ServiceBlueprinting: DesigningServicefromtheCustomersPointofView Phonak PracticeDevelopmentConference

October2011

DwayneD.Gremler
gremler@bgsu.edu

CopyrightCSL/Bitner2010 CopyrightASUCenterforServicesLeadership

Outline
LearningtheServiceBlueprintingTool
Thenatureofservices Whatisserviceblueprinting? Stepsindesigningaserviceblueprint Sampleblueprints Applicationexercise

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TheStrategicServiceTriangle
Company

Enabling Promises

Technology

Making Promises

Providers

Keeping Promises

Customers

Source:AdaptedfromBitner(1995),Kotler(1994),Gronroos(1990).

ServicesAre...
Processes Performances Experiential Intangible Difficulttodescribeinspecific,concreteterms Unlikemanufacturedproductsinsignificantways

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EasyorDifficulttoDescribe?

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EasyorDifficulttoDescribe?

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EasyorDifficulttoDescribe?

RisksofRelyingonWordsAlone

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ServiceBlueprinting
Offersanapproachandtechniquethathelpsaddress

thechallengesofdeliveringtheintangible
Providesafocalpointthatcanfacilitatecommon

understandingofwhatweofferthemarketplace

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ServiceBlueprinting
Atechniqueforsimultaneouslydepicting:
theserviceprocess, thepointsofcustomercontact, andtheevidenceofservice

fromthecustomerspointofview.
Process

Services Blueprinting

PointsofContact

PhysicalEvidence
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ServiceBlueprintComponents
PHYSICAL EVIDENCE CUSTOMER ACTIONS

line of interaction ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES
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ServiceBlueprint:ExpressMailDelivery
PHYSICAL EVIDENCE
Truck Packaging Forms Hand held Computer Uniform Truck Packaging Forms Hand held Computer Uniform

CUSTOMER ACTIONS

Consumer calls

Consumer gives packages

Another Consumer Receives package

CONTACT EMPLOYEE BACKSTAGE ONSTAGE ACTIONS ACTIONS

Driver picks up package

Deliver package

Consumer service order

SUPPORT PROCESSES

Dispatch driver

Airport receives and loads

Fly to sort center

Load on airplane

Fly to destination

Unload and sort

Load on truck

Sort packages 13

ServiceBlueprint:OvernightHotelStay
PHYSICAL EVIDENCE
Hotel Exterior Parking Cart for Bags Desk Registration Papers Lobby Key Elevators Hallways Room Cart for Bags Room Amenities Bath Menu Delivery Tray Food Appearance Food

Bill Desk Lobby Hotel Exterior Parking

CUSTOMER ACTIONS

Arrive at hotel

Give bags to Bellperson

Check In

Go to room

Receive bags

Sleep Shower

Call room service

Receive food

Eat

Check out Leave

CONTACT EMPLOYEE BACKSTAGE ONSTAGE ACTIONS ACTIONS

Greet and take bags

Process registration

Deliver bags

Deliver food

Process check out

Take bags to room

Take food order

SUPPORT PROCESSES

Registration system

Prepare food

Registration system

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ServiceBlueprintComponents
PHYSICAL EVIDENCE CUSTOMER ACTIONS

line of interaction ONSTAGE TECHNOLOGY ACTIONS ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES
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ServiceBlueprint:DVDRentalKiosk
Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of DVD case Retrieve DVD from kiosk
PHYSICAL EVIDENCE

Appearance of DVD case and DVD

Appearance of kiosk

CUSTOMER ACTIONS

Approach the kiosk

Press select a movie on touch screen Screen shows thumbnail pictures of recent release movies

Browses movies by release date

Select movie by touching thumbnail picture

Swipe credit card on kiosk

Watch movie

Press return DVD, place movie in kiosk return slot

ONSTAGE TECHNOLOGY

Screen shows touch options: rent or return a DVD

Screen shows 10 thumbnails per screen, advance With arrow key

Takes user to payment screen, asks user to swipe credit card

Releases DVD, it ejects for pickup from front slot

Screen shows touch options: rent or return a DVD

CONTACT EMPLOYEE BACKSTAGE ACTIONS

SUPPORT PROCESSES

Technology maintenance

New releases added to kiosk, update kiosk information

Record payment information

Process payment information

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ServiceBlueprint:DVDRentalKiosk
Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of DVD case Retrieve DVD from kiosk
PHYSICAL EVIDENCE

