Customer Journey Mapping and Service Blueprint for Frog by Adam Handling Restaurant

The report highlights the case study of restaurant in which the customer journey mapping and service blueprint tools are used to meet the expectation of consumers. Case study is all about fine dining restaurant Frog by Adam Handling in which the customer journey scenario is depicted and also the weak areas of customer experience is determined by recommending how restaurant can exceed the customers’ expectations.

Customer Service
Management

EXECUTIVE SUMMARY
The report highlights the case study of restaurant in which the customer journey mapping
and service blueprint tools are used to meet the expectation of consumers. Case study is all about
fine dining restaurant Frog by Adam Handling in which the customer journey scenario is
depicted and also the weak areas of customer experience is determined by recommending how
restaurant can exceed the customers’ expectations.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Customer Journey mapping and Service Blueprint.........................................................................5
Theory of customer journey mapping....................................................................................7
Application of customer journey mapping.............................................................................8
Service Blueprint Diagram..............................................................................................................9
CONCLUSION AND RECOMMENDATION.............................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The report is based on case study of fine dining restaurant Frog by Adam Handling. This
case study is about the experience which customer has gained in restaurant. Consumers are
facing lot is issues and problems regarding the services and facilities of Frog by Adam Handling
restaurant as they get fail to impress the customers with their services. The services of restaurant
is not so good as customer have to wait for the menus and someone to take orders and also the
food of Frog restaurant is not up to the mark. Some of the dishes are tasty but they were so costly
as compare to other restaurant of London. Customers were also facing the issues regarding the
cleanliness, the toilet area of restaurant remains dirty which gives disgusting experience to
consumer. Even customers get ill after having the meal of restaurant, moreover the concept of
restaurant is nice but it doesn’t meet the benchmark of customers.
In this report, customer journey mapping and service blueprint tool is used in order to
highlight the weak areas from their experience and also the clear recommendation is given in
order to provide how restaurant can exceed their customer expectation. Customer journey
mapping helps in understanding and educating about customer’s viewpoint and perspective
related to the products and services of Frog restaurant. Through customer journey mapping,
restaurant can develop strategic approach to understand their customer expectation. Frog by
Adam Handling is located in heart of Convent Garden and west end, the restaurant offer
theatrical touch by adding exiting flavours in their recipes. The restaurant have private dining
room which is called library, it have 20 seats offering access to the heart of restaurant with their
own personal chef. The restaurant mainly targets the family, youngsters and adults. Consumer
trends mainly get change due to the situation and circumstances, customer generally gets
attracted with the restaurant that follows the latest trend and stay updated (Micheaux and Bosio,
2019). The restaurant industry is adapting ever-evolving customer behaviour and preferences
from last few years, the future of restaurant is depend on service innovation and technology.
Consumer trends which must be implemented by Frog by Adam Handling restaurant are off
premise dining, limited time offers, new menu offerings, cloud kitchens, contactless dining and
advanced online ordering systems. Through implementing this trend, restaurant can attract
maximum number of customer. These consumer trends not only attract consumer but also it
helps in improving the profitability and growth of business. Customers generally prefer healthy
foods that don’t harm their health. The health conscious people look four elements in their menu

such as gluten-free, organic, local and sustainable food. Consumers expect varieties of things
with restaurant such as warm welcome, focused attention by staff, quick services at all fronts,
pleasant and comfortable atmosphere, easy payment method and high quality foods (Rudkowski
and et. al., 2020). Through meeting the customer expectation, restaurant can attract large number
of audience and gain loyalty of consumers towards the brand.
Customer Journey mapping and Service Blueprint
Customer journey mapping is a process that defines the stages of customers while
interacting with company. The main motive of customer joinery is to understand the channels
and paths that customers follow to get the product. Through this tool, company can forecast the
path of future customers. Customer journey includes the roadmap from brand discovery to
purchasing and beyond. It is a visual representation of the buyer’s journey which helps to tell the
story of customer’s experience with brand (Anderl and et. al., 2016). In order to create effective
customer journey mapping, it is important to set the clear objective of map, profile customer
personas and define their goals, highlight target customer personas, list out all the touch points,
identify the elements that map must show and determine the resources which company must
have. In order to attract more and more customers towards the fine dining restaurant Frog by
Adam Handling it is important to create customer journey mapping. It helps in understanding the
emotions of customers and also they can understand why customer makes particular choices to
set the business up for success. Customer journey mapping is important as it allow restaurant to
optimise the customer on-boarding process and also benchmarks the experience of customer
against what they actually receive (Custer, 2018). It helps in understanding the differences in
buyer personas by moving from prospect to conversion through buying funnel and also it creates
logical order to buyer journey. Through customer journey mapping, Frog by Adam Handling
restaurant can create new target customer base and implement proactive customer service.
The customers of restaurant are facing many problems regarding the services and facilities.
It is important for restaurant to overcome the issues in order to create strong customer base.
Service blueprint is one of the tool that helps in providing guidance on how services must be
provided by restaurant, specify the physical evidence, staff actions and support system required
to deliver the service across different channels. The main function of service blueprint is to
visualise the relationship between various service components such as people, physical evidence
and process that are link to the touch points in specific customer journey. Through developing

