Crystal Maze Customer Journey Mapping & Analysis - MOD007966

This report provides a comprehensive analysis of the customer journey at The Crystal Maze, utilizing customer journey mapping and service blueprinting techniques. It identifies key touchpoints, interactions, and potential problem areas in the customer experience based on a TripAdvisor review. The analysis covers physical evidence, on-stage interactions, backstage interactions, and support processes. The report also examines the impact of time management and metrics on service recovery. Recommendations are provided to enhance customer satisfaction and ensure customer expectations are met, drawing upon relevant regulations and service culture theory. This document is available on Desklib, a platform offering study tools and solved assignments for students.

Management Operation

TABLE OF CONTENTS
INTRODUCTION.......................................................................................................................3
Customer journey mapping at The Crystal Maze........................................................................4
Physical evidence.........................................................................................................................4
On stage interactions....................................................................................................................6
Back stage interactions................................................................................................................7
Support process............................................................................................................................9
CONCLUSION AND RECOMMENDATIONS........................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Management operation is the area which is concerned with the business administration
practices, to create the high level of efficiency possible within an organization. It is the most
important factor an individual organization should understand and adopt in definite manner from
where the company can be able to operate with the organization effectively (Agid and Akama,
2018). These operations include the set of tools and techniques from where the behaviour of the
people and processes can be managed in definite manner and can deliver the outcome in positive
way. Thus, it helps and supports to achieve the overall growth and development of the company
and can meet the set organizational objectives (Costa, Patrício, Morelli and Magee, 2018). The
report is based on customer service management at the hospitality sector where it is the major
role of the organization to puts their focus on the consumer service area.
The Crystal Maze is the British game show where this focuses on the teams of the
contestants where range of challenges has been given to each other and can earn the various
prizes. This game can be played by anyone who aged 13 or above and nowadays this game can
be played at the home. In the given case study, it has described the live experience of the Crystal
Maze where 16 challenges of around 2 minutes each player and one of them can participate in
the challenge where rest of the people watch and support the player. In this game, group of 8 will
basically found and play 2 games each. The game is played at the London where it includes men
and women both and can win the exciting prizes.
Also, it has described that before entering the crystal dome, players has wear the jackets.
However, the entire case study is based on how the game experience was and what was good and
what not. In addition, it is important for any organization and show to understand the customer
expectations and trends from which the maximum number of players or a consumer Crystal
Maze can attract and influence in definite manner (Cachon, Girotra and Netessine, 2020). It is
important to understand this concept because customer needs and expectations fulfilment is one
of the major concern for the organization so that they can create a good and reputed image in the
market which will help and support them to increase their productivity level and leads them to
achieve success. However, this report will cover all the major areas of the consumer journey and
will also include the mapping section as well. Also, the service blueprint tool will be utilized in
this report according to the given scenario and case study and provide the customer journey by
considering the secondary elements. At the final of the report, it will demonstrate and examine

the consequences the service blueprint highlights for the consumer journey and mentioned the
appropriate and beneficial recommendations for the better outcome and results.
Customer journey mapping at The Crystal Maze
The theory or the concept of customer journey mapping and the service blueprinting
focuses on the identification of the problems within the customer service experience which might
occur. Also, it supports understanding of the causes of the problem and the findings related to the
solution so that the problems that have occurred are not repeated and are addressed on immediate
basis (Koussaifi. Hart. and Lillystone., 2020). Customer journey mapping is basically a
procedure for creation of the customer journey map, it is basically a visual presentation of the
services provided to the customers so that the customers is clear and precise about what to expect
from the organization. The major purpose of preparation of the customer journey mapping is
understanding the perspective of the customers by the company. The customer journey mapping
describes each and every interaction and experience of the customer, tangible as well as
intangible aspects are considered. Whereas, the service blueprint basically allows a visual
presentation of the customer journey from the customer's perspective specifically. It is generally
in diagram format and provides information regarding diverse service components of the
company with the help of pictures. These components are the direct touchpoints of the customer
journey procedure. This is to provide a complete and clear picture of the ways through which the
services within a company are delivered from end to end users of the services (Rosenbaum.
Otalora. and Ramírez., 2017).
This report in particular will examine and analyse the customer support journey by
creating a detailed and well-informed service blueprint that is based over the review that is
received on Trip advisor by a customer at the Crystal Maze (Henry, p 2019). And the service
blueprint will basically present the four major elements of Henry's journey map, that are physical
evidence, on stage interaction, and backstage interaction and also the support processes so that
the company is able to make changes and improvements in the customer service department of
the Crystal Maze (Langan. and Smart., 2018).
Physical evidence
Physical evidence basically refers to the things that the customers of the company see at
the time of their interaction with the company in particular. This basically includes the overall
physical environment of the company that is providing the services, the interior design,

