(service design paradise hotel pusan case study)team interface 111014
TRANSCRIPT
Service Design
Paradise Hotel PusanCase Study
October 5, 2011. Representative, Seong Hae Li from TeamInterface.
Service design project's national case study.
The 7 paradise's service that thinks the satisfaction of customers as the first priority. Service Design _ Team Interface / Client _ Paradise Hotel Busan
1. Searches the best scheme for the change of the business environment.
2. There are always customers in the center of Process of Service design.
3. The Service design co-creates with the people concerned.
4. Through Key Insight and Prototyping, completes the Service Blueprint.
5. Afterwards since the opening of the service.
Service design's case study -Paradise hotel, Busan.
01
Searches the best scheme for the change of the business environment.
“Service Safari / Persona /
Walkthrough / FGI
/ Shadowing”
“Environment analysis/3C analysis/
Biz Goal Interview”
Service Design
Human
Experience
Business
“Service Blue print”
“Prototype”
“Customer Journey Map ”
“Co-Creation Workshop”
we have work in the three aspects(Business, Technology, and Human Experience).
In order to Succeed...
“CRS / OWS /
XML / Mobile”
“Overall probability
of product/service
success”
Technology
“Stakeholder Relation”
“Scenario”
-Paradise Hotel Pusan Project-
Busan has been diversified into a simple sightseeing station convention center after the opening of BEXCO and the opening of the new port.
Business Environment Analysis
Everlasting re-investment in the facility and the fortification of competitiveness.
Everlasting re-investment in the facility since 2007...
A total of 40 billion won of investment for the conservation of the main building's facilities only.
The repair and maintenance of overall front side including lobbies, banquet halls, lobby lounges, and restaurant streets followed by the repair and maintenance of the room. Practically all of the facilities and the interior design was changed except the outer shape of the hotel.
Fortification of the business functions. Inclusion of the grand volume that can accommodate up to 800 people at the same time. All the 8 banquet halls' facilities are completely repaired.
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Service is also a design…
Business Environment AnalysisBased on design management, focuses on the emotional service with the objective,
"Service is also the design."
Request for a consultation at the music or professional corporations for the lobbies and the restaurants, and characterization of the space-specific and time-specific region.
With the object of 220 people of service area professions, the service enhancement education was implemented such as image making for the enhancement of the service.
Implementation of bench marketing intensively for national hotels as well as overseas' hotels in Tokyo, Fukuoka etc.
…But, the lack of perception on the experience in the value of the customer.
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The division of individual customers.
' The topography of the customers of paradise also changes as the business environment changes.'
Business Environment Analysis
The trend of the individual customers becoming more segmentalized and magnified in their ages and composition.
As the nationality of foreign users become diversified, the demand of the business customers also increase.
Differently from the expectation that the using age of the hotels would be 30s and 40s, the 20s and 30s took 45 percent.
Many of the users among the national users are the internet generation that took large portion of the users that search for the hotel information through the internet and compare and reserve through the internet.
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“Service Design”Comprehend all the service experience elements
that compose the "Paradise Hotel in Busan" along with the website.
(Website/on-line maintenance and reply service/Differentiated service competitiveness)
Maintenance and magnification
of the customers' direct/indirect experiences
in the homepage.
Maximization of the value experience
for the fortification of relationship
between the customers and the hotel.
On-line Off-line
centered on the customer experience
Goal & Purpose
(From the project proposal content from June, 2010)
1. Support of on and off line customer experience about the Paradise Hotel in Busan.
2. Vitalization of the on-line reservation through the site of the Paradise Hotel in Busan.
3. Establishment of the brand identity for the fortification of the relationship
between the customers and the Busan paradise hotel.
Process -
(Team Interface service design process. v. 2011-1)
Process – paradise hotel busan
Implementation with core methodology that makes the short time implementation possible. (Up to deduction of the service concept, it takes around 2 months.)
In-depth 3C analysis through the
trend and architecture analysis
of the inner customers' interview
and the competitive services.
Deduction of Pain Point through FGI
and CD about Target Seg. of the
customer service.
Deduction of the Insight through
Co-Creation Workshop.
Proposal of the design that can be
operated through the Service Blueprint
and the provision of UI, GUI
and development comprehensively.