service blueprints, restaurant can visualise intangible services, provide clarity within ambiguous
service landscape, create single source of information, reveal interdependencies between
components of service, identify potential gaps in the service experience and reach to aligned
goals. The main motive of service blueprint is to help employees to understand how customers
see or experience the services of restaurant. It is the responsibility of Frog restaurant to focus on
providing excellent services to their customers in order to create string customer base and attract
maximum number of people towards the brand (Rejikumar and et. al., 2021). If consumers are
highly satisfied with the services of restaurant it helps in making them loyal towards the brand
and also increases the profitability and growth of restaurant. Consumers generally prefer
seamless experience in restaurant which helps in fulfilling their desired and needs. The restaurant
must focus on providing warm welcome to their customers so that they remain happy with the
etiquettes and attitude of employees towards them.
There are various elements of service blueprint such as physical evidence, customer actions,
front stage, backstage and support processes. The physical evidence element generally depicts
that what customers come in contact with whereas the customer actions determines what
consumers do during the service experience, The front stage employees action depicts that what
customer see and who they interact with and the backstage contact employee actions often
focuses on other employees actions, preparations and responsibilities customers don’t see but
that make the service possible. Support process mainly includes the internal or additional
activities that support the employees while providing the services. There are various benefits of
service blueprint which can be avail by restaurant such as it helps in accommodating as much as
little detail required and also it shows high level overviews (Tran and et. al., 2017). Through
service blueprint, restaurant can compare their services with their competitors. It helps in
creating visible structure for implementing and accomplishing the operational goals and
objectives of restaurant. In order to create service blueprint, restaurant must focus on coming up
with customer scenario, map out customer experience, built out from customers actions, clarify
lanes of responsibility and actions and also focus on clarifying the cross functional relationship.
When customers enter into the restaurant they generally look decor, locations, written and visual
menu, payment cash cards, tray plates eating tools, tables, chairs, lights, trash counter and many
other things. The consumers generally come to restaurant, order food, pay, que, receive food, eat
food and clean. It is the responsibility of onstage employee to welcome their employees, provide

guidance, inform, receive orders, serve food and drinks and receive payments. The backstage
employees generally focus on arranging the interiors, prepare tables, arrange materials, notify
orders and prepare for food and drinks. The support process of restaurant mainly focuses on
preparing materials, order system, stock management and payment system (Pennington, 2016).
Through this customer journey mapping, Frog restaurant can meet the expectation of customers
by providing them excellent services that helps in creating strong customer base. Restaurant must
follow the customer journey mapping stage in order to enhance its profitability and sale. It is
necessary for the restaurant to meet the expectation of customers by offering them services
according to their taste and preference.
Theory of customer journey mapping
Service: A service is related with the intangible experience that happens over the time
and it is produced and consume at a same time. The customer is regarded as the co creates of the
service.
Service design: Service design is the activity which is related with the planning and
arranging of the people, communication, infrastructure, and components of material of a service.
It helps in improving the quality and interacting between service provider and its users (Popli,
and Rishi, 2021). The service designs is refers to the functions which is a way to inform the
changes into the existing service and to create a new service overall. The main objective of this
service design methodology is to establish the practises for designing of the services in relation
with the needs and competencies of the service providers. If hotel is effectively using its service
design then this may attract customer and becoming user friendly which is relevant to the users
while being sustainable and competitive for the service providers.
Working of customer journey mapping: Customer journey mapping is the diagram that
refers to the steps in which customers goes through the engaging with the company or a hotel.
Customer journey mapping consisting of three stages these are touch points, end to end
customers and identify opportunities. Customer journey map works with the starting of
identifying the touch points which could be made by hotel in order to attract customer and in
order to make customers feels happy a comfortable. Like in context with the chosen hotel of
Frog by Adam Handling, they greet customers and provide them better quality of food menu and
other facilities which could attract them towards the brand (Xia, 2021). There are various other
techniques through which company can be able to accomplish their aim and objectives. Further,

