Presented by Guberans

Service Blueprint
Service blueprint is a picture or map that accurately

portrays the service system so that different people involved in providing it can understand and deal with it objectively regardless of their individual point of view . Particularly useful at design and redesign stages of service development. It provides a way to break the service into logical components and to depict the steps or tasks in the processes, the means by which they are executed and evidence of the service as consumer experiences it.

Service Mapping/Blueprinting
A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customers point of view.
Process

Service Mapping

Points of Contact Evidence

Blueprint components
Basic components of Service Blueprint are:
Customer actions Onstage contact employee actions Backstage contact employee actions Support processes

Blueprint components
Customer actions: it includes steps, choices,

activities and interactions that customer performs in the process of purchasing, consuming and evaluating the service Onstage employee actions: steps and activities that the contact employees performs that are visible to the customer. Backstage employee actions: steps and activities that occur behind the scene to support onstage activities.

Blueprint components
Support processes: covers the internal services, steps

and interactions that take place to support the contact employees in delivering the service.

Service Blueprint Components

CUSTOMER ACTIONS line of interaction ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility

BACKSTAGE CONTACT EMPLOYEE ACTIONS

line of internal interaction

SUPPORT PROCESSES

Service Blueprint Components

Line of interaction: direct interactions b/w the

customer and organization. Line of visibility: this line separates all service activities that are visible to the customers from those that are not visible. Line of internal interaction: separates contact employees activities from those of other service support activities and people. Physical evidence

Overnight Hotel Stay

CUSTOMER PHYSICAL EVIDENCE Hotel Exterior Parking Cart for Bags Desk Elevators Cart for Registration Hallways Bags Papers Room Lobby Key
Go to Room Receive Bags

Room Menu Amenities Bath

Delivery Food Tray Food Appearance

Bill Desk Lobby Hotel Exterior Parking

Check out and Leave

Arrive at Hotel

Give Bags Check in to Bellperson

Sleep Shower

Call Room Service

Receive Food

Eat

CONTACT PERSON SUPPORT PROCESS (Back Stage) (On Stage)

Greet and Process Take Registration Bags

Deliver Bags

Deliver Food

Process Check Out

Take Bags to Room

Take Food Order

Registration System

Prepare Food

Registration System

Building a Service Blueprint

Step 1
Identify the process to be blueprinted.

Step 2
Identify the customer or customer segment.

Step 3
Map the process from the customers point of view.

Step 4
Map contact employee actions, onstage and backstage.

Step 5
Link customer and contact person activities to needed support functions.

Step 6
Add evidence of service at each customer action step.

Application of Service Blueprints

New Service Development

concept development market testing managing reliability identifying empowerment issues identifying service problems conducting root cause analysis modifying processes

Supporting a Zero Defects Culture

Service Recovery Strategies

Blueprints Can Be Used By:

Human Resources Service Marketers empowering the human creating realistic customer element expectations

service system design promotion

job descriptions selection criteria appraisal systems

Operations Management rendering the service as promised

managing fail points training systems quality control

System Technology providing necessary tools:

system specifications personal preference databases