Case study of using the Lean Vector's tool called: Customer Journey Mapping (CJM) to implement Lean program in a hotel. Customer Journey Mapping is a simple yet very effective tool to help implementing Lean in the hospitality sector with focus on customer experience.

1. OPTIMIZING OPERATION FOR
CUSTOMER EXPERIENCE
SHOWCASE
By: Imad Al-Murib
Lean Vector

2. CUSTOMER JOURNEY MAPPING SHOWCASE
EXECUTIVE SUMMARY
▸ The (…) hotel struggled with prioritizing areas for Lean
and Process Optimization.
▸ Customer Journey Mapping provided a customer-view of
process efficiency and helped prioritizing the lean project
and investment in staff.
▸ This showcase provides a high-level understanding of the
benefits of using Customer Journey Mapping tool.

3. CUSTOMER JOURNEY MAPPING SHOWCASE
BACKGROUND
▸ (…) Hotel is a 5-star (…)-operated hotel in Dubai.
▸ Feedback showed that guest satisfaction ranked the lower among
all (…) hotels.
▸ Hotel Management proposed increase of staff from 850 to 1000
to cope with recent booking volumes.
▸ According to the operator’s internal CI team, there are more than
100 services performed in the backend and front end.
▸ Customer Journey Mapping (CJM) was used to determine which
area need more focus in terms of process optimization.

4. CUSTOMER JOURNEY MAPPING SHOWCASE
CUSTOMER JOURNEY MAPPING
CX Weight
Low
Medi
High
Low
Low
Low
Low
Area
Booking
Check in
Enter Room
Room Service
Facility
Dine in
Check Out
Performance
High
Low
Low
Med
High
Med
Low
VoC established that the first 15 minute of
entering the room is a critical Customer
Experience Moment.

5. CUSTOMER JOURNEY MAPPING SHOWCASE
SERVICE ANALYSIS (CURRENT)
Total Value Time (TCT): 3 min
Total Lead Time (TLT): 50 min
Efficiency: 6%
Total FTE in current process: 7
Quality:
Overall Accuracy = 35%
Quality impact: 2 customer interactions
No. of Customer Interactions: 4
Customer wait time: 10 min
Efficiency: 0.5 / 2 Customer Experience: 0 / 2 Quality: 0 / 2
MINI BAR
AC AND ELECTRICAL
ROOM AV
BED & CLEAN UP
DOOR KEY
0 12.5 25 37.5 50
THIS HOTEL
BENCHMARK
Benchmarking Customer Complaints

6. CUSTOMER JOURNEY MAPPING SHOWCASE
SERVICE ANALYSIS (FUTURE)
Total Value Time (TCT): 6 min (was 3%)
Total Lead Time (TLT): 22 (was 50 min)
Efficiency: 27% (was 6%)
Total FTE in current process: 5 (was 7)
Quality:
Overall Accuracy = 80% (was 35%)
Quality impact: 0
No. of Customer Interactions: 1 (was 4)
Customer wait time: 0 min (was 10 min)
Efficiency: 1 / 2 Customer Experience: 2 / 2 Quality: 2 / 2
Area Tool Used
Mini Bar 5S, SMED
Bed and Clean up SMED
Room AV SMED, VSM
AC & Electrical TPM, SMED
Door Key SMED

7. CUSTOMER JOURNEY MAPPING SHOWCASE
RECOMMENDATIONS
▸ Customer Journey Mapping is to be revised with each new VoC Survey.
▸ Back-end operation areas to be evaluated as well. Initial assessment
showed high inefficiency in Kitchen, Catering, and Call Center Services.
▸ Star evaluation to be carried for all service areas and used to
benchmark hotel performance.