Customer Service Management Report: The Crystal Maze Experience, UK

This report assesses the customer service operations of The Crystal Maze Experience, a popular live entertainment show in the UK. It identifies issues impacting customer experience and proposes solutions using customer journey mapping and service blueprint methodologies. The report highlights the importance of understanding customer expectations, addressing pain points such as long wait times and high prices, and continuously improving service delivery through structural changes and professional interactions. Key areas of focus include service improvement through extended game times, streamlined ticket booking processes, and enhanced customer interactions at various touchpoints, ultimately aiming to boost customer retention and overall satisfaction. This document is a student contribution and is available for review on Desklib, a platform offering AI-powered study tools and a library of academic resources.

Customer service

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Application of customer journey mapping-.................................................................................4
Customer service blueprint:.........................................................................................................6
CONCLUSION AND RECOMMENDATIONS............................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
The Crystal Maze experience is one of the most popular live TV show that provide
entrainment and joy able experience to guest, this organization focus on providing live
experience including challenging game, area to play, popular 90s show. This show test physical
and mental ability of user with iconic challenging activities allowing guest to complete four
zones, this show arrange game including Aztec, Industrial, futuristic and medieval, these four
stage have certain activities that can be used to complete final task. The Crystal Maze experience
become most popular show in the UK that have attracted customer from all over the world, this
organization successfully target those audiences who have nostalgic experience of 90s and want
to explore thrillingly activities. This organization has great brand image and reputation because
they target right audience and focus on continuous improvement in customer experience, this
organization have brought significant change in their procedure and maze design to increase
customer retention and customer experience allowing them to become effective in the market
(Lin and Lekhawipat, 2016).
Customer expectation does matter when it comes to business management, organization
have to focus on continuous improvement in their service operation to increase customer
valuable experience. The Crystal Maze is facing issue related to customer experience impacting
their business operation, guest are no getting professional service which brining down reputation
of The Crystal Maze. Customer of The Crystal Maze have age of 18 to 34 which means they
have to provide service accordingly, this organization focus on fun activities which means
targeting these customers will be valuable for the business. The Crystal Maze arrange certain
activities in their zone according to current trend in the market, these activities are set with the
view of current requirement of each customer, there are certain consumer trends in the market,
these are:
 Old memory: This is one of current trend in the market, 90s kids want to relive their
memory that is why The Crystal Maze have set their program accordingly meeting
current demand of customer in the market. Focusing on old carton memory and 90s
nostalgia will allow business to attract more customer and increase their experience with
effective design.
 Budget experience: The Crystal Maze is way too expensive which means they need to
focus on budget of customer, this organization have to reduce ticket price to manage

customer experience. After COVID-19 spending capacity of customer have become low
which means this organization have to reduce price of the ticket and have to attract more
customer with lower ticket price, current trend demand business to reduce price and
lower the rate to attract customer and increase their retention in the business organization.
Customer expectation is most important element which need to be considered by
business, this allows firm to manage their operation according to expectation of the customer.
Meeting customer expectation allow firm to boost customer retention allowing business to enjoy
continuous growth and expansion (Yu, and et.al., 2018). The Crystal Maze have to focus on
meeting customer expectation allowing them to become effective.
MAIN BODY
Application of customer journey mapping-
Customer journey map is very compact visualisation of very deep understanding of the
experience of the customers as well as these maps can take many types such as the infographics,
illustrations, diagrams. This customer journey map enables to present all the key points as well
as all the places which the customers comes into the contact with the brand, online or offline.
This helps the company to look at the brand, processes as well as the product through the
customers perspective so that the company will be able to visualise the customers journey. This
map is considered as very strategic approach which will help the organisation in better and deep
understanding of the customer expectations as well as it is very difficult method to optimise the
experience of the customers.
The main aim of the customer journey mapping is to provide the visual story of the
customer's interaction by contacting with the brand of the organisation. The customer journey
mapping is very important for the organisation as this helps them in gaining the knowledge of the
pain points of the customers and then making the corrective measures which will help them in
making the improvements (Patti, van Dessel and Hartley, 2020). The most important aspect of
the customer experience is the personalisation as this map enables the SMEs for creating the
personalised experience for the overall touchpoints. The benefits for the Crystal Maze Life TV
show of using the customer journey mapping are such as it will enable them in optimising the
customer's on-boarding process, creation of the logical order for the buying journey of customer
as well as understanding the customer experience according to their desires by the customers
against what customer's are actually getting by the organisation.

