Assignment on Service Blue Print, taxonomy and structural alternatives.
Service Marketing
Nirav Khandhedia
PRN: 1203024201...
Answers:
Answer 1.
Service under consideration for the assignment:
Money withdrawal transaction as part of face to face ba...
13. Customer filling up the form using the desk support provided at cashier window and handing over the withdraw form to c...
Answer 1 (A) : Blue print for face to face banking service:
x`
Bank
exterior
, sing boards
and Parking
Security
Personnel
...
Answer 1 (B) : Hard standards for the processes
Process Hard Standard
Security Check by Security Personnel Customer should...
Answer 2: Taxonomy of services:
Low Divergence (Standardized services) High Divergence (Customized services)
Processing of...
Answer 3: Structural alternatives for the face to face banking service:
Lower Complexity/Divergence Current Process Higher...
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Face to Face Banking - Money Withdraw Transaction- Service Blue Print - Taxonomy - Structural alternatives

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Face to Face Banking - Money Withdraw Transaction- Service Blue Print - Taxonomy - Structural alternatives

  1. 1. Assignment on Service Blue Print, taxonomy and structural alternatives. Service Marketing Nirav Khandhedia PRN: 12030242017 Questions: 1. Select any service of your choice a. Draw a blue print for service processes including physical evidence, point of contact, line of direct and indirect interaction. b. Identification of hard standards for these processes. 2. Draw taxonomy of the services selected including divergence as well as direct/indirect/no customer contact. 3. Draw a diagram for structural alternatives for the services.
  2. 2. Answers: Answer 1. Service under consideration for the assignment: Money withdrawal transaction as part of face to face banking service. a case when customer doesn’t carry cheque book or ATM card, but carries passbook and necessary ID Cards only. Customer Actions: 1. Arrive at Bank 2. Undergoing security check at the entrance 3. Contacting front Desk staffs for inquiry about withdraw process etc. 4. Generating Token number through Automated Machine 5. Collecting withdraw form from the forms kiosk. 6. Waiting for the turn for withdraw 7. Inquiring to cashier for available cash amount 8. Filling up the withdraw amount accordingly and handing over the form to cashier. 9. Collecting money 10. Exiting from the bank Interactions involved in the entire service transaction: 1. Customer interacting with Security Personnel at entrance (Direct Interaction) 2. Customer interacting with Front Desk staffs (Direct Interaction) 3. Customer using Automated Machine (Direct Interaction) 4. Automated machine interacting with backend system to generate the token number, posting database entries about customer visit and purpose, making queue entry for specific counter, etc. (Indirect Interaction) 5. Customer interacting with Ground staff while waiting for queue. (Direct Interaction) 6. Customer interacting with Cashier to request the account (available balance) information. (Direct Interaction) 7. Cashier interacting with Customer to request account number. (Direct Interaction) 8. Customer interacting with Cashier to provide account number. (Direct Interaction) 9. Cashier interacting with computer terminal to provide account number and request account information. (Indirect Interaction) 10. Computer terminal interacting with backend system to retrieve necessary account information. (Indirect Interaction) 11. Computer terminal interacting with cashier to provide necessary account information. (Indirect Interaction) 12. Cashier interacting with customer to provide necessary account information. (Direct Interaction)
  3. 3. 13. Customer filling up the form using the desk support provided at cashier window and handing over the withdraw form to cashier. (Direct Interaction) 14. Cashier interacting with Customer to demand for ID Proofs and Passbook. (Direct Interaction) 15. Customer providing necessary information and showing documents to Cashier. (Direct Interaction) 16. Cashier validating documents and information and initiating withdraw transaction by requesting debit to computer terminal, from customer’s current balance, by expected amount. (Direct Interaction followed by Indirect Interaction) 17. Collecting money from locker, counting it and handing over the amount to Customer, requesting customer to verify the amount. (Direct Interaction) 18. Customer verifying the amount collected, giving confirmation. Saying thanks to cashier. (Direct Interaction) 19. Cashier greeting a good day and saying bye. (Direct Interaction)
  4. 4. Answer 1 (A) : Blue print for face to face banking service: x` Bank exterior , sing boards and Parking Security Personnel Uniform Front Desk outlook and staff uniform Automated Machine Neatness, Fri endlyness and Guide Notes Kiosk outlook and form organisation Lobby / Waiting area Cashier Counter Desk Support facility at Cashier counter Money Counting Machine Display Exiting from the bank Arrive at Bank Security check at Entrance Contacting Front Desk staff for Inquiry Generating Token number through Automated Machine Collecting withdraw form from the forms kiosk Waiting for the turn for withdraw Inquiring to cashier for available cash amount Filling up the withdraw amount accordingly and handing over the form to cashier Collecting money Exiting from the bank Security check by Security Personnel Inquiry about Process of withdrawing amount Generating Token number through Automated Machine for withdraw Serving staff offering water/ cold drinks Inquir about available balance in account Form amount fill up and form submitted to Cashier Collecting money and counting it Security check by Security Personnel Inquiry about Process of withdrawing amount Database Pantry/ Kitchen staff Security check by Security Personnel Inquiry about Process of withdrawing amount Automated Machine Serving staff offering water/ cold drinks Computer Terminal Computer Termainal Money Locker and Counting machine Exiting from the bank Physical Evidence Onstage Contact Person Customer Actions Backstage contact person Support Processes Line of Interaction Line of Visibility Line of internal Interaction
