2. 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
3. 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.
5. “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-
6. 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.
●
●
●
●
7. Service is also a design…
Business Environment Analysis
Based 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.
●
●
●
8. 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.
●
●
●
●
9. “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.
11. 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.
12. 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
13. 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
WoW3
Performance2
Biz Goal Interview
14. • 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.
16. 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 banquet
as 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
Persona
Make 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
17. • 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
18. • 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
19. • 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
21. 해운대호텔
vs.
Customer Journey Map (Specifics)
After the selection
of the traveling site,
search the reservation
hotel in Naver.
●
Key words :
Haeundae hotel,
Reservation
of Busan Hotel,
Busan Hotel, etc.
●
When searching for
the "Haeundae hotel",
go to the first link
among the search result.
●
Select 2-3 hotels in
the Haeundae district
in the according site.
●
On-line reservation.
Visit the homepage
of the hotel to see
the image of the hotel's
rooms and the specific
information.
●
Select the "room" menu
first.
●
Look at the regular price
for the room in the room
page, and think that the
price is too high.
●
Decide by considering
price, benefits and
views.
●
Converse the package
specials into money
amount and verify
how much she benefits.
●
Fix the dates when it is
the summer vacation.
●
We do not know when
we will need
the reservation number
that is given when
we reserve.
●
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.
●
22. Customer Journey Map (Specifics)
Think over the train/
airplane/rent-a-car.
●
Difficulty in comparing
and choosing the best
and convenient
transportation
●
Plan on the things-to-
see and things-to-eat
and the travel scheme
during the travel.
●
Think about what types
of objects to pack.
●
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.
●
Arrival at Busan station,
move to Haeundae
by taxi.
●
When arrived earlier
than the check in time,
I entrust my packages,
but the left 1-2 hours
are troublesome to do
anything.
●
When check in, we do
not know the location
for the new building
and the main building.
●
Feeling troublesome to
notify the accompanying
people of the reservation
result of the means
of transportation
●
Feeling cumbersome to
revisit the homepage of
the hotel to see the
offered equipment of
the room when packing.
●
23. 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.
●
Inconvenience of the
shower place when
there are many people
since the seats are
only 2.
●
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.
●
Could not use the health
club since I did not have
the sneakers.
●
Use of the lounge
with the information
I saw in the blog after
the reservation for the
hotel.
●
Curious if we can use
the lounge also when
we have arrived earlier
than the check in time.
●
Found out that the
sneakers are rent when
I arrived home.
●
24. 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.
●
The ambiguous time
when we are not the
Hotel guests.
●
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
●
Move to the Busan
Station by taxi.
●
Arrival at home.●
Compose the epilogue
in the blog about
Haeundae and the
Paradise Hotel.
●
check out at 12 o'clock●
25. 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 Voice
Reservation 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.
26. Reservation customer
on the paradise hotel homepage.
- 26th of August, 2010 (1 groups)
2
Focus Group Interview
Interview 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.
28. 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)
29. 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)
30. 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)
31. 04
Complete the Service Blueprint by going through
the Paint points-Key insights and Prototyping.
32. 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, Gimpo
airport
Arrival at the Hotel/
check in
Enter the room
Use of swimming pool
and 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.
33. 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, Gimpo
airport
Arrival at the Hotel/
check in
Enter the room
Use of swimming pool
and 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-line
Reservation
Travel Guide
Mobile web
Pick-up
service
Jogging
service
Lounge service
Delivery service
34.
35. “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.
36. 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.
37. 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 travel
to 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.
38. “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.
39. Service Blueprint
- Pick up service
CUSTOMER
AUTION
TOUCH
POINT
LINE OF INTERACTION
PHYSICAL
EVIDENCE
Homepage
screen
Driver in charge Pickup
the customer
and move
the package
Assignment
of a driver
for the according
customer
Sending
the guidance
message
Application status
/Verification and
management
Verification
of the customer
assignment
status
Acquisition
of the driver
in charge
Decision of the
service policy
and marketing
Application
of connecting
pick up service
Production
of 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
SUPPORT
PROCESS
Staff in charge
of the service
Service supporter
Homepage On-line reservation Busan StationSeoul Station
Reservation
of 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 driver
in charge
Move
to the Hotel
Service application
screen
Service application
screen
Welcoming placard
Arrival at Busan
station before
the customer
arrives
Move
to the gate
Registering
the service
Character
message
40. “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.
41. CUSTOMER
AUTION
TOUCH
POINT
LINE OF INTERNAL VISIBILITY
LINE OF INTERACTION
LINE OF VISIBILITY
Homepage screen
SUPPORT
PROCESS
PHYSICAL
EVIDENCE
Answering
the phone calls
Registration
of the application
of the service
Frond desk staff
Mobile web
screen
Leaflet of the
jogging map
Retrieval of the
exercise shoes,
clothes and MP3
Staff in charge
of the laundry.
Setting
of the playlist
in the MP3
Distributing the
exercise shoes,
clothes and MP3
Staff in charge
of the service
Registration
of the applied
content
Registration
of completion
of the service
Wash the
exercise shoes,
clothesService 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 the
front desk
Jogging
in Haeundae
Finishing
the jogging
Receipt
of the exercise
shoes and clothes
and the MP3
Select the list of the
music the customer
wants and apply
for the service
Leaflet of the
jogging 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
42. “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 checkout
and early check in during peak seasons.
- The service is possible utilizing the new building's lounge
that is vacant after the breakfast.
43. STEP
CUSTOMER
AUTION
TOUCH
POINT
Front desk staff
of the hotel
LINE OF INTERNAL VISIBILITY
LINE OF INTERACTION
LINE OF VISIBILITY
SUPPORT
PROCESS
PHYSICAL
EVIDENCE
Homepage screen
In the concierge
menu, reserve on-line
and look at the guidance
on the service
Homepage Front desk Lounge
Check Out
Move to the lounge
/ Submit a coupon
when entering
(Basic free service)
Self service
(Toll service)
Order
Payment
of extra fee
Guidance on the
lounge service
and offering
of coupons
Staff in charge
of the service
Staff in charge
of the Orders
Taking
the orders
Serving
Receiving
the payment
Setting
and
arrangement
Preparation
of basic menu
Verification o
f the coupon
and registration
of the customer
Records /
DB system
Records /
DB system
Coupon to use
Explanation
by the staff
Coupon to use
Beverage, 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
44. “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 parcel
sent 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.
46. Service Blueprint
-Delivery service
Concierge desk
CUSTOMER
AUTION
TOUCH
POINT
Staff in charge
of the service
Staff in charge
of the booth
LINE OF INTERNAL VISIBILITY
LINE OF INTERACTION
LINE OF VISIBILITY
Homepage
screen
SUPPORT
PROCESS
PHYSICAL
EVIDENCE
Homepage Front desk Front desk Outside the hotel Busan station
Guidance
on the delivery
service
Compose the
service application
on 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 parcel
from the custody
place to the booth
of Busan station
Delivery staff.
Character
message
Production
of the homepage
screen
Production
of the leaflet
In the concierge
menu, reserve
on-line and look
at the guidance
Check out
Compose
the application
sheet for the
delivery service
Deposit
the parcel and
receive the
registration slip
Depart from the Hotel
Character 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
48. 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%
49. 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"
50. 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”
51. 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
52. 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.”
53. “The KTX is becoming more convenient.,
Rail Desk at busan station.”
June July August
Rail desk use rate (2011)
94people
152people
319people
54. “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-
