SDT2012 (P7.1): Service Chain Mapping of Turku – Tallinn Cultural Tourism 2011

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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):

Jari Laitakari, Pöyry Finland Oy (Finland)

Jari Laitakari is a senior consultant with Pöyry consulting company, specializing in tourism sector. He has a versatile experience of over 25 years in tourism development from public and private sectors. In 2011 he completed tourism related eMBA studies in University of Lapland. Based in Rovaniemi, © Arctic Circle.

Service Chain Mapping of Turku – Tallinn Cultural Tourism 2011
Consulting company Pöyry Plc. conducted a service chain mapping for cultural tourism events and venues in Turku, Finland and Tallinn, Estonia in 2010 and 2011. Both the cities carried the title of European Capital of Culture in 2011. The customer service chain mapping was made in 2010 in two cultural events and two main cultural attractions. In summer 2010 there were two focus groups chosen to represent ordinary cultural tourism visitors. The focus groups in both the cities assisted small team of consultants in observing the service chain. In summer 2011 the scope of service chain mapping was widened. About 40 Cultural Tourism 2011 project participants were mapped out mainly using mystery shopping method. Based on mappings in 2010 the consultant created some components for training toolbox. Later, preparing for summer 2011, an e-learning tool was created in order to assist the cultural tourism service providers and their staff to identify and improve their service chains. Ideally the service chain identification from advance booking to after sales procedures should be made individually with hands-on approach. Service chain mapping is no fancy science, it is mainly customer orientation.

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  • SDT2012 (P7.1): Service Chain Mapping of Turku – Tallinn Cultural Tourism 2011

    1. 1. SERVICE CHAIN MAPPING OF TURKU – TALLINN CULTURAL TOURISM 2011 BACKGROUND• Cultural Tourism 2011 project in Turku and Tallinn has had an objective to develop customer service chain as one competitive edge in supply of culture related tourism products. The mapping took place during the summers of 2010 and 2011 in two European Capitals of Culture, Turku and Tallinn. After a tendering process Pöyry Consultancy Company was chosen to perform the customer service chain mappings.
    2. 2. SERVICE CHAIN MAPPINGConducting of the assignment 2010 - 2011• Summer 2010 the service chain mapping was conducted in limited number of cultural events and cultural tourism attractions. The service chain mapping was conducted mainly by using mystery shopping method in Tallinn (Estonia) and Turku (Finland).• The assignment was widened for summer 2011 in both cities to reach more covering knowledge of the customer service chain.• The service chain mapping analysis was made by team of Pöyry consultants. In 2010 the team was assisted by focus groups from both of the cities. In 2011 the focus groups were not utilized.
    3. 3. SERVICE CHAIN MAPPING General elements in the mapping Advance Languages, mediums, accuracyinformation Booking (Ticket procedure delivery) Usability, reliability Guidance Image, information value. How to guide new visitors? Information Building up How to prepare the visitors for the experience? the tension Actual visit Value for money, role of the staff, safety or event Enabling creation Keepsakes, souvenirs, pictures of memories Keeping up Carrying on the good mood, the atmosphere extended experience After sales marketing Customer relations marketing
    4. 4. SUMMARY OF THE SERVICE CHAIN EXPERIENCES IN 2010The following topics were generally paid attention to:•PHASE: PRIOR TO ARRIVAL•Advance information: Language versions were inadequate•Use of social medias and e-marketing tools was quite low (videoclips, visitor comments, photo gallery, etc.)•Information accuracy should be improved•Business to business information•Booking procedure: Cultural tourism product packaging missingmore or less•Engagement of the visitors at the pre-service phase
    5. 5. SUMMARY OF THE SERVICE CHAIN EXPERIENCES IN 2010• Payment methods in the internet from different countries were inadequate. There were differences in the payment processes• All cultural events are not offered as (hotel) packages• Guidance information: Visitor’s point of view is not reached, first time visitors may find difficult to navigate in destination• Building up the tension: There was no interaction prior to arrival with registered customers to build up the tension or increase sales ********• PHASE: ACTUAL AND POST-SERVICE• First experiences upon arrival: Guidance and signage to the destination could be improved• Building up the tension, the excitement, is lacking in general
    6. 6. SUMMARY OF THE SERVICE CHAIN EXPERIENCES IN 2010• Some glitches in bigger events at the hotels (room cards, tickets, event information…)• The main events and attractions have been organized professionally• Feelings and memories right after the experience: The good feeling was not generally maintained after the actual event• The sales of keepsakes, pictures and souvenirs could be improved• Collecting feedback and sharing visitor comments could be developed via social media (e-guest books, reviews etc.)• After sales marketing: Use of social media tools could be improved, feedback opportunities could be utilized more• Use of collected customer information could be improved
    7. 7. FOLLOWING STEPS IN SERVICE CHAIN IMPROVEMENT FOR 2011 ->• Simple service chain toolbox was created on basis of the experiences of mapping in 2010• The purpose of the tool was to assist the project participants to integrate service chain thinking in the general quality management• The tools can be utilized for self evaluation of service chain.• In addition another visual tool was created: e-learning tool that was running CT 2011 project platform – In the e-learning tool the Cultural Tourism actors can move around with cursor for hotspots and test their performance in terms of service chain components
    8. 8. Learning throughhot-spot info
    9. 9. SERVICE CHAIN MAPPING 2011In 2011 the same events and attractions as 2010 were mapped outby the consultant team in Turku and Tallinn in order to do thefollow-up evaluation. In addition the involved CT 2011 projectpartners were evaluated, around 40 cultural attractions in total.The consultant team prepared observation reports of each partner,which then were submitted to the partners by the projectorganization.
    10. 10. GENERAL CONCLUSIONSCustomer orientationThe company or the organization would have to step out of its ownrole and think about company’s service processes with the eyes ofa customer. For a company there is a risk to stick to old routinesand ignore the customer perspective.Customer target group definitionThe companies or cooperatives who have identified the targetaudiences properly, find it easier to design functioning andexperience oriented customer service chain.Service chain processesThe internal process identification is related to quality managementmindset. Besides the internal processes it is important to map outcustomer behavior in the attraction, shop or event. By recognizingthe processes and the potential inconsistences in the chain is theonly way to start improving the chain.
    11. 11. GENERAL CONCLUSIONSVisibility, outlooks Accessibility. AccessibilityDuring the mapping some refers to location and access.services very difficult to find Accessibility also refers to trafficphysically and even in the connections, opening hours,internet. Visibility is part of presence in the internet, updateddesign management. Design company information.management is an ongoing plan Accessibility also requires theon how a company should look disabled persons are taken intolike seen with the eyes of a account in service chaincustomer. planning.Location, location… Testing and evaluation service chainOne of the key success factorsin terms of service chain Preferably there should bemanagement and business in random external testers. Processgeneral testing can be conducted by staff also
    12. 12. Thank you for your attention CONTACT: Jari Laitakari +358 10 33 28 303; jari.laitakari@poyry.com Service Design Tourism 2012 13 August 2012

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