Creating and Delivering Value Proposition †MyAssignmenthelp.com

Question: Discuss about the Creating and Delivering Value Proposition. Answer: Introduction The customer value proposition is an important concept which refers to the value extended to the customers while selling the product or service. In the service industry, the customer value proposition refers to the services and offering which makes a product unique. It also distinguishes the organization from its competitors (Ulrich Brockbank, 2005). It helps in transmitting the message that the organization is unique and the customer can avail several benefits by buying the product of the organization. The customers buy the product from the most valued brand or they buy the product through which they can avail the maximum benefits. A customer value proposition can create value to the product or service offered to the customers. The primary objective of the business organization is to deliver real value to the customers. Several factors such as addition of economic value, growth and different performance measures are essential in delivering the value to the customers. The customer value proposition is significant as the customer make the purchase decision Based on their perceived value of the brand or the product, the customers make decisions to buy the product (Osterwalder, Pigneur, Bernarda, Smith, 2015). There are several factors such as the perceived quality, product quality, service quality or the price of a specific product which plays a critical role of the purchase decision of the customers (Nasution Mavondo, 2008). There are several aspects which play a crucial part in developing a value proposition for the organization. It includes understanding of the goals, mission and other strategies of the organ ization and using it to deliver superior value to the customers. It will allow the organization in attracting new customers, retaining older ones and delivering significant profits to the customers. The customer value proposition refers to the total sum of benefits which are offered by the supplier to a customer. The customer pay a specific amount of money and receive a specific value from the vendor. In the marketing activities, the customer value can be defined as the value or the reason why a customer can buy a specific product or service. The customer value proposition is specifically targeted towards the potential customers and other stakeholder groups such as employees, business partners or the suppliers (Kordupleski, 2003). The customer value proposition is specifically defined so that the customers can be convinced that a particular product can bring more value in the lives of the customers. The value proposition can also distinguish a product from that of the competition. In the present competitive era, it is important for the business organizations to distinguish themselves from the competitors. It is important that the organization distinguishes itself from its competitors. The business organization should develop unique selling points which attract the customers towards the organization (Ulrich Brockbank, 2005). The customer value proposition is a concise statement which gives a message to the customers. It states why a specific product can bring more value in the lives of the people. There are several ways to develop the competitive advantage of a business organization, namely, promoting the superior features of the business organization, secondly, by promoting the differences with the competing organization or by focusing on the unique selling points of the organization. Different authors have provided different definition of customer value proposition. It can be defined as the perceived value of the product by the customers. The customers develop their perception after the evaluation of the services provided, product quality and the product price. It can be concluded that the organization should develop its customer value proposition while offering services or products to the customers. The customer value proposition is essential in developing the core competency of the organization. The value proposition sheds light on the extra value and benefits of the organization. It assist the companies to differentiate a brand from the others. The customers can select the most valuable brand which can offer it with the benefits and the advantages. The customer value proposition can increase the sales and the profitability of the organization. Service Blueprint at Four Seasons Hong Kong Four Seasons Hong Kong is one of the premier hotel industry organization in Hong Kong. It is located in one of the best destination in the country at the central district. All the hotel rooms have a spectacular view of the harbor and it also offers exceptional dining options to the customers. It has about 399 guest rooms which includes 54 luxury suites with captivating view of the city. The Victoria Harbor, Kowloon and the Peak are the captivating panoramas of the city. The accommodation and the rooms are well-equipped with state-of-art technology and sleek western style. The walls and the entry foyers are designed appropriately with the silk-paneled walls, Chinese furnishing and authentic ink paintings. The organization has a service culture which cannot be replicated. The goals, beliefs and the principles of the organization are different and promote the service oriented culture within the organization. It has developed an ethical culture within the organization wherein the organization abides by applicable ethics and laws. The ethical standards can prevent the bribery and corruption in the organization. It also evaluates the risk in the operations of the organization. The hotel has two restaurants which have received Michelin stars which offers unique dining experience under a single roof. It has a 24-hours fitness center which analyzes the spectacular view of Victoria harbor from the glass ceilings. It offers several cardiovascular machines, LCD, touch-screen television, headphones which can be used for providing training to the users. Four Seasons Hotel Hong Kong has been successful in attracting the customers from all across the globe. It has a feng shui fountain which shows the traditional culture of the country. It is an award-winning hotel which attracts the customers with the spectacular views and the aura of exclusivity (McHugh, 2017). The hotel is located at the heart of the city in an exclusive corner which removes it from the business and the crowd of the main city. The hotel has its entrance to the International Finance Centre (IFC), and has links to the major centers, business districts, ferry terminals and walkways. The style and character of the place makes it quite unique and attractive. The huge glass lobby creates a luxury hotel ambience for the hotel. The