Dukes London Case Study: Customer Experience and Service Blueprint

This report presents a case study on Dukes London, a luxury hotel, focusing on customer journey mapping and service blueprint analysis, especially during the pandemic. It examines the customer's experience from arrival to breakfast, considering social distancing and sanitization measures. The report details various components of the customer journey, including physical evidence, on-stage and back-stage interactions, and support processes. It also identifies areas for implementing social distancing measures and provides recommendations. The analysis includes demographic profiling and consumer trends to understand customer expectations and how the hotel can adapt to meet them, using technology to enhance customer service while maintaining safety. References are provided to support the concepts discussed.

Case study Dukes of London
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Executive Summary
This report involves the customer journey mapping in Dukes London. This report is
prepared keeping the pandemic time in mind. Therefore, this report ensures that suggestions
regarding implementation of various norms are ensured related to social distancing and
sanitization. Various components of customer journey blueprint are also discussed in the context
of staying of customer from his arrival in the hotel to taking breakfast in the next morning. At the
end, references from where the concept has been understood is also attached so as to justify the
learning made during the preparation of this report.
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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Main body........................................................................................................................................5
1 Service Blueprint.................................................................................................................5
2 Customer’s Service journey................................................................................................5
3 Physical Evidence................................................................................................................6
4 On stage interactions...........................................................................................................6
5 Back stage interactions........................................................................................................7
6 Identification of support processes......................................................................................8
7 Explanation of line of interaction, line of visibility and line of internal interaction...........8
8 Areas to implement social distancing measures..................................................................9
Conclusion and Recommendations................................................................................................10
References......................................................................................................................................12
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Introduction
Dukes London is a luxury hotel, which is a sophisticated place to arrive as a guest but
he/she will leave as friend. It is a five star hotel that gives exclusive retreat of writers, musicians,
politicians and royalty. Main values of Dukes London values are that they are highly committed
to provide excellent service, hotel attempts to provide services that are quintessentially British.
Staff of hotel is continuously trying to provide various services without any flaws or faults. This
strategy helps in forming a loyal customer base. The ambience in hotel is always very warm and
welcoming.
Demographic profile refers to tool of analysis demographic characteristics of a set of
customers. This analysis is performed by marketers so as to identify if there are any gaps in
marketing strategy related to any specific product or service and its advertising. In relation with
Dukes London, demographic profiling of its customers has been done so as to understand that
what are the suitable strategies that can be adopted by the hotel to satisfy customers in a better
way. The main feature of customers of the specified hotel is that they belong to elite class of
society or people visiting the hotel want to experience once in a lifetime. They are visiting the
hotel due to the reason that they want to avail the quintessential services that the hotel is serving.
Consumer trends refers to the habits or preferences of customers relating to goods and
services prevalent in market. Consumer trends are just tracking the buying and spending pattern
of customers and data collected through this tracking process is used by the company to
communicate about their brand. In the give case of Dukes London, the prevailing global
consumer trends that they do not want any human contact, as it is a major precautionary measure
that everyone wants to take in order to avoid any infection.
There are various expectations that a customer have from the hotel. These expectations
are due to typical brand image of Dukes London, that they attempt to serve their customers with
the best service. These expectations are basically to match the measures to protect everyone from
any infection in today's pandemic time. These expectations can be related to such arrangements
which ensures human contact at all cost. To make such arrangements possible, technology
related to virtual companions can be adopted. There should be system related to virtual delivery
of items and online payment schedules should be installed. This will not only help in maintaining
social distancing but also improve delivery chain. As Dukes London is a staying place, therefore,
guest expects that the place should be properly sanitized and it should be safe for stay. Another
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expectation relates with the staff members. Guests expects that workers working at the hotel
should be free from any infection and also methods and operations of working should be
hygienic.
