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

This report discusses the problems faced by customers at the fine dining restaurant Frog by Adam Handling and suggests the application of customer journey mapping and service blueprint theory to improve customer satisfaction.

Case study- fine dining
restaurant Frog by
Adam Handling

EXECUTIVE SUMMARY
The below report states the problems of the restaurant named fine dining restaurant Frog by
Adam Handling which are face by the consumers. It stated the journey mapping of the
consumers and the touch points through which it reached to the organisation. After that how the
group should process its services and ensure running of the business effectively and efficiently.

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................
Table of Contents.................................................................................................................................
INTRODUCTION................................................................................................................................
MAIN BODY.......................................................................................................................................
Application of Customer Journey mapping and service blueprint theory...................................5
Elaborate the physical evidence theory and application..............................................................7
Describe the theory of on – stage interactions.............................................................................7
Elaborate the back – stage interactions........................................................................................8
Describe support processes theory and it application..................................................................9
Support service diagram..............................................................................................................9
CONCLUSION..................................................................................................................................
RECOMMENDATIONS...................................................................................................................
REFERENCES...................................................................................................................................

INTRODUCTION
Customer service is a type of work which is offered to the customers for the help and to
provide better products and services of the organisation. It is the practise of maintaining a long-
term relationship between an organisation and its customers. In order to flourish, the hospitality
sector must develop customer strategies that aid in the achievement of the company's goals and
objectives. Customers service can be defined as the services which is availed by the customers
by paying a certain amount. It is an important part of the organisation, because through its
services the abilities and the working of the firm can be analysed. It gives and experience to the
customers, on the basis of the fulfilment of their needs and expectations (Zhu and et. al., 2017).
Adam Handling first joined the Gleneagles, where it was the chef and then became the
head chef. Afterwards, in 2016, Adam stared his own restaurant with the partnership with The
Frog. It first ever eating place, was situated in London which has a cool environment with tasting
menu and high quality small plates. Its main focus was to make the food, drink, music and art, it
main pillars for succeeding in the market. It now has a facility of home delivery adding the
special features if counter dining and vegetarian food options.
The consumer trends an attitude towards the new behaviour or expectations. The trends
arise when there is a change in the needs and want of the consumers, and numerous consumers
desire about a particular thing or service. It enhances the creativity of people and self –
improvement is done in the nature of goods. The fine dining business of restaurants should go
with the new meals adding to the menu in the whole world. It will help in getting new customers.
But, conditionally the food should be tasty and likewise heathy to serve to the customers (Pooya
Khorasani and Ghouzhdi, 2020).
The demographics includes the age, gender, nationality, culture, etc. In a type of
restaurant business, the people who come from outside the country and visit it can have a
different type of taste in the food. So the management of the food courts have to keep mind the
taste and preference of different types of consumers on the basis of the children, youth, culture,
country, origin, etc. Demographic profiling of clients alludes from the investigation which is
utilized by the directors to build their effectiveness in attracting the clients and recognizing the
gaps in the techniques. It remembers recognizable proof of clients for request to fabricate their
trust by offering the types of assistance which are normal by them.

Customer expectations of the fining dining restaurant is to to provide the high quality
services. But it is inefficient is giving those. This will decrease the number of client and will
reduce the turnover of the organisation. The customer is expecting that the staff member wander
around them and ask for the requirements which can be needed by the consumers. The tasting
menu were good, but also wanted the food and the main menu to be tasty as well by maintaining
the healthiness. The food should be made by full cleanliness and be taken care of all the
sanitisation areas timely. Mainly on a whole the customer wanted the full attention by the staff
and the manager.
MAIN BODY
Application of Customer Journey mapping and service blueprint theory.
Customers service can be defined as the services which is availed by the customers by paying a
certain amount. According to the case study, it gives a poor service to its customers and the
customers are not satisfied from it. Due to the covid, it is mandatory and a moral responsibility to
maintain the cleanliness (Rosenbaum, Seger-Guttmann and Mimran, 2018).
The services of the fine dining restaurant were not so good. The first problem was that the
staff members were not at all alert about taking the orders and asking for the menu. The bar and
the restrooms were at the same area and not even sanitised and cleaned properly. The tasting
menu was good but the price of their food item were too high. There are many restaurants in
London which provide better services and food at the similar prices.
Customer Journey is diagram which shows the stages of customers while interacting with the
organisation. To make successful visual maps that reflect client’s inquiry through the channels
such as social media, online reviews, etc. The maps should be established in information driven
exploration and should also correspond the various stages consumer experience, dependent on
variety of aspects, including client’s opinion, objectives and contact focuses. The fine dining
restaurant needs it not only to retain the old but to create new customers. Journey maps give a
system that adjusts the business around comprehensive client experiences and gives important
knowledge along with the journey of the consumers to transform each client's touchpoint into a
remember-able experience. It assists the organisation in getting the feedback from their
customers on the goods and services provided to them. It helps in optimising the consumer's

