Customer Journey Map and Physical Evidence in Dukes Hotel London

This report summarizes the different stages of customer journey map and physical evidence in Dukes Hotel London, including the implementation of social distancing measures.

Dukes Hotel London

Executive summary
This report has summarized the different stages of customer journey map in the
organization. Also, this report has summarized the physical evidence stages of the company and
way they will be performed in the organization. It has been identified that by considering all the
social distancing measures, firm satisfied their consumers and gained competitive advantages.

Table of Contents
INTRODUCTION...........................................................................................................................4
Customer service journey............................................................................................................5
Physical Evidence.......................................................................................................................6
Service Blueprint.........................................................................................................................7
On stage interactions of service journey.....................................................................................7
Back stage interactions................................................................................................................8
Support procedures.....................................................................................................................8
Applying knowledge to service blueprint diagram.....................................................................9
Where social distancing measures are implemented...................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry in the whole world is one of biggest categories of fields that provide
range of services and products to target market in order to enhance customer base and generate
revenue. There are varied organizations under this sector operated their business functions and
operations in effective manner. The current assignment will be based on “Dukes London hotel”.
Dukes London Hotel is one of the leading hotel in the London. Dukes London generally knows
for offering Luxurious hotel rooms at affordable price in London. Dukes London used to operate
in heavily competitive advantage, Quality of service provided by Dukes London hotel, helps
them in maintaining good competitive position in market. It is operated and owned by Seven
Tides international. The selected brand belongs to this organization. Firm was founded in 2004,
owner created their own portfolio of residential, resort and commercial properties in certain of
world’s desirable destinations. With tactful site off Piccadilly, in main centre of Mayfair, firm
has been excellently renovated and effectively located for Green Park, exquisite shops, and
theatres. The hotel is located nearby Buckingham Palace and it has more than 90 rooms
including nine junior suites, 5 deluxe and one stunning penthouse with beautify balcony. The
value of firm is to create greater experience to each visitor.
Demographic Profile is generally regarded as analysis which is performed by the
marketer in a way that it used to help the organization in advertising different offering of the
company and also in identifying different gape which are there in the marketing strategy of the
company. Demographic generally used to help the company in understanding the target customer
base of company by analysing different characteristic of customer such as age, sex, gender and
income. Looking at the Demographic profile of Dukes London Hotel customer it had been
understand that they used to target the customer base on the basis of income of their customer. It
has been understand that different service which are offered by Dukes London Hotel can be
affordable by all the income based customer. They generally targets medium and high income
base customer.
Customer trend is generally define as a need and preference of the customer which is
prevailing in the market. Customer trend generally arises from the issue which is seen by the
customer in the market. Looking at the trend which is prevailing in the market at the one which
Dukes London Hotel is following is reducing carbon foot print and use of organic food items to
cook food or prepare a meal for guest. These types of trends can put negative impact on

productivity and performance level of hotel as it drive management towards taking strategic
decision.
Customer’s expectations refer to economic viewpoint of families; it can have an
important bearing on existing economic action. Target guests of Duke London hotel, have high
expectations towards management, especially during COVID-19 situation. Customers expect that
workers will provide quality services to them after wearing proper uniform and wear mask as
well. People want that management provides food & beverage services by following appropriate
precautions because of current pandemic. They expect that each vegetables and crockery will be
washed properly before using in order to serve meal to hotel guests. Everything will be hygienic
and staff would use hair and face mask, while serving services to everyone.
MAIN BODY
Customer service journey
Customer Service Journey is generally define as a sum of the experience that customer used to
possess or gather in the process of interacting with the companies and brand. Customer service
journey generally used to map all the different type of experience customer generally used to
gather or different activity they generally perform at the time of visiting the hotel. Different
stages in customer journey is as follows:
First stage will be consumer coming in the hotel, At that time organization has to make
sure that they are pretty much sure about the amount of the consumer or the traveller will be
coming in the hotel. After that they will be going for the check in process in the Hotel, hotel has
to make sure that they generally used to allot the room to the consumer on the basis of the
booking done by them and verification of identity. Hotel had to make sure that before check in
into the hotel, all the customer are properly sanitized by asking them to go through full body
sanitizing tunnel placed at the welcoming door of hotel. Not only that hotel also has to make sure
that luggage which are carried by the customer are properly sanitized but the individual who is
sanitizing the same is also wearing the safety equipment.
This is next step which will be there in customer service journey (Dhugga, 2016).
Dukes London has to make sure that key which are provided to customer are provided by
considering minimum number of touches to the same. Hotel has to make sure that all the keys are
properly sanitized before it is passed on to the customer, room service individual who will be