Appearance of DVD case and DVD

Appearance of kiosk

CUSTOMER ACTIONS

Approach the kiosk

Press select a movie on touch screen Screen shows thumbnail pictures of recent release movies

Browses movies by release date

Select movie by touching thumbnail picture

Swipe credit card on kiosk

Watch movie

Press return DVD, place movie in kiosk return slot

ONSTAGE TECHNOLOGY

Screen shows touch options: rent or return a DVD

Screen shows 10 thumbnails per screen, advance With arrow key

Takes user to payment screen, asks user to swipe credit card

Releases DVD, it ejects for pickup from front slot

Screen shows touch options: rent or return a DVD

CONTACT EMPLOYEE BACKSTAGE ACTIONS

Explain procedure for dealing with scratched DVD

SUPPORT PROCESSES

Technology maintenance

New releases added to kiosk, update kiosk information

Record payment information

Process payment information

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ServiceBlueprintComponents
PHYSICAL EVIDENCE CUSTOMER ACTIONS

line of interaction ONSTAGE TECHNOLOGY ACTIONS ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES
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ServiceBlueprint:ASmartService
PHYSICAL EVIDENCE

Web site Brochures

Technician appearance/ Equipment appearance

Equipment Appearance/ Appearance of status reports

Technician appearance

CUSTOMER ACTIONS

Decide to lease radiology machine

Meets with Sales Rep

Reads and signs contract

Oversees installation process

Machine is used and status reports read Ongoing monitoring: critical information is collected & status reports are sent Monitoring suggests breakdown is imminent

Informed of need for repair

Oversees machine repair

CONTACT EMPLOYEE ONSTAGE ACTIONS

ONSTAGE TECHNOLOGY

Gets pertinent information

Presents contract

Equipment is installed

Technician repairs the machine

CONTACT EMPLOYEE BACKSTAGE ACTIONS

Sales Rep prepares contract

Installation technician loads equipment and necessary tools

Repair technician calls client and preps for the service call Data from equipment is checked

SUPPORT PROCESSES

Maintenance of website/ development of brochures

Contract development process / authorization

Ordering and manufacturing to spec.

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DefinitionsoftheComponents
PHYSICAL EVIDENCE Def: All tangibles that customers come in contact with that impact customer quality perceptions. CUSTOMER ACTIONS Def: All steps that customers take or experience as part of the service process being examined. ONSTAGE TECHNOLOGY ACTIONS Def: The actions by customer-facing technology (e.g., websites) that customers experience as part of the service process. ONSTAGE CONTACT EMPLOYEE ACTIONS Def: The contact employee actions that involve face-to-face interactions with customers. BACKSTAGE CONTACT EMPLOYEE ACTIONS Def: Other contact employee actions (not involving face-to-face customer interactions) including email/phone contact with customers, preparation work, and any activities that facilitate the service process. SUPPORT PROCESSES Def: Activities that facilitate the service process and are done by individuals who are not contact employees.
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StepsinDesigningaBlueprint
1. Identifytheservicetobeblueprinted.
basicbusinessconcept aservicewithinafamilyofservices aspecificservicecomponent

2. Identifythecustomersegmentthatreceivesthe

service.

3. Maptheservicefromthecustomerspointofview. 4. Drawthelineofinteraction.

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StepsinDesigningaBlueprint(continued)
5. Drawthelineofvisibility. 6. Maptheservicefromthecustomercontactpersons

pointofviewdistinguishingvisible(onstage) activitiesfrominvisible(backstage)activities.

7. Drawthelineofinternalinteraction. 8. Linkcustomerandcontactpersonactivitiestoneeded

supportfunctions.

9. Addthephysicalevidence.
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ServiceBlueprintingExercise
Forthisexercise,wewillfocusondevelopingserviceblueprintsasa toolforillustratinganddevelopingservices.
(1)

Youwillbeworkinginsmallgroupstomaptheservice describedintheexercisehandout.Refertothebasic StepsinDesigningaBlueprint,thegenericmap,and sampleblueprintstoassistthegroupinthisprocess. Somesmallgroupsmaybeaskedtosharetheirblueprint (orhighlightaspectsofit)duringthelargegroupsession thatfollows.Asagroupwewilldiscussinsightsonthe outcomes(theblueprintsthemselves)aswellasthe processofdevelopingthem. Theexerciseisintendedtoillustratethepotentialuseof blueprintingasatooltostimulatediscussionsofservice improvementandinnovation.