packaging and layout. It is a very important feature to look at for a customer. In this case the
physical features or evidences of the Crystal Maze are provided below (Toma. and Catana.,
2021).
Table 1. Crystal Maze's exterior, interior as well as ambience.
Services, interior and exterior
and behaviour of the employees
on the location experienced by
Henry while the playing.
The services that are provided by the company and the place
or the location where these services are being provided is a
very important and necessary aspect that is considered by the
customers. The location where the game was conducted, the
crystal dome, in London was good because a lot of groups
were there to participate and the location or the area was
enough for them, but still the amount of people was huge and
after playing groups were forced to rush back out. Before
entering jackets were also given. But the employees that were
working there and conducting the games were very harsh
with words ad did not listen to Henry at all.
Table, chairs and the atmosphere
of the place where the game was
played.
All the resources that wee required for the game were present
at the dome, the sitting arrangements were also made and
there were 16 challenges that were to be completed so people
had to wait too, but not much arrangements were done as
everyone was rushed all the way along. The atmosphere of
the location was average because the employees were
shouting and only wanted to show off to the future customers
by clicking more pictures rather than providing better
experience.
The information regarding menu
when Henry visited the location
for playing.
There was no information regarding menu given to the group.
The behaviour of cashier and
manager with Henry and the
group he was with.
The behaviour of the cashier was pretty good as she was
considerate and understood the frustration we had due to
paying high prices and getting nothing in return from the

game. She did what we asked her too and was sweet enough.
On the other hand, the manager was very harsh and did not
respond in an adequate manner. We explained our issue to
him, but he thought it was not much big of a deal, and
dismissed us by giving us a card and again snatched the card
back when he was said that no one is going to reply to the
complain made by us.
Space for kids and toilet where
the game was being conducted.
There was no space for kids or toilet arrangements for any of
the people and as soon as they completed the game they were
rushed out of the dome as new players were waiting. They
just worked over the quantity of players rather than also
focusing on the quality of the games and the services.
Receipts, loyalty cards and
refreshments to Henry and his
group.
The cost of the game was over pried as per the time and the
quality of the game played. The price made the whole
experience more bizarre because we did not get our value for
money in return. There were no refreshments provided and
the manager was also rude and did not even want to
apologize over the complains that we made.
On stage interactions
Interactions that are between human and computer or between human and human are
referred to as on stage interactions because in these the communication is happening in front of
or to the customer. This is basically when the staff is directly in contact with the customer or
meet the customer directly, this is human to human interaction. And human to computer
interaction is when there is interaction by technology, this can either be through the online
websites, apps and phones (Goretzki. and Messner., 2019).
Table 2. Henry's on stage interactions at the Crystal Maze.
The gestures done by the
employees to welcome Henry
when he came to play the game.
We were given a jacket to wear while entering the crystal
dome for playing the game. Rather than that there were no
gestures made by the employees, except making positive

