INDIAN INSTITUTE OF MANAGEMENT

BODH GAYA

Reflective Notes

Submitted to
Prof. Rohit Swarup

Submitted by
Dhritiraj Misra
(MBA/1119/07)

On
1st January, 2022
 Reflective Notes
Observations
 Placed in an obscure and invisible location.
 Great reception. (With good lighting)
 Great customer experience. (comfortable seats and recliners)
 But, less leg room.
 Great screening.
 Less security surveillance.
 No COVID norms being fulfilled.
 Very little internal security
 Have got a bad reputation for low surveillance.
 The multiplex had suffered heavily due to the pandemic.
 It has been scrutinized and criticized by media before due to low surveillance.
 Ticket checking process is haphazard. Not properly done.
 Less number of shifts or very longer working hours for the staff.
 Smoke detectors and emergency kits were present, and well maintained.
 Security staff is hired by the branch itself, and not subcontracted to other firms.
 All 4 screens were well maintained and checked from time-to-time.
 Food quality is hygienic and appealing.
 Food serving is done at the seat itself, and so, requires frequent cleaning.
 Complaints regarding the cleaning of the seats have been less, but not rare.
 Food can be ordered online, or on the spot from the menu provided.
 Food are from the brand collaborating with INOX.
 They are promoted at intermission by revolving ads to encourage customer to order more.
 Criticism regarding the food quality had been quite common in the past.
 Bad publicity has been common.
 The organization had started investing in its food quality since the last two year, improving
hygiene and increasing its variety.
 The screenings are not timed properly.
 Haphazard timing and being more than 30 minutes late has become a trend.
 Viewers are allowed to take their glasses with them (i.e., not encouraged but due to no proper
surveillance on that, generally, viewers take the 3D glasses with themselves)
 Less volume of customer and customer still misbehaving is common.
 In conclusion, great customer experience but is flawed, due to the prevalence of human error
and a general expectation for the worse due to bad publicity and low volume.
 OBSERVATION CANVAS
Stakeholders

Insignia (food
Customers Ticket distributors Movie distributors
provider)

Forums for movie

Websites & apps Government Google
ratings

Land/property
Shareholders Upper Management Contractual Security
owner

Internal Employee
(sweeper, ticket Customer services
colectors etc.)

Activities
1. Security check-up
2. Food serving/distribution
3. Screening
4. Distribution of tickets
5. Seat discovery
6. Rating
7. Rating the location
8. Rating the movie

Process & Systems

1. Ticket Booking- Most of the process, now, has been shifted online. Viewers can reach various
websites and look for seats and pick accordingly. Ticket checking is also non-contact.
2. Security check-up- Less security check-ups compared to other multiplexes. Insides of the halls
have little surveillance. Everyone is allowed to barge in without proper scrutiny. Health check-
up is also not done. Masks are not mandatory, neither is anybody asked to put them on.
3. Food serving- During intermission, everyone can book their food through the online menu
provided. Timing of ordering is not window-based (i.e. limited to particular hours). Anytime it
could be ordered. Food is served on the seats itself. Therefore, the seats are almost always
littered with bits and pieces of food from everyone’s lap.
 Customer Touch-Points
Before Watching

1. Google reviews
2. Other forum ratings
3. Testimonials
4. Word of mouth
5. Advertisement
6. Marketing/PR
7. Vlogs
8. Blogs

During Watching

1. Screening
2. Promotions during intermission
3. Branding on the food
4. Branding on the accessories provided (i.e. 3D glasses)
5. Branding on the menu

After Watching

1. Pamphlets
2. Transactional Emails
3. Promotional Emails
4. Reminder emails
5. Support and customer service teams
6. Follow ups
7. Thank you mails

Deep Insights & Possibilities

1. Suffering from bad word-of-mouth

2. Bad PR Strategy
3. Online presence is in a bad condition
4. Very excessive use of electricity, could save in a lot of power by making the functioning
economical
5. Bad security
 EMPATHY CANVAS
Persona 1

Name- XYZ

Profession- Student

Age- 23

Hometown- Guwahati

Family- 4 members

Schooling- B.D.S

Interest- Science-fiction genre, comics, video games, playing chess, fantasy stories, team sports
like football, basketball, cricket