(2)

(3)

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QuestionstoConsider
Whatinsightsdidyougainfromcompletingtheservice

blueprintexercise? Whatarekeypotentialfailpointsintheservicedelivery? Whatarepotentialbottlenecksintheservicedelivery process? Whatarethekeytakeawaysfromblueprintingexperienceat thispoint? Howcanyouseeusingserviceblueprintinginyourpractice tofacilitateserviceimprovement?Serviceinnovation?

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ExerciseWrapup
Whatyoulearnedfromtheexercise
Insightsregardingoutcome Insightsregardingprocess

StudentARTexample Benefitsofblueprinting

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BenefitsofBlueprinting
CustomerFocused Illuminatesthecustomersrole anddemonstrateswherethe customerexperiencesvalue. Promotesaconsciousdecisionon whatcustomersseeandwhich employeesshouldbeincontact. Constitutesarationalbasisfor externalmarketing. Assistsinidentifyingfailpoints andopportunitiesforservice improvement.

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BenefitsofBlueprinting
OrganizationFocused Providesacommonpointofdiscussionfor newservicedevelopment. Stimulatesstrategicdiscussionsby illuminatingtheelementsandconnections thatconstitutetheservice. Providesabasisforidentifyingand assessingcost,revenue,andcapital requirements. Clarifiescompetitivepositioningby comparingcompanyandcompetitor processeswhenbotharemapped. Providesacustomerfocusedbasisfor developingmetricstotrackservice success.
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BenefitsofBlueprinting
EmployeeFocused EmployeescanrelatewhatIdo totheserviceviewedasan integratedwhole. Constitutesarationalbasisfor internalmarketing. Providesabasisforstandardizing processesacrossunits. Helpsgainemployeebuyinfor newserviceofferingsor improvements.

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UsingServiceBlueprintinginYour Practice

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ServiceBlueprintExample
HearingCareConceptBlueprint
Splitovertwoslides Providesanexampleofatypicalcustomerexperience

withahearingcarepractice Couldbeusedasastartingpointforblueprintingyour practice

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ServiceBlueprint:HearingCareOfficeVisit(1of2)
PHYSICAL EVIDENCE Directmail; Newspaper; Electronic media Directmail; Newspaper; Electronic media Directmail; Newspaper; Electronic media Asks questions andrequests appointment Parkinglot; Signage; Building Educational materials; Staff Lobby; Forms; Staff Lobby; Materials; Other patients Examroom; Equipment; Staff Examroom Equipment; Staff

CUSTOMER ACTIONS

Reviews marketing materials

Callsofficein responseto marketing

Drivestoand arrivesat practice

Checksin atfront deskwithPCC

Receivesand completes forms

Visitwaiting areaand watchvideos

Walksto examroom

Receives earinspection

ONSTAGE TECHNOLOGY

Display educational videoson flatscreen

Collectmeasurements viaotoscope,sound booth,audiometer, and/ortympanometer Fitter greets patient andescorts patientto examroom Fitter reviews formsand prepares forpatient Fitter reviews forms conducts anddocuments earinspection

CONTACT EMPLOYEE ACTIONS (ONSTAGE)

PCC greets andchecks inpatient

PCC provides formsto patient

CONTACT EMPLOYEE ACTIONS (BACKSTAGE

PCC answers phone andoffers greeting

PCC provides answersand schedules appointment

PCC collectsand processes forms

Fitter records resultsin system

SUPPORT PROCESSES

Developand distribute marketing materials

Maintain phonesystem; Conductcustomer servicetraining

Maintain centralized scheduling

Maintain facilities

Maintain centralized schedulingand checkinsystem

Maintain forms anddatabase

Maintainexam Maintain Maintain room;Conduct database,billing lobbyand patientfocused andcoding; waitingarea counseling Maintain Includingvideos training equipment