Main body
1 Service Blueprint
A blueprint is a map that traces the each step of the journey. This will depict the
relationship between different components of that process. A service blueprint refers to the map
that traces all steps in customer journey in a hotel. Mapping all these steps becomes important
due to various reasons like in all stages, there are times of communication between the customer
and the hotel (Agyeman Prempeh, 2019). Every time the goal of communication is different. It is
very important for the hotel to know about the experience of customer during their stay in the
place. Management of hotel needs to ensure that customers feel that they are secure and
comfortable both in the place and also they feel the satisfaction that they re getting values in
equivalence to the amount they paid for these services. If customers will not feel satisfied than
they will not be loyal to the hotel and it will lead to decline in revenue and profitability. This
mapping process is also important due the reason that it enables the hotel to identify the
expectations and desires of customers that they have placed. This blueprint helps in identifying
the steps that will be required to be performed so that the expectations and desires of customers
can be met. Following diagram depicts the journey of customer from entering into hotel and than
further steps:
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2 Customer’s Service journey
Customer journey can be defined as the process containing all experiences that customers
are confronted during the time of interaction between the customer and brand. It is not just a part
of transaction or experience. It is a documented map of whole journey and experiences of
customer when confronted with the brand. In below explanation, there is a detail study of
customer journey of a customer into a hotel (Artun and Levin, 2015).
This part of the report addresses the journey map of a customer from entering into hotel
to taking breakfast next morning. This may be the short time but it involves various steps that
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Illustration 1: Customer Journey Blueprint

starts from customer spotting the website or booking counter of hotel. This means that customer
will first of all analyse or take the decision that he or she has to stay in hotel and for this purpose,
required bookings are made. In next step, the customer arrives at hotel and move with further
procedures. This further process involves customer arriving at hotel and if pre bookings are
already done than showing the details at the reception and than receiving the keys. In other case
of no pre bookings, they can be done on the reception itself but it will subject to the availability
of rooms (Bartelheimer and et.al., 2018). In this whole process, one thing that need to be taken
care of is sanitizing. As today's time is very risky in view of Covid pandemic time, therefore,
sanitization becomes utmost important. In this whole process, norms relating to social distancing
are compulsorily followed as it is there is governmental rules. After all this booking phase, next
process will relate to guest receiving the keys and proceeding to booked room. This will involve
going into room and than cart will be taken carrying luggage items. Customer may pay tip to boy
according to their choice. Further, any requirements of customer can be fulfilled using room
services. At morning, customer can avail services of Great British Restaurant in hotel in morning
and can do the breakfast. Afterwards, if the stay was for overnight he can check out from hotel
by clearing all due payments and in case, if he wishes to stay for a longer period of time, he can
take up the process further also.
3 Physical Evidence
Physical evidence refers to all those items that a customer can see, hear, smell or touch.
These are basically the tangible items in the lane. They are not limited to store items or websites
but also include different signs, products, services, forms, etc. In the given blueprint, there are
several items those can be identified as physical evidence. For example, website used for
booking, payment gateways, reception, paperwork, keys, services availed at room, luggage cart,
services of Great British Restaurant, parking facilities, etc. This is basically the proof of
interaction between the customer and the hotel. It signifies the proof of communication between
the parties.
4 On stage interactions
These are the points at which the customer is being confronted on face to face basis. In
other words, it can be defined as those points where actions of employees of hotel are face to
face contact points with the customer during the time of delivery of service (Heimonen, 2018).
These actions are separated from back stage actions with the line of interaction (explained in
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later parts of this report). Every time this line of interaction is crossed during the time of
communication of employee and customer of hotel, moment of truth occurs. Moment of truth
refers to the most impacting point on which the future decision regarding purchase is dependent.
Best example of moment of truth can be self service technology (Liozu, 2015).
In this report, the focus is on service blueprint of customer's journey of Dukes London.