gestures the employees gave the whole group forty seconds
deduction in the game playing.
Guidance provided from the
employees to Henry.
There were no instructions provided to Henry before the
game began because it was a full rush and it was very
chaotic, groups of people were rushed out just after playing
the games or completion of the challenges. Everything was
super rushed, the quality of the game did not match the price
they charged at all.
Order received by the employees
that was given by Henry.
The employees did not listen to any of the orders or even the
requests done to them by the participants. They were harsh,
shouting and very aggressive towards the participants.
Serving foods and drinks. There were no refreshments provided by any of the
employees during or after the game show. The experience
was awful and the reviews regarding the game show were
pretty similar from all the contestants or participants.
Receiving payments The payments were extremely high and the quality was not
worth it at all. The experience of playing the games was not
the best because of the behaviour of the employees with the
participants. And they were not at all considerate regarding
things which were not a part of the game, like taking
pictures, they were rude and just wanted to promote their
game show which was highly expensive and the experience
was not good at all.
Back stage interactions
Backstage interactions are basically the activities and the steps that generally take place
to support and help the events from backstage or behind the scenes. These are the acts or the
activities that are carried out by the employees that are backstage. For example, the cook that
works in the kitchen is an example of backstage employees. This part of the organization is very

important and also very necessary. Because this is basically the background and the base of the
working of the employees and the overall organization (Ekstrand. and Damman., 2016).
Table 3. Henry's backstage encounters at the Crystal Maze.
Arrangement of interior during
the game show.
The interior during the game show was mainly related to all
the challenges that were present in the game show. There
were 16 challenges that were to be done in 2 minutes each.
The interior of the game show was not so perfect or amazing,
it was being played in the crystal dome, where all the players
were playing the game and then were rushed out of the dome.
In accordance to the price given the interior could be better
and more appropriate for the amount of people they were
planning to bring for the game show.
Arrangement of other relevant
materials and resources required.
Other materials or resources that were required were the
employees or the people who conducted the challenges, the
timers that were required to keep track of time of each of the
participant and jackets which were given to the participants
and not to our group at the time they entered the crystal dome
to play the game and lastly the photos that they clicked while
exiting the dome.
Notifying the orders whichever
given by Henry.
The cashier or the receptionist of the game show was very
polite and understood the problems and issues that were
faced by the participants. She was considerate and sweet and
when asked to call the manager she did so. But the manager
was extremely rude and not in any mood to listen to any kind
of complaints made by the people or the participants. From
the overall employees and the communicative behaviour of
the manager as well the best and most collaborative
behaviour was presented or done by the receptionist.
Preparation of food when the
game show was going on.
There was no food or refreshments facilities that were
available during the game show or even after the game show,

which was really disappointing because the participants paid
a good prize for participating in this game, but the experience
of the game was not the est for sure, but there was also no
food to compensate for a bad experience. Hence, it made the
experience worse and the money was wasted totally of the
participants.
Support process
Support process simply defines activities which helps and support the employee and
workers to provide the services in accurate manner which can satisfy the customers in
appropriate manner (Feng and Shanthikumar, 2018). It is the most important factor to be
considered by an individual organization where the Crystal Maze is also required to understand
the importance of the customer and should implement some strategies to improve their services.
However, it has been given and mentioned in the case study report that manager and workers of
the Crystal Maze were not communicating and interacting with the customers in appropriate and
right manner and behaving very rudely which means the workers are essentially required to
understand the value of the customers and participants of the game and should interact with them
in definite manner (Mahmoudi and Parviziomran, 2020). The employee of the company has
taken the huge amount from the players and participants but did not provide the desired and
expected experience to the participants which made them very sad and felt robbed. The company
has to conduct the training session for the employee from where they can learn to manage the
rusk and their working in effective manner and can attract and influence the customer in
maximum manner.

