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Running head: Hospitality Hospitality Name of student Name of the university Author notes

2 Hospitality Executive summary The following report is about the Silvestre’s Marriott Service blueprint and their service process. The report specifically highlighted the service process and its analysis. The entire report will be based upon the student’s research and their experiences. Analysis of service blueprint and the stages, recommendation and better approaches for better service process is also discusses based on the concepts and theories that has been leant.

3 Hospitality Table of Contents Introduction ........................................................................................................................ 4 Definition of service blueprint ............................................................................................ 4 Discussion about the services that has been consumed .................................................. 5 Explanations about the parts of service blueprint .............................................................. 6 Process to read a blueprint ................................................................................................ 8 Conclusion ......................................................................................................................... 9 Annexure .......................................................................................................................... 11 References ....................................................................................................................... 12

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4 Hospitality Introduction A service blueprint is known as a primary tool which can be used designing any kind of service design. This specific tool can be considered as a basic necessity for the many kinds of businesses to present a very detailed and specific overview of the business operation. This specific kind of the diagram is designed to make an entire plan for certain activities as well as organizing all kinds of the business resources: people, process and property to achieve better improvement in services and interactions with the customers. La carte and Buffet, these are the two options for the customers. The following report will be focusing on La Carte which is about research as well as student experience. Definition of service blueprint The service blueprint is a kind of diagram that mainly helps to visualize the overall relationship between the service components like people, props and processes which are directly linked to customer journey. In other words, the concept of the service blueprint includes both service and product design. Each of the organizations has their own kind of service blueprint to visualize as well as illustrate the relationship between the company and customer services. The service blueprint is considered as an ideal approach for omnichannel, multiple touchpoints in the services, or which requires a cross functional effort for better coordination in the services. Service blueprint can be considered to be one of the most useful methods through which the company successfully addresses issues in service design as well as

5 Hospitality innovation. Service blueprint was first initiated and introduced by Lynn shostack in 1984 in Harvard Business Reviews to make an improvement in the existing one (Pugh, M.-R. 2019). The entire concept of the service blueprint is generated as a form of diagram or a kind of map which can be helpful to visualize all services at a glance for better accuracy (Gibbons, S. 2017). The main aim of creating a service blueprint is to create a detailed look of the service delivery and related process to make it easier for the individuals who are related to service production as well as consumption. The service blueprint is about the general view of the service process to assist the steps of service design for process improvement. This specific blueprint is useful in presenting the complexity as well as separation of all kinds of internal processes. On the other hand, the service blueprint can be helpful in making proper improvement and adding efficiency in company operation (Gibbons, S. 2017). The entire services can be divided into several blocks such as customer action, front end or backend employee actions to get the idea of the overall services. Moreover, it effectively helps in maintaining a clear perspective about the operation of all kinds of moving parts (Athuraliya, A. 2020). Discussion about the services that has been consumed Marriott is known to be one of the famous hotel service providers. Apart from the hotel services, Marriott is also known for providing restaurants services for the customers which is not only limited for hotel customers. The restaurant, Silvestre’s restaurant Sydney Harbour Marriott is known to be a 5 start restaurant with extravagant services design and great services. Due to the great

6 Hospitality ambience and services, the restaurant also won multiple awards. The exquisite cuisine of the restaurant makes them special and unique. The fusion of all cuisines is made under Michelin star trained chef, who was trained by the celebrity chef Paul Bocuse. The dishes or menus are prepared by fresh ingredients of Australia and complemented by over 100 premium quality wines of the Australian. Other than these, Silvestre has been able to provide a wonderful dining experience by the help of an open kitchen for the front row customers (Silvesters. nd). Explanations about the parts of service blueprint Service blueprint is always useful to help the companies to get the clear pictures about all of their resources, services and other fundamental operations. It is beneficial to check on all kinds of logical flow, identify all the errors and maintain the proper flow of productivity. Moreover, the entire concept of service blueprint helps to understand the customer demand as well as find out the errors in delivering services. In terms of restaurant services, the blueprint services can be useful to provide proper insight about cost of delivery services, identification of the opportunities and determining the ways to find out the ways to make proper improvement in the service delivery (Athuraliya, A. 2020). In addition to that, the service blueprint can also be used for all kinds of cross functional relationships in both front and back end services. The following stages will be explaining about the service blueprints: 1. Physical evidence : The physical evidence is known to be one of the highest degrees in the diagram which helps to provide an insight about the physical evidence of the services. This evidence is always listed on the top of all

