Service design is the planning of people, infrastructure, communication, and materials to improve the quality of a service and customer experience. A service blueprint maps the customer experience, employee interactions, and support processes to identify opportunities to enhance service delivery. The steps to create a blueprint include identifying the service process, mapping it from the customer perspective, detailing employee roles, linking support functions, and noting tangible aspects of the service. Blueprints can be used for new service development, service recovery, employee training, and quality improvement.

1. SM
SERVICE
DEVELOPMENT , DESIGN
&&
SERVICE BLUEPRINTINGSERVICE BLUEPRINTING

2. What is a designed service?

3. SERVICE DESIGN
SERVICE DESIGN
is about creating and taking decisive and deliberate
actions that will promote, support, and sustain
positive service experiences.

4. SERVICE DESIGN
Service Design is the activity of
planning and organizing people,
infrastructure,
 communication
and
material components of
a service,
 in order to improve its quality, the interaction
between service provider and customers
and the customer's experience.

5. Figure 8-2Figure 8-2
New Service Development ProcessNew Service Development Process
 Business Strategy Development or Review
 New Service Strategy Development
 Idea Generation
 Concept Development and Evaluation
 Business Analysis
 Service Development and Testing
 Postintroduction Evaluation
 Commercialization
 Market Testing
Screen ideas against new service strategy
Test concept with customers and employees
Test for profitability and feasibility
Conduct service prototype test
Test service and other marketing-mix elements
Front End
Planning
Implementation

6. SERVICE BLUEPRINTING

7. Blueprinting the Service Performance
The service blueprint is a graphic representation of
the essential components of the service
performance.
It identifies the customers, the service personnel
and the points of interaction between customers
and workers.
It also identifies the contact points between
workers and other workers, and the frontstage
and backstage processes or activities.

8. CUSTOMER ACTIONS
line of interaction
“ONSTAGE” CONTACT EMPLOYEE ACTIONS
line of visibility
“BACKSTAGE” CONTACT EMPLOYEE ACTIONS
line of internal interaction
SUPPORT PROCESSES

9. Blueprinting a full-service restaurant experience
© 2008 Dr Robyn Ouschan Source: Lovelock, Patterson, Walker 2007, pp. 216-219

10. Blueprinting a full-service restaurant experience (cont)
© 2008 Dr Robyn Ouschan
Source: Lovelock, Patterson, Walker 2007, pp. 216-219

11. SUPPORTPROCESS
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

12. Figure 8-8Figure 8-8
Building a Service BlueprintBuilding a Service Blueprint
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.

13. Application of Service BlueprintsApplication of Service Blueprints
New Service Development
 concept development
 market testing
Service Recovery Strategies
 identifying service problems
 conducting root cause analysis
 modifying processes

14. Blueprints Can Be Used By: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