experiences by resolving the main problems and satisfying it (Kasemsap, 2019). The customer
journey is not pleasant at all and is not satisfied by the facilities and services provided. The trip
advisor believes that there are many restaurants in London which are much better will the same
ambience but have more facilities and cleanliness around the organisation.
Customers use emails, messages, phones calls, Online websites and numerous channels to
communicate with the firms. A journey map is a visual image of the journey of the user. It assists
recounting the tale of your client’s experiences with the image across web-based media, email,
live chats, and some other channels they may utilize. Planning the consumer's journey guarantees
that the opportunity to collaborate with the client at any stage. This interaction likewise helps
business pioneers gain bits of knowledge into normal client problem areas. With these insights,
organizations can convey more customized and optimised client experiences.
Service blueprint is termed as the instrument which is utilized by the hospitality
organizations for dealing with the pace of consumer satisfaction. These are extremely time –
consuming and costly techniques for arranging out any sort of client related issues (Luo and et.
al., 2019). There is need to build the client relationship so that individuals can be more connected
with towards the organization. It is the need to oversee and foster good service blueprints for
making awareness for the goods and services given by the organization. It is essential to offer an
appropriate service blueprint that will permit help in dealing with the entire process adequately.
Administration plan is an interaction which is utilized for overseeing and managing individuals
just as groups across the whole association for working upon explicit objectives and targets. This
is engaged with delineating association innovation for making arrangement and comprehension.
It is prompted that workers need to deal with the customer – centred perspective to deal with the
bigger interaction.
Several map-based designs are becoming a weakness or failure when utilised as the
foundation of the service blueprint process that needs to be modified. The establishment of
developing sites of mutual interactions between customers and workers must be informed by
service design decisions. There is also a focus on demonstrating the value of the customer
experience and supporting a reasonable approach to service design. The best visibility mapping
must be used in making sensible decisions for customers and seeing how staff can connect with
customers and improve service decisions. The service blueprint is useful in managing the
assessment of how a company can invest in various operations (Raina, Chahal and Dutta, 2019).

Elaborate the physical evidence theory and application.
Physical evidence relates to the area of the organisation in which it is situated. The
entrance of any company should be attractive to the prospective customers. It comprises of the
space, décor, furniture, interior, ambience etc. which is first sighted by the consumers.
The fine dining restaurant has a high quality features and its interior which have the
potential to attract new customers. The management has spent a lot for the attractive sight of the
restaurant. But, only the appearance is not important. The services provided should also be
valuable and good. During this covid – 19 pandemics, the hotel spent the maximum to enhance
the facility of sanitisation and to maintain social distancing. The use of the furniture, lifts and
stairs were all taken care of the norms applied by the government (Mandl and Hogreve, 2020).
The staff at the entrance ensured that the customers are sanitised before entering the
lobby area and the temperature were properly checked. Because, now the people tend to visit
only those place and restaurants for eating where they find that the norms are followed and are
given importance.
The key touch areas such as lift, reception, cash counter, washrooms were regularly
sanitised. When the seats were vacated, it was immediately sanitised before the other customer
come and sit. For every member of the staff and management, it was required to wear mask and
gloves and not come in direct contact of the consumers. The employee
Describe the theory of on – stage interactions.
These appears when the front – line staff communicate directly face – to – face by the
customers. In the fine dining restaurant, the front liner employees are cashiers, waiters, managers
and housekeeping. Every department of the food places run by a group of people that work
together as a team. In order to maintain the decorum of the place, front-line employees
communicate with their co-workers formally. Customers are greeted kindly and properly by the
personnel. During the coronavirus, the workforces must maintain proper social distance from the
guests and adhere to all government rules.
In today’s time the main concern of all the business like restaurant, hotels are to ensure
the health and safety requirement of their workforce. To adhere this, the protocol of sanitisation
and social distancing is properly followed. The fine dining must ensure that the use of digitalised

