SERVICE Management ASSIGNMENT

Service Blueprint

Neha Somai(52) Lavesh Daryanani (108) Vinita Merchant (120) Kaushal Shah (142)

Service management is integrated into supply chain management as the intersection between the actual sales and the customer. The aim of high performance service management is to optimize the service-intensive supply chains, which are usually more complex than the typical finished-goods supply chain. Most service-intensive supply chains require larger inventories and tighter integration with field service and third parties. They also must accommodate inconsistent and uncertain demand by establishing more advanced information and product flows. Moreover, all processes must be coordinated across numerous service locations with large numbers of parts and multiple levels in the supply chain.

Service Blueprinting:
The service blueprint is a technique used for service innovation. The technique was first described by Lynn Shostack, a bank executive, in the Harvard Business Review in 1984. The blueprint shows processes within the company, divided into different components which are separated by lines. Shostacks methodical procedure draws upon time/motions method engineering, PERT/project programming and computer system and software design. The proposed blueprint allows for a quantitative description of critical service elements, such as time, logical sequences of actions and processes, also specifying both actions/events that happen in the time and place of the interaction (front office) and actions/events that are out of the line of visibility for the users, but are fundamental for the service. (Zeithaml, Bitner et al. 2006) define service blueprinting as a tool for simultaneously depicting the service process, the points of customer contact, and the evidence of the service from the customers point of view. With this description, the authors emphasise the different systemic layers overlapping in a service, from the layer of customer interaction and physical evidence to the layer of internal interaction within the service production process Service blueprinting involves the description of all the activities for designing and managing services, including schedule, project plans, detailed representations (such as Use cases) and design plans, or service platforms.

Blueprinting Key Components

1) Customer Actions This component contains all of the steps that customers take as part of the service delivery process. This element is always on top of the service bluet. 2) Onstage / Visible Contact Employee Actions This element is separated from the customer actions by a line of interaction. These actions are face-to-face actions between employees and customers. 3) Backstage / Invisible Contact Employee Actions The line of visibility separates the onstage from the Backstage actions. Everything that appears above the line of visibility can be seen by the customers, while everything under the line of visibility is invisible for the customers. A very good example of an action in this element is a telephone call; this is an action between an employee and a customer, but they dont see each other. 4) Support Processes The internal line of interaction separates the contact employees from the support processes. These are all the activities carried out by individuals and units within the company who are not contact employees. These activities need to happen in order for the service to be delivered. 5) Physical Evidence For each customer action, and every moment of truth, the physical evidence that customers come in contact with is described at the very top of the service blueprint. These are all the tangibles that customers are exposed to that can influence their quality perceptions..

Building a Service Blueprint

Application of Service Blueprints

New Service Development 1. Concept development 2. Market testing Supporting a Zero Defects Culture 1. managing reliability 2. identifying empowerment issues Service Recovery Strategies 1. identifying service problem 2. conducting root cause analysis 3. modifying processes

Blueprints Can Be Used By:

Service Marketers creating realistic customer expectations service system design promotion

Operations Management rendering the service as promised managing fail points training systems quality control

Human Resources empowering the human element job descriptions selection criteria appraisal systems

System Technology providing necessary tools: system specifications personal preference databases

Dominos
Domino's Pizza is an American restaurant chain and international franchise pizza delivery corporation headquartered in Ann Arbor Township, Michigan, United States, near Ann Arbor, Michigan.[1][2] Founded in 1960, Domino's is the second-largest pizza chain in the United States (after Pizza Hut)[3] and has more than 10,000 corporate and franchised stores[4] in 70 countries[5] and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba, Canada. That same year, Domino's opened its 1,000th store overall. In 1985, they opened their first store in the United Kingdom in Luton Also in 1985; Domino opened their first store in Tokyo, Japan. By 1995 Domino's had 1,000 international locations. In 1997, Domino's opened its 1,500th international location, opening seven stores in one day across five continents. Within the last five years, Domino's has also expanded to India with numerous locations, of at least 1,000.

