Service Blueprint

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