PCC=PatientCareCoordinator

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ServiceBlueprint:HearingCareOfficeVisit(2of2)
Soundbooth; Equipment; Staff Examroom; Testresults; Charts; Staff Examroom; Demo hearingaid; Staff Sample hearingaids; Materials; Staff Purchase contract; Receipt; Staff Hearingaid; Brochure; Copyofaudiogram; Patientjournal; Staff Receivesfitting andreviewof features andcare PHYSICAL EVIDENCE Lobby; Materials; Staff Parkinglot; Signage; Building

CUSTOMER ACTIONS

Enterssound boothfor relevant tests Soundbooth facilitates hearingtest

Receivestest resultsand education asneeded

Experiences hearing aidinoffice

Reviews andselects hearingaid options

Purchases hearingaid andsigns contract

Schedules next appointment

Departs practice

ONSTAGE TECHNOLOGY

Sounddemo Computer instruments presents demonstrate variousoptions hearingpossibilities Fitter conducts Fitterfacilitates patient tests,documents experience results,and withdemo provides hearingaid counseling

CONTACT EMPLOYEE ACTIONS (ONSTAGE)

Fitter takes patientto soundroom

Fitter reviews anddiscusses hearingaid options

Fitter presents purchase contractand financingoptions

Tech conducts PCC finds fittingand availabletimes reviews andbooks featuresandcare appointment

CONTACT EMPLOYEE ACTIONS (BACKSTAGE

Fitter records resultsin system

PCC processes PCC prepares paymentand purchase updates contract system Maintain demohearing aids;Conduct demonstration training Maintain hearingaid Inventory, materials,and computer Provide financing options; Maintain contracts

Tech prepares materials

SUPPORT PROCESSES

Maintain soundbooth and equipment

Maintain examroom, materials, anddatabase

Maintain payment system anddatabase

Conductpatient Upholdrecall, satisfaction Maintain retention,and surveyand materialsand customerreferral performance website programs benchmarks

PCC=PatientCareCoordinator

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BlueprintingYourServiceProcess
Assembletheappropriateteam Identifyarecordertocapturethediscussion Determinethefocalcustomersegment(s) Determineanyrequiredblueprintmodifications Discusswhereyourserviceprocessstartsandstops Blueprintyourserviceprocesswhileidentifyingkeyinsights,

potentialgaps,andimprovementactions
Usetemplatesandflipchartstocapturethediscussion

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PreparingtoBlueprintYourService
OverviewQuestion CustomerSegment(s): Whatisthefocalcustomersegment(s)? BlueprintModifications: Whatblueprintmodificationsarerequired? ProcessStart: Wheredoestheprocessstart? ProcessStop: Wheredoestheprocessstop? CustomerPhases: Whatcustomerphasesexist? Details

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InsightsfromBlueprintingYourService
Insights Details

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GapsinBlueprintingYourService
KeyGaps PotentialImprovementActions

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Summary:UsingBlueprintingtoImprove (orDesign)YourService
Pickaservice/serviceprocesstofocuson Determinethegoaloftheblueprintingeffort

Determinethefocalcustomersegment Determinewhoshouldparticipateinthe blueprintingprocess Determinemodificationsofthetool,ifany, thatmakesense Determineprocessstartandstop aswellascustomerphases,ifapplicable Blueprinttheservice Noteinsightsandactionitemsthroughouttheprocess

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QuestionstoConsider
Whatactionsareexpectedofthecustomer? Whatactionsareexpected(orcompleted)bythirdparties? Whataspectsoftheservicedeliveryprocessarenotwell

understood? Whowithinyourorganizationshouldbeinvolvedinthe discussiontocreateamoreaccurateorrepresentative blueprint? Whataretheadvantagesthatcouldbegainedfrom blueprintingyourservice?

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UsingServiceBlueprintinginYour Organization
IfyouarecommittedtousingService

Blueprintinginyourorganization,westrongly encourageyouto:
Passaroundouroverviewdocument withyour

colleagues RefercolleaguestoourServiceBlueprintingwebsite
http://wpcarey.asu.edu/csl/services_blueprinting/index.cfm

SharetheCaliforniaManagementReview article

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ServiceBlueprinting: DesigningServicefromtheCustomersPointofView Phonak PracticeDevelopmentConference

October2011

DwayneD.Gremler
gremler@bgsu.edu

CopyrightCSL/Bitner2010 CopyrightASUCenterforServicesLeadership