In this journey, there are various front stage actions that represents direct communication of hotel
employees with customers. Examples for these front stage actions in given blueprint are
greetings made to customers. There are various points where greetings are offered such as front
gate, parking lot, reception, room service, restaurant, etc. After greetings example can be given
of registration process. Now this step include two components which are pre booking and on spot
booking. Pre booking occurs when guest has already booked for the required room and he just
perform the registration process at reception and than receive he keys, on the other hand, in the
second booking there has been no pre bookings done. In this system, guest arrive at the reception
, enquires about the availability and rates and than according to his satisfaction level, he places
his or her bookings. This completes the booking process. Further there are more front stage
actions like delivering bags and food items in the room itself. This is done by room service of
hotel. This is also a direct contact between the hotel and guests. Services of Great British
Restaurant also come under this category only. Further mentioning about last front stage action,
it is check out process. In this process, all due payments are made and other formalities are
performed. After this step, the guest moves out from the hotel.
These all actions together make the category of front stage actions that is mapped in
customer service blueprint.
5 Back stage interactions
These refers to all those actions or tasks those take place behind the scene. In other words
it can be explained as those actions which do not involve any face to face interactions between
customer and employees. These activities are performed in order to support the front stage
activities (Manninen, 2019). For example, non visible interactions between employee and
customer like telephone calls. In customer journey mapped in above blueprint, there are various
backstage actions which are performed to support front stage actions like making reservations for
guests. This is the most prominent back stage or invisible actions that is performed. It is a
process in which the bookings are being done by customer on telephone or through online mode.
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This do not involve any face to face interaction, hence, comes in category of back stage actions.
Another example can be taking bags to room and placing order for food from the room itself. In
these processes, there is no face to face interaction between staff members and guests of hotel.
Various chefs and other back end employees working in hotel to support other activities are
mainly identified as back stage actions (Mantellina and Solvas Navarro, 2019).
Front stage actions and back stage actions are divided by line of visibility which is
explained later in the report.
6 Identification of support processes
These are the processes that are also not visible to ultimate customers of the hotel but are
very vital for the successful operations. These activities are carried out to perform internal
services by non contact employees units. These are the processes that must be performed so as to
all above tasks and activities are performed in an efficient and effective manner (Walters, 2015).
In the above specified customer journey mapped in the above blueprint, there are various support
processes such as, reservation system, registration system, preparation of food, registration
system. Reservation system refers to the booking phase when customer by sitting at own
place books a room in the hotel. The application or technology working behind this whole
system can be termed as reservation system. Support people solving queries of guests also comes
under this category only. These processes contains too much importance in completing business
operations as they are supporting the front stage actions. For instance, if the chef is not working
in an expected manner and not completing the order properly, in that case, serving team will not
be able to satisfy customer in proper way.
Support processes is separated from all other components in organisation by the line of
internal interaction which is discussed in later of this report.
7 Explanation of line of interaction, line of visibility and line of internal interaction
Line of interaction refers to that line which marks the communication channel through
which customer and staff members communicate. This line clearly shows that where the
communication is required. This line becomes important is business processes as if there will be
no communication than hotel will not be able to mark their point in market place. This line
divides the customer actions and front stage activities. This demarcation will help in identifying
the areas in which more communication is required between customer and staff members in
order to clear out the idea (Morelli and Götzen, 2017). For example, if the customer is confused
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with the billed amount of his or her stay in the hotel, than the guest can communicate with the
billing counter personnel in this respect. This is identified by the line of interaction as customer
is clear about the idea of whom to contact regarding the query (Nader-Rezvani, 2019).
Line of visibility refers to demarcation line between visible and non visible activities of
staff members in hotel. This means when front stage activities are differentiated from the back
stage activities and this task is performed by line of visibility. This separation is important due to
the reason that it clears the confusion about job role of each and every employee. As the name
suggests, this line shows that which task comes under front stage activities and which comes in
back stage activities. This will help in identification of staff members who will perform which
task. For example, if the separation is not done than it will give rise to a situation in which
employees do not know that which activities do not require face to face interaction with
customers. Some times, this can result in customer visualising some task which can ruin the
future business possibilities from that guest.