transaction is used at the time of making payment. The management should take care of the
touch – free communication among the customers and staff (Li, Kim and Choi, 2021).
It creates a line of visibility between the consumers and the management. In this, it notifies
the guest and offers then the compensatory meals. It also depicts the escorting of the guest’s to
their respective tables and get them seated and offers the menu to them. These problem here
rises, because the management is very poor of the fine dining restaurant. It is the responsibility of
the waiter to ensure that the menu is served and take the order on time. After giving the order, it
is also the duty of the server to confirm the satisfaction of their consumers and ask them if they
need anything.
Elaborate the back – stage interactions.
It occurs when employees who do not interact with customers directly, communicate with
their co-workers. Engineering personnel, Kitchen personnel accounts personnel, linen personnel,
and others are among these employees. They employ both formal and casual communication
while communicating with their team members. They employ formal communication when an
issue persists and they need to speak with customers (MANVI, 2020).
In the Fining dining restaurant frog by Adam Handling, the number of staff members
should be limited in order to maintain the social distancing. While preparing the food, the cooks
have to wear the masks and ensure proper cleanliness. In the hotels and restaurants, the proper
sitting sanitisation must be given, and they must be cleaned on the proper time. To avoid
overcrowding, the fine dining needs to urge their backstage personnel to come in shifts. The
finance and engineering departments must include key personnel in their everyday work so that
social separation is maintained and work is separated into teams so that minimal communication
is required.
In this process, the drinks and the food is being prepared by the chef. But, before this the
waiter should tell about the orders which is given by their clients, it is known as the line of
internal interaction. After the order given is transferred to the cook, the kitchen staff should
ensure the timely giving and delivery the food to the customers. In the fine dining restaurant, it is
the problem which has risen, that the timely orders are not taken by the waiters. Customers sit
and wait but the staff member doesn’t come to give them menu and take orders (Kabadayi and et.
al., 2019).

Describe support processes theory and it application.
The support process is the final part of the blueprint which is designed after the customers
had finished it food and the time of payment arises. Internal steps and interactions that help
employees deliver the service. This element includes everything required to complete all of the
above steps. The processes for the equipment company include credit card verification, pricing,
shipping the units from the factory to the store, writing quality tests, etc. When the customer is
about to make the payment and take off from the dining table. It is the moral responsibility of the
staff member to take care of the cleanliness and setting the tables accordingly. After the
consumer have had the meal, the payment time rise and can be made electronically or through
cash. But during the covid, the people and the organisation prefer to have cash less transactions,
as it avoids the contact between the two persons and maintains the norms of social distancing. It
is important because it ensures the business resources in the required quality and quantity, ensure
the quality of the resource deliveries or supporting services and cover the effective functioning of
the organization as a whole.
In the fine dining restaurant this was the problem that rose because their services were
very poor and slow. So, it needs to either amend it strategy or provide training to its employee to
ensure the effective and smooth running of the business (Smit, van Prooijen-Lander and
Melissen, 2019).

Support service diagram.
The above diagram depicts the service blueprint of a restaurant. These are the services which
should be given to its client on time. It is the responsibility of the manager to take care of the
services and to ensure the smooth and effective functioning the activities (Chen and Chou, 2021).
CONCLUSION
From the above report, it is acknowledged that client service management is a
fundamental practice for the hospitality business so customer commitment is kept up with. To
know what client needs or expect, it should make a successful procedure for dealing with the
client assistance.
The fine dining restaurant ensure that it takes care of the global consumers and
accordingly set their menu. The outline for further developing the customer service in the hours
of Covid will help fine dining with developing and prevail on the lookout and to draw an
effective strategy. During this pandemic, the social distancing measures are fundamental to
follow so it does not affect the health conditions and normalisation can come again. It makes
sure the all the protocols given by the government are adhered. Outcomes of social distancing
measures according to timings is that the firm is able to serve to less individuals in additional
Picture 1: Creately, Service Blueprint Fine Dining Restaurant, 2021

time, which has impacted the productivity and profitability of the organisation. The expense for
each day in serving the clients have expanded because of commitment of sanitisation points,
temperature, actually look at machines and numerous different things and then again less client is
served while the cash is spending in a similar proportion.
Corresponding to measurements, the result of these measures is that the variety of
information of every visitor with filling total entries of it has turned into a troublesome
undertaking. In addition, investigation of that data has become intense because of diminish in the
quantity of clients. According to guidelines, the outcome of these processes is that severe
guidelines are outlined in hospitality business and are being ensured to follow strictly.
RECOMMENDATIONS
There are a few suggestions made for fine dining to deal with the various cycles engaged
with overseeing client assistance. Some of the points are referenced beneath -
 Physical evidence: It is panelised that collaborations are really occurring in powerful way
and item just as receipt are overseen in appropriate way for actual customer facing the
physical stores and shops.
 Support process: These are utilized in overseeing series of steps and associations which
are utilized for supporting workers record conveying or administration to the client. It is
suggested that few cycles associated with expanding client commitment and contribution
should be done in right way.
 The training of waiter services must be given to the waiters and staff member of the fine
dining restaurant. It should ensure that the customers return happy from their place and
ensure to come back the next time.
 It is very essential to ensure that the customers do not wait much for the services, so the
waiter need to keep them alerted at the time at the time of receiving the customers.
 It is essential in the present time to maintain a social distancing measure by ensuing that
the service and the goods are provided safely and securely by giving the whole
sanitisation guarantee.
 The on stage and the back stage interaction should be done on the timely basis, then only
the food can be delivered on time to their customers.

 It is recommended to the restaurant that the it should give a strict aiming to the
housekeeping to ensure the cleanliness, and provide a healthy environment.

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