Download - Latest Service Blueprinting
SERVICE BLUEPRINTING
PRESENTED BY, ARPAN KAKKAR
KOMAL JAIN
SERVICE PROCESS FLOW
• method and sequence in which service operating systems work, how they link together to create the service experiences and outcomes that customers will value.
SERVICE BLUEPRINT
A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of the service from the customers point of view.
Evidence
Point of contact
ProcessService
Blueprint
Service Blueprinting
SERVICE BLUEPRINTING• Depict Service process• Customer Contact Points• Evidence of service from the Customer’s
point of view• Design supplementary services
Service Blueprinting
• Useful at design & redesign stages of service development
• Different from other “product” blueprints because here it includes customers & their views of the service process
5
Step 1
Identify the process to be blue-printed
Step 1
Identify the process to be blue-printed
Step 2
Identify the customer or customer segment
Step 2
Identify the customer or customer segment
Step 3
Map the process from the customer’s point of view
Step 3
Map the process from the customer’s point of view
Step 4
Map contact employee actions, onstage and back-stage, and/or technology actions
Step 4
Map contact employee actions, onstage and back-stage, and/or technology actions
Step 5
Link contact activities to needed support functions
Step 5
Link contact activities to needed support functions
Step 6
Add feedback of service at each customer action step
Step 6
Add feedback of service at each customer action step
BUILDING A SERVICE BLUEPRINT
STEPS IN SERVICE BLUEPRINTING
• Identification of service to blueprinted: Purpose and goals identified for inside and outside customers
• Service blueprinted from customers point of view: Customers steps in purchase, consumption and delivery to be mapped /eliminate unnecessary activities
• Identification of employee actions: Identify Both onstage and backstage actions/linkages between customers and contact personnel and between employee
• Identification of support activities: Support activities also to be identified and blueprinted
• Giving physical evidence to each customer action step: Customer needs to undergo experience; hence to reduce perceived risk will decide based upon the tangibility of physical evidence
• Identification of employee actions: Identify Both onstage and backstage actions/linkages between customers and contact personnel and between employees
Service Blueprinting Components
Components……..
• Line of External Interaction: Line above which all customer interactions take place e.g.
Interactive Marketing
• Line of Visibility: Area up to which the customer knows of organizational
processes.Influenced by visible interactions
• Line of Internal Interaction: Not Visible; helps in effective service delivery; Customer
is ignorant
Components……….• Contact Employee Actions:
» Onstage contact employee action between the lines of interaction and visibility
» Backstage contact Employee actions taking place between lines of visibility and internal interaction
• Support Processes:» Support contact employees in service
delivery» Occur behind the line of internal interaction
Express mail delivery system
DriverPicks Up Package
DispatchDriver
AirportReceives& Loads
SortPackages
Load onAirplane
Fly toDestination
Unload&
Sort
LoadOn
Truck
SU
PP
OR
T P
RO
CES
SC
ON
TA
CT P
ER
SO
N(B
ack
Sta
ge)
(On
Sta
ge)
CU
STO
MER
CustomerCalls
CustomerGives
Package
TruckPackagingFormsHand-held ComputerUniform
ReceivePackage
DeliverPackage
CustomerServiceOrder
Fly toSort
Center
Line of interaction
Line of visibility
Line of internal interaction
Luxury Hotel- Blueprint
Service Maps
Service
structure
•
Front LineEmployees
Customer
Support staff
Management services
Line of Interaction
Line of Visibility
Line of Internal Interaction
Front stage
Back stage
Benefits of Blueprinting
• Provides a customer orientation overview – employees can relate to –”what I do”in the process
• Identifies Fail points- weak links in the chain of service activities
• Basis for identifying costs, revenues, capital investment required
• Facilitates top-down, bottom-up approach to quality improvements.
•Eliminate non value added steps•Shift to self service•Deliver direct service•Bundle services•Redesign physical aspects of the service
SERVICE PROCESS REDESIGN
APPLICATION OF SERVICE BLUEPRINTING
1. Service failures and fail staffing• identifying service problems- Server Error Vs Customer Error• conducting root cause analysis• modifying processes
2. Ensuring Safety3. Helps identify complexity and divergence
and address service positioning4. Stimulating creativity
• Service ideas and innovations
Blueprinting can be used by-• Service Marketers
– creating realistic customer expectations:
• service system design• promotion
• Operations Management– rendering the service as
promised:• managing fail points• training systems• quality control
• Human Resources Management– empowering the human
element:• job descriptions• selection criteria• appraisal systems
• System Technology– providing necessary tools:
• system specifications• personal preference
databases