International Web Lecture Series in Tourism and Hospitality
“Service Design Thinking: A Way Forward to Customer Experience”
The Fourth lecture themed “Service Design Thinking: A way Forward to Customer Experience” was delivered by Prof. Parikshat Singh Manhas, University of Jammu and Dr Rupam Konar, Sr. Lecturer, School of Hospitality Tourism and event, Faculty of Social Sciences & leisure Management (FSLM) Taylor's University, Malaysia held on 2nd May 2020 (Friday) at 1.00 pm (IST). There were around 90 participants including top academicians, students and research scholars of various universities from across the globe. This “International Web Lecture Series in Tourism and Hospitality” is an initiative taken by Prof. Parikshat Singh Manhas, University of Jammu along with Dr. Ramjit, Department of Tourism Studies, Central University of Kashmir and Mr. Nikhil Singh Charak, Assistant Professor, Ambedkar University, New Delhi, India & Dr. Jeet Dogra, Assistant Professor, IITTM Gwalior, Ministry of Tourism, India.
Dr Jeet Dogra welcomed the participants and gave a brief introduction about both the experts and coordinators from Indian universities and Taylor University, Malaysia. The proceedings of the session were initiated by Prof. Parikshat Singh Manhas by welcoming the co-speaker of the session, Dr Rupam Konar all participants as well as coordinators of the event.
The first speaker of the lecture was Prof. Parikshat Singh Manhas, who shared his valuable thoughts with the participants on the theme of the topic. He suggested that the Service Design Innovation process lays stress on "Ideate" as a very essential step in the service design process. He stressed on the fact that the practitioners should understand the feasibility of the idea and put all efforts to deliver the customer experiences. Further, he also impressed upon the fact that the memorable and positive experiences may be created and designed by the resilient leaders or professionals who have to take care of various aspects post COVID-19 like design of Quarantine Hotels.
Dr Rupam Konar discussed the transition of the service economy to the Experience economy and remarked that the customers should be treated differently and should offer value for the products and services. The managers should put all the efforts to build trust among the customers and treat them differently. He had pointed out the three major service design ideas like data of the customers, social media platforms and experience eco-system can play an important role in creating and designing the customer experiences. He also highlighted the various challenges for designing the experiences. He pointed that the customers are more knowledgeable, are looking for value and added that there should be integration of business aspect with the people and technology for creating and designing the customer experience. He emphasized the holistic way/process consists of various stages like customer-centred co-creative sequencing, satisfaction and memorable experience. He suggested that hospitality and tourism managers should think and rethink and should put efforts to engage customers in innovate way, treat them with empathy, build the trust and try to provide personalized services to make their memorable experience. He also highlighted the importance of technological intervention in creating and designing the customer experience in the hospitality industry.
The session was followed by Q&A were in the speaker's; Dr Rupam Konar and Prof. Parikshat Singh Manhas responded and constructively answered the various queries of the participants. At the end of the session a detailed report as well as vote of thanks was presented by Dr Ramjit, Coordinator and Sr. Assistant professor, Department of Tourism Studies, Central University of Kashmir and Coordinator of International Web Lecture Series.
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