assisting customer to the room, also has to make sure that they maintain a social distancing with
the customer.
Next step of customer journey will be customer arriving for the breakfast, Dukes London
hotel restaurant has to make sure that proper sanitization is required to be done by cleaning staff
on good time interval so that good and positive environment is maintain in the Restaurant. Next
step is guest is having breakfast in the Restaurant, Restaurant has to make sure that all the food
which is being offer is of good quality and fresh food is offered to the customer in the market.
Last step of the journey will be paying bill in the restaurant, restaurant has to make sure
that they are making very low contact and promoting digital transaction in an organization.
Physical Evidence
Physical evidence of service journey is different type of the things which are there in
front of the hotel to manage. It is one of the important things for the entire hotel to manage the
physical evidence in a way that it help in managing the operation of company in better way.
Website and account on social media is first of physical appearance. Organization has to make
sure that they generally used to present proper information about the hotel on website and social
media account and data should includes information about precautionary measure which are
generally taken in Dukes London.
Physical evidence of hotel can be everything that their guest can see when interact with
information about services and products offered by company. It can a social media account as
discussed above, which is quite beneficial for brand to create because it drive new guest towards
visiting hotel and considering their accommodation as well as Food & beverage services. This
type of evidence shows accessibility of hotel in market and provides information about their
range of services to people. It is one of the best sources that company can use to gain attention of
more travellers towards business (Nurfajri and Suhaimi, 2020).
Another thing can be consider here as physical evidence of Hotel service journey is their
layout, where skilled and talented applicants perform in order to drive sales high and satisfy
guest effectively. Interior and layout of firm attract people towards services and quality offered
by management in systematic manner. The layout of chosen hotel is quite unique and classy, it
show firm existence in market, which has been established in 2004. Furthermore, along with
these things official website of company and their 24 hours online services, present existence

evidence. All these examples are relate to service journey, where staff carters their each service
in systematic and ethical manner.
Service Blueprint
Hospitality industry is one industry which has seen a good sort of impact of Covid 19
pandemic. For the organization who are operating in hospitality industry has become very much
important to revive their position back in the market with the help of earning or regaining the
consumer back. Reason behind the same is that all the consumer are very much resist or having
some sort of fear that going into the hotel in current scenario may have impact on their health as

well. For the same reason Duke London also has to make sure that they generally make the
different decision in the hotel to improve their market position by regaining the trust of the
customer which was there before the situation of pandemic (Gustavo, 2018). As Operation of
Hotel was totally shut down in the pandemic, it has impacted the operation of the business in a
negative way. For the same reason Dukes London will definitely look to offer good sort of the
services to maintain competitive position in the market but it will be not that easy for Dukes
London to do. There are varieties of different sort of precaution which has to be consider by the
hotel to manage health of the customer in the hotel. For ensuring that different activity which are
performed are compiled with different rules and regulation which are passed on by the
government of nation Customer service journey need to be made in the organization.
On stage interactions of service journey
Workers are the most important stakeholders of Dukes Hotel London because they are
able to interact with consumers either on stage or off stage and also capable to caters essential
insights into overall guest experience. Consumer’s interactions are possible when staff
communicate with them effectively. This interaction is also significant for hotel because it help
to identify needs of target market and develop plan accordingly.
Personal Touch points of on stage interactions between consumers and employees, is
organization where they can conduct face to face meeting and online websites where people can
communicate with staff. Firm via these two methods can effectively interact with target guest
and serve their services to them by following overall guidelines relate to COVID-19.
These are the places where company can conduct on stage interactions with target
consumers and allow them to gather more information about new as well as existing offers of
business.
For Example: There will be sanitizer placed in all the rooms and all the customer will be driven
to use the same and follow different guideline if they are in contact with someone. Also, workers
at stage will be wearing anti Covid 19 instrument.
Back stage interactions
Staffs are important to interact with new or existing workers, because they work more
closely and able to know each other strengths as well as weakness appropriately. Workers are
essential at workplaces who are capable to communicate and interact with other staffs members
in order to guide them and direct about how to perform.

