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e -ser vicelization
          a
blueprin t & visu


ac ourse prepared
by yves pigneur

 scenes drawn
                   rd...
e-business
ser  vice design
   enario & st  orytelling
sc
 ta sk analysis
 pr ototyping
       ice quality  & usability
 s...
blueprint
         ^
  draw ing
front
stage

        back
        s tage
front
stage

        back
        s tage
front
stage    online




        back
        s tage
BLUEPRINT
First, you need to identify all the key
“
    activities involved in creating and
    delivering the service in question a...
^
SERVICE BLUEPRINT


   ac cording to Lovelock



clarify interaction between ...
" customer interactions           marke...
creating
                      customer
                     expectations
BLUEPRINT

                            empowerin...
the desig   ner’s
toolk it ...
SCRIPTING


            service
            design
^
SERVICE FRONT- AND BACK-STAGES

             according to Kingman-Brundage




" customer actions
" onstage actions by c...
Customer actions


line of interaction

Onstage contact employee actions


line of visibility

Backstage contact employee ...
Customer
actions

                                     line of interaction
Onstage     accept
            reservation &
ac...
^
PHYSICAL EVIDENCE

                        ck
    according to Lovelo




" servicescape
" visual and sound environment
...
Customer
actions


Physical    sound
            tone of voice
                             neighborhood
                 ...
back to the library loan ...
Customer
                               borrow
actions
                               document
line of interaction

Onstag...
Customer
                                 return
actions
                      borrow     document
                      d...
Customer
                                 ask for
actions
                      borrow     deadline      return
          ...
Customer
actions                online
                       pre-          borrow     return
                       reser...
Customer
actions               online        borrow        ask for       return
                      pre-          docume...
full-service
B lueprinting a
              xperience ...
restaurant e




Identifying f
              ail points




     ...
Customer
actions

                                     line of interaction
Onstage     accept
            reservation &
ac...
Onstage actions
                                accept
                                reservation &
                     ...
Onstage actions
                                greet
                                customer &
                         ...
Onstage actions
                                greet
                                take coat
                          ...
Draw  n by
Va lérie Juillard
  Th  ank you!
re-design


evaluate
service^
evaluation
identify
fail points
excessive wait
FAIL POINTS
          ^   according
                          to Lovelo
                                    ck




" risk ...
risk of wait

Customer
actions

                                      line of interaction
Onstage     accept
            r...
^
DYSFUNCTIONAL CUSTOMER BEHAVIOR

                                          ck
                      according to Lovelo
...
identify
risks
online pirate
surveillance
security
REDESIGN
process
       ^
 service
redesign
renovation
^
SERVICE (PROCESS) REDESIGN
                                     ck
                 according to Lovelo




revitalizes ...
o
ac cording t
Lovelock
o
ac cording t
Lovelock
o
ac cording t
Lovelock
o
ac cording t
Lovelock
co-producer

  cust omer
           ^
self-service
^
CUSTOMER CO-PRODUCTION


            according to Lovelock




" improves productivity and lower cost
" limits face to f...
DRAWING
once upon a time ...
er draw   ing to
   “I pref               aster,
        . Draw  ing is f
talking       less ro  om for
 and  leaves
     ...
sketch by Le Corbusier
Please dra w me a sheep
according
                                                                                                          to
   ...
acc ording to
K ipumLee
acc ording to
K ipumLee
google chrome
visual thinking
service
         blueprint

re view " visible actions
         " invisible actions
         "support processes
service
         redesign

re view "eliminating non-value steps
         "shifting to self-service
         "delivering di...
service
         visualization

re view " visual thinking
         " drawings
diving to the business processes ...
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
Service Blueprint
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Service Blueprint

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Service Blueprint

  1. 1. e -ser vicelization a blueprin t & visu ac ourse prepared by yves pigneur scenes drawn rd by valérie juilla
  2. 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. 3. blueprint ^ draw ing
  4. 4. front stage back s tage
  5. 5. front stage back s tage
  6. 6. front stage online back s tage
  7. 7. BLUEPRINT
  8. 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. 9. ^ SERVICE BLUEPRINT ac cording to Lovelock clarify interaction between ... " customer interactions marketing " employee roles HR " operational processes operations " information technology IT
  10. 10. creating customer expectations BLUEPRINT empowering MARKETING the human element HR OPERATIONS rendering IT the service providing as promised necessary tools
  11. 11. the desig ner’s toolk it ...
  12. 12. SCRIPTING service design
  13. 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. 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. 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. 16. ^ PHYSICAL EVIDENCE ck according to Lovelo " servicescape " visual and sound environment " furnishing, décor, uniforms, lighting, settings ...
  17. 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. 18. back to the library loan ...
  19. 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. 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. 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. 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. 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. 24. full-service B lueprinting a xperience ... restaurant e Identifying f ail points illustrations.fr
  25. 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. 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. 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. 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. 29. Draw n by Va lérie Juillard Th ank you!
  30. 30. re-design evaluate
  31. 31. service^ evaluation
  32. 32. identify fail points
  33. 33. excessive wait
  34. 34. FAIL POINTS ^ according to Lovelo ck " risk of going wrong " OTSU “opportunity to screw up” David Maister
  35. 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. 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. 37. identify risks
  38. 38. online pirate
  39. 39. surveillance
  40. 40. security
  41. 41. REDESIGN
  42. 42. process ^ service redesign
  43. 43. renovation
  44. 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. 45. o ac cording t Lovelock
  46. 46. o ac cording t Lovelock
  47. 47. o ac cording t Lovelock
  48. 48. o ac cording t Lovelock
  49. 49. co-producer cust omer ^
  50. 50. self-service
  51. 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. 52. DRAWING
  53. 53. once upon a time ...
  54. 54. er draw ing to “I pref aster, . Draw ing is f talking less ro om for and leaves lies” Le Cor busier
  55. 55. sketch by Le Corbusier
  56. 56. Please dra w me a sheep
  57. 57. according to Chen Ch ang & co http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners
  58. 58. acc ording to K ipumLee
  59. 59. acc ording to K ipumLee
  60. 60. google chrome
  61. 61. visual thinking
  62. 62. service blueprint re view " visible actions " invisible actions "support processes
  63. 63. service redesign re view "eliminating non-value steps "shifting to self-service "delivering direct service " bundling services
  64. 64. service visualization re view " visual thinking " drawings
  65. 65. diving to the business processes ...

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