Biz Goal Interview Service Safari & Shadowing
Focus Group Interview
Reference Site Analysis
Trend Research• 10th of August~11th.(For 2 days)
• Proceeding person to person interview.
• A total of 14 people including,
management staff, food and beverage,
reservation, management of members,
marketing and merchandising, and people
who are in charge of the packages.
• 24th and 26th of August (for 2 days)
• Proceeding of the group interviews
for the group that reserved through
on-line travel agency and the group
that reserved through the Paradise hotel's
homepage.
• Analysis of the national/overseas'
hotel websites.
• Survey on the recent trend
of the website.
• Survey on the rend of the service.
Through the 3D(Company, Customer, Competitor) analysis, comprehend the hidden needs
of the customer and the service provider, and by analyzing the recent trend of the competitors,
configure the direction for the competitive paradise service design.
3C Discover
1. Must-be Factors
• The minimum requirements that can spur dissatisfaction
when not satisfied.
• It does not satisfy the customer when it is satisfied or over.
ex) Usability
KANO Model : Analyze the content of the Biz Goal Interview through KANO Model.
2. Performance Factors
• When the functionality is high, it spurs satisfaction,
and when it is low, it spurs the dissatisfaction.
• Indirectly connected to the customer's clear needs or desires.
ex) Features, Specifications (Spec.)
3. WoW Factor
• When it is conveyed to the customer,
the satisfaction goes up, but, though it is not conveyed
to the customer, the dissatisfaction does not occur.
• This element gives astonishment to the customer
and creates joy.
ex) Differentiate Points, Customer Insights
Must-be1
WoW3Performance2
Biz Goal Interview
• Decrease of GAP about the space information between the photo and the real.
• Provision of the feedback to the customer when the reservation is complete
for the case of on-line reservation.
• Sorting function of the reservation registration list (by the reservation and registering date, etc.)
• Need of the fortification of the information of the wedding menu page.
• Composition of the guidance page of the membership members and fortification of information.
Biz Goal Interview
Must-be Factors
Performance Factors
WoW Factor
Understanding about the business needs at the present point through interview with inner people
concerned. (Utilization of the Co-Creation Workshop strategy for the deduction of the needs in the back of the required
elements that are surfaced.)
• Provision of minimized and convenient reservation step for the on-line reservations.
• Provision of ample information on each information page of each menu.
• Provision of easy access to the information page.
• Provision of various photos that satisfy the customer's need.
• The alarm function when the on-line reservation takes place.
• Emphasis on the 'sea' and 'landscape' which are the advantages of the hotel.
• The emotional key words, such as "warmness", "Romantic", "Luxurious" and "stable".
• Different sale strategy according to the season.
Exposure of the most luxurious products first during the peak season
and the exposure of the lowest priced products first during the off-seasons.
02
There are always customers in the center of Process of service design.
A
Family recreation type Ceremonial day event type
• Men in the late 30s that are stable economically.
• Spend the weekend with the family.
• Have the hotel package using experience.
• Reservation of the rooms on the internet after work.
• Women in their 20's that are confronting their weddings.
• Want luxurious and complete wedding.
• Use of the hotels since they were young.
• Want to compose the banquetas they want.
Family Fred Wedding Wendy
Group banquet type
• Men in the 30s that are active.
• Search the information based on the search.
• Cherishes the information more than the price.
• Want to be provided with the information needed.
Event Elbert
PersonaMake the customers artificial personnel and design specific customer profile. Describe the
actions in detail from the customer's position. Survey on the problems and improvement
points for services for each action.
B C
• Name : Seong Gyun, Choi.
• Age : 37
• Sex : Male
• Job : Acting chief of the general affairs
department in P corporation.
• Work in the company during week days and rest on weekend.
• Spend the weekend normally with the wife and the children.
• During the family travel, he wants not only to be able to be with the family but also to find the elements
that wife and children can be satisfied with.
• Interesting elements are needed for the children and recreation for the recharge is needed for the couple.
• They use the public transportation to the travelling destination and use rentals in the travelling site.
• Have the experience of using the hotel package.
Recreation that they spend with their family.
Basic information
Personal information
• Want that the choosing of the rooms and the reservation is easy on the internet after work.
• Wants to know about the information about the auxiliary facilities
that he can use inside the hotel as easily as if a person beside tells a story to him.
