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

customer’s 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 regis-tration Papers

Elevators Hallway Room

Cart for bags

Room Amenitie Bath

Menu Delivery tray Food Appearance

Food taste and tempe-rature

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 interactionOnstage action

greet Take bags

Process regis-tration

Deliver bags

Deliver food

Process check out

Line of visibilityBackstage action

Take bags to room Take food order

Line of internal interactionSupport process and IT

Registration system

Room mainta-nanc,facilities

Prepare food Regis-tration 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

Cart for bags

Desk regis-tration Papers

Elevators Hallway Room

Cart for bags

Room Amenities Bath

Menu Delivery tray Food Appear-ance

Food taste and tempe-rature

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 interactionOnstage action

Greet,Ballet for car park

Take bags

Process regis-tration

Lift man for help

Deliver bags

Deliver food

Process check out

Line of visibilityBackstage action

Take bags to room Take food order

Line of internal interactionSupport process and IT

Online or phone reser-vation

Room mainta-nanc,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 customer’s satisfaction.