Franchise Chain

Dominos in India Jubilant FoodWorks Limited (the Company) is a Jubilant Bhartia Group Company, The Company was incorporated in 1995 and initiated operations in 1996, The Company got listed on the Indian bourses in February 2010, Mr, Shyam S, Bhartia, Mr, Hari S, Bhartia and Jubilant Enpro Private Ltd, are the Promoters of the Company. The Company & its subsidiary operates Domino's Pizza brand with the exclusive rights for India, Nepal, Bangladesh and Sri Lanka, The Company is India's largest and fastest growing food service company, with a network of 500+ Domino's Pizza stores Stores (as of 31st March, 2012)The Company is the market leader in the organized pizza market with a 54% market share (Euromonitor Report 2010) and 70% share in the pizza home delivery segment in India, The Company has strengthened its portfolio by entering into an agreement with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and operating restaurants in India,

Over the period since 1996, Dominos Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality, exceptional customer service and value for money offerings. We have endeavored to establish a reputation for being a home delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers from all our stores around the country. Dominos vision is focused on " Exceptional people on a mission to be the best pizza delivery company in the world!" We are committed to bringing fun, happiness and convenience to lives of our consumers by delivering delicious pizzas to their doorstep and our efforts are aimed at fulfilling this commitment towards a large and evergrowing customer base. Blueprint and GAPS Model

Gaps Model
GAP 1: The gap between customer expectations and Management perception of

customers expectations. This gap arises whenever they have peak hours, that is, during day & night and at weekends. At this time the waiting time for the food to come is quite big. Generally a single pizza took 7 minutes to get prepared but at peak hours the service provider took 3 times more than the usual time. Hence this is the case of what time customer expected for his meal to be ready and what the management thought of time to prepare the meal. Also too much of a gap between the top management and frontline managers. GAP 4 the gap between Service delivery and external communication to customers. This gap arises when the services are not provided as promised. That is, for example, in their advertisement they talk of Pizza in just Rs.199 but the actual cost of that pizza is more than 199 after including VAT and other taxes. Therefore, what Pizza Hut is promised to their customers are not providing to them which leads to the formation of this Gap.

Q1) Describe what service(s) of this organization you will be blueprinting and why you selected it. We have tried to cover the entire experience of eating or taking a home delivery of pizza from Dominos in a concise manner Broadly we have blue printed : 1. Entry stage : entering the restaurant 2. Check-in stage: pre-order inquiry and placing the order 3. Waiting period: time taken for placing the order payment. 4. Delivery: getting the delivery of pizza and either having it there or taking a home delivery . Q 2) Describe what you believe to be the three key employee actions and discuss why they are so critical to a Successful service experience. Order placement: ensuring smooth and easy placement of order as well as accurate placement of same.

Delivery and other services: courteous and efficient staff that ensure proper and timely delivery of food. Training: Recruiting young, enthusiastic and dedicated employees, Appropriately trained for delivering the service.

Q 3) Describe the three key elements of physical evidence revealed in the blueprint and discuss how they influence the Customers experience.

Q 4) Identify, number, and describe three potential fail-points (points in the process where problems may occur) And/or bottlenecks (points in the process where backups or slow delivery may occur). 1. Accuracy: Of employee in taking order and passing the same to chef 2. Ambience: Providing an experience to the customer 3. Menu: providing different option of cuisine to customer and also catering needs of someone who is calorie conscious Q 5) Suggest possible solutions/alternatives to address these (potential) problem areas. Have a token system for the people who have ordered. Try to focus on tangible (place) aspect; though main focus on home delivery.

Health conscious people- make use of calorie-controlled ingredients and introduce a little healthier version of pizzas, due to the shift. Provide options of breakfast along with tea coffee. Efficient backend processes like house keeping, catering etc

Q 6) Discuss how such a service blueprint might be used in each of the following areas in this organization: Marketing, human resource management, and operations. Human Resources: Recruiting young, enthusiastic and dedicated employees. Appropriately trained for delivering the service. Personality development and grooming sessions. Provide them with various facilities such as medical help, consultation, traveling facilities, perks and bonuses. Team members are recognized and rewarded based on ability and merit for their contributions . Marketing: Pizza order discount: Dominos offers its customers a number of discount and other promotions on purchasing Dominos pizza. Dominos also allows its customers to play games by the time their food arrives. Dominos started providing coke/fanta/sprite. Dominos started pizzas mania which starts from Rs 35 and we get the toping according to our choice. New schemes at regular interval of time according to the taste of the INDIAN customer. Operations Self service system. Hungry hotline facility. Keep in mind the health and hygiene.

Dominos Pizza India also boasts about its commitment to serve its customers on time by implementing the 30 MINUTES OR FREE service commitment. Domino's constantly strives to develop products that suit the tastes of its customers. Domino's believes strongly in the strategy of 'Think local and act regional'.

Q 7) Discuss what was learned in doing this assignment and how it could be applied in the business world. Provides a customer orientation overview employees can relate to what I doin the process Identifies Fail points- weak links in the chain of service activities. Basis for identifying costs, revenues, capital investment required. Facilitates top-down, bottom-up approach to quality improvements.