SERVICE DESIGN
EXPERIENCE
INTENDED LEARNING OUTCOME
1. ELABORATE THE IMPORTANCE OF
DESIGNING GUEST EXPERIENCE
2. MODELING AND VISUALIZING GUEST
EXPERIENCE
3. LEARN THE COMPONENTS OF SERVICE
DESIGN
SERVICE
DESIGN
▪ Services require an operating
and delivery system in order
to function, which has to be
designed in such a way as to
offer effective customer
service.
▪ Service is a process where
people interact with the
production and delivery of an
experience.
Challenges of
Service Design
Challenges of Service Design
▸ Services are difficult to
describe and communicate as
they are intangible and
process oriented
▸ This becomes all the more
difficult when services are
delivered over a long period
▸ Again, as services are
delivered by employees to
customers, they are variable
Planning and Creating Services
A service product The service concept
comprises all is represented by:
elements of service
o A core product
performance, both o Accompanied by
tangible and supplementary services
intangible, that
create value for
customers
Designing a Service Concept
▸ Core Product
Central component that supplies the principal, problem-
solving benefits customers seek.
▸ Supplementary Services
Augment the core product, facilitating its use and
enhancing its value and appeal.
▸Delivery Processes
Used to deliver both the core product and each of the
supplementary services.
Core and Supplementary
Services at Luxury Hotel
Designing a Service Concept
Service concept design must address the following issues:
1. How the different service components are delivered to
the customer
2. The nature of the customer's role in those processes
3. How long delivery lasts
4. The recommended level and style of service to be
offered
Flowcharting
Service Delivery
▸ Offers way to understand
totality of customer's service
experience
‣ Useful for distinguishing
between core product itself and
service elements that
supplement core
• Restaurants: Food and
beverage (core)
• Reservations (supplementary
services)
The 3 main components of the guest experience
01 Communication 02 Convenience
03 Choice
COMMUNICATION
Try enhancing your communication by:
• Sending a detailed pre-arrival email to simplify the check-in process.
• Encourage your guests to get in touch either at the property or
online by making it easy for them.
• Answering their questions and solving problems quickly.
• Thanking them for staying with you, asking for detailed feedback
and considering it.
CONVENIENCE
Try enhancing your guests' convenience by:
• Providing a self-check-in option and having a 'skip the queue' key
pick-up desk.
• Working together with local tour guides and restaurants to save
guests some time with research.
• Provide a transfer from an airport.
• Include a special requests section when booking a room so that you
can provide essential amenities for each type of traveller.
CHOICE
Try giving your guests more options by:
• Offering personalised packages (for example spa treatments for
leisure travellers, tour buses for Boomers, local food/drink tasting
experiences for Millennials or Gen Z travellers etc.)
• Let your guests decide when they need housekeeping (a sign of
environmental sustainability).
• Asking about any special occasions.
• Having different ways to contact the hotel staff (telephones in the
rooms for older guests, online self-service for the younger crowd.)
THANK YOU
