Service Blueprint

  • Uploaded by: Jyotsna
  • 0
  • 0
  • April 2020
  • PDF

This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA


Overview

Download & View Service Blueprint as PDF for free.

More details

  • Words: 756
  • Pages: 15
Service Design New Services & Services Blueprinting

Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

1

Stages in New Service Development Idea Generation & Screening Concept Development & Testing Business Analysis – Profitability & Feasibility Service Development & Testing Market Testing Commercialization Post-introduction Evaluation Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

2

Service DesignService design consists of four related components-

Service product design Service facility design Service operation process design.

Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

3

Service product design- Refers to the design of the physical attributes of the service. Ex- The meals served at the restaurant. Service facility design-Refers to the design of the physical layout of the facilities where the service delivered. Ex- A restaurant interior and customer’s perception of the quality of the services like cleanliness, lighting, cleanliness. Service operations process design- The activities that are needed to deliver or maintain a service. Ex- steps needed to rent a car- collect license, validate payment option, check availability, obtain customer signature.

Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

4

Service Blueprinting A picture map that visually portrays the service system – process of delivery  role of customers & employees, visible elements of the service Breaks down a service into logical components & easily definable tasks & steps Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

5

Blueprinting – Key components Customer Action – Line of External Interaction “Onstage” Contact Employee Action - Line of Visibility “Backstage” Contact Employee Action Line of Internal Interaction Support Processes Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

6

Service blueprint componentsPhysical evidence

Customer actions Line of interaction Onstage contact Employee action

Line of visibility Back stage contact Employee action Support processes

Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

7

evidence (Onstage ) actions

Arrive at hotel

Gives bags To attendant

Check in

Elevators Stairs Go to room

Process registration

(Back stage)

Greet & take bag

Room amenities / bath room Receive bags/ shower / sleep

Deliver bags

Take bags to room

Registration system

processes

Physical Customer

Contact person Support

Desk registration Hotel exterior papers Carts for bags parking Lobby key

menu

Delivery tray/ food appearance Call room Receive service food

Food

Eat

Bill desk/ lobby hotel/ exterior parking Check out/ leave

Process checkout

Deliver food

Take food order

Registration system

Prepare food

Fail points

Blueprint for overnight hotel stay service Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

8

Service Bluepri nt

Process Point of Contact

Evidence

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.

Service Blueprinting Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

9

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

Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

10

Application…..a few 1. 2.     7.

Restaurant service Hotel Stays Check–in procedures Room services Housekeeping Laundry Express Mail delivery

Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

11

Steps in Blueprint

Building

a

1. Identify the service process to be

blueprinted 2. Map the service process from the customers point of view 3. Map Contact Employee Actions – Onstage - Line of External Interaction Backstage – Line of Visibility – what customers should see and which employees are in contact with the customers. Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

12

Steps in Blueprint

Building

a

1. Map Internal Support activities Line of Internal Interaction – clarify interfaces across departmental lines, their interdependencies 3. Add Evidence of Service at each Customer Action Step Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

13

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. Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

14

Service Blueprinting 1. Define standards for front-stage activities 2. Specify physical evidence 3. Identify principal customer actions 4. ------------line of interaction (customers and front-stage personnel)-------5. Front-stage actions by customer-contact personnel 6.

------------line of visibility backstage)--------------

(between

front stage

and

7. Backstage actions by customer contact personnel 8. Support processes involving other service personnel 9. Support processes involving IT Service MarketingModule II

Faculty:J.Rai IIPM School of Management, Orissa

15

Related Documents

Service Blueprint
April 2020 10
Blueprint
November 2019 56
Blueprint
June 2020 29
Blueprint
December 2019 52
Blueprint Chapter1
November 2019 42
Alpha Blueprint
May 2020 20

More Documents from ""

Service Blueprint
April 2020 10
Java Exp1-temp
April 2020 6
Java Exp1-array
April 2020 10
Cn Question Bank
April 2020 5
Hci Unit 1 Ch-02
April 2020 10