reflection from the harbor creates a unique ambience for the restaurant and the hotel. It has an underwater music, beautiful pool and a spa. These features makes it unique proposition in the future. As the hotel is designed as a luxury hotel, it hotel management assures to provide excellent services to the customers. The luxury cosseting and services are a norm at the place (Barnes, Blake Pinder, 2009). It also has gym facilities which is opened 24 hours in the service of the people. Other than that, there are several tai chi services which are arrange d on the weekends. The hotel also arrange free dining at the top of the building for the exclusive guests. The hotel also has several decorate, bright rooms and the city view is exclusive when there are deep baths and walk-in showers (McHugh, 2017). There are several places to dine and drink in the country. The Chinese restaurant has three Michelin stars and amazing dcor. Other than that, the country has several dining options at a lower range. Service Blueprint of the Hotel The hotel is one of the prime hotel in the Hong Kong city. It provides exclusive services to the customers. The hotel has four Michelin star and provides exclusive services to the customers. The service blue print is an official document which comprises of all the services provided to the customers, right from the moment they enter the hotel. The service blueprint is a document which provides human resource actions, services provided and the infrastructure which assist in providing the services to the customers. The customer actions refers to all the actions which are taken by the customers while encountering the services. The customer action begins from the moment they enter the hotel. Exclusive services are provided to the customers once they enter the hotel. The physical evidence refers to the services which influence the perception of the customers. It is the interaction of the customers with the hotel staff which influence perception of the customers regarding the service quality. The physical staff entails various elements such as infrastructure, ambience and other factors which may impact on the business of the hotel. The Action of the Employees The action of the employees influence the perception of the customers regarding the services provided to the customers. All the customer-employee interaction which takes place, can be categorized into visible ad non-visible interactions. The non-visible actions refers to the interaction on the telephone or the emails. The visible contact refers to the face to face communication between the employees and the customers. In the visible actions, the employees directly communicate with the customers and are able to grasp the reaction of the customers. They are able to modify their response or behavior according to the reaction of the customers. It refers to the communication at the front office, with the housekeeping staff, staff present at the various facilities of the organization. The support process can enhance the service delivery and the communication process between the customers and the employees. Several processes such as HR, finance, infrastructural support can encourage the proper and efficient interaction of the employees with the customers. At the present time, continuous and 24 hours internet services are essential in delivering the customers with the efficient services. The operations of the hotel industry can be divided into front stage and the back stage operations. The front stage operations involve the direct interaction with the customers. On the other hand, the operations which does not involve direct interaction with the customers are called backstage operations. The backstage operations deals with the support services such as human resources, accounting and other operations. No direct encounter occurs with the customers; however, they are essential in the operations of the organization. They are also integral in imparting efficient services to the customers. Front Stage Operations of Hotel As discussed above, the front stage functions are essential part of the service delivery. The frontline interactions occur at the reception and with the housekeeping staff of the organization. It is important that the frontline staff greets the customers cordially and make them feel like at home. As discussed above, the backstage functions of the organization does not involve direct customer-employee communication, nevertheless, it is important for successful operations of the organization. These operations are vital for successfully running the business organizations. It involves the management of the human resources and the finances of the organization. Four Seasons Hong Kong is a four star hotel and provide excellent services to the customers during their stay. The customer value proposition is important in developing the customer base of the organization. The target market of the hotel is the international tourists who have a lot of time to spare at the leisure activities. It has designed the interior of the hotel in such a manner so that the stay at the hotel will be a pleasant experience for the customers. The hotel also provide premium services to the customers who visit the hotel. The ambience of the hotel is attractive and designed as per the traditional architecture of the buildings in Hong Kong. The design and the architecture of the hotel are critical in attracting a large number of tourists. Another aspect of the services provided to the customers residing in the hotel is that it provides premium services in housekeeping. The hotel visitors are always greeted with warm smiles and pleasant appearances. The house keeping st aff of the organization is provided excellent training so that they can learn various techniques to please the staff. They are provided training to handle difficult or adamant customers. Line of Visibility In service blueprint, the line of visibility differentiates the activities of the front office from that of back office. In the service blueprint, the line of visibility separate the activities of the front office with that of back office. The tangible evidence of the service is obtained from the front office and back office plans for the service delivery. Different points of service delivery process are kept different which are later linked by communication. This separation is created so that the organization can focus on the front stage activities which are important for influencing the customer perception of the service delivery. Designing efficient process and service delivery is beneficial for effectiveness of services and the back office operations have an indirect effect on the customers due to delay and errors. The line of interaction is the point in the service delivery at which the customers and the service interact with