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Service blue print

BA 7052 SOM - Service blue print

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Service blue print

  1. 1. G GOPINATH ASST PROF - MECH BA 7052 SERVICE OPERATIONS MANAGEMENT
  2. 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. 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. Service Mapping Process Points of Contact Evidence
  4. 4. Blueprint components  Basic components of Service Blueprint are:  Customer actions  “Onstage” contact employee actions  “Backstage” contact employee actions  Support processes
  5. 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. 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. 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. 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. 9. Driver Picks Up Pkg. Dispatch Driver Airport Receives & Loads Sort Packages Load on Airplane Fly to Destinatio n Unload & Sort Load On Truck Express Mail Delivery ServiceSUPPORT PROCESS CONTACTPERSON (BackStage)(OnStage) CUSTOME R PHYSICAL EVIDENCE Customer Calls Customer Gives Package Truck Packaging Forms Hand-held Computer Uniform Receive Package Truck Packaging Forms Hand-held Computer Uniform Deliver Package Customer Service Order Fly to Sort Center
  10. 10. Overnight Hotel StaySUPPORTPROCESS CONTACTPERSON (BackStage)(OnStage) CUSTOMER 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 Bill Desk Lobby Hotel Exterior Parking Arrive at Hotel Give Bags to Bellperson Check in Go to Room Receive Bags Sleep Shower Call Room Service Receive Food Eat Check out and Leave Greet and Take Bags Process Registration Deliver Bags Deliver Food Process Check Out Take Bags to Room Take Food Order Registration System Prepare Food Registration System PHYSICAL EVIDENCE
  11. 11. Building a Service Blueprint Step 1 Identify the process to be blue- printed. Step 2 Identify the customer or customer segment. Step 3 Map the process from the customer’s point of view. Step 4 Map contact employee actions, onstage and back- stage. Step 5 Link customer and contact person activities to needed support functions. Step 6 Add evidence of service at each customer action step.
  12. 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. 13. Blueprints Can Be Used By:  Service Marketers  creating realistic customer expectations  service system design  promotion  Operations Management  rendering the service as promised  managing fail points  training systems  quality control  Human Resources  empowering the human element  job descriptions  selection criteria  appraisal systems  System Technology  providing necessary tools:  system specifications  personal preference databases

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