Needs
Case A Family recreation type.
Persona
• Marriage : Married (for 8 years)
• Family background : 1 brother and 1 sister
• Monthly average income : 4,500,000 won
• Internet using efficiency : Over the middle level
• Annual traveling number : Over 3 times
• Keen to trends and have a definite pursuing style.
• Cherishes luxurious brand and brand entity.
• Tend to check the information in detail and select through internet.
• Prefers luxurious and formal and classical mood than splendid and exotic mood.
• Hates to be in a situation that is crowded with too many people and be chased by lack of time.
Search for luxurious ceremony.
• Want the reservation time to be free and compose and use the banquet hall as she wants.
• Intend to leave for the honeymoon the day after the wedding.
Case B Group banquet type.
Persona
• Family elements : 3 sisters(the oldest)
• Residence : Busan
• Interests : Luxurious but perfect wedding.
• Monthly average income : 2,500,000 won
• Internet use efficiency : Over middle level.
• Annual travel number :Over 6 times.
Basic information
Personal information
Needs
• Name : Hyae Lim, Whang.
• Age : 28
• Sex : Female
• Marriage : Single
• Job : Broadcast related personnel
• Name : Ji Hoon, Moon.
• Age : 33
• Sex : Male
• Marriage : Single
• Job : Office worker (Deputy in the marketing and
planning team of A corporation.)
• Enjoys the recreation that he can do by himself such as climbing, swimming and SPA, etc.
• Likes to travel with one or more close friends or alone.
• Plans a plentiful trip when he can take ample rest and utilize the time
though it might cost a bit high expense.
• He is outgoing, tranquil and careful character.
• Though he is not very sensitive to trends, what he likes and what he does not likes are clear.
• Has a girlfriend that he went out with for the past 3 years and has a plan to get married within 2 years.
Unusual event for a special day.
• Want to survey on various informations carefully and prepare correctly.
• Though searching for good information by searches is good, but he wants to be provided with various
information he wants easily.
Case C Ceremonial day event type.
Persona
• Family status :1 son (the only son)
• Residence :Daejeon.
• Interests : Joyful life.
•Monthly average income : over 3 million won
• Internet efficiency : over middle level.
• Annual travel number : Over 6~7 times.
Basic information
Personal information
Needs
Customer Journey Map
해운대호텔vs.
Customer Journey Map (Specifics)
After the selection of the traveling site, search the reservation hotel in Naver.
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Key words : Haeundae hotel, Reservation of Busan Hotel,Busan Hotel, etc.
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When searching for the "Haeundae hotel", go to the first link among the search result.
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Select 2-3 hotels in the Haeundae districtin the according site.
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On-line reservation.
Visit the homepage of the hotel to see the image of the hotel's rooms and the specific information.
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Select the "room" menu first.
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Look at the regular price for the room in the room page, and think that the price is too high.
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Decide by considering price, benefits and views.
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Converse the packagespecials into money amount and verify how much she benefits.
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Fix the dates when it is the summer vacation.
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We do not know whenwe will need the reservation number that is given when we reserve.
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Looks for epilogues of the blog in order to see recent pictures.
● We look at the information only, and do the reservation in the travel agency site only.
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Customer Journey Map (Specifics)
Think over the train/airplane/rent-a-car.
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Difficulty in comparing and choosing the best and convenient transportation
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Plan on the things-to-see and things-to-eat and the travel scheme during the travel.
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Think about what types of objects to pack.
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Arrival at the Hotel.
I want to prepare the travel during the 3 hours that we go to Busan from Seoul by train.
● The transportation method is troublesome from Busan station to Haeundae.
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Arrival at Busan station, move to Haeundae by taxi.
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When arrived earlier than the check in time, I entrust my packages, but the left 1-2 hours are troublesome to do anything.
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When check in, we do not know the location for the new building and the main building.
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Feeling troublesome to notify the accompanyingpeople of the reservationresult of the means of transportation
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Feeling cumbersome to revisit the homepage of the hotel to see the offered equipment of the room when packing.
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Customer Journey Map (Specifics)
Worries about whether to give a tip when the boy moves our package.
● Waited until no definite time since we could not use the swimming pool because of the rain.
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Inconvenience of the shower place when there are many people since the seats areonly 2.
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At the Hotel.
