This document discusses service design and blueprinting. It describes the challenges in service design due to the intangible and heterogeneous nature of services. It then outlines different types of service innovations and the process of service innovation and development. The core topic is service blueprinting, which is defined as a visual map that depicts the customer experience and service system from the customer's perspective. The key components of a service blueprint - customer actions, visible employee actions, invisible employee actions, and support processes - are explained. An example blueprint for express mail delivery is provided. Finally, the uses and benefits of service blueprinting for new service development, employee training, and facilitating innovation are outlined.

1. Service Design and Blueprinting
Presented By:
Jatin Vaid
1jatinvaid@gmail.com

2. Challenges in Service Design
Service Characteristics
1. Intangible
2. Simultaneous production
and consumption
3. Heterogeneous
4. Perishable
Risks involved in describing
services
1. Oversimplification:
Inadequate to describe
complex service systems.
2. Incompleteness: Tendency to
omit details of unfamiliar
service elements.
3. Subjectivity: Description is
biased by personal
experiences.
4. Biased interpretation:
Service outcome is
interpreted differently by
different people
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3. Types of Service Innovations
1. Major or radical innovations: New services for new markets.
E.g.: FedEx
2. Start-up businesses: New services for markets already served
by existing products. E.g.: Ola, Uber
3. New services for currently served market: E.g.: Nutrition
services offered by a gymnasium
4. Service line extensions: Augmentations of existing service line.
E.g.: A university offering new courses
5. Service improvements: Changes in features of services already
offered. E.g.: addition of Wi-Fi amenities in hotel rooms
6. Style changes: Modest innovations which are highly visible and
effect customer perceptions. E.g.: Changing colour scheme or
logo 3jatinvaid@gmail.com

4. Service Innovation & Development
Process
Steps:
1. Business strategy
development or review
2. New service strategy
development
3. Idea generation
4. Service concept
development & evaluation
5. Business analysis
6. Service development &
testing
7. Market testing
8. Commercialization
9. Post-introduction evaluation
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5. Service Blueprinting
• A picture or a map that
portrays the customer
experience and service
system so that different
people involved in
providing the service
can understand it
objectively, regardless
of their roles.
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6. Service Blueprinting
 Useful at design stage of service development
 Visually displays the service by depicting
process, points of customer contact, roles of
customers & employees and its visible
elements
 It breaks down a service in to its logical
components
 Useful for describing services
 Focus on customers and service processes
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7. Components of Service Blueprint
Key Components:
1. Customer actions
2. Visible
(Onstage)contact
employee actions
3. Invisible
(Backstage)contact
employee actions
4. Support processes
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8. Pictorial depiction of service blueprint
components
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9. Components of Service Blueprint
Explained
1. Customer actions: Activities / interactions a
customer performs while purchasing services
2. Visible (Onstage)contact employee actions:
Activities performed by contact employees
visible to customers
3. Invisible (Backstage)contact employee actions:
Occur behind the scenes to support the onstage
activities
4. Support processes: Internal services, steps and
interactions to support contact employees in
delivering services
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10. Components of Service Blueprint
Explained
5. Line of interaction: Represents direct
interactions between customer and organization
6. Line of visibility: It separates all service activities
visible to customers from those not visible
7. Line of internal interaction: Separates
customer-contact employee activities from
service support activities and people
8. Physical evidence of service: Listing actual
physical evidence at each contact point
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11. Example of Service Blueprint – Express
mail delivery service
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12. Building a Service Blueprint
Steps:
1. Identify the process
2. Identify the customer
segments
3. Map processes from
customer’s point of view
4. Map contact employee
actions
5. Link contact activities to
support functions
6. Add evidence of service
at each customer action
step
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13. Applications of Service Blueprints
Service blueprints may be used by organizations in the
following ways:
1. New service development – concept development &
market testing
2. Supporting a ‘zero – defect’ culture – managing reliability
3. Service recovery strategies – identify problems, root-
cause analysis, process changes
4. Creating realistic customer expectations
5. Empowering human resources – job description
6. Training systems
7. Providing system technology
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14. Benefits of Service Blueprinting
1. Provides a platform for innovation.
2. Recognizes roles and interdependencies among
functions, people, and organizations.
3. Facilitates both strategic and tactical innovations.
4. Transfers and stores innovation and service
knowledge.
5. Designs moments of truth from the customer’s point
of view.
6. Suggests critical points for measurement and
feedback in the service process.
7. Clarifies competitive positioning.
8. Provides understanding of the ideal customer
experience
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15. Thank You!
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