ticket to the usher and enters the movie hall . Usher helps to locate the seat .Fourth interaction with Cinemax Staff.

Customer takes a relaxed feel and gets ready for the movie to start.Check the surroundings for cleanliness and checks the under seats. Once satisfied , he concentrates on the movie.Expects the best experience during this duration of his stay inside the hall.

10

Spends around 1-2 hours enjoying the sound and quality of the movie screening. In the end makes use of the exit stairs / elevators and comes out of the Cinemax boundary.

Interaction with the parking staff during car parking.

Security Check at the entrance of the Hotel .Interaction with the security staff

2.O

Room booking Interaction at the reception counter

Interaction with the house keeping staff & room service staff.

Interaction with the staff at hotel restaurant and coffee house.

3.O

1.O

4.O

5.O

Website management team which enables pre booking of rooms.

Administrative team , the floor managers , the area managers.

Technical staff which maintains the Wifi, electrical connections etc.

The housekeeping staff which answers the room service calls 24*7.

1.B

2.B

3.B

4.B

1.S Online Room booking management

2.S Marketing of the Hotel

3.S Food, Beverage, House Keeping replishment

4.S Property licensing and other process.

5.S Parking of patron's vehicles

Food & Beverages

Desk Registration papers Delivery tray, Room appearance Advt / Website Carts for bags Security Guards & Setup

Room amenities
Wash Room Amenities Bill Desk/Lobby Hotel Parking Elevators Food & Beverage Menu

 Movie Listings not customer friendly. Basic amenities not in sync with the multiplex ambience. Staff not organized and experienced.

 A service blueprint helps in identifying all the customer touch-points and the moment of truth in a service industry.