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7 Hospitality purposes. For example, face to face meetings can be considered as physical evidence for the workplace ornamentation. 2. Customers and their actions : this is considered to be the key element to design a certain kind of the service blueprint. The customer actions include actions, interaction as well as choices of the client performances. The customer's actions come after the physical evidence in a chronological manner. 3. Front stage workers actions : this specific part is noticeable to the public. All the front line workers make interactions with the customers. It becomes crucial to provide decent services in a more effective way, other than just being friendly or polite. These are the few actions which ultimately help to show professionalism among the service providers. 4. Backstage worker actions : this specific part is not noticeable like the front stage services. The workers make indirect communication and interaction with the customers to meet their demand and need. For example, a chef cooks a meal for the customers or checks the quality of the services before providing it to the customers. 5. Support processes and IT: corporation provides ample support to employees by providing software and IT to help them deliver services to the customers. This section does not include any direct or indirect interaction with the customers. This specifically stated all kinds of the internal operations to enhance services experiences. 6. Lines: each element on the service blueprint is divided by a particular line. The external interaction line basically represents the direct interaction between the

8 Hospitality customers and the restaurant. In the specific line, the service quality and decision making are considered by the customers for any kind of future purchases. As for the line of visibility, all basic components on the above line come visible to the customers whereas the bottom line remains invisible. The last line is known as the internal interactions which successfully separate all kinds of the employee activities from other service supports in the internal activities (Athuraliya, A. 2020). 7. Arrows: The arrows specifically represent all kinds of relationships as well as dependencies. As for its usage, A single arrow can be used to indicate every kind of one way exchange between the l;ayers, whereas the two way arrows helps to indicate the agreement between both the parties. 8. Time: To consider the main quality of the services, time is always considered as a very crucial element. The main aim of time is to represent the possible wait time for each and every kind of the steps in the process. Process to read a blueprint There are several ways which can be used to study a specific service blueprint. Similarly, there are different purposes as well which gives a clear idea about the services and their purposes. 1. Starting to read from right to left in the customer action category can be helpful to have a better idea and understand customers’ perspective and their own experiences for the process.

9 Hospitality 2. The entire diagram is presented horizontally. It focuses on all kinds of activities from both the above and below of the visibility. In this way, it becomes easier to understand the main role of all the contact employees. To also help in managing each of the sections. 3. The blueprint can be analyzed vertically to identify employees and their duties to ensure effective delivery to the customers. Similarly, the backstage section is the main component which helps in assisting all kinds of interaction. On top of that, it also helps in establishing better communication among the employees and creating successful services. 4. The process of rediging of service diagrams can be useful to analyze the entire service blueprint. It helps to understand any kind of complexity present in the diagram. In addition to that, it also helps in understanding the viewpoint of the customers, what changes can be made between employees as well. Other than that, a service blueprint can be helpful to evaluate any insufficiencies occurring in the system, along with the failure points or missed opportunities to work on further improvement. Conclusion Services blueprint is known to be one of the most efficient frameworks for any kind of performance in the management or other service processes in the hospitality industry. The entire framework provides a helpful structure to describe the clear picture of the management where people can easily navigate between leaves and its details. For the above report, Silverster’s at Sydney Harbour Marriott was chosen to discuss the

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10 Hospitality service blueprint. The restaurant is already famous for their spectacular ambience and quality cuisine which is a clear example of their well organized services. The blueprint created by the management helps them to conduct better teamwork and help people understand about the process. As for the better improvement, customer feedback and proper measurements of services helps to come up with better strategy and achieve a positive impact from the business.

11 Hospitality Annexure

12 Hospitality References Athuraliya, A. (2020). What is a Service Blueprint: The Comprehensive Guide You Need.Creately Blog. https://creately.com/blog/diagrams/what-is-a-service-blueprint/ Businessaustralia. Customer service: a blueprint for excellence. (2020). Businessaustralia. https://www.businessaustralia.com/how-we-help/be-more- efficient/work-smarter/customer-service-a-blueprint-for-excellence Gibbons, S. (2017). Service Blueprints: Definition. Nielsen Norman Group. https://www.nngroup.com/articles/service-blueprints-definition/ Moran, P. (2018). Why and when service blueprints can help you and your team. Medium. https://blog.practicalservicedesign.com/why-and-when-service-blueprints-can- help-you-and-your-team-9552cd2289ba Pugh, M.-R. (2019). What Is a Service Blueprint?. Lucidchart Blog . Www.lucidchart.com. https://www.lucidchart.com/blog/what-is-a-service-blueprint Pugh, M.-R. (2019, March 4). What Is a Service Blueprint? [Examples and Templates] | Lucidchart Blog. Www.lucidchart.com. https://www.lucidchart.com/blog/what-is-a- service-blueprint Silvesters. (nd). Contemporary Australian Cuisine, Sydney. Silvester’s Restaurant. (n.d). https://www.silvesters.com.au/

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13 Hospitality Victorian Government. (2020). Service blueprint. https://www.vic.gov.au/service- blueprint

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