Lack of information on how to go to the attractions from the hotel.
● Though I was given the jogging map, I could not utilize it since I did not have the jogging shoes.
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Could not use the health club since I did not have the sneakers.
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Use of the lounge with the information I saw in the blog after the reservation for the hotel.
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Curious if we can use the lounge also when we have arrived earlier than the check in time.
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Found out that the sneakers are rent when I arrived home.
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Customer Journey Map (Specifics)
Hurriedly prepare the checkout on the day of checkout.
● During the peak season, we can easily check out and there is a time gap of 2 hours before the train time.
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The ambiguous time when we are not the Hotel guests.
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Check out and afterwards.
When we entrust our package to the hotel, we can not go too far from the Hotel.
● Found the packages that we had entrusted to the Hotel
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Move to the Busan Station by taxi.
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Arrival at home.●
Compose the epilogue in the blog about Haeundae and the Paradise Hotel.
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check out at 12 o'clock●
When you decide Haeundae for the traveling site, search for the hotel
by inserting the key words, “Recommendation of Haeundae Hotel”,
“Haeundae hotel” in the Naver.
Compare the Haeundae hotels in the on-line travel agency sites,
and select 2-3 hotels and when you decide the hotel, visit the
homepage of the hotel to see the images of the rooms of the hotel.
When I saw the price when I was looking at the photos in the room
information page of the hotel's homepage, I though that there is a big
difference in the prices between the hotel homepage and the on-line
travel agency.
When there is not a big difference in the price
between the on-line travel agency and the Hotel's homepage,
it is more convenient to reserve at the Hotel site.
Customer Real VoiceReservation customer on the on-line travel agency site
- 24th of August, 2010 (2 groups)
1
Focus Group Interview
Click on the firstly exposed site during the search.
(The first exposed sites were the on-line travel agency site
when I searched with the related search words)
Since the photos at the hotel's homepage do not get updated often,
I rather look at the blog in a more recent posted order for the most
recent photos.
Interview with the customers that have the experience of using the on-line travel agency site
which are the potential customers.
Reservation customer on the paradise hotel homepage.
- 26th of August, 2010 (1 groups)
2
Focus Group InterviewInterview with the customers who have the experience of reserving the hotel and using it
through the homepage of Paradise hotel.
The photo shooting must have been done after arranging the hotel
in the cleanest way, and what I believe in the photo information
is the interior design.
Though they have said that the rooms have an ocean view,
we could not see how we could see the ocean and felt disappointed.
The sightseeing information of the hotel's homepage look like it has
been borrowed from somewhere else. There is no map information,
and we can not know how we can go based on the Hotel site
and how land it takes.
Since I could not know the information on the various services
of the executive, I had to look for it one by one in the blog to use it.
(lack of on-line and off-line information)
Customer Real Voice
I do not know the difference between the reservation of the room
and the reservation as a package. I do not know for whom the room
price that is in the room information is.
The bright welcoming of the hotel staff was good.
But, we felt a little disappointed because the information on the services
that we can use inside the hotel lacked.
03
For the service design, we co-create with the people concerned.
Co-Creative Workshop
Team 1
Idea1. Schedule manager
Provision of the service that the customers can plan the traveling schedule on the homepage.
Idea2. Information service on the transportation method.
Provision of Information that can be compared and chosen by the transportation methods, train, airplane and vehicle.
‘What type of service can touch the customers from the moment that they reserve on-line and to the moment that they actually go into the room?’
The co-creative workshop between the Paradise hotel's staff and the Team interface.
Idea generation workshop to solve the Pain points of the customers that have been drawn
through the FGI, Journey map analysis. (September 10,2010)
Co-Creative Workshop
Team 2
Idea1. Provision of unique bracelet
Convenient use of the main/new building with only one bracelet.
Idea2. Guide book on art pieces.
Guide on the art pieces that the Hotel possesses.
‘What type of service would let the customers feel that they are experiencing the best experience during their residing in the Hotel?’
The co-creative workshop between the Paradise hotel's staff and the Team interface.
(September 10,2010)
Co-Creative Workshop
Team 3
Idea1. Provision of lounge. SVC
Provision of a lounge with a book cafe that can be used before check ins and after the checkouts.
Idea2. 고객 Sending Service
Operation of shuttle bus to the subway station. Enhancement of the convenience for the customers that use the Busan station.