The steps which are involved in the customer journey map are such as-
Creation of buyer Personas: It is very important to identify the customers for creating the
customer journey maps. The company must ensure to develop the buyer personas as it is not
enough to have one buyer persona. Every customer is different and also they interact with the
businesses differently. The Crystal Maze Life is the TV show has shared the experience so it is
very important to understand the expectations of the customers to provide them the quality
services.
Understanding the goal's of customers: After building the buyer personas, the next step is to
deeply understand the expectations and goals of the customers which means what each and every
persona is hoping to achieve while they experience the journey. It is very necessary to
understand the goals of the customers as this will help the organisations to analyse the prices
which the customers are willing to pay, able to know whether the customers are receiving all the
important information regarding the product of the company (Harris, Pol and Veen, 2020). The
Crystal Maze Life is the popular TV shows and has received very bad customer review that there
is very rush on the show. This organisation understanding the goals and expectations of the
customers will help them in providing the better quality products.
Mapping out the touchpoints of customers: The term touchpoints can be referred to time when
the customer contact with the brand and this time can be before, during the purchase of the
product or after the purchase. The organisation has to identify the touchpoints which takes place
between the customer and the organisation. This will help the organisation to keep the customers
happy as well as satisfied. The Crystal Maze Life TV show identifying the potential touchpoints
which will help them in increasing the positive experience of the customers.
Identifying pain points of customers: This step is to bring together the overall data that is the
quantitative as well as the qualitative data and by focusing on the potential pain points of the
customers journey. The organisation must ensure to consider the things which they are doing
right as well as the areas which they are not performing better so by figuring out the ways for the
improvements will help them in providing the good quality services to the customers (Hogg,
2018). This step will help the organisation to focus on the weak areas and improve them, so The
Crystal Maze Life show will be much helped by the customer journey as this will help them in
identifying the key areas which are not performing and better and then taking the corrective
measures to improve those areas for the better experience of the customers.

Prioritising and fixing roadblocks: The fixing of the roadblocks must be done by considering
the feedbacks or the reviews by the customers. Identifying the roadblocks then the organisation
must think according to the customers perspective so this will help in what all things are to be
improved by taking the effective measures. It is very important for the organisations to fix the
roadblocks as this has very high impacts on the image of the brand as well as to the overall
performance (Dey, 2019). The Crystal Maze Life TV show is very popular gaming show in
London, but the customer experience was not good as there is very rush as well as they are
highly priced games. So, it is very important for this organisation to fix this roadblocks as this
will have very huge impacts on the brand image of the TV show.
Update and making improvements: After identifying all the potential areas which requires
updating and improvements must be then made practically because the customers are constantly
changing and growing. The measures which will bring the effective changes in providing the
services to the customers. The Crystal Maze Life TV show must ensure to make the changes and
improvements so that it will help them in meeting the expectations as well as the hope of the
customers. The customers will be happy and satisfied by receiving good quality services by
organisation.
Customer service blueprint:
Service blue print is one of the most important element in the business, this allows
business to make their service more professional. Service blueprint contain method and
procedure that can be used to make customer experience wonderful and allow business to
improve their weak area (Estañol and et.al., 2017). The Crystal Maze have to use service
blueprint and its element to meet customer expectation, this service blue print will cover every
weak area which need continuous improvement. There are certain elements of service blue print,
these are:
Physical evidence: This is one of the most important element in service blue print model
allowing firm to determine those physical evidence which can be used to manage customer
experience, these are arranged by business themselves to make service effective. The Crystal
Maze have understood importance of each physical evidence that bring and impact customer
experience, there are certain evidence or activities which The Crystal Maze have to consider for
making service more effective, these are:

 Service improvement: Service improvement can be done with the help of change in
structure of the service, in the case of Crystal Maze, service need to be improved which
means they have to add more time per round. As per complain, each round was included
with less time which means customer have not experienced their best because time
become an issue (Kuang and Chou, 2017). Service need to be improved and more time
should be mentioned in each around allowing The Crystal to manage customer
experience.
 Ticket booking: This is key area which need to be considered in service blue print, ticket
booking and reservation process decide experience of customer. In the case of Crystal
Maze, ticket reservation process decides experience of customer which means more time
included in ticket booking then experience will drastically fall down. The Crystal Maze
have to mention time provided in each round in the ticket so that customer remains aware
about the show and their further show experience.
Customer action: Customer action means ways in which customer interact with each element of
business, customer action is drive by business which means experience completely depend on
action of business to improve action of customer, there is process which allow customer to
interact, these are: Action 1: Visit and interaction: This is important element which customer visit the
organization and interact with key people, in the case of Crystal Maze, customer visit is
important which means key player at the reception with have to interact professionally to
manage customer experience (Pandey and Kulshrestha, 2021). Action 2: Joint the game: This simply means if customer is ready to enter the zone then
Crystal Maze have to perform professional behaviour to manage customer experience.
For example; key player have to provide time to each customer and instruct them about
the game making experience best.
 Action 3: After service: This is important because The Crystal have to provide service
after the game or zone, customer experience will be improved if The Crystal Maze and its
key player address the issue faced by the customer in the process.
Onstage employee action: This is key element in service blueprint model where customer will
interact with employee and their behaviour will decide experience of customer. Onstage

