Service Blue Print of Amusement Park

Organization selected:

Essel World Amusement Park

Reasons for selection:

The reason for which this organization was selected to gain insight on various service areas
and complications which goes into operations of an amusement park. There are various
domains in which an amusement park works are rides, food and beverages, amusement
activities, etc. A perfect service delivery would result only if there is a fine tuning between
various areas of operations. There are very high chances of a failure point which could
temporarily or permanently affect the operations the amusement park. Hence, it would be a
good learning to do a service blueprint of the service of amusement park.

Three Important Customer Actions:

1. The customer needs to be aware about various parks and its speciality in the nearby
vicinity. The available modes of transport to reach there and the park timings. There
should be ample information gathered about the park before the visit.
2. The customer needs to select the park as per his choice and available options for the
same. He should check which is most feasible option him.
3. The customer also needs to be aware about the type of rides which he can enjoy as
per the age criteria and any health related concern if in case it is not recommended
for him.
Three Employee Actions:

The three employee actions which are most important are:

1. Service Delivery at Rides: This is the main reason for which clients visit the
amusement park. Thus service and client handling at the rides is one of the most
important of employee actions. In case of a mechanical failure, there needs to be an
immediate action for the repairs and also safety of guests also is very important at
this juncture due to the risks involved.
2. Service Delivery at Ticket Counter: This is the 1st place where the customer first
interacts with the company. Also it is the place where the maximum revenue of the
park is generated. Thus a fault at this point and the customer would return back
without generating any kind of revenue. A failure at this point and the rest all points
can be affected greatly. Hence the emphasis on the importance of the efficient
employee action at this point.
3. Service Delivery at Food and Beverage Counter: This is also a major source of
revenue after entry point. Also the quality and timely delivery of F&B plays an
important role too. Also with rule of outside food and beverages not allowed, there
is no other source for guests than what is provided by the park. Thus the employees
at Food and Beverage counter play a very important role too.

Three Potential Fail points:

1. Safety would be a major concern for failure, all the rides at the park if not with
relevant safety measures can lead to loss of life for someone. Some rides which are
not recommended for health concerns to someone can lead to injury or even death
in this case.
2. Sufficient maps and navigation detail not available in the park. There are around 128
rides in this amusement park and is very difficult for a person to move from one ride
to the other of his choice.
3. No proper food junctions at the park. There is no option for lunch/dinner at Essel
World, although have a few good joints which has snacks but not exactly what we
prefer as lunch and dinner.
Solutions to Failure points:

1. Proper safety measures to be taken at the park and with perfect detailed
information provided at the plank cards outside the ride and also sufficient doctors
and medicines available with the first kit centre boxes installed at each and every
nearby corner in the park. Also to keep an ambulance at the park in case of
emergency.
2. To print sufficient number of navigation maps in the park and is provided to every
person along with the ticket purchased. There should be hoardings put up in the
park which has the map of the park and can help a person to locate himself easily.
3. More options for food joints to be made available at the park which should provide
with proper lunch/dinner and also these should be open till wee hours when i.e. till
the park is open for the customers.

Applications of Service Blue Print:

Service Blue Print can be used in various departments of an organization. These include
Marketing, HR, Operations, IT etc.

 Marketing: Creating realistic customer expectations, service system design,

promotion etc.
 Human Resources: Empowering the human resource, job description, selection
criteria, appraisal systems etc.
 Operations Management: Rendering the service as promised, managing fail points,
training systems, quality control etc.
 Systems: Providing necessary tools, system specifications, personal preference
databases etc.
Learnings and Applications in the Business World:

Service Blue Print is a very important tool to be used in a service business. Service Blue Print
helps to simplify the business processes of even the most complex service delivery. It also
helps in identifying areas where there can be a scope for improvement or to prevent any
failure points. Service blue print along with the service delivery also helps in various
departments like Marketing, Human Resource, Operations, etc.

Service Blue print in the business world can be used for functions like:

 New Service Development: Concept development, Market testing, etc.

 Supporting Zero Defects Culture: Managing Reliability, identifying
empowerments issues, etc.
 Service Recovery Strategies: Identifying service problems, conducting root
cause analysis, modifying processes, etc.