‘What type of service the customers would want even after the check out?’
The co-creative workshop between the Paradise hotel's staff and the Team interface.
(September 10,2010)
04
Complete the Service Blueprint by going through the Paint points-Key insights and Prototyping.
Service Key - Insight
The provision of the service is needed that percepts the customers from the moment that they
reserve on-line and where the customers can experience the best experience during the whole
itinerary during the on-line reservation, visit of the Paradise hotel and the re-visits.
Search by"Haeundae hotel"
Visit of the on-line travel agencies
Visit of the hotel site
Comparison/selection
Reservation
Reservation of transportation
Plan of the travel schedule/packing
The way to go to Busn
Arrival at Busan station/bus terminal, Gimpoairport
Arrival at the Hotel/check in
Enter the room
Use of swimming pooland the outdoor hot spring
Enjoying the surrounding attractions.
Use of the jogging course and the health club
Use of the executive lounge
Use of sauna
Breakfast at escaffiel
Depositing the package after the checkout.
1~2 hours of time gap after the checkout.
Spend the time around the hotel.
Move to the train station after finding the package.
Arrival at home/epilogue of the Haeundae travel.
Service Concept & Service Blanding
The special experience that Paradise prepared.
“ Seven Heavens”
Search by"Haeundae hotel"
Visit of the on-line travel agencies
Visit of the hotel site
Comparison/selection
Reservation
Reservation of transportation
Plan of the travel schedule/packing
The way to go to Busan
Arrival at Busan station/bus terminal, Gimpoairport
Arrival at the Hotel/check in
Enter the room
Use of swimming pooland the outdoor hot spring
Enjoying the surrounding attractions.
Use of the jogging course and the health club
Use of the executive lounge
Use of sauna
Breakfast at escaffiel
Depositing the package after the checkout.
1~2 hours of time gap after the checkout.
Spend the time around the hotel.
Move to the train station after finding the package.
Arrival at home/epilogue of the Haeundae travel.
On-lineReservation
Travel Guide
Mobile web
Pick-up service
Joggingservice
Lounge service
Delivery service
“Smart on-line reservation” Provides the information and the choice at the same time.
“Think that the reservation at the hotel site is expensive looking at the room price at the Room page.”
“I want to reserve on the Hotel site, if there is no big difference in the price.”
“The reservation screen that changes every time we choose an object.”
“Decrease of the misunderstandings of the customers through conveyance of information by analyzing the customer's information search pattern.”
“Provision of convenient reservation UI that minimized the conversion of the screen.”
- Provision of the conditioned choice and the reservation related product information in one page.
- Integration of the menu for the room and the package.
- Before the reservation, provide the date first reservation and product first reservation screen.
Theme-specific travel information.“Practical Travel guide.”
“We want the sightseeing for surroundings, but it is hard to get information.”
- Get disappointed at the short content when we look around the homepage for the information on the surrounding sightseeing.
- We search for the recommended sites for sightseeing and the courses through direct search.
“Provide the information on the surrounding that the customers practically need by the theme and connect it to the postings of the blog”
- Provide the theme-specific recommended travel course.
- Formation of the continuous relationship with the customers by inviting them to the postings of the after-travel epilogue.
Paradise in my Palm,
“Paradise Mobile Web”
“Inconvenient to start the computer when packing for checking the amenity in the room.”
“I want to do the travel preparation during the 3 hours travelto Busan from Seoul.”
“It is hard to find facilities inside the Hotel.”
“Mobile web connection to the Paradise Hotel for the need in Hotel, usefully in the train and conveniently at home. “
- Provision of contents such as room, event, facilities of the Hotel, E-concierge, link to the blog, and things-to-watch.
- Obtain the necessary information at any time by connecting to the mobile web.
“The pick-up service that starts at Busan.”
“The traffic from Busan to the hotel is inconvenient.”
- When we arrive at Busan, we have to go through numerous stairs to arrive at the taxi stop.
- Move to the Hotel by taking a cap at the taxi station.
“The provision of the premium service from the arrival at Busan to Paradise hotel.”
- The service that comes to meet the customers in time at the Busan station when the customer reserves it on-line.
- Possibility of enhancement of customer's satisfaction if we connect the service with the KTX afterwards.
