Service Blueprint

e -ser vicelization a blueprin t & visu ac ourse prepared by yves pigneur scenes drawn rd by valérie juilla

e-business ser vice design enario & st orytelling sc ta sk analysis pr ototyping ice quality & usability serv busines s process eprint & vi sualization !blu service p roductivity service c ompliance busine ss model alue chain & network v ness model innovation ser vice & busi

blueprint ^ draw ing

front stage back s tage

front stage online back s tage

BLUEPRINT

First, you need to identify all the key “ activities involved in creating and delivering the service in question and then specify the linkages between these activities. Initially, it’s best to keep activities relatively aggregated in order to deﬁne the big picture. You can later reﬁne by drilling down to obtain a higher level of detail. ” Christopher Lovelock Services Marketing

^ SERVICE BLUEPRINT ac cording to Lovelock clarify interaction between ... " customer interactions marketing " employee roles HR " operational processes operations " information technology IT

creating customer expectations BLUEPRINT empowering MARKETING the human element HR OPERATIONS rendering IT the service providing as promised necessary tools

the desig ner’s toolk it ...

SCRIPTING service design

^ SERVICE FRONT- AND BACK-STAGES according to Kingman-Brundage " customer actions " onstage actions by customer-contact personnel " backstage actions by customer-contact personnel " support processes involving other personnel & IT

Customer actions line of interaction Onstage contact employee actions line of visibility Backstage contact employee actions line of internal interaction Support processes & IT

Customer actions line of interaction Onstage accept reservation & actions confirm date line of visibility Backstage check availability & actions insert booking line of internal interaction Support maintain processes reservation system & IT

^ PHYSICAL EVIDENCE ck according to Lovelo " servicescape " visual and sound environment " furnishing, décor, uniforms, lighting, settings ...

Customer actions Physical sound tone of voice neighborhood appearance coatroom employee evidence line of interaction Onstage accept reservation & actions confirm date line of visibility Backstage check availability & actions insert booking line of internal interaction Support maintain processes reservation system & IT

back to the library loan ...

Customer borrow actions document line of interaction Onstage actions check & authorize access line of visibility Backstage actions pick up document on the shelf line of internal interaction Support processes maintain reservation system

Customer return actions borrow document document line of interaction Onstage actions take back document line of visibility Backstage record return actions store document line of internal interaction Support processes maintain book inventory

Customer ask for actions borrow deadline return document extension document line of interaction Onstage actions line of visibility Backstage actions answer telephone & confirm line of internal interaction Support processes maintain reservation system

Customer actions online pre- borrow return reservation document document line of interaction Onstage actions line of visibility Backstage actions line of internal interaction Support processes maintain reservation system

Customer actions online borrow ask for return pre- document deadline document reservation extension line of interaction Onstage actions check & tack back authorize document access line of visibility Backstage actions pick-up answer record return document telephone & confirm store document line of internal interaction Support maintain maintain processes reservation book system inventory

full-service B lueprinting a xperience ... restaurant e Identifying f ail points illustrations.fr

Customer actions line of interaction Onstage accept reservation & actions confirm date line of visibility Backstage check availability & actions insert booking line of internal interaction Support maintain processes reservation system & IT

Onstage actions accept reservation & confirm date line of visibility Backstage actions check availability & insert booking line of internal interaction Support processes maintain reservation system reservation valérie juillard

Onstage actions greet customer & take car keys line of visibility Backstage actions take car to parking lot line of internal interaction Support processes maintain or rent facilities valet parking valérie juillard

Onstage actions greet take coat give checks line of visibility Backstage actions hang coat with visible check number line of internal interaction Support processes maintain facilities equipment coatroom valérie juillard

Draw n by Va lérie Juillard Th ank you!

re-design evaluate

service^ evaluation

identify fail points

excessive wait

FAIL POINTS ^ according to Lovelo ck " risk of going wrong " OTSU “opportunity to screw up” David Maister

risk of wait Customer actions line of interaction Onstage accept reservation & actions confirm date line of visibility Backstage check availability & actions insert booking line of internal interaction Support maintain processes reservation system & IT

^ DYSFUNCTIONAL CUSTOMER BEHAVIOR ck according to Lovelo “jaycustomer” " act in a thoughtless or abusive way, " causing problems for the ﬁrm, its employees, and other customers

identify risks

online pirate

surveillance

security

REDESIGN

process ^ service redesign

renovation

^ SERVICE (PROCESS) REDESIGN ck according to Lovelo revitalizes services that have become outdated ... " changes in external customer needs and technology " deterioration of internal processes

o ac cording t Lovelock

co-producer cust omer ^

self-service

^ CUSTOMER CO-PRODUCTION according to Lovelock " improves productivity and lower cost " limits face to face interaction " must prepare customers for the roles in order to reduce threat, anxiety and stress

DRAWING

once upon a time ...

er draw ing to “I pref aster, . Draw ing is f talking less ro om for and leaves lies” Le Cor busier

sketch by Le Corbusier

Please dra w me a sheep

according to Chen Ch ang & co http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners

acc ording to K ipumLee

google chrome

visual thinking

service blueprint re view " visible actions " invisible actions "support processes

service redesign re view "eliminating non-value steps "shifting to self-service "delivering direct service " bundling services

service visualization re view " visual thinking " drawings

diving to the business processes ...

Service Blueprint

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Notes on slide 1

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