Service Innovation: Applying the 7-I Model to Improve Brand Positioning at the Taj Holiday Village Goa, India
Sengupta, Aveek; Dev, Chekitan S.
The transformation of the Taj Holiday Village Goa from a three-star to five-star property can be conceived as a seven-step innovation management process, the 7-I model. The process resulted in the Taj becoming a market leader in Goa. The case traces the process using the 7-I model: inspiration, insight, ideation, initiative, implementation, invigilation, and investigation. Focusing on the need to upgrade service by addressing and reducing customer complaints, Taj Holiday Vil-lage Goa began with the idea of using cell phones to text guest complaints immediately to the guest services department. The plan was subsequently modified to include communication of complaint reports to department managers and direct consultations between high-level managers and guests to personalize the service offering. The process identified additional issues that were resolve by establishing a new check-in time, reorganizing the breakfast room and kitchen, and the use of pictorial evidence to improve guestroom preparation. As a result of the successful implementation of these innovations, guest satisfaction scores increased by 20 percent, revenue per available room (RevPAR) rose to the highest in the market, and the RevPAR index increased from 0.96 to 1.17. Ultimately, the cost of this innovation was insignificant in comparison with the benefit resulting in a high return on innovation.
innovation management; personalized service; guest complaints; return on innovation; Taj Holiday Village Goa
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