Service Blueprinting at Park Hyatt Melbourne

This assignment examines the service design process employed by Park Hyatt Melbourne, a renowned Australian hotel. It delves into the hotel's unique interior and exterior design, emphasizing the role of employee empowerment and reward systems in fostering exceptional service. The central focus is on how Park Hyatt Melbourne utilizes service blueprinting to align its services with customer needs, creating a clear understanding of the service process, cost factors, quality standards, and physical evidence. The analysis highlights the effectiveness of this strategy in enhancing customer satisfaction and driving operational excellence within the hotel.

Running head: SERVICE DESIGN MANAGEMENT
Service Design Management
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Author’s Note:

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Service design is a process to establish a business plan and to organize the people and the
infrastructure of the service within an organization. Establishment of the effective communication is
important for the management of the service design as it maximizes the interaction between the customers
and the service providers (Baek & Ok, 2017). A proper service design is required to make the service
user-friendly and relevant to the consumers. However, in the hospitality industry application of social
media is very popular to make a service design more transparent to the customers. In order to manage the
service design in hospitality sectors, it is crucial to understand the demand of the gusts and to empower
the employees. This study deals with the service design management in the context of Park Hyatt
Melbourne, which is a popular Australian Hotel for its service and accommodations. The service design
process and the strategy of such organization will be discussed in this section to understand the service
facility of this hotel.
Servicescape design in the hospitality industry refers to the physical environment of such
industry. However, the service of a hotel is introduced, delivered and performed in this physical
environment (Suess & Mody, 2017). The customer and the employees of the organization interact in the
physical environment. Therefore, the customer experience and their responses are evaluated in the service
design. In the context of Park Hyatt Melbourne, this is a well known Australian Hotel for its
accommodation and service design of the servicescape focuses on the current service. This organization
uses social media application to promote their service, which is a part of service design management. The
hotel website is a part of servicescape where the customers interact with the organization.Park Hyatt
Melbourne, develops an attractive website, which gives the customers physical evidence of its service and
influences them to access the service (melbourne.park.hyatt.com, 2017).
Interior and exterior design of the hotel is the parts of the physical evidence, which are associated
with the customer responses (Jeong, Jeong, Lee, & Lee, 2017). The exterior design of Park Hyatt
Melbourne is well developed that easily attracts the consumer attention. An intimate waterfront is present
in the exterior part of this hotel, which makes the service attractive to the guests. The landscape is too

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long and designed in a good manner. Suits are designed with maximal views and the windows are full
height. On the other hand, the balconies are connected with each of the apartments. Oxidized metal,
sandstone and timber are used for the exterior design. The rooftops contain pool and shower facilities are
also available. On the other hand, the interior design offers the absolute luxury design with fireplace,
private terraces, and the featuring spa. There are 240 largest guestrooms with Juliette style balconies. Bar,
restaurants, and park club health are available. The service facility is unique, which provides 24 hours
facility to the guests to meet their needs. The equipment is maintained properly and a regular monitoring
process is carried out by the staffs (Dickinger & Leung, 2017).
Interaction of the employees with the service users in the hospitality industries is another vital
part of the servicescape management (Ogbeide, Böser, Harrinton, & Ottenbacher, 2017). In order to
understand the response of the customers regarding the service, an effective communication is crucial.
The employees of the hotel Park Hyatt Melbourne, try to build an effective communication with the
customers to improve the service process, which is a positive aspect of their service. The service package
is the part of servicescape that builds an image of the organization in the customer's mind. This is an
important element for the new customers as based on the service package the consumer decide whether
they access the service or not. Park Hyatt Melbourne offers the seasonal discount to their customers,
which is an effective service design for their organization.
Employee empowerment is a vital part of the service design management in the hospitality
industry. In order to encourage the employees in their work, it is crucial for the organization to empower
them in an effective manner (Limpanitgul, et al., 2017). Staffs are the prime resource of the business
industry and in context of the hospitality industry; they are more valuable for the service as they have a
direct interaction with the customers. In the context of Park Hyatt Melbourne, they provide a clear idea to
their employees regarding the service standards. This allows the employees to make an effective
discussion with the management about the improvement of the service standards.