hotel have to keep in mind what a customer thinks, feels and hears when their interact with the
hotel and their products and services. They should have to experience the customers journey and
identify opportunities in order to attract them. Further, customer journey mapping includes
actions, motivations, questions and pain points. In relation with particular hotel of Frog by Adam
Handling, they are identifying customer actions and what they are doing. Further, actions what
customer takes to the next stage. Then what are the drivers that customers precede to the next
level. What is the aim and objective. Further, questions like customer uncertainties and what they
are looking for. The other obstacles is to prevent the customers moving from the next stage.
Application of customer journey mapping
There are certain application to the customer journey mapping through which
organisation is effectively contributing towards their customer satisfactions and achieving their
goals and objectives (So, Kim and King, 2021). Within the case study of Frog by Adam
Handling, their customer are not very much satisfied with their services.
Firstly, they have provided better services to the customers. They have numerous of the staff
members but customers has to ask about the menu and for ordering something. So this has results
in dissatisfaction of the customers.
The other is food- as some of the dishes are tasty but it goes down due to its high prices.
Many of the people of middle class did not be able to afford it and it miss their opportunities and
growth factors. Further, there are various other restaurants that are providing these tasty dishes at
lowers prices so customer might be shift to them.
The other is cleanness- hotel is having those toilets which are dirty and customers did not get
satisfy with this. Company should have to work on those and provides a customer’s hygiene
facility.
Further, company could have to use certain applications such as they have to set target and
develop touch points which could helps in getting affected by the customers (Abukhalifeh, and
Pratt, 2021). When hotel will be trying to find out touch points like greeting them, listening to
their needs and demands, providing high quality of services and food etc. these will helps in
development of the customer satisfaction and resulting in enhancing them and stopping them
from giving negative reviews.
 Frog by Adam Handling, managers should have to firstly focus on the touchpoints that
could helps in knowing the needs and demands of customers. Further they should greet

customers and always stand in front of customers table, so that of customer have any type
of query related to the food products and taking orders. Then they could easily say to
their staff members.
 Hotel should have to keep focus on their prices. As in the given case study, customers are
not satisfied with the prices company is offering to them. They should have to work
according to the requirements of the customers (Hcardoso, and Ferreira, 2021). Further,
they should lower there prices to £250 for two person instead of £300 for two person.
This will helps them in attracting customers towards their brand and competing with their
competitors as well. Also, they should declare some of the discounts or loyalty cards in
order to lower the prices of food.
 The next method they should focus on is to maintain hygiene in their working
environmental and in the toilets. As this is a time of covid 19, so most of the people are
shifted to become hygiene and having clean environment (Priyadarshi, Routroy, and
Garg, 2021). Manager should also provide proper sanitation facility and hand gloves and
mask in order to remove any type of infections. This will helps them in attracting
customers and getting positive reviews.
Service Blueprint Diagram
Physical evidence
Customer
Journey
Onstage
Interaction
Product
and
services
Table and
chair
atmosphere
Menu Space for
toilets
Payment
cash cards
Trash
counter
Visit
and
observe
Seated Check
menu
Order Wait Served
Guide Receiv
e
orders
Serve
food
Receive
paymen
t
Pay

Backstage
Interaction
Support process
CONCLUSION AND RECOMMENDATION
It is being concluded from the above information that service blueprint helps in providing
clear picture of how services and experience is delivered across different channels. Customer
service blueprint is one of the effective tools that help in providing high level view of consumer
experience and also give detail information of what is going on below the services. It highlights
the consequences of consumer journey mapping and also determines the fails point which affects
the satisfaction level of customers. Through service blueprint, the manager of restaurant can
identify the key elements which help in contributing to customer satisfaction. The services
provided by the restaurant fails to attract customers due to which they have to build customer
journey mapping and service blueprint in order to identify the expectation of customers with
restaurant. By service blueprint, restaurant can identify what services can attract customers and
fulfil their expectations.
There are many ways through which restaurant can enhance their customer service. They
must focus on providing training and development opportunities to their staff related to proper
etiquette, and greeting guest. Restaurant must also focus on leveraging guest data in order to
improve customer service and also offer seasonal experience to their customers. It is important
for restaurant to implement new payment technologies for their customers as it become easy for
them to pay with their convenient mode. Restaurant must learn to deal with customer complaints
and criticism. They should focus on resolving the issues and complaints of customers as it
increases their chance of returning to restaurant in spite of negative experience. In restaurant,
Prepare
tables
Prepare
materials
Prepar
e food
Order
system
Payment
system
Notify
orders

consumers are facing problem related to employee’s services as they are not attentive and
efficient. So, it is necessary for restaurant to train their staff so that they can provide seamless
experience to their customers from beginning to end. It is the responsibility to restaurant to
ensure that their customers must leave the restaurant with smile and positive feedback. For
running the business in efficient and effective manner, it is important to meet and exceed the
expectation of customers. Consumers generally get satisfied when they are happy with the
services and facilities of restaurant. The restaurant must focus on improving the response time as
customers are not ready to wait for the menus and response of staff regarding the order due to
lack of time. Thus, by responding quickly restaurant can attract maximum number of customers
and also create strong customer base. The taste and preference of consumer plays an important
role in improving the experience of customers. Restaurant must focus on identifying the need
and preference of customers regarding the food so that they can meet the expectation of
consumers and make them satisfied with the food. The chef of restaurant must focus on offering
food items that attracts and satisfied the taste of consumers so that they become loyal and refer
their friends and family for restaurant. Cleanliness is one of the major points which represent the
brand value and image of restaurant. It is essential for Frog restaurant to focus on cleanliness as
it influences the behaviour and experience of customers towards the brand.

REFERENCES
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