CONCLUSION AND RECOMMENDATIONS
The above mentioned report has concluded the importance of the management operational areas
at any workplace where it plays a significant role. It has covered the brief introduction of the
case study organization which is based on the British game show. It has also explained the
demographic profile and customer trends and expectations where it is the most important factor
needed to be considered by any workplace or an organization. The main purpose of any business
is to attract and influences the consumers and provides them a valid satisfaction from which they
can enhance the maximum number of customer their organization. Along with this, the report has
included the brief description of the customer journey mapping and the service blueprint in
appropriate manner. This journey included the different factors such as physical evidence,
customer actions, onstage employee actions and even backstage employee activities in the
detailed manner. Along with this, a support process has been also illustrated in deep manner
which is providing the better understanding to an individual. However, the blueprint diagram has
been also mentioned in definite manner which is setting up the exact requirement and solution.
Accordingly, it has been recommended to the organization to put their focus on the customer
satisfaction areas from where only they can acquire the beneficial outcome and result. As per the
case study given, the players were not satisfied and had a complaint for such a quick experience
as they just want to in and out the customers in hurry due to high amount of rush of people to

experience the playing (Rygh and Clatworthy, 2019). The entire group of people were not
appropriately satisfied and had a feeling that they had already given such a huge price which get
wasted and get robbed. They also talked with a lady on the reception area where lady kindly
asked if wanted to talk with manager, and they get more shocked with the manager behaviour
and response. Manager was not interested even to listen the complaint and was doing just a
formality to deal with the customer and had given an email to register the complaint. The
behaviour was very rude and unexpected. From the entire case study, it has been recommended
that the manager of the organization should prioritize the customer in every manner from where
only they can get the beneficial outcome and reviews. The manager has to immediately look and
deal with the customer complaint and should provide their services in definite manner from
which the customer get satisfied and can enjoy the game accordingly. However, organization has
to hire and recruit the staff who is able to communicate and interact with the guest and consumer
in appropriate manner and can manage them with accurate gesture. Implementation of such
activities will help and support the organization to acquire the definite amount of outcome and
result in efficient manner.

REFERENCES
Books and journals
Agid, S. and Akama, Y., 2018, July. Dance of designing: Rethinking position, relation and
movement in service design. In ServDes2018. Service Design Proof of Concept,
Proceedings of the ServDes. 2018 Conference, 18-20 June, Milano, Italy (No. 150, pp.
800-811). Linköping University Electronic Press.
Cachon, G.P., Girotra, K. and Netessine, S., 2020. Interesting, important, and impactful
operations management. Manufacturing & Service Operations Management. 22(1),
pp.214-222.
Costa, N., Patrício, L., Morelli, N. and Magee, C.L., 2018. Bringing service design to
manufacturing companies: integrating PSS and service design approaches. Design
Studies. 55, pp.112-145.
Ekstrand, M. and Damman, S., 2016. Front and backstage in the workplace: An explorative case
study on activity based working and employee perceptions of control over work-related
demands. Journal of Facilities Management.
Feng, Q. and Shanthikumar, J.G., 2018. How research in production and operations management
may evolve in the era of big data. Production and Operations Management.27(9),
pp.1670-1684.
Goretzki, L. and Messner, M., 2019. Backstage and frontstage interactions in management
accountants' identity work. Accounting, Organizations and Society. 74, pp.1-20.
Koussaifi, H., Hart, D.J. and Lillystone, S., 2020. Customer complaint journey mapping: a
qualitative approach. British Food Journal. 122(12). pp.3711-3726.
Langan, A.M. and Smart, F., 2018. Playful learning. Research in Learning Technology. 26.
Mahmoudi, M. and Parviziomran, I., 2020. Reusable packaging in supply chains: A review of
environmental and economic impacts, logistics system designs, and operations
management. International Journal of Production Economics. 228, p.107730.
Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a realistic customer
journey map. Business horizons. 60(1). pp.143-150.
Rygh, K. and Clatworthy, S., 2019. The use of tangible tools as a means to support co-design
during service design innovation projects in healthcare. In Service design and service
thinking in healthcare and hospital management. (pp. 93-115). Springer, Cham.
Toma, S.G. and Catana, S., 2021. Linking Customer Experience With The Extended Marketing
Mix. Annals-Economy Series. 5. pp.105-109.
1