CNN-IBN is India's leading English news channel that reaches viewers through television, websites, mobile apps, and other media. The service blueprint shows the customer actions of tuning into the channel, visiting the website, or using the mobile apps. It also shows the onstage actions of presenting shows and responding to viewers, as well as backstage actions like producing content, shooting shows, and editing videos. Support processes include developing content for different media, planning upcoming events, and maintaining the website and apps. The physical evidence includes the television channel, website, and mobile applications.

1. Service Blueprint of
CNN-IBN
Samarjit Barat
Raju Singh
Kousik Singha
Dipan Sarkar
Anushree Haldar
Swarnali Das
Deepanjan Dutta
Tanay Bhowal
Tapasi Sarkar
Bhargav Shekar Bhyan

3. CNN-IBN
• CNN-IBN is a service of Network18, India's leading full
play media conglomerate and Time Warner
Inc, world’s leading Media and Entertainment
Company. CNN-IBN is India's No.1 English news
channel and has been the world’s window to India and
India's window to the world. The channel is one of the
most respected and trusted sources for news and
information in the country today. CNN-IBN has been
the ‘thought leader’ and has pioneered several
initiatives that include CNN-IBN Indian of the Year, Real
Heroes, Citizen Journalist Awards, the bi-annual poll
State of the Nation, Citizens for Earth, etc.

4. Core Mode of Customer
Interaction

5. CNN-IBN as Media
• The channel has transcended television, and
reaches its viewers through various other
media like Internet, mobile and voice. The
channel’s news portal, IBNLive.com is the
news leader in the Internet.

6. On Television

7. Service Blueprint
• The service blueprint is a technique used for
service innovation. The technique was first
described by Lynn Shostack, a bank
executive, in the Harvard Business Review in
1984. The blueprint shows processes within
the company, divided into different
components which are separated by lines.

9. Elements of Service Blueprint
• Customer Actions: The steps that customers take as part of
the service delivery process.
• Front stage (Visible Contact Employee) Actions: This element
is separated from the customer actions by a ‘line of
interaction’.
• Backstage (Invisible Contact Employee) Actions: The ‘line of
visibility’ separates the onstage from the Backstage actions.
• Support Processes: The ‘internal line of interaction’ separates
the contact employees from the support processes.
• Physical Evidence: For each customer action, and every
moment of truth, the physical evidence that customers come
in contact with is described at the very top of the service
blueprint.

10. Touch Point Between them…. !!

11. The Process of Structuring a
Blueprint Involves Six Steps
• The identification of the service process, that is
supposed to be blueprinted
• The identification of the customer segment or the
customers that are supposed to experience the service
• Picturing the service from the customer’s perspective
• Picturing the actions of the contact employee (onstage
and backstage), and/or technology actions
• Linking the contact activities to the needed support
functions
• Adding the evidence of service for every customer
action step

12. Website

13. On Google !!!

14. SERVICE
BLUEPRINT OF
CNN - IBN

15. Physical Evidences

16. Customer
Actions
Line of
Interaction
Onstage
Contact Person
Line of Visibility
Backstage
Contact Person
Line of Internal
Interaction
Physical
Evidence
Support
Processes
Websites Mobile
Tuning in
Channel
Visiting their
Websites
Mobile
Applications
Shuffling On the
News
Responding
Customer Call on
their Shows
Asking for
subscription
Making
Customer
Involvement
Working and
getting Content
finally edited
for Mobile
Shooting the
Show behind
Cameras
Telecasting the
Shows
Refreshing the
Website
regularly
Innovating
various Mobile
reach medium
Making the
Shows and
editing them for
final telecasting
Making of the
content and
Content
Marketing
Making shows
of Upcoming
events and
shooting them
Television
Channel

17. Ranking in the Race !!

18. Few Achievement for Service
Quality

19. Conclusions and Key Learning
• The way media channels provide services thru various
media of communications are using integrated Marketing
Communications.
• Despite the dominance of services in modern
economies, and their rapid growth worldwide, it is
surprising how little research and how few methods and
techniques exist to address the unique challenges of
service innovation.
• We hope that by capturing what is already known about
blueprinting and sharing our experience and relevant case
studies we will inspire broader adoption of the technique
as well as creative extensions that will further enhance its
value to service managers and to researchers from
multiple disciplines.

20. THANK
YOU