Atrium Cinema Service Blueprint

Call in reservation

Arrive at Atrium

Enter Atrium Mall

Park the car in Mall’s basement

Pay for tickets

Wait until movie starts

Take seat in theatre

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Check name for reservations /

buy tickets at the spot

Take Payment

Usher takes to seat

Supp

ort

Pro

cess

Reservation taken

Ticket stub marked

Reserve tickets against the name

Double check system

Stub and Cash into audit

system

Ushers chosen

·Phone Reservation

· Valet Parking· Valet Ticket· Atrium’s Ambience

· Box Office Window· Tickets· 3d Glasses

· Cash· Ticket Snubbed

· Nachos· Pop Corns· Sofas· Snacks

LINE OF CUSTOMER INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

Bottleneck #1

Bottleneck #5

Greeted by Valet Drivers

Valet ticket issued to

customers

Go to Ticket Booth

Bottleneck # 2 & 3

Cars keys assigned against issued ticket

Customer hand over

valet ticket

Driver hands the

car to customers

Bottleneck #6

Customer drives away

Bottleneck #4

· Assigned seat· Inside of Cinema· Screen Quality· Sound System

• Bottleneck # 1 at the phone reservation:▫ Busy reservation system. Customer waits for the phone to go through. Atrium

Cinema phone reservation does not meet the customer demand. Customers constantly complains about lines being busy.

▫ Atrium is currently reserving tickets on phone for only first 2 rows of the theatre.

• Suggestions:▫ Improve the phone reservation system by increasing number of lines and staff.▫ Allow seats choosing facility over the phone for the whole theatre.

• Bottleneck # 2 at the support process of phone reservation:▫ Tickets reserved against the wrong name. Mix up of the names due to human

error.

• Suggestions:▫ Train the operations and front stage staff.

Service Failure Points in Atrium’s Service Design

• Bottleneck # 3 at the support process of keys assigning against valet ticket:▫ Wrong ticket assigned against keys.

• Suggestions:▫ Train the operations and front stage staff properly.

• Bottleneck # 4 at the Ticket Booth:▫ Excessive wait & long lines at ticket booth. Customers at atrium constantly

complain about long lines present at the two ticket booths of the cinema.

• Suggestions:▫ Increase number of booths to three minimum (one for each screen of atrium

cinema).

Service Failure Points in Atrium’s Service Design

• Bottleneck # 5 at seat placement inside the cinema house:▫ Wrong seat placement due to human error by usher.

• Suggestions:▫ Train the ushers.

• Bottleneck # 6 at the Valet Parking:▫ Customers wait for excessive amount for the car to be returned.

Customers has complaint of waiting for the car for 10 to 20 minutes.

• Suggestions:▫ Increase number of drivers but there is a space issue as well.

Service Failure Points in Atrium’s Service Design

Universe Cineplex Service Blueprint

Call in reservation

Customer arrives and park the car

Pay for tickets

Wait until movie starts

Take seat in theatre

Phy

sica

l E

vide

nce

Cus

tom

erC

onta

ct P

erso

n

(on

stag

e)(b

ack

stag

e)

Check name for reservations /

buy tickets at the spot

Take Payment Usher takes to seat

Supp

ort

Pro

cess

Reservation taken

Ticket stub marked

Reserve tickets against the name

Double check system

Stub and Cash into audit system

Ushers chosen

·Phone Reservation

· Car Parking· Cinema Ambience

· Box Office Window· Tickets· 3d Glasses

· Cash· Ticket Snubbed

· Pizza· Pop Corns· Sofas· Sandwich· Nachos

· Assigned seat· Inside of Cinema· Screen Quality· Sound System

LINE OF CUSTOMER INTERACTION

LINE OF VISIBILITY

LINE OF INTERNAL INTERACTION

Bottleneck #1

Bottleneck #4

Go to Ticket Booth

Bottleneck # 2

Customer drives away

Bottleneck #3

• Bottleneck # 1 at the phone reservation:▫ Busy reservation system. Customer waits for the phone to go through.

• Suggestions:▫ Improve the phone reservation system by increasing number of lines and

staff.

• Bottleneck # 2 at the support process of phone reservation:▫ Tickets reserved against the wrong name. Mix up of the names due to

human error.

• Suggestions:▫ Train the operations and front stage staff.

Service Failure Points in Cineplex’s Service Design

• Bottleneck # 3 at the Ticket Booth:▫ Excessive wait & long lines at ticket booth. Customers at atrium constantly

complain about long lines present at the two ticket booths of the cinema.

• Suggestions:▫ Increase number of booths to three minimum (one for each screen of atrium

cinema).

• Bottleneck # 4 at seat placement inside the cinema house:▫ Wrong seat placement due to human error by usher.

• Suggestions:▫ Train the ushers.

Service Failure Points in Cineplex’s Service Design