SERVICE MARKETING

Batch VI Stp Trisakti 2012

COURSE:

Flow Chart and Blue print of guest journey at Holiday Inn Express Jakarta Thamrin

Herry Windawaty
1263620025

Service Marketing Buatlah Flowchart dan Blueprint mengenai Service Process di hospitality industry dan berikan penjelasan singkat mengenai flowchart dan Blueprint yang anda buat. (contoh di buku halaman 219-222). Answer : Flowcharting is a technique for displaying the nature and sequence of the different steps involve in delivering services to the customer,offers an easy way to understand the totality of the customers service experience.In this part of task I will explore more about the flow chart and blue print of service process in hospitality industry at Holiday Inn Express Jakarta Thamrin. Below are the stage of the process.

Arrival

Check In

Room

Facillties

Departure

1.

2.

3.

4. 5.

Flow Chart Hotel Holiday Inn Express Jakarta Thamrin Customer follow the direction to the hotel as detailed on the hotels website or it was mention on confirmation letter. Howev er the majority of the managers in some hotel stated that most of guest regulary forgot to print off the directions from the website or forget the confirmation letter so that the customer would ring the hotel for directions. Management highlited the importance of their employees being fully knowledgable and capable of communicating the direction to the customer. In arrival Phase the customer will see the contemporary signage of the hotel, Lobby with modern open plan space,signature scent of sound that we always find whenever we go to holiday inn express because everything has been set up as brand standard. The next part of two phase is critical- check in ,the customer will enters the reception area with their luggage for check in. Customer are met and warmly greeted by the front house team. This is another major points of interaction from the moment they come in the door and go through the check in process with the front desk employee. At this stage , the customers may have encounters with the front office teams. At the front desk customer gives their detail and the receptionist verifies their booking. In Holiday inn express hotel we providefast,friendly and efficient service. Then also we are not providing the bellman so that when guest enter the lobby they will bring the luggage that we provide that we name self-service luggage trolleys. After check in , the consumer will have a great night sleep to their high quality bedding to unpack n freshen up with 3 function massage shower head. On the journey to the bed room, the customer may experience a number of touch point with other members of the hotel staff. Throughout their stay , inside the room they can enjoy a choice of firm and soft pillows. Then we provide well-designed space to work and relax . Customer may stay connected with their friend and family , with complimentary in room Wi-Fi. During their stay , Guest may enjoy to the facilities that we had such as complimentary wifi, Self-service business centre, gym with 24 hour access ,selfservice laundry room, compact meeting room, Grab and Go counter offering snack and beverages and vending machine. The check out stage is the final critical point of contact. The customer arrive at the front desk and requests to be checked out. The employee at the desk, usually the front office receptionist , will ask the customer if they enjoy their stay, thereafter the receptionist present an outstanding bill of all the charges and goes through each items with the customer. If everything in order , the customer conclude the payment either by credit card, cash. Once the payment is complete , we bid farewell the guest.In this property we do fast , friendly and helpful service.
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Page 220, Christopher Lovelock and JohenWirtz. Blueprint is a key tools that we use to design new services or redesign existing ones, it is more sophisticated than flowchart.

Blueprint of Hotel Holiday Inn Express Jakarta Thamrin As per Bitner et al 2007. 1. Physical Evidence is all the activities carried out by individuals and units within the company who are not contact employees. In Holiday inn express Jakarta thamrin the hotel provide several facilities to pamper guest during they stay such as self-service laundry room , Express bar where guest can enjoy the beverages like cocktails, beers and some lights meal, Great room is a place where guest may enjoy they free express start breakfast with grab and go option if the guest in hurry,Vending machine if guest want to buy some soft drinks, ticket and some snacks.self service business centre is provided to make guest stay connected with their colleague and family and want to surfing the news , Boardroom for meeting and fitness room also we have provided for them. 2. Customer Actions: all of steps that show customer activity. Guest arrive at the hotel, then he grab self-service trolley from the lobby and do the check in process, after check in finish, They go to the room and have a great sleep with our high quality bedding after they freshen up theirself with great power shower that we have inside the bath room, During their stay , guest enjoy the facilities that we have and and whenever they feel hungry we had provide them with dine out menu that we provided inside the room and guest can decide any kind of restaurant that fit with their preference. In their last day, Guest do check out process. 3. Onstage / visible contact employee actions :face-to-face actions between the customers and employees. From Employee action side,before guest arrive they have to provide and make sure the scent of hotel, music and Self-service trolley been set up as the brand standard, then when the guest checking in the front desk staff must assure that they greet the guest with friendly and good manner. They have to give fast and efficient check in process as we promise. After finishing the registration process , we have to make sure all the things inside the room been completed by a choice of soft and firm pillow. If the guest requested to call the 3rd party that we have for the restaurant We have to connect the call to the restaurant been pointed by the guest based on dine out menu that we provided inside the room. In the last day of his stay , guest come to reception to do check out process , Front desk team do the check out process fast and efficient.

4. Backstage or invisible contact employee actions : All the employee actions , but the customer cant see. 5. Support Processes : All the tangibles that the customers are exposed to that can influence their quality perceptions. To support the efficiency of overall guest staying experience during their stayed, we should provide online or phone reservation.Then when guest checked out we have to optimized the quick and easy billing process.

Analyzing the reason of failure often reveals opportunities for failure proofing. It willreduce time of service process completion, enhance productivity and increase customer satisfaction. Hotel Holiday inn express Jakarta thamrin is the smart international hotels in Jakarta. The hotel is provide anything that guest need and nothing they dont . The target market of the hotels is Guest who travel and know what they need so that they expect we provide fast and efficient service to them. It should provide online or phone reservation to avoid the lengthy check in process,Rooms should be facilitated according to the brand promise that we have which is creating Guest EfficiencyWe should provide facilities that they really need such as the speed of complimentary wifi, self service business centre, fitnes room, board room and self service laundry service. The dine out menu for call 3rd party restaurant should be adequate and have relevant information. The check out process should be smooth (they should accept all major credit cards), We have to assure we did the process fast and efficient, finally bid good bye and request for future visit. The stuffs should be always cordialand friendly as the mainly contact with customer. These all modification will surely improvethe service quality and customers satisfaction.
Refference : -http://www.suic.org/wp-content/uploads/research3/mba_research2012/254Pruetsapa.pdf -http://www.synecticsmedical.com/pdf/ServiceBlueprint.pdf