Line of internal interaction- There are two categories of employees in hotel, viz.,
contact staff members and non contact staff members. Former are the ones who are in direct face
to face communication with customers. On the other hand, latter represents those set of
employees who are not in direct contact, rather, they are doing the task of support services so
that smooth operations of front stage activities can be ensured. Line of internal interaction
basically demarcates between these two set of employees and help in providing clear direction
about their job role and responsibilities.
8 Areas to implement social distancing measures
There is Covid 19 pandemic risk going everywhere in the world. Specifically, hospitality
industry is being impacted with a high loss due to the security measures that needs to be taken
care of in the process. One of the important precautionary measure in this context is social
distancing. It can be defined as the task of maintaining distance in a public place or between two
individuals. This will help in mitigating the risk of transmission of infection (Schweigert and
Geyer-Schulz, 2019).
In case of Dukes London hotel, it is very tough to maintain social distancing as it is a part
of hospitality industry which means that there is high proximity between customers and staff
members. In the hotel, there are various places which requires implementation of social
distancing measures which are listed below:
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 Reception area: The main area where the proximity is at highest peak is reception area.
This is due to the reason that at this point only activities like registration system, payment
making process and many other operations. These all activities will lead to high
proximity among customers and staff members as well. To solve this issue, online system
can be installed. With the help of virtual methods, pre bookings can be done and also
payment can be done through online mode. Pre bookings will also help in improving
profitability also (Taylor, 2016).
 Sitting arrangements: In this segment of hotel, it involves the chairs and other seating
arrangements where there is regular reach by customers and staff members too. In this
area, hotel can make changes those ensure social distancing. For this purpose, sitting
arrangements can be cut to half of the capacity so that chairs can be placed at a distance
from each other.
 Service counters: These counters include where general queries are being asked by the
customers related to any matter or experience that they confronted during their stay in the
hotel. In this segment, hotel can make such arrangements which will ensure social
distancing such as making the query system online. This will reduce the strength of
guests arriving at the counters (Van Der PijlLokitz and Solomon, 2016). This facility will
also eases the stay of customers at the hotel.
Conclusion and Recommendations
According to this report, it can be elucidated that customer mapping through a blueprint
is an essential part of management of any hotel it is important due to various reasons such as it
uncovers the weaknesses in the operations of a business. It will help in identifying the strong
points as well. If weaknesses are identified in advance or in earlier time, than it will lead to
preparation of organisation pro actively so that it can react positively to any problem or issue.
In present time, there is global pandemic time which means that every hotel if wants to
survive, than it means than hotel need to imply social distancing measures in a strict manner so
that customers feel safe and are attracted to the hotel. In case of Dukes London, the hotel should
adopt various practices which can be installation of hand sanitization system in the lobby itself
and all common areas of access. PPE kits can be placed in all guest room as part of guest
amenities. This will ensure proper hygiene and precautionary measures that are required to
prevent any infection. High cleaning standards should be met in hotel and all the rooms. This
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will involve sanitization process as well in rooms and all common access areas. Strict table and
chair sanitization process should be met between guest using these items. Another important
precautionary measure that can be adopted to prevent infection is temperature check on both the
timings that is arrival and departure. This temperature check procedure should be implemented
on both employees and guest as well. If someone with certain symptoms are found than he or she
should not be allowed to enter into premises. And another step of informing related authorities
about the found person with certain symptoms should also be performed.
Social distancing measures should be adopted at all required counters so that there is not
transmission of any infection. There are few suggestions in this context like making every
transaction available in virtual world such as payment made online and also booking system
online. This will ensure that guest do not gather around the reception counter and it will ensure
proper social distancing among guests and employees as well. Staff members should also be
instructed that they do not gather at a place. Room service facility should be made restricted so
that boys do not again and again get access to the rooms.
Another important aspect in this context is to ensure self service at restaurants, this will
ensure less human touch and less risk of infection too. Sitting arrangements needs to be changed
so that proper social distancing rules can be maintained. This report is developing an
understanding in order to meet all the set requirements and norms by government and related
authorities of United Kingdoms.
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