Back stage interactions are behaviour or practice that can be conducted due to COVID-19
where each applicant guides everyone to perform by taking precautions and serve with mask.
Staffs coordinates with each other at back stage and plan to perform effectively, without making
any mistakes.
For Example: To maintain good and positive environment in the organization, there are variety
of different steps which will be taken. One of such step will be looking at the different supplier
from whom different material is being procure and store them in the proper way in the restaurant.
Support procedures
Support processes and actions can be important to Dukes Hotel London as they directly
influence capability of firm to execute core functions effectively and satisfy people during
pandemic (Skobkin and et.al., 2017). It helps to enhance performance level of brand and impact
their brand image in market in positive manner. Support processes are especially design to plan
and monitor activities of hotel.
Consumer centric procedures are quite beneficial for company because it help
management to understand what guest sees as satisfactory final items and so design each process
for their purpose. The characteristic of above concept is that workers develop a new way of
thinking in which each stage of business operation has buyer wishes in mind.
Service design is a procedure where creators develop sustainable recommendations and
optimal experience for staff as service provides and consumers in different contexts. There are
varied forms of support procedures available in market that company can use to prevent people
from pandemic and staff as well. They can use advanced technologies to measure human body
temperature and training as the most beneficial supporting processes that help firm to build
strong workforce at workplace.
Service automation is procedure that works as supporting system for Dukes Hotel
workers and management to achieve their business related aims and objectives in systematic
manner. Firm can use the latest technologies as support system.
Applying knowledge to service blueprint diagram
Service blueprint is a planning tool that caters workers guidance on how services can be
provided to hotel guests. The service blueprint diagram here defines consumer’s emotions, line
to visibility, interaction and internal connections between staff member.

Hotel layout, official websites, holdings, banners, It can be happen when staff directly
communicate with guest. It can be done via technology Service Automation Workers effectively
communicate with each other High Appropriate Well managed Use to advanced technologies
Conduct meeting to communicate
Where social distancing measures are implemented
Social distancing is also known as physical distancing occurs due to COVID-19 (Cook,
Newberger and Smalling, 2020). It means keep a safe space or distance between two of more
people who are not from household. This practice is important to do in places where number of
population is high. There are varied places where social distancing concept measures are
implemented in effective manner. In context of Dukes Hotel London, when guest use lifts they
should implement social distance measure. Lifts in hotel is one of the risk place where measures
and precautions are importance.
This measure can also implement at right point such as sanitisation stations where each
guest visit and consider everything appropriately. This point is the main area of hotel where
knowledgeable applicants sanitize their hand as well as consumers to prevent from pandemic
symptoms. This place is right to implement all measures in context of social distancing.
One way systems is another place where social distance measures can be applied to
protect people from pandemic situation and help to save their lives successfully (López and
Rodó, 2020). It provides many benefits to business in term of increasing their brand reputation in
market or industry and increasing consumer base more than competitors.
At payment counter, social distance measures in Dukes Hotel London also apply. Firm
needs to plan contactless payment mode, where staff could not make face to face contact direct
guest (Ming and et.al., 2020). With this way, people can pay for accommodation and other
services by using credit and debit cards. It is one of the best measures that each service user can
do to prevent from COVID-19 situation.
Workers need to consider consumer emotions and take all actions accordingly. Each
guest wants to be safe from harmful disease like current one (Gursoy and Chi, 2020). All the
measures are really very important to implement at workplace or outside of rooms areas.

CONCLUSION
By summing up above discussion, it has been concluded that Dukes Hotel in London by
following all the directions and guidance effectively provide their hotel services as well as food
to target guest. By reviewing market position, company changed their management actions and
practices according to pandemic because it is actually very important. These types of activities
provided several benefits to company in term of building their strong brand image in hospitality
industry and increasing performance level even better. It has been identified that organization by
assuring number of their visitors in hotel provided rooms which make them able to maintain
social distance and keep all of them safe from dangerous disease like Corona virus. By taking
this action firm efficiently assured that workers reduced risk of social gathering, which is
essential to do for safety purpose of staff and other people as well.
Furthermore, it has been summarized that company by making all rooms clean after
consumers visit provide safe and clean environment to each person where they breathe and stay
without facing any health related issues. Room cleaning and other phases of consumer service
journey enhanced experience of guest rather than before and allowed them to revisit in Dukes
Hotel London again. Moreover, it has been analysed that by implementing social distancing
measures at workplace or in places where customers go, management saved lives. They increase
customer base and satisfy them during COVID- 19 situation by showing all safety concern via
social media sites and business website as physical evidences. It can be said that, hotel will build
trust worthy relation with their target market in effective manner, when they follow below
suggestions.
Recommendations-
 Governments in all nations developed some rules and policies for each industry, which
they have to follow and implement if they want to reopen all its operations. In context of
Duke Hotel London, firm while operated in Hospitality industry, implement social
distance measures by guiding people to make social distance and stay away from each
other at least 6 feet either at indoor or outdoor places.
 Pandemic spread mostly among individual who are in close contact at workplace or
social places. Management must guide each applicant to maintain social distance while
doing his or her work in company. They should wear proper uniform and mask for safety
concern.

 Furthermore, it can said that selection of safe social actions also beneficial for hotel as it
make them able to prevent workers and guest from COVID-19. They should develop plan
for employees training, where experienced person train each candidate about how to
serve people under social distancing guidelines. It is important and helpful practice that
firm will do to protect everyone from danger.

REFERENCES
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Online
Dukes London Hotel. 2020. [Online]. Available through : <https://www.dukeshotel.com/>.