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Service process design natalia adamczyk urszula para
- 1. Natalia Adamczyk Urszula Para ServiceProcess Design Service Blueprint
- 2. Outline: 1. Service characteristics 2.Nature of service 3. What is service blueprinting 4. Blueprint content 5. Steps in service blueprinting design 6. Sample blueprints
- 3. Services characteristics: process andexperience based intangibility – cannot be seen, tasted, felt, heard before purchase variability- each service is unique. It is one-time generated, rendered and consumed and can never be exactly repeated as the point in time, location, circumstances, conditions… inseparability- service provider is indispensable for service delivery as he must promptly generate and render the service to the requesting service customer. simultaneity – are rendered and consumed during the same period of time perishability- cannot be stored
- 4. Services as processes: dynamic experiential unfoldingover a period of time sequence or constellation of events and steps (chain) the entire sequence should be coordinated as a whole focus on steps and resources which provide value to the customer
- 6. Process strategy A process/transformation/strategy is an organization’s approach to transform resources into goods and services. The objective of a process strategy is to find a way to produce goods and services that meet customer requirements and product specifications within cost and other managerial constraints. The process selected will have a long-term effect on efficiency and flexibility of production as well as on cost and quality of the goods produced .
- 7. Service Blueprint: process analysistechnique that focuses on the customer and the provider’s interaction with the customer a customer-focused approach for service innovation and improvement – allows firms to visualize the service processes, points of customer contact, and the physical evidence associated with their services from their customers’ perspective operational tool which describes nature and characteristics of service interaction shows touch points with the customer and backstage actions transform the intangible nature of services to a visible design object – helps address the challenges in delivering the intangible helps to set roles and responsibilities of customers and providers customer-experience design
- 8. Blueprinting is atechnique for simultaneously depicting: the service process the points of customer contact the evidence of service from the customer’s point of view Service Blueprinting The service process The points of customer contact The evidence of service
- 9. Service blueprint components: 1. CustomerActions 2. Onstage/Visible Contact Employee Actions 3. Backstage/Invisible Contact Employee Actions 4. Support Processes 5. Physical Evidence
- 11. Physical evidence It isdefines as the environment in which services are delivered and in which the firm and customers interest, and any tangible commodities that facilitate the performance or communication of the services.
- 12. Customer Action All ofthe steps that customers take as part of the service delivery process depicted chronologically across the top of the blueprint. The actions of the customer are central to the creation of the blueprint, and as such they are typically laid out first so that all other activities can be seen as supporting the value proposition offered to or co- created with the customer
- 13. „Onstage” contact employee actions Thoseactions of frontline contact employees that occur as part of a face-to-face encounter are depicted as onstage contact employee actions. Every time the line of interaction is crossed via a link from the customer to a contact employee (or company self-service technology, etc.), a moment of truth has occurred
- 14. „Backstage” contact employee actions Everythingthat appears above the line of visibility is seen by the customer, while everything below it is invisible. Below the line of visibility, all of the other contact employee actions are described, both those that involve non-visible interaction with customers (e.g., telephone calls) as well as any other activities that contact employees do in order to prepare to serve customers or that are part of their role responsibilities.
- 15. Support Processes These areall of the activities carried out by individuals and units within the company who are not contact employees but that need to happen in order for the service to be delivered. Vertical lines from the support area connecting with other areas of the blueprint show the inter- functional connections and support that are essential to delivering the service to the final customer.
- 16. Steps in serviceblueprinting design 1. Identify the service to be blueprinted. basic business concept a service within a family of services a specific service component 2. Identify the customer segment that receives the service. 3. Map the service from the customer’s point of view. 4. Draw the line of interaction.
- 17. Steps in serviceblueprinting design 5. Draw the line of visibility. 6. Map the service from the customer contact person’s point of view distinguishing visible (“onstage”) activities from invisible (“backstage”) activities. 7. Draw the line of internal interaction. 8. Link customer and contact person activities to needed support functions. 9. Add the physical evidence.
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- 19. Benefits of service blueprint: Showsthe points where customer experiences value Constitutes a rational basis for external marketing Notes potential failure points and opportunities for service improvement (e.g. poka-yoka technique) Illuminates the elements and connections that constitute the service. Clarifies competitive positioning Provides a customer focused basis‐
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