Customer Journey Mapping: Lean for Hospitality.

OPTIMIZING OPERATION FOR CUSTOMER EXPERIENCE

SHOWCASE

By: Imad Al-Murib

Lean Vector

CUSTOMER JOURNEY MAPPING SHOWCASE

EXECUTIVE SUMMARY

▸ The (…) hotel struggled with prioritizing areas for Lean and Process Optimization.

▸ Customer Journey Mapping provided a customer-view of process efficiency and helped prioritizing the lean project and investment in staff.

▸ This showcase provides a high-level understanding of the benefits of using Customer Journey Mapping tool.


BACKGROUND

▸ (…) Hotel is a 5-star (…)-operated hotel in Dubai.

▸ Feedback showed that guest satisfaction ranked the lower among all (…) hotels.

▸ Hotel Management proposed increase of staff from 850 to 1000 to cope with recent booking volumes.

▸ According to the operator’s internal CI team, there are more than 100 services performed in the backend and front end.

▸ Customer Journey Mapping (CJM) was used to determine which area need more focus in terms of process optimization.


CUSTOMER JOURNEY MAPPINGCX Weight

Low

Medi

High

Low

Low

Low

Low

AreaBooking

Check in

Enter Room

Room Service

Facility

Dine in

Check Out

PerformanceHigh

Low

Low

Med

High

Med

Low

VoC established that the first 15 minute of entering the room is a critical Customer Experience Moment.


SERVICE ANALYSIS (CURRENT)

Total Value Time (TCT): 3 minTotal Lead Time (TLT): 50 minEfficiency: 6%Total FTE in current process: 7

Quality:Overall Accuracy = 35%Quality impact: 2 customer interactions

No. of Customer Interactions: 4Customer wait time: 10 min

Efficiency: 0.5 / 2 Customer Experience: 0 / 2 Quality: 0 / 2

MINI BARAC AND ELECTRICAL

ROOM AVBED & CLEAN UP

DOOR KEY

0 12.5 25 37.5 50

THIS HOTEL

BENCHMARK

Benchmarking Customer Complaints


SERVICE ANALYSIS (FUTURE)

Total Value Time (TCT): 6 min (was 3%)Total Lead Time (TLT): 22 (was 50 min)Efficiency: 27% (was 6%)Total FTE in current process: 5 (was 7)

Quality:Overall Accuracy = 80% (was 35%)Quality impact: 0

No. of Customer Interactions: 1 (was 4)Customer wait time: 0 min (was 10 min)

Efficiency: 1 / 2 Customer Experience: 2 / 2 Quality: 2 / 2

Area Tool Used

Mini Bar 5S, SMED

Bed and Clean up SMED

Room AV SMED, VSM

AC & Electrical TPM, SMED

Door Key SMED


RECOMMENDATIONS▸ Customer Journey Mapping is to be revised with each new VoC Survey.

▸ Back-end operation areas to be evaluated as well. Initial assessment showed high inefficiency in Kitchen, Catering, and Call Center Services.

▸ Star evaluation to be carried for all service areas and used to benchmark hotel performance.

Customer Journey Mapping: Lean for Hospitality.

Business

Transcript of Customer Journey Mapping: Lean for Hospitality.