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    Service Blueprint

    Uploaded by

    Zahran Bessaidi
    The document discusses service blueprints, which are diagrams that map customer interactions and experiences with a service from their point of view. They depict customer actions, onstage and backstage employee actions, and support processes. Service blueprints are useful for designing, redesigning, and improving services. They break services into components and show steps, tasks, and how the service is delivered.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Service Blueprint

    Uploaded by

    Zahran Bessaidi
    179 views14 pages
    The document discusses service blueprints, which are diagrams that map customer interactions and experiences with a service from their point of view. They depict customer actions, onstage and backstage employee actions, and support processes. Service blueprints are useful for designing, redesigning, and improving services. They break services into components and show steps, tasks, and how the service is delivered.

    Original Description:

    Service Blueprint

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    The document discusses service blueprints, which are diagrams that map customer interactions and experiences with a service from their point of view. They depict customer actions, onstage and backstage employee actions, and support processes. Service blueprints are useful for designing, redesigning, and improving services. They break services into components and show steps, tasks, and how the service is delivered.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    179 views14 pages

    Service Blueprint

    Uploaded by

    Zahran Bessaidi
    The document discusses service blueprints, which are diagrams that map customer interactions and experiences with a service from their point of view. They depict customer actions, onstage and backstage employee actions, and support processes. Service blueprints are useful for designing, redesigning, and improving services. They break services into components and show steps, tasks, and how the service is delivered.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    Service Blueprint

    Service blueprint is a picture or map that

    accurately portrays the service system so that


    different people involved in providing it can
    understand and deal with it objectively
    regardless of their individual point of view .
    Particularly useful at design and redesign stages
    of service development.
    It provides a way to break the service into
    logical components and to depict the steps or
    tasks in the processes, the means by which they
    are executed and evidence of the service as
    consumer experiences it.

    Service Mapping/Blueprinting
    A tool for simultaneously depicting the
    service process, the points of customer
    contact, and the evidence of service
    from the customers point of view.

    Service
    Mappin
    g

    Proces
    s
    Points of
    Contact
    Evidenc
    e

    Blueprint components
    Basic components of Service Blueprint are:
    Customer actions
    Onstage contact employee actions
    Backstage contact employee actions
    Support processes

    Blueprint components
    Customer actions: it includes steps, choices,

    activities and interactions that customer


    performs in the process of purchasing,
    consuming and evaluating the service
    Onstage employee actions: steps and
    activities that the contact employees performs
    that are visible to the customer.
    Backstage employee actions: steps and
    activities that occur behind the scene to
    support onstage activities.

    Blueprint components
    Support processes: covers the internal

    services, steps and interactions that take


    place to support the contact employees in
    delivering the service.

    CUSTOMER ACTIONS
    line of interaction
    ONSTAGE CONTACT EMPLOYEE ACTIONS
    line of visibility
    BACKSTAGE CONTACT EMPLOYEE ACTIONS
    line of internal interaction

    SUPPORT PROCESSES

    Service Blueprint
    Components
    Line of interaction: direct interactions b/w
    the customer and organization.
    Line of visibility: this line separates all
    service activities that are visible to the
    customers from those that are not visible.
    Line of internal interaction: separates
    contact employees activities from those of
    other service support activities and people.
    Physical evidence

    CUSTOM PHYSICAL
    CONTACT
    EVIDENCE
    PERSON
    (Back
    Stage) (On Stage)ER
    SUPPORT
    PROCESS

    Truck
    Packaging
    Forms
    Hand-held
    Computer
    Uniform

    Truck
    Packaging
    Forms
    Hand-held
    Computer
    Uniform
    Customer
    Calls

    Customer
    Gives
    Package

    Receive
    Package

    Driver
    Picks
    Up Pkg.

    Deliver
    Package

    Customer
    Service
    Order

    Dispatch
    Driver

    Airport
    Receives
    & Loads

    Fly to
    Sort
    Center
    Load on
    Airplane
    Sort
    Packages

    Fly to
    Destinati
    on

    Unload
    &
    Sort

    Load
    On
    Truck

    CONTACT PERSON
    SUPPORT PROCESS(Back Stage)(On Stage) CUSTOMER PHYSICAL
    EVIDENCE

    Hotel
    Exterior
    Parking

    Arrive
    at
    Hotel

    Cart for Desk


    Elevators Cart for
    Bags Registration
    Hallways Bags
    Papers
    Room
    Lobby
    Key
    Give Bags
    Check in
    to
    Bellperson

    Go to
    Room

    Greet and
    Process
    Take
    Registration
    Bags

    Receive
    Bags

    Room
    Menu
    Amenities
    Bath

    Sleep
    Shower

    Call
    Room
    Service

    Deliver
    Bags

    Take Bags
    to Room

    Registration
    System

    Delivery
    Food
    Tray
    Food
    Appearance
    Receive
    Food

    Deliver
    Food

    Eat

    Bill
    Desk
    Lobby
    Hotel
    Exterior
    Parking
    Check out
    and
    Leave

    Process
    Check Out

    Take
    Food
    Order

    Prepare
    Food

    Registration
    System

    Building a Service Blueprint


    Step
    Step11

    Step
    Step22

    Step
    Step33

    Step
    Step44

    Step
    Step55

    Step
    Step66

    Identify
    Identifythe
    the
    process
    to
    process to
    be
    beblueblueprinted.
    printed.

    Identify
    Identifythe
    the
    customer
    customeroror
    customer
    customer
    segment.
    segment.

    Map
    Mapthe
    the
    process
    processfrom
    from
    the
    the
    customers
    customers
    point
    pointofofview.
    view.

    Map
    Mapcontact
    contact
    employee
    employee
    actions,
    actions,
    onstage
    onstageand
    and
    back-stage.
    back-stage.

    Link
    Linkcustomer
    customer
    and
    contact
    and contact
    person
    person
    activities
    activitiestoto
    needed
    needed
    support
    support
    functions.
    functions.

    Add
    Add
    evidence
    evidenceofof
    service
    serviceatat
    each
    each
    customer
    customer
    action
    actionstep.
    step.

    Application of Service Blueprints


    New Service Development
    concept development
    market testing

    Supporting a Zero Defects Culture


    managing reliability
    identifying empowerment issues

    Service Recovery Strategies


    identifying service problems
    conducting root cause analysis
    modifying processes

    Blueprints Can Be Used By:


    Human Resources
    Service Marketers
    empowering the human
    creating realistic
    element
    customer expectations
    service system design
    promotion

    job descriptions
    selection criteria
    appraisal systems

    Operations Management
    rendering the service as
    System Technology
    promised
    managing fail points
    training systems
    quality control

    providing necessary tools:


    system specifications
    personal preference databases

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