Values- Studies, a good career, honest lifestyle, honesty, gratitude, charity, intelligence,
recognition, effectiveness

Needs- Awareness, dopamine hit, regular bouts of video game victories, puzzles, need to win,
scholarships

Powers- Social media followers, money, intellignece, FIDE rating, creativity, fans from the fan
pages that are being moderated, organizations which need graphic designing aids

Behavior- Amateur graphic designing, weekly doses of online multiplayer games, moderating
fan pages, watching documentaries daily to increase awareness, truancy, trying out new classes
for testing, trying at regular intervals to be an amateur writer

Aspirations- Excelling at studies, changing career stream to graphic designing, becoming a great
gamer, completing a fantasy book on own, becoming a recognized chess player (at least IM)
 Persona 2

Name- ABC

Profession- Engineer

Age- 25

Hometown- Guwahati

Family- 3 members

Schooling- B.Tech

Interests-MCU, Action movies, Comics, Music, Fiction novels, liberal politics, current affairs, non-
fiction self-help books, current affairs

Values:- Work, class, singing talent, friends, approval, healthy lifestyle, awareness, impartiality,
PC, recognition

Needs:-Thrill, Good opportunities, Approval, Followers, balanced lifestyle, removing boredom,

promotion, higher salary

Powers:- Money, power to rate, followers on Facebook, Instagram, blog, property rights, opinion,
vlogs

Behaviors:- Weekend outings, weekly dose of movie, travelling, amateur photography, vlogging,
blogging, yoga,

Aspiration:- Popularity, be richer, DSLR, BMW, promotion, healthy & balanced lifestyle &diet,
promotion, higher salaries
 Persona 3

Name- PQR

Profession- Teacher

Age- 45

Hometown- Guwahati

Family- 2 members

Schooling- B.Sc

Interests- music, contract bridge, current affairs, non-fiction self-help books, current affairs,
documentary films, quizzing

Values:- honesty, gratitude, charity, quality entertainment, knowledge, awareness

Needs:- higher salary, higher number of holidays, escape entertainment

Powers:- Money, opinion pages, blogs, quora pages

Behaviors:- Weekend outings, weekly dose of movie, travelling, amateur movie critic, quizzing,
blogging, yoga

Aspiration:- higher salary satisfaction.

Customer Journey
 Deep Insights & Possibilities
1. Bad reviews on Google
2. Broad presence on ticket platforms
3. Good-quality food
4. Bad waste disposal
5. Bad surveillance

Problem Articulation
Problem Statement 1

How might we improve the customer-employee relationship so that more customers are retained?

Problem Statement 2

How might we improve the security system of the complex so that less unwanted objects are found,
to regain trust among viewers?

Problem Statement 3

How might we improve the seating arrangement, leading to a better user experience?

Problem Statement 4

How might we stop the misbehavior by some unruly viewers through a system of record keeping and
incentivizing?

Solutions
Solution 1

Automating the system. Reducing the level of human involvement could reduce level of expectation
for socializing, among the customers. Thus, reducing the possibility for human error.

Solution 2

Improving the security system of the complex requires improving the level of efficiency among the
troops. This is a problem in INOX because there shifts are mishandled making everyone work on every
day. The long shifts make them tired and bitter.

Solutions 3

We can take steps like adding a special task for seat-discovery. Adding a position would also save the
organization from mass layoffs, instead opting for restructuring.

Solutions 4

A system of credits and incentives process needs to be undertaken. Records needs to be taken for
regular defaulters. And a system of incentives for those regular customers with a record for good
conduct.
 Prototypes
Prototype 1

Prototype 2

Dividing the workforce

into two parts. one for Employ the entire
two days of the workforce for the three Effective and refreshed
business days and the days of the week with workforce for the hall
other two alternate highest volume
days of the week.

Prototype 3
Prototype 4

Brownie points for Strikes when And good conduct

good conduct for accumulate puts brownie points put the
regular conducts and defaulters a warning customers a prize
defaulters get strikes from the hall from the house.

Field Work
INOX Guwahati was visited for developing problem statements, persona and customer journey maps.
Interactions with the employees were also done to help in ideation.

Lessons derived from Design Thinking Course

1. Teamwork
2. Identification of problem
3. Ideation
4. Prototyping
5. Customer Journey Mapping
6. Persona Creation