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McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Service Mapping/Blueprinting
• A tool for simultan...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Application of Service Blueprints
• New Service De...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Service Blueprint Components
CUSTOMER ACTIONS
line...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Service Blueprint Components
Driver
Picks
Up Pkg.
Dispatch
Driver
Airport
Receives
& Loads
Sort
Packages
Load on
Airplane
Fly to
Destinatio
n
Unload
&
...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Overnight Hotel StaySUPPORTPROCESS
CONTACTPERSON
(...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Step 1
Identify the
process to
be blue-
printed.
S...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Example of Service Blueprinting
Brush
shoes
Apply
...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Service Blueprinting Steps
1. Identify processes
2...
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Blueprints Can Be Used By:
• Service Marketers
– c...
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Service blueprinting

service mapping blueprinting

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Service blueprinting

  1. 1. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 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 Mappin g Process Points of Contact Evidence
  2. 2. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 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
  3. 3. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 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
  4. 4. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Blueprint Components
  5. 5. 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
  6. 6. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 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
  7. 7. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Step 1 Identify the process to be blue- printed. Step 1 Identify the process to be blue- printed. Step 2 Identify the customer or customer segment. Step 2 Identify the customer or customer segment. Step 3 Map the process from the customer’s point of view. Step 3 Map the process from the customer’s point of view. Step 4 Map contact employee actions, onstage and back-stage. Step 4 Map contact employee actions, onstage and back-stage. Step 5 Link customer and contact person activities to needed support functions. Step 5 Link customer and contact person activities to needed support functions. Step 6 Add evidence of service at each customer action step. Step 6 Add evidence of service at each customer action step. Building a Service Blueprint
  8. 8. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Example of Service Blueprinting Brush shoes Apply polish Fail point Buff Collect payment Clean shoes Materials (e.g., polish, cloth) Select and purchase supplies Standard execution time 2 minutes Total acceptable execution time 5 minutes 30 secs 30 secs 45 secs 15 secs Wrong color wax Seen by customer 45 secs Line of visibility Not seen by customer but necessary to performance
  9. 9. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Blueprinting Steps 1. Identify processes 2. Isolate fail points 3. Establish a time frame 4. Analyze profitability 
  10. 10. McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 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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