each other. The customers are no longer able to see the service beyond this point. The activities beyond this point are considered as the backstage activities. These activities support the interaction of the customers with the business organization. The strengths of the organization are the numerous services provided to the customers. There are several additional services such as 24*7 internet services, free wifi zone, 24 hours gym facilities and pool facilities. The rooms themselves are well-equipped with world-class facilities. The hotel staff is dedicated to provide excellent services to the customers. The customer value proposition of the organization is to provide world class facilities to the customers with the traditional tough on the Chinese culture. Its specializations in marriage planning and event organization is also a strength. The weakness of the organization is that it provides limited culinary services to the customers. It has limited social media presence; therefore, it attracts less number of customers. The company is also facing limited customer availability situation as the foreign customers are less aware of the hotel. The services developed within the organization have been capable of offering different value propositions to different market segments. The customers focused towards marriage planning can avail related offers. The organization has excellent event organization as well as culinary services. Other than that, there are several services for regular customers such as free Wifi, pool and sports facilities. Recommendations for Improving the Customer Value proposition of the Hotel It can be deduced from the above analysis that the organization customer value proposition is important for the organization. The customer value proposition is a concise statement which tries to state what the organization is going to offer with the help of the value proposition. The customer value proposition should be able to distinguish the organization from the competitors and present a positive image of the organization in front of the customers. The organization must be able to differentiate itself from the competitors with the help of customer value proposition. It is critical in portraying a unique image in the minds of the customers. In developing the customer value proposition of the organization, the company should be able to attract maximum customers. It is proposed that the organization makes alliances with the tourism companies so that they make the residential arrangements with the hotel only. The organization should also utilize social media marketing strategy to promote its customer value proposition. The present method will be beneficial in communicating to the mass audience at a quick pace. Other than that, the organization should also cater to needs of the international tourists while planning their stay. The food and dishes must be modified as per the taste. There should be a bilingual translator who can communicate the needs of the customers to other employees of the organization. At the present times, significant amount of population is vegan or vegetarian in their eating habits. It is important that the hotel is able to cater to the needs of these people. Therefore, the hotel should have one or two vegan or vegetarian dishes in their menu. The hotel must provide some discount to the referrals or the repeated visitors. It will increase the inflow of the customers in the hotel. The guests who arrive at the hotel should be well-received by the staff and their luggage is taken by the front-line staff in the hotel. Other than that, the hotel staff should cordially greet all the customers arriving at the hotel. As it is a cultural hotel, the gestures and the ambience of the hotel should reflect the traditional culture of the country. When the guest arrive at the reception, the receptionist should registers them in the portal and finds a room which suits the demands and the budget of the customer. If the customer has previously stayed in the hotel, then his past likes and dislikes should be considered before offering a room. The receptionists also make the customers aware of the leisure activities and the restaurant of the hotel so that they can spend the leisure time with convenience. It is important that the employee remains cordial and warm while communicating with these communication mediums. It is also necessary that the employees remain aware of the communication etiquettes on email and telephone. The communication with the distant customers impacts on the brand image of the organization. The communication should be polite and the receptionist must be able to communicate the leisure activities, facilities and other activities of the organization. The staff members should organize culinary and artistic tours for the customers. They can offer advices for touring the city. The housekeeping staff are always on their toes to serve the customers. Keeping in mind, the water theme of the restaurant, several pools should be opened in the organization. The hotel should offer specific amenities and services to the children. Other than that, several different rooms should also be made available for the non-smokers and physically challenged people. Conclusion It can be concluded that the customer value proposition is unique in selling the products or the services of the organization. It directly projects the services or the products of the organization to the customers. It creates a unique brand image of the organization in the minds of the customers. The Four Seasons Hong Kong is one of the most popular hotel in the city. The hotel offers world-class services to the customers and make them familiar with the excellent hospitality. It is recommended that the organization must add vegetarian dishes in its food menu. Other than that, it should cater to the taste of the international customers and offer dishes which are suitable for all the people. References Duchessi, P. (2004). Crafting Customer Value: The Art and Science. Purdue University Press. Barnes, C., Blake, H., Pinder, D. (2009). Creating and Delivering Your Value Proposition: Managing Customer Experience for Profit. Kogan Page Publishers. Adamson, B., Dixon, M., Spenner, P. Toman, N. (2015). The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. Penguin. Kordupleski, R. (2003). Mastering Customer Value Management: The Art and Science of Creating Competitive Advantage. Customer Value Management. Duchessui, P. (2004). Crafting Customer Value: The Art and Science. Purdue University Press. McHugh, F. (2017). Four Seasons Hotel Hong Kong. Telegraph. Retrieved on 30 November 2017 from https://www.telegraph.co.uk/travel/destinations/asia/hong-kong/hotels/Four-Seasons-hotel-Hong-Kong/ Ulrich, D., Brockbank, W. 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