Service Blueprinting

= Map or flowchart of all

the transactions constituting the service delivery process

Objective of Blueprinting
To understand each step in the process that constitutes the customers overall experience with the service To identify what encounters customers have with different service personnel specific physical facilities and equipment To relate the customers behavior and experience at each stage of the process to the backstage activities needed to create quality service in timely fashion frontage

Service Blueprint of Luxury Hotel


1. 2. 3. 4. Internet

How to develop Service Blueprint

Physical Evidence

Customer Actions Line of Interaction Onstage Contact Person Line of Visibility Backstage Contact Person Line of Internal Interaction Support Processes

How to develop Service Blueprint

Physical Evidence

A1

A2

A3

Customer Actions

B1

B2

B3
Line of Interaction

Onstage Contact Person

C1

C2

C3
Line of Visibility

Backstage Contact Person

D1

D2

D3
Line of Internal Interaction

Support Processes

Workshop ; Develop Service Blueprint

Customer Physical Evidence RVSN F/O HK KC FB

Customer Actions Line of Interaction Onstage Contact Person Line of Visibility Backstage Contact Person Line of Internal Interaction Support Processes EN AC PN Management

Steps of Blueprinting
1 (Beyond the line of Interaction) (Business Flow) (Physical Evidence) / / 2 (Between the line of Interaction and
Visibility)

(Front Office)

Steps of Blueprinting
3 (Between
the line of Visibility and Internal Interaction)

Back Office Front Office 4 (Below the line of Internal Interaction)

The Links in the Service-Profit Chain

Operating Strategy and Service Delivery System

Employee Retention Internal Service Quality Employee Satisfaction Employee Productivity External Service Value Customer Satisfaction Customer Loyalty

Revenue Growth

Profitability retention repeat business referral

workplace design job design employee selection and development employee rewards and recognition tools for serving customers

Service concept: results for customers

service designed and delivered to meet targeted customers' needs

Stage 1 Defining design attributes

Identify the key customers of the service Determine the needs that customers expect the service to fulfill Prioritize the needs in order of importance Specify the attributes required by a service that meets these needs Create quantitative measures for design attributes Establish the relationships between needs and attributes Determine the most important attributes

Stage 2 Specifying performance standards

Identify the customers desired performance level for each attribute Analyze the performance of the competitors Determine the relationship between performance and satisfaction Specify design performance standards for each attributes.

Stage 3 Generating and evaluating design concepts

Define the key functions needed to provide the service Assemble these functions into processes Document these processes using flow charts Create alternate design concepts for the service Evaluate and select a concept for detailed design

Stage 4 Developing design details

Partition concept into process level design components Generate design alternatives for each component Predict performance of each design alternative Evaluate and select alternatives for each component Evaluate and select design for implementation Test performance of overall service design Make any necessary modifications to the design Specify detailed functional requirements

Stage 5 Implementing the design

Develop implementation project plan Develop a service construction plan Develop a pilot and testing plan Develop a communications plan Develop a rollout and transition plan Develop a service management plan Implement all the plans

Stage 6 Measuring performance

Select key attributes to be analyzed Measure performance of attributes relative to standards Measure capability of attributes Measure efficiency of key processes Develop reporting and analysis procedures Identify attributes whose perform does not meet standards Analyze the root cause of poor performance Perform any corrective action, if necessary

Stage 7 Assessing satisfaction

Measure customers satisfaction with performance of service Measure satisfaction relative to customers expectations Measure satisfaction relative to the competition Validate these results against those from stage 2

Stage 8 Improving performance

Estimate relationship between financial objectives and overall satisfaction Set strategic satisfaction targets Estimate relationship between satisfaction and attribute performance Select one or more attributes for improvement and set targets Estimate relationship between service level and process level attributes Select process level improvement alternative Evaluate the benefits and costs of different improvement alternatives Select and implement optimal process improvement initiatives.

Service Process Control

Customer input

Service concept Customer output

Resources

Service process

Take corrective action Identify reason for nonconformance

Monitor conformance to requirements

Establish measure of performance