1.
e -ser vicelization
a
blueprin t & visu
ac ourse prepared
by yves pigneur
scenes drawn
rd
by valérie juilla

2.
e-business
ser vice design
enario & st orytelling
sc
ta sk analysis
pr ototyping
ice quality & usability
serv
busines s process
eprint & vi sualization
!blu
service p roductivity
service c ompliance
busine ss model
alue chain & network
v
ness model innovation
ser vice & busi

3.
blueprint
^
draw ing

4.
front
stage
back
s tage

5.
front
stage
back
s tage

6.
front
stage online
back
s tage

7.
BLUEPRINT

8.
First, you need to identify all the key
“
activities involved in creating and
delivering the service in question and
then specify the linkages between these
activities. Initially, it’s best to keep activities
relatively aggregated in order to define the big
picture. You can later refine by drilling down to
obtain a higher level of detail.
”
Christopher Lovelock
Services Marketing

9.
^
SERVICE BLUEPRINT
ac cording to Lovelock
clarify interaction between ...
" customer interactions marketing
" employee roles HR
" operational processes operations
" information technology IT

10.
creating
customer
expectations
BLUEPRINT
empowering
MARKETING the human
element
HR
OPERATIONS
rendering
IT the service
providing
as promised
necessary
tools

11.
the desig ner’s
toolk it ...

12.
SCRIPTING
service
design

13.
^
SERVICE FRONT- AND BACK-STAGES
according to Kingman-Brundage
" customer actions
" onstage actions by customer-contact personnel
" backstage actions by customer-contact personnel
" support processes involving other personnel & IT

14.
Customer actions
line of interaction
Onstage contact employee actions
line of visibility
Backstage contact employee actions
line of internal interaction
Support processes & IT

15.
Customer
actions
line of interaction
Onstage accept
reservation &
actions confirm date
line of visibility
Backstage check
availability &
actions insert booking
line of internal interaction
Support
maintain
processes reservation
system
& IT

16.
^
PHYSICAL EVIDENCE
ck
according to Lovelo
" servicescape
" visual and sound environment
" furnishing, décor, uniforms, lighting, settings ...

17.
Customer
actions
Physical sound
tone of voice
neighborhood
appearance
coatroom
employee
evidence
line of interaction
Onstage accept
reservation &
actions confirm date
line of visibility
Backstage check
availability &
actions insert booking
line of internal interaction
Support
maintain
processes reservation
system
& IT

18.
back to the library loan ...

19.
Customer
borrow
actions
document
line of interaction
Onstage
actions check &
authorize
access
line of visibility
Backstage
actions pick up
document on
the shelf
line of internal interaction
Support
processes maintain
reservation
system

20.
Customer
return
actions
borrow document
document
line of interaction
Onstage
actions take back
document
line of visibility
Backstage
record return
actions
store document
line of internal interaction
Support
processes maintain
book inventory

21.
Customer
ask for
actions
borrow deadline return
document extension document
line of interaction
Onstage
actions
line of visibility
Backstage
actions answer
telephone &
confirm
line of internal interaction
Support
processes maintain
reservation
system

22.
Customer
actions online
pre- borrow return
reservation document document
line of interaction
Onstage
actions
line of visibility
Backstage
actions
line of internal interaction
Support
processes maintain
reservation
system

23.
Customer
actions online borrow ask for return
pre- document deadline document
reservation extension
line of interaction
Onstage
actions check & tack back
authorize document
access
line of visibility
Backstage
actions pick-up answer record return
document telephone &
confirm store document
line of internal interaction
Support
maintain maintain
processes reservation book
system inventory

24.
full-service
B lueprinting a
xperience ...
restaurant e
Identifying f
ail points
illustrations.fr

25.
Customer
actions
line of interaction
Onstage accept
reservation &
actions confirm date
line of visibility
Backstage check
availability &
actions insert booking
line of internal interaction
Support
maintain
processes reservation
system
& IT

26.
Onstage actions
accept
reservation &
confirm date
line of visibility
Backstage actions
check
availability &
insert booking
line of internal interaction
Support processes
maintain
reservation
system
reservation
valérie juillard

27.
Onstage actions
greet
customer &
take car keys
line of visibility
Backstage actions
take car to
parking lot
line of internal interaction
Support processes
maintain or
rent facilities
valet parking
valérie juillard

28.
Onstage actions
greet
take coat
give checks
line of visibility
Backstage actions
hang coat
with visible
check number
line of internal interaction
Support processes
maintain
facilities
equipment
coatroom
valérie juillard

29.
Draw n by
Va lérie Juillard
Th ank you!

30.
re-design
evaluate

31.
service^
evaluation

32.
identify
fail points

33.
excessive wait

34.
FAIL POINTS
^ according
to Lovelo
ck
" risk of going wrong
" OTSU “opportunity to screw up”
David Maister

35.
risk of wait
Customer
actions
line of interaction
Onstage accept
reservation &
actions confirm date
line of visibility
Backstage check
availability &
actions insert booking
line of internal interaction
Support
maintain
processes reservation
system
& IT

36.
^
DYSFUNCTIONAL CUSTOMER BEHAVIOR
ck
according to Lovelo
“jaycustomer”
" act in a thoughtless or abusive way,
" causing problems for the firm, its employees,
and other customers

37.
identify
risks

38.
online pirate

39.
surveillance

40.
security

41.
REDESIGN

42.
process
^
service
redesign

43.
renovation

44.
^
SERVICE (PROCESS) REDESIGN
ck
according to Lovelo
revitalizes services that have become outdated ...
" changes in external customer needs and technology
" deterioration of internal processes

45.
o
ac cording t
Lovelock

46.
o
ac cording t
Lovelock

47.
o
ac cording t
Lovelock

48.
o
ac cording t
Lovelock

49.
co-producer
cust omer
^

50.
self-service

51.
^
CUSTOMER CO-PRODUCTION
according to Lovelock
" improves productivity and lower cost
" limits face to face interaction
"
must prepare customers for the roles in
order to reduce threat, anxiety and stress

52.
DRAWING

53.
once upon a time ...

54.
er draw ing to
“I pref aster,
. Draw ing is f
talking less ro om for
and leaves
lies”
Le Cor busier

55.
sketch by Le Corbusier

56.
Please dra w me a sheep

57.
according
to
Chen Ch
ang & co
http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners

58.
acc ording to
K ipumLee

59.
acc ording to
K ipumLee

60.
google chrome

61.
visual thinking

62.
service
blueprint
re view " visible actions
" invisible actions
"support processes

63.
service
redesign
re view "eliminating non-value steps
"shifting to self-service
"delivering direct service
" bundling services

64.
service
visualization
re view " visual thinking
" drawings

65.
diving to the business processes ...