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  • 1. ―...customers now take the basicsfor granted and increasingly want acompany to desire to help them[and] to treat them in a personal,caring way.‖
  • 2. Service Blueprinting
  • 3. • "Firms can no longer completely rely on creating superior value through their core products―• "They must move into the realm of customer experience management, creating long-term, emotional bonds with their customers through the co-creation of memorable experiences―• ...not only in consumer markets, but also in business-to-business contexts where research shows meaningful customer experiences and the resulting emotional bonds between customers and suppliers are more important than rational motivations for creating customer loyalty"
  • 4. Amreen
  • 5. The Service Encounter /Moments of Truth• Time when the customer and organisation come together.• MOT is influenced by three main factors:• Concern• Friendliness• civility• Encounters can take place face-to-face in a "service setting," over the phone, through the mail, or over the Internet
  • 6. Why Service Encounters Matter • Opportunity to satisfy customers • Create customer loyality • Retain customers • Maintain brand follower
  • 7. Designing the "Touch Points" and "Moments of Truth" • Acc. To Donald Converse to build up a MOT marketers can use a simple 5 step process: • Identify & prioritize each customer episode or contact • Develop alternative customer responses • Decide which response will delight the customer • Create a service standard to ensure basic customer satisfaction • Measure customer satisfaction on each MOT
  • 8. Danish
  • 9. • Identify customer types• For each customer, specify customer actions• Specify the "contact employees" and their activities• Add links that connect the customer to contact employee activities and to needed support functions• Add physical evidence
  • 10. Waseem
  • 11. Armeen
  • 12. A Service Blueprint of
  • 14. VIRU
  • 15. KEY PHYSICAL ELEMENTS • DECORUM: – Granite Countertops & Wood Floors • Reflects the price range of services – Classic/Bronze Art • Emanates Traditional Vibe; appeals to many – Comfortable/chic furniture • Comfortable & High Class/Movie Star (Makeup) – Elaborate Bouquets/Plants • Adds flair and color – Stone tiling in spa areas • Nature theme; hot springs; revitalization – Odd Shaped Mirrors • Bold shapes add style
  • 16.  LIGHTING:  Very Dim in Spa Waiting Area (Fireplace):  Relaxing  Comfortable & cozy  Not focused on imperfections  Bright in Salon Area:  Sunlit Room with many mirrors—very natural  Allows Clients to see true dye colors  Reveals how makeup will look in natural light EMPLOYEE APPEARANCE:  Stylish Appearance; No Jeans  Hair/Makeup/Nails
  • 17.  MUSIC:  Spa Area: Water falls, slow melodies, nature sounds Calming effect Slows breathing May induce sleep  Salon Area: Radio Station: STAR 101.5 Upbeat rhythms; Appeals to many SCENT: Aromatherapy Candles Per Clients Request  Induced feelings depend on aroma  Common Aromas: Lavender: to Sooth, Calm & Relax Chamomile: to Sooth, Calm & Relax Lemongrass/Citronella: Stress-Reliever Eucalyptus/Peppermint: Relieves Congestion
  • 18. Wasim Shah
  • 19. POTENTIAL FAILPOINTS• 1. Front desk greetings• 2. Wait time and Reception area• 3. Adequate consultation• 4. Cut, Color, and Style• 5. Thank customers & remind them to come back• 6. Bill accuracy
  • 20. Mohasir
  • 21. SOLUTIONS• 1. Front desk greetings: – Require Smile, polite demeanor & courteous script• 2. Wait time and Reception area: – Keep on schedule for all appointments• 3. Adequate consultation: – Give personal attention to each customer• 4. Cut, Color, and Style: – Make sure to ask customers exactly what they want & do not rush• 5. Thank customers & remind them to come back: – Don’t skip this step!—promotes customer loyalty• 6. Bill accuracy: – Check payment twice for accuracy
  • 22. ADVANTAGES OF BLUEPRINT• Marketing: – Helps to identify key areas for marketing campaign ads – Visually determine if a redesign is necessary• Human Resource Management: – Identify fail points & correct these accordingly – Determine hiring/firing needs – How to delegate jobs/resources• Operations: – Maps out visual flow of service operations – Determine how a redesign would affect flow
  • 23. QUESTIONS?