Customers now expect companies to treat them in a caring, personal way and help them beyond just products. Firms can no longer rely solely on products, they must focus on memorable customer experiences to form emotional bonds, especially for business customers where experiences are more important than rational reasons for loyalty. Service encounters are opportunities to satisfy and retain customers by making them feel cared for through employee concern, friendliness and civility. Designing "touch points" and "moments of truth" with a 5 step process can build these experiences. Service blueprints map customer and employee interactions to identify potential fail points and ensure quality.

2. ―...customers now take the basics
for granted and increasingly want a
company to desire to help them
[and] to treat them in a personal,
caring way.‖

3. Service Blueprinting

6. • "Firms can no longer completely rely on creating
superior value through their core products―
• "They must move into the realm of customer experience
management, creating long-term, emotional bonds with
their customers through the co-creation of memorable
experiences―
• ...not only in consumer markets, but also in
business-to-business contexts where research
shows meaningful customer experiences
and the resulting emotional bonds between
customers and suppliers are more
important than rational
motivations for creating
customer loyalty"

7. Amreen

9. The Service Encounter /
Moments of Truth
• Time when the customer and organisation come
together.
• MOT is influenced by three main factors:
• Concern
• Friendliness
• civility
• Encounters can take place face-to-face in a
"service setting," over the phone, through the
mail, or over the Internet

10. Why Service Encounters Matter
• Opportunity to satisfy customers
• Create customer loyality
• Retain customers
• Maintain brand follower

11. Designing the "Touch Points" and
"Moments of Truth"
• Acc. To Donald Converse to build up a MOT
marketers can use a simple 5 step process:
• Identify & prioritize each customer episode
or contact
• Develop alternative customer responses
• Decide which response will delight the
customer
• Create a service standard to ensure basic
customer satisfaction
• Measure customer satisfaction on each
MOT

12. Danish

13. • Identify customer types
• For each customer, specify customer
actions
• Specify the "contact employees" and
their activities
• Add links that connect the customer to
contact employee activities and to
needed support functions
• Add physical evidence

15. Waseem

18. Armeen

19. A Service Blueprint of

20. SERVICE BLUEPRINT

24. VIRU

25. KEY PHYSICAL ELEMENTS
• DECORUM:
– Granite Countertops & Wood Floors
• Reflects the price range of services
– Classic/Bronze Art
• Emanates Traditional Vibe; appeals to many
– Comfortable/chic furniture
• Comfortable & High Class/Movie Star (Makeup)
– Elaborate Bouquets/Plants
• Adds flair and color
– Stone tiling in spa areas
• Nature theme; hot springs; revitalization
– Odd Shaped Mirrors
• Bold shapes add style

26.  LIGHTING:
 Very Dim in Spa Waiting Area (Fireplace):
 Relaxing
 Comfortable & cozy
 Not focused on imperfections
 Bright in Salon Area:
 Sunlit Room with many mirrors—very natural
 Allows Clients to see true dye colors
 Reveals how makeup will look in natural light
 EMPLOYEE APPEARANCE:
 Stylish Appearance; No Jeans
 Hair/Makeup/Nails

27.  MUSIC:
 Spa Area:
Water falls, slow melodies, nature sounds
Calming effect
Slows breathing
May induce sleep
 Salon Area:
Radio Station: STAR 101.5
Upbeat rhythms; Appeals to many
 SCENT: Aromatherapy Candles Per Clients Request
 Induced feelings depend on aroma
 Common Aromas:
Lavender: to Sooth, Calm & Relax
Chamomile: to Sooth, Calm & Relax
Lemongrass/Citronella: Stress-Reliever
Eucalyptus/Peppermint: Relieves Congestion

28. Wasim Shah

29. POTENTIAL FAILPOINTS
• 1. Front desk greetings
• 2. Wait time and Reception area
• 3. Adequate consultation
• 4. Cut, Color, and Style
• 5. Thank customers & remind them to come back
• 6. Bill accuracy

30. Mohasir

31. SOLUTIONS
• 1. Front desk greetings:
– Require Smile, polite demeanor & courteous script
• 2. Wait time and Reception area:
– Keep on schedule for all appointments
• 3. Adequate consultation:
– Give personal attention to each customer
• 4. Cut, Color, and Style:
– Make sure to ask customers exactly what they want & do not rush
• 5. Thank customers & remind them to come back:
– Don’t skip this step!—promotes customer loyalty
• 6. Bill accuracy:
– Check payment twice for accuracy

32. ADVANTAGES OF BLUEPRINT
• Marketing:
– Helps to identify key areas for marketing campaign
ads
– Visually determine if a redesign is necessary
• Human Resource Management:
– Identify fail points & correct these accordingly
– Determine hiring/firing needs
– How to delegate jobs/resources
• Operations:
– Maps out visual flow of service operations
– Determine how a redesign would affect flow

33. QUESTIONS?