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Training is an effective process of the employee empowerment, which develops their skill and
knowledge regarding their service (Jaakkola, et al., 2017). Proper training process enables the employees
to listen to the customer's complaint actively and to take necessary action over it. The management of
Park Hyatt Melbourne, can coach the employees by providing them training and leads them towards the
improvement. The reward program is an effective process to maximize the employee empowerment.
Therefore, in a hospitality sector, it is essential for the staffs to recognize the issues of the guest while
they get a call from them (Kim, Lee, D, & Cha, 2017). However, in the Park Hyatt Melbourne, employee
engagement issue has occurred for a certain time, which has been mitigated by the management by
implementing the reward program. Employees often failed to develop a solution for the customers, as
they were less interested in their work. Hence, providing a financial reward to the employees who are
efficient in recognizing the customer issue Park Hyatt Melbourne has enhanced their service and
mitigated the employee engagement issue.
Reward helps the employees to increase their confidence level and leads them to take an
independent decision regarding their work (Magnini, 2017). Management of Park Hyatt Melbourne gives
month award and honoring the employees, those have made an effective decision. This process will
reinforce the value of employee empowerment within this organization. Enhancement of the comfort
level of the employees can be done by arming them with their choice in decision-making. This enables
the employees Park Hyatt Melbourne to identify the customer’s issue with the service. This makes them
independent in their work and empowers them to take quick decision to resolve any service related issues.
The above techniques of the employee empowerment are valuable to enhance the service standard by
increasing the employee engagement process within this organization.
Blueprinting of the service is a vital technology that applies to design a service and innovation
process. In the recent years, service blueprint has been using as a strategy to design the service according
to the customer perspectives (Kim, Lee, D, & Cha, 2017). Park Hyatt Melbourne uses the blueprinting
technique as a strategy to design their service in a broader aspect. It is essential for the hospitality sectors

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to understand the process through which the customers evaluate a service. In the current years, the quality
factor is a big issue for the hospitality sectors as the demand of the customers is changing. The success of
a restaurant depends on the delivery of the quality service to the customer domain. Hence, the engineers
are using the process of blueprinting to develop an effective service design in Park Hyatt Melbourne. This
allows the organization to maintain the quality service in all the aspects of hotel operation. Blueprinting
helps the organization to develop a preliminary framework for their service design based on the current
market analysis. Therefore, it is important for the hospitality sectors to make a preview of their future
operation process, which can be done by service blueprinting.
An overview of the service is obtained through the blueprinting service strategy that allows the
employees to develop a customer-oriented focus in the business. Employees of Park Hyatt Melbourne,
are able to identify the issues of their operation areas that are associated with the continuous improvement
of the quality. Blueprinting strategy focuses on the interaction between the external customers and the
employees of an organization. This brings opportunities for the staffs of Park Hyatt Melbourne to
evaluate the customer experience regarding the quality of the service. This provides information to create
a service design in this organization (Suess & Mody, 2017). Blueprinting enables is beneficial to set
objectives about how to design a service. By making a clear understanding of the customer perceptions
and the process of customer service blueprinting is framed. Service blueprint consists of a detailed
description of the service, process, cost factor, quality and the equipment in the context of Park Hyatt
Melbourne. Customer action, employee action, support process and the physical evidence are the main
components of a service blueprinting in n organization. Blueprinting helps Park Hyatt Melbourne to
articulate the service process clearly based on the customers need. A measurement is developed based on
the customer need and the employee action on it through creating service blueprinting (Magnini, 2017).
This allows the management of Park Hyatt Melbourne creates a developed service design by adopting this
strategy.

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The above study highlights on the service design process of Park Hyatt Melbourne, which is a
popular hotel in Australia. It has been received that this hotel organization follows unique interior and
exterior design to give a better accommodation to their guests. Therefore, employee empowerment is a
big factor of such organization to encourage the employees in their work. For this reason, they follow
reward system to empower their employees. Therefore, blueprinting of the service is considered as the
strategy of this organization to enhance their service based on the customer requirement.

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