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Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
Service blueprint
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Service blueprint

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service blueprint

service blueprint

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  • 1. Service Blueprint
  • 2. 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.
  • 3. Service Mapping/Blueprinting
    A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view.
    Process
    Service
    Mapping
    Points of Contact
    Evidence
  • 4. Blueprint components
    Basic components of Service Blueprint are:
    Customer actions
    “Onstage” contact employee actions
    “Backstage” contact employee actions
    Support processes
  • 5. 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.
  • 6. Blueprint components
    Support processes: covers the internal services, steps and interactions that take place to support the contact employees in delivering the service.
  • 7. Service Blueprint Components
    CUSTOMER ACTIONS
    line of interaction
    “ONSTAGE” CONTACT EMPLOYEE ACTIONS
    line of visibility
    “BACKSTAGE” CONTACT EMPLOYEE ACTIONS
    line of internal interaction
    SUPPORT PROCESSES
  • 8. 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
  • 9. Express Mail Delivery Service
    Truck
    Packaging
    Forms
    Hand-held Computer
    Uniform
    Truck
    Packaging
    Forms
    Hand-held Computer
    Uniform
    PHYSICAL
    EVIDENCE
    Customer
    Calls
    Customer
    Gives
    Package
    Receive
    Package
    CUSTOMER
    Driver
    Picks
    Up Pkg.
    (On Stage)
    Deliver
    Package
    CONTACT PERSON
    (Back Stage)
    Customer
    Service
    Order
    Airport
    Receives
    & Loads
    Fly to
    Sort
    Center
    Load
    On
    Truck
    Dispatch
    Driver
    Unload
    &
    Sort
    Fly to
    Destination
    SUPPORT PROCESS
    Load on
    Airplane
    Sort
    Packages
  • 10. Overnight Hotel Stay
    Bill
    Desk
    Lobby
    Hotel
    Exterior
    Parking
    Hotel
    Exterior
    Parking
    Cart for
    Bags
    Desk
    Registration
    Papers
    Lobby
    Key
    Elevators
    Hallways
    Room
    Cart for
    Bags
    Room
    Amenities
    Bath
    Menu
    Delivery
    Tray
    Food
    Appearance
    Food
    PHYSICAL
    EVIDENCE
    Arrive
    at
    Hotel
    Give Bags
    to
    Bellperson
    Call
    Room
    Service
    Check out
    and
    Leave
    CUSTOMER
    Receive
    Bags
    Sleep
    Shower
    Go to
    Room
    Receive
    Food
    Eat
    Check in
    Greet and
    Take
    Bags
    Deliver
    Bags
    Deliver
    Food
    Process
    Registration
    Process
    Check Out
    (On Stage)
    CONTACT PERSON
    Take
    Food
    Order
    (Back Stage)
    Take Bags
    to Room
    Registration
    System
    Registration
    System
    Prepare
    Food
    SUPPORT PROCESS
  • 11. Building a Service Blueprint
    Step 6
    Add evidence of service at each customer action step.
    Step 4
    Map contact employee actions, onstage and back-stage.
    Step 3
    Map the process from the customer’s point of view.
    Step 1
    Identify the process to be blue-printed.
    Step 2
    Identify the customer or customer segment.
    Step 5
    Link customer
    and contact person activities to needed support functions.
  • 12. 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
  • 13. Blueprints Can Be Used By:
    Human Resources
    empowering the human element
    job descriptions
    selection criteria
    appraisal systems
    System Technology
    providing necessary tools:
    system specifications
    personal preference databases
    Service Marketers
    creating realistic customer expectations
    service system design
    promotion
    Operations Management
    rendering the service as promised
    managing fail points
    training systems
    quality control

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