THE PARK HOTEL: DESIGNING EXPERIENCE
Aryoko Aditya – Arvi Nugraha – Fransiskus Allan G – Paul Chemistra – Teddy Hartanto
(WM-80)
Case Founded by Surrendra Paul, 1967 in Calcutta, then expanding into major Indian
Introduction cities such as Bangalore (the information technology center of India / Silicon
Valley of India), Mumbai (economic center), New Delhi (capital of India), Chennai
(cultural and educational center in India), and other major cities.
The Park Hotel had 8 boutique hotel units and would increase its portfolio to 20
before 2020.
Also called hotel designs or lifestyle hotels are luxury but small-sized hotels and
try to distinguish from international full-service hotels through a unique design
approach and personal service. its a collection of different hotels and has its own
unique character.
Park Hotel also provides a differentiating aspect and becomes its trademark by
equipping every boutique hotel with a Restaurant, Bar, to a Spa and Health &
Fitness Center. Every Restaurant, Bar, Spa and Health & Fitness are also given
different concepts and designs. Starting from the choice of food available to the
ambiance and physical design. However, each of the Line product has uniformity in
its service standards.
Case Problem
The Park Hotel: Designing Experience
“ "To sustain our growth and position, we Will need to continue to
differentiate ourselves, we Will need to raise the bar further.
1. Can we once again change the way people live in hotel?
2. Can we Evolve ini product service experience?
“
3. Can we now design our customer experience to make cust more
blissful, scintillating, and memorable? "
DISTINCTIVE CHARACTERISTIC
Insert the title of your subtitle Here
Physical
Place People Process Promotions
Evidence
Inseparability term Variability term Perishability
shows the relationship Variability has 3 factor the right service is
between procurement s, which are investme needed by the righ
(facilities provided) the nt to hire and conduct t customer in right t
product service provid training, establish co ime and place to m
ed is proportional to th mpany standards, and aximize the profit g
e price that must be p monitor customer sati enerated from the
aid by consumers sfaction. service.
1. Redesign process and redefine customer roles to simplify
service encounters.
2. Incorporate the right technology to aid employees and
customers.
3. Create high-performance customers by enhancing their role
motivation, and ability.
4. Encourage “customer citizenship” so customers help each
other.
Preventing Service Failure
Achieving Service Excellent
Marketing Excellent
External Marketing
make some extraordinary events routinely with many
topics of event
Internal Marketing
Collaboration with best-known service excellent like
Singapore Airlines
Interactive Marketing
Decentralized decision making for better
cooperation and problem solving
Achieving Service Excellent
Technology and Service Delivery
Digitalized Hotel Rooms Loyalty Card Development
to create further customer this card have chip that
experience, company can record everything about
make futurism atmosphere in customers, this card can use
their hotel room for better for setting up the atmosphere
memorable experiences. in their hotel room.
Best Practice
• Strategic Concept
• Top Management Commitment
• High Standards
• Profit Tiers
• Monitoring System
• Differentiating Service
• Primary and Secondary Service
• Continuous Innovations
Service
Quality
Gap
Model
Gap 1 is the distance between what customers expect and what mana
gers think they expect - Clearly survey research is a key way to narrow
this gap.
Gap 2 is between management perception and the actual specification
Service of the customer experience - Managers need to make sure the organiz
ation is defining the level of service they believe is needed.
Gap 3 is from the experience specification to the delivery of the experie
Quality nce - Managers need to audit the customer experience that their organi
zation currently delivers in order to make sure it lives up to the spec.
Gap 4 is the gap between the delivery of the customer experience and
Gap what is communicated to customers - All too often organizations exagg
erate what will be provided to customers, or discuss the best case rath
er than the likely case, raising customer expectations and harming cust
omer perceptions.
Model Finally, Gap 5 is the gap between a customer's perception of the experi
ence and the customer's expectation of the service - Customers' expec
tations have been shaped by word of mouth, their personal needs and t
heir own past experiences. Routine transactional survey after delivering
the customer experience are important for an organization to measure
customer perceptions of service.
There are 6 ways to improve service quality at The Park hote
l and ensure The Park provide exceptional service to its hotel
guests each and every time:
• Treat every guest like a VIP
• Provide personalized customer service
• Create a positive start for new employees
• Tie staff's actions to the hotel’s overall performance
•
Improving Adopt a customer-centric attitude
• Take measure of a customer service performance
Service
Quality
Product-Support Service Technologies
⚫ give compensation ⚫ Self-Checkout
⚫ Own Smartphone Application
Post Sales Service
⚫ Propper Goodbye ⚫ Employee Training Regarding left things
⚫ Birthday E-mail ⚫ Feedback with Vouchers
⚫ Afterstay E-mail
Thank you
