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e -ser vicelization
          a
blueprin t & visu


ac ourse prepared
by yves pigneur

 scenes drawn
                   rd
 by valérie juilla
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
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 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
^
SERVICE BLUEPRINT


   ac cording to Lovelock



clarify interaction between ...
" customer interactions           marketing

" employee roles                  HR

" operational processes           operations

" information technology          IT
creating
                      customer
                     expectations
BLUEPRINT

                            empowering
      MARKETING             the human
                              element
      HR
      OPERATIONS
                                 rendering
      IT                        the service
              providing
                               as promised
             necessary
               tools
the desig   ner’s
toolk it ...
SCRIPTING


            service
            design
^
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
Customer actions


line of interaction

Onstage contact employee actions


line of visibility

Backstage contact employee actions



line of internal interaction

Support processes & IT
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
^
PHYSICAL EVIDENCE

                        ck
    according to Lovelo




" servicescape
" visual and sound environment
" furnishing, décor, uniforms, lighting, settings ...
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
back to the library loan ...
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
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
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
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
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
full-service
B lueprinting a
              xperience ...
restaurant e




Identifying f
              ail points




                               illustrations.fr
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
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
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
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
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 of going wrong
" OTSU “opportunity to screw up”
                                    David Maister
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
^
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
identify
risks
online pirate
surveillance
security
REDESIGN
process
       ^
 service
redesign
renovation
^
SERVICE (PROCESS) REDESIGN
                                     ck
                 according to Lovelo




revitalizes services that have become outdated ...


" changes in external customer needs and technology
" deterioration of internal processes
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 face interaction
"
   must prepare customers for the roles in
order to reduce threat, anxiety and stress
DRAWING
once upon a time ...
er draw   ing to
   “I pref               aster,
        . Draw  ing is f
talking       less ro  om for
 and  leaves
             lies”

         Le Cor busier
sketch by Le Corbusier
Please dra w me a sheep
according
                                                                                                          to
                                                                                                Chen Ch
                                                                                                        ang & co




http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners
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 direct service
         " bundling services
service
         visualization

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

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Service Blueprint

  • 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
  • 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.
  • 14. ^ 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
  • 15. Customer actions line of interaction Onstage contact employee actions line of visibility Backstage contact employee actions line of internal interaction Support processes & IT
  • 16. 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
  • 17. ^ PHYSICAL EVIDENCE ck according to Lovelo " servicescape " visual and sound environment " furnishing, décor, uniforms, lighting, settings ...
  • 18. 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
  • 19. back to the library loan ...
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. full-service B lueprinting a xperience ... restaurant e Identifying f ail points illustrations.fr
  • 26. 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
  • 27.
  • 28. 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
  • 29.
  • 30. 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
  • 31. 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
  • 32. Draw n by Va lérie Juillard Th ank you!
  • 37. FAIL POINTS ^ according to Lovelo ck " risk of going wrong " OTSU “opportunity to screw up” David Maister
  • 38. 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
  • 39. ^ 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
  • 45. process ^ service redesign
  • 47. ^ SERVICE (PROCESS) REDESIGN ck according to Lovelo revitalizes services that have become outdated ... " changes in external customer needs and technology " deterioration of internal processes
  • 54.
  • 55. ^ 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
  • 57. once upon a time ...
  • 58. er draw ing to “I pref aster, . Draw ing is f talking less ro om for and leaves lies” Le Cor busier
  • 59. sketch by Le Corbusier
  • 60. Please dra w me a sheep
  • 61. according to Chen Ch ang & co http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners
  • 62. acc ording to K ipumLee
  • 63. acc ording to K ipumLee
  • 64.
  • 67.
  • 68. service blueprint re view " visible actions " invisible actions "support processes
  • 69. service redesign re view "eliminating non-value steps "shifting to self-service "delivering direct service " bundling services
  • 70. service visualization re view " visual thinking " drawings
  • 71. diving to the business processes ...