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SUBMITTED BY:

Group 2Sankalp Chugh- 14

Rohit Katyal- 23

Vishal Thakkar 154

PGDM- Marketing

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Indian film industry growing at 10% per annum

Multiplexes are on the rise, addition of 40-50 new properties

and 150-200 new screens by end of 2011

Drivers: Favourable demographics, tax exemptions, quality

locations Purely service

oriented industry

Chosen Multiplex:

Cinemax India

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Customer Actions,Onstage/Visible

Contact Employee

Actions,

Backstage/InvisibleContact Employee

Actions,

Support Processes, Physical Evidence.

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1

Desires to see a movie in a multiplex

Searches out the various show timings / venue / price

2

Pre- Booking of tickets ( Online on website , On Call )

Box Office Booking of the Ticket . First Interaction with the Cinemax service staff

3

Reaches the venue 30 min before the show and hunts for parking his car/2wheeler

After parking , the Customer users elevators to reach to the Cinemax Reception

4

Customer shows the ticket at the counter and goes for security check. Secondinteraction with Cinemax Staff.

After security clearance , the customer enters the foyer area of Cinemax . First occasionof experience of the ambience

5

Uses washrooms if needed. Second Occasion of experience of the ambience .

Else goes to the food and Beverage counter for buying snacks before the movie starts.

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6

Interactes with the F&B counter incharge and buys something.Third Interaction with the

Cinemax service staff.

7

Spends some 5-10 mins in the foyer area , looking at the posters of upcoming moviesetc.Third occassion of the experience of the ambience.

8

Gives his/her ticket to the usher and enters the movie hall . Usher helps to locate the seat.Fourth interaction with Cinemax Staff.

9

Customer takes a relaxed feel and gets ready for the movie to start.Check thesurroundings for cleanliness and checks the under seats. Once satisfied , he concentrateson the movie.Expects the best experience during this duration of his stay inside the hall.

10

Spends around 1-2 hours enjoying the sound and quality of the movie screening. In theend makes use of the exit stairs / elevators and comes out of the Cinemax boundary.

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1.O

Interactionwith theparking staffduring carparking.

2.O

SecurityCheck at theentrance of

the Hotel.Interactionwith thesecurity staff

3.O

RoombookingInteraction atthe receptioncounter

4.O

Interactionwith thehousekeeping staff& roomservice staff.

5.O

Interactionwith the staffat hotelrestaurantand coffeehouse.

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1.BWebsite

management

team whichenables prebooking ofrooms.

2.BAdministrative

team , the

floormanagers ,the areamanagers.

3.BTechnical staff

which

maintains theWifi, electricalconnectionsetc.

4.BThe

housekeeping

staff whichanswers theroom servicecalls 24*7.

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1.S Online Room booking management

2.S Marketing of the Hotel

3.S Food, Beverage, House Keeping replishment

4.S Property licensing and other process.

5.S Parking of patron's vehicles

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Food & Beverages Room amenities

Desk Registration papers Wash Room Amenities

Delivery tray, Room

appearance

Bill Desk/Lobby Hotel

Advt / Website Parking

Carts for bags Elevators

Security Guards & Setup Food & Beverage Menu

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Movie Listings not customer friendly. Basic amenities not in sync with the multiplex

ambience.

Staff not organized and experienced.

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A service blueprint helps in identifying all thecustomer touch-points and the moment oftruth in a service industry.