Service Blueprint- Pick up service
CUSTOMERAUTION
TOUCHPOINT
LINE OF INTERACTION
PHYSICALEVIDENCE
Homepagescreen
Driver in charge Pickup the customer
and move the package
Assignment of a driver
for the accordingcustomer
Sending the guidance
message
Application status/Verification and
management
Verification of the customer
assignment status
Acquisitionof the driverin charge
Decision of theservice policyand marketing
Application of connecting
pick up service
Productionof welcoming
placard
Completion of the service/
input the status
Registration of the completion
of the service
STEP service useservice exposure service application
LINE OF INTERNAL VISIBILITY
LINE OF VISIBILITY
SUPPORTPROCESS
Staff in charge of the service
Service supporter
Homepage On-line reservation Busan StationSeoul Station
Reservationof KTX
Look at the service guidance in the homepage
Selection of the choice of the
pick up service
Complete the application
Board on the KTX
Receipt of verification message
Arrival at Busan station
Being welcomed by the driverin charge
Move to the Hotel
Service applicationscreen
Service applicationscreen
Welcoming placard
Arrival at Busan station before the customer
arrives
Move to the gate
Registeringthe service
Charactermessage
“The jogging service for special morning.”
“I felt disappointed when I could not do the jogging when I was given the jogging map since I did not have the jogging shoes.”
- The customers that use the hotel for the first time get to know about the jogging course after they arrive so they feel disappointed.
- Though the landscape is attractive, the packages for the exercise clothes and exercise shoes are burdensome.
“The customer service that even those who did not bring the exercise shoes and clothes can enjoy the fantastic jogging course.”
- You can enjoy the morning jogging by renting the exercise shoes and clothes and MP3.
- The service that make the package small and the travel fruitful and plenty.
CUSTOMERAUTION
TOUCHPOINT
LINE OF INTERNAL VISIBILITY
LINE OF INTERACTION
LINE OF VISIBILITY
Homepage screen
SUPPORTPROCESS
PHYSICALEVIDENCE
Answering the phone calls
Registrationof the application
of the service
Frond desk staff
Mobile web screen
Leaflet of thejogging map
Retrieval of theexercise shoes, clothes and MP3
Staff in charge of the laundry.
Settingof the playlistin the MP3
Distributing the exercise shoes, clothes and MP3
Staff in charge of the service
Registration of the applied
content
Registrationof completion of the service
Wash the exercise shoes,
clothes Service supporter
Production of the leaflet
Selection of the playlist
(Periodical update)
In the concierge menu, reserve
on-line and see the service
Look at the jogging service
in the mobile web
The jogging map is given
when checking in
Call to thefront desk
Jogging in Haeundae
Finishingthe jogging
Receipt of the exercise
shoes and clothes and the MP3
Select the list of themusic the customer wants and apply for the service
Leaflet of thejogging map
Exercise shoes, clothes and MP3
Exercise shoes, clothes and MP3
STEP
Homepage KTX(Train) Front desk Room Outside of hotel Room
Service Blueprint - jogging service
service exposure service useservice application
“The Lounge service.
The joyful short time after the check out.”
“Due to the early checkout during the peak season, there is 2 hours gap with the train time. Where shall we spend the time?”
- The occurrence of the empty time before the prepaid traffic time after the early checkout.
- Need of a place to spend the 1-2 hours after the checkout at 11 o'clock.
“Spend even 1 hour gap in the Paradise comfortably.The Paradise's special service that continues after the checkout”
- Improvement of the customer's inconvenience through late checkoutand early check in during peak seasons.
- The service is possible utilizing the new building's lounge that is vacant after the breakfast.
STEP
CUSTOMERAUTION
TOUCHPOINT
Front desk staff of the hotel
LINE OF INTERNAL VISIBILITY
LINE OF INTERACTION
LINE OF VISIBILITY
SUPPORTPROCESS
PHYSICALEVIDENCE
Homepage screen
In the conciergemenu, reserve on-line
and look at the guidance on the service
Homepage Front desk Lounge
Check OutMove to the lounge/ Submit a coupon
when entering
(Basic free service)
Self service
(Toll service)
Order
Payment of extra fee
Guidance on the lounge serviceand offering of coupons
Staff in charge of the service
Staff in charge of the Orders
Takingthe orders
ServingReceiving
the payment
Setting and
arrangement
Preparationof basic menu
Verification of the coupon
and registration of the customer
Records /DB system
Records /DB system
Coupon to use
Explanation by the staff
Coupon to useBeverage, snacks,
books and etc.