  5. 5. Answer 1 (B) : Hard standards for the processes Process Hard Standard Security Check by Security Personnel Customer should not wait for more than 1 min for security check. Security check time should not be more than 20 seconds. Front desk inquiry and response Front desk should be able to attend the customer within 90 seconds. Engagement time with customer should not exceed 30 seconds average. Customers waiting to be attended by Front desk people should not exceed 3. Generating Token number Token number generation machine should be so friendly that token number generation transaction should not take more than 20 seconds for any person. Ground staff should reach to assist the customer, within 1 minute, if he needs any help in operating the automated token generation machine. Collecting Withdrawal form Kiosk should look well organised at any time. All types of forms should be available in enough quantity. Ground staff must check the status of forms availability and neatness at every 30 minutes. Waiting for the turn in queue for money withdrawal. Sitting in lobby area. Customer should not be made to wait for more than 10 minutes in a queue. To achieve this, engagement time of bank counter executive with customer should not exceed 2 minutes average. At any given time, there should not be more than 10 customers waiting for a specific bank operation counter. Serving water/cold drinks. Water/Cold drinks serving staff should reach the waiting customer within 2 minutes of time of his arrival in waiting area. To maintain cleanliness and hygiene in bank premises, pantry staff should check the premises at every 30 minutes. Any spilling of the cold drink/water should be cleaned within 3 minutes of time. Obtaining Account/Balance Information Customer should be provided account/balance information in not more than 60 seconds of time.
  6. 6. Answer 2: Taxonomy of services: Low Divergence (Standardized services) High Divergence (Customized services) Processing of Goods Processing of Information Processing of People Processing of Goods Processing of Information Processing of People No Customer Contact Parking area management Automated machine maintenance Kiosk organisation and maintenance Token generation and database updates Account information retrieval and updates in database Bank exterior maintenance Bank interior, lobby area maintenance Indirect Customer Contact Direct Customer Contact No customer - service worker interaction Operating Automated machine Collecting form from kiosk Money counting machine display Customer – service worker interaction Preparation of water/cold drink in pantry Security check by security personnel Water/cold drink service by ground staff Inquiry to cashier for account info Front desk inquiry about process Treatment by Front desk people and cashier
  7. 7. Answer 3: Structural alternatives for the face to face banking service: Lower Complexity/Divergence Current Process Higher Complexity/Divergence No security check, just enter the bank premises. Security Check by Security Personnel Security checks involving manual body check, metal detector check and luggage check. No specific front desk facility, but various posters/stickers mentioning the details of processes. Front desk inquiry and response In addition to front desk people sitting on desk, executives are present on ground and continuously monitoring if any customer needs any sort of help. No token number functionality, just make a queue against the bank counters. Generating Token number Instead of manually generating token number using automated machine, ground staff (executives) to take care of generating token and provide the token to customer wherever he is standing or sitting. No specific kiosk to collect withdrawal forms from. Just reach appropriate bank counters, collect form, fill up right there and submit. Collecting Withdrawal form Single form for all the various utilities. Automated machine to fill up most of necessary details, just signatures to be done by customer. No lobby area or proper waiting place. Just queue up against the bank counters. Waiting for the turn in queue for money withdrawal. Sitting in lobby area. Priority banking queues. Television sets, slow music being played. No water/cold drinks to being served. Serving water/cold drinks. Ask the customer about their choice. Provide different cold drinks, ice creams or snacks based on his demand. Wait in a separate queue to obtain account information for a long time. Obtaining Account/Balance Information Automated machines, ground staffs to help obtaining account information. No need to wait at the bank counter to get such basic information.

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