employee action contains key activities allowing firm to manage experience of customer, these
are: Welcoming: Welcoming need to be professional in order to increase customer
experience, the front key player and receptionist have to experienced and skilled to
manage customer, welcoming does matter when giving first ever wonderful experience to
customer. Guide: Guide customer at each stage, do not leave customer on their own. The Crystal
Maze's employee have to guide each customer carefully and do not leave customer until
they finish the journey.
 After service: Employee have to provide after service as well in order to increase
customer experience, this simply means they have to listen to customer complain and act
accordingly. In the case of Crystal Maze, employee have to guide customer and address
issue faced by them (Ryu, Lim and Kim, 2020).
Backstage employee action: Back stage efforts does matter when it comes to increasing
customer experience, employee and the management need to add those process which act behind
the stage which means these are those activities which are not visible to customer but their
impact can be felt, there are certain activities which performed by employee on backstage, these
are: Arrange resource: This is one of the most important element in the backstage
preparation where employee have to prepare every resource which will be used by
customer (Susantoa and Wurjaningrumb, 2019). In the case of The Crystal Maze,
employee need to arrange resource for example extra maze jacket that allow customer to
click photo and increase their experience in the game.
 Arrange other material: Employee have to ensure every possible interaction which will
increase customer experience, employee need to make sure they follow policy and
procedure and their everyday operation manual. In the case of The Crystal Maze,
customer experience would have gone better if employee followed instruction provided
to them and manage should manage complain of customer.
Support process: This allows employee, business and even customer to manage their
experience, continuous support to customer increase chance of boosting customer experience
(VAN THAI, 2019). Business have to support employee in terms of resource and instruction

allowing them to be more profession whereas employee need support customer to increase their
experience in the process, there are certain elements which need to be considered on support
process, these are: Training and development to employee: This is important element which need to be
considered by business to manage customer experience, firm have to provide training and
development to each employee of the business allowing customer to get professional
service.
 Complain management: This become important in service blue print where employee
need to manage complain of customer and manage their experience, complain
management is one the best way to boost customer experience but business have listened
to their customer and mark those areas where improvement is needed the most in the
business.
Physical Evidence
Customer Action
Onstage employee
action
Backstage employee
action
Support process
Ticket Booking Service Improvement
Visit and
interactio
n
Joint the
game
After
service
Welcoming Guide After
service
Arrange
resource
Arrange other
material
Training and
development to
employee
Complain
management

SERVICE BLUE PRINT
Physical
Evidence
Website Brick and
mortar
branch
Front
officer
desk
Computer Ticket
booking
Approval
notification
Signature
notification
Customer
action
Visit
website
Visit desk Discussing
terms and
condition
Review
ticket and
seat
Applied for
ticket
Move
towards
game
Interaction
with interior
Ob stage
actions
Welcome
to
website
Welcome to
desk
Discussion
on terms
and
condition
Considering
details of
ticket
Ticket
processing
Confirm
booking of
ticket
Confirmation
of ticket
Backstage
employee
action
Welcome
message
Clear
introduction
Preparatio
n of
resource
Arrangement
of resource
Arrangement
of other
material
Management
of activities
Other action
Support
process
Online
char
system
Training and
development
Arrival of
complain
Reviewing
of complain
Addressing
the complain
Final review
of process
Final
support
CONCLUSION AND RECOMMENDATIONS
From the above report it can be concluded that it is very important for the organisations
to create the customer journey map as well as the service blueprint as this helps them in
improving the quality of the services for meeting the expectations of the customers. The
organisation must take the corrective measures to exceed the customer expectations as this will
enable the customer to be happy and satisfied. Using the customer journey mapping as well as
the service blueprint as helped the organisation to understand the expectations as well as the
goals of the customers which they have from the organisations. The recommendations for
exceeding the customers expectations are such as-

Getting regular feedbacks from customers: It is very necessary for the organisation to meet the
expectations of each and every customer as by identifying what they want by the organisation.
Collecting the feedbacks from the customer's regularly will help the organisation to make the
improvements which are required so that the expectations of the customers can be met
(Wyciślak, 2018).
Surprising the customer's: The organisation when providing something extra with the products
for which they do not have expected will make them happy and satisfied. The customer's when
get such surprises enable to create the positive brand image in the minds of the customers
(MONISHA, 2019).
Highlighting the best features: The organisation must highlight the best and unique features of
the products as this will help them in attracting the large number of the customers as well as they
will be able to meet the desires of by using the products.
Providing training to employees: The training team of the organisation must ensure to provide
proper training to the employees as this will help them in providing the good quality services to
the customers. After giving the training, the employees will be able to give better services to the
customer and thus, this will helps in meeting the expectations of the customer's.
Making customers feel important: When the organisations consider the customers as very
important for the growth of the company, this helps them in meeting the expectations of the
customers . This enable them to understand the needs and wants of the customer's and offering
them the services and the products accordingly.
Helping the customers consistently: It is very important for the organisations to help their
customers whenever they requires help as this will help them in making feel important to the
customers as well as this will help them in meeting the expectations of the employees.
Engaging the customers regularly to the overall touchpoints: The organisation must focus on
engaging the customers as how they are contacting with the brand (Kirk and Zollo, 2021). This
will help them in understanding the improvements which are required by the company for
building the effective customer's experience as well as help them in meeting the expectations of
the customer's.
The above recommendations will help the organisation to meet the expectations of the
customers from the company. The above report has discussed the customer journey mapping as
well as the service blueprint which has been applied to the given case study.

REFERENCES
Books and journals
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