Guidance by the staff
Menu plate
Use of beverage and snacks
Ordering menu Cash, credit card
Preparation of ordering menu
Service Blueprint- Lounge service
service exposure service useservice application
“The unburdened finishing of the travel
Delivery service”
“After the deposit of the package at the hotel, I can not go too far.”
- The customer reserves the train seat considering the best time that they can stay in Busan.
- For the case of reservation for 5 o'clock train, when checking out at 12 o'clock, there is 5 hours' free time.
- But, since we have deposited the parcel at the hotel, it is not easy to go to far from the hotel.
“The customer touching service that can enjoy the afterglow of the Busan travel.”
- When checking out, use the delivery service and have the parcelsent to the busan station.
- Stop by Nampo-dong, the fish market and arrive at Busan station.
- Retrieve the parcel at busan booth of Paradise hotel and take the train and take off.
“The unburdened finishing of the travel
Delivery service - Prototype”
Service Blueprint-Delivery service
Concierge desk
CUSTOMERAUTION
TOUCHPOINT
Staff in charge of the service
Staff in charge of the booth
LINE OF INTERNAL VISIBILITY
LINE OF INTERACTION
LINE OF VISIBILITY
Homepage screen
SUPPORTPROCESS
PHYSICALEVIDENCE
Homepage Front desk Front desk Outside the hotel Busan station
Guidance on the delivery
service Compose the
service applicationon sheet.
Front desk staff of the hotel
Attach the verification sheet to the parcel
Records /DB system
Service guidance leaflet
Explanation by the staff
Explanation by the staff
Application form Application form
Move the parcel to the
custody place. Input in the computer system
Automatic message sending alarming
the arrival of the parcel
Response
Retrieval of the parcel /Input the arrival
status of the parcel
Give the parcel after verifying
the identification
Records/ DB system
Registration slipSign System
Move the parcelfrom the custody
place to the boothof Busan station
Delivery staff.
Character message
Production of the homepage
screen
Production of the leaflet
In the conciergemenu, reserve
on-line and look at the guidance
Check out
Compose the application sheet for the
delivery service
Deposit the parcel and
receive theregistration slip
Depart from the HotelCharacter message
saying that the parcel arrived
Arrival at the train station
and stop by the booth.
Retrieval of the parcel.
STEP service exposure service useservice application
Service opening. After...
05
The opening of the real time on-line system for the first time in the industry. Minimize the unnecessary moving of the package by giving the image of the room and the possible package information in the reservation stage. And improvement of the UI so that the customers will not give up since they do not know the fact that the price is not that much different from the on-line travel agencies.
"Smart on-line reservation that provides
information and the choice at the same time."
Before the opening of the system
2%
After the opening of the system
16%
On-line reservation rate(As of September 2011)
The On-line package reservation rate.
50%
Recommended guide by neighboring travel course. Things to eat, shopping, map information on nearby areas, etc. are realized in a way that they can be easily searched.
" Provision of theme-specific travel information.
Practical Travel guide"
By providing the information on the sightseeing sites around hotels, and the sightseeing sites by the Busan rage sphere by introduction the E-concierge in the Mobile internet page, we let the customers plan beforehand before the arrival at the hotel the whole itinerary during which they stay at the hotel.
“Paradise in my palm
Paradise Mobile Web”
By renting walking shoes to those who need comfortable shoes on their business visit, we let them fully enjoy the nature and do the walking.
“Walking slowly with the pace of the nature”
Nature in Paradise
With the increase of the customers that use KTX, launching the service that provides the customers the use of the Rail desk at Busan station where they can reserve without going to the Hotel and check in and let them enjoy the sightseeing for downtown without having to worry about the parcel.
“The KTX is becoming more convenient.,
Rail Desk at busan station.”
“The KTX is becoming more convenient.,
Rail Desk at busan station.”
June July August
Rail desk use rate (2011)
94people
152people
319people
“Providing the service design
that the customers can continuously be satisfied
with through the contextual survey of customer based concept.”
Definition of service design.
-Teaminterface-
