SERVICE BLUEPRINTING

PRESENTED BY,
ARPAN KAKKAR
KOMAL JAIN

SERVICE PROCESS FLOW

method and sequence in which service
operating systems work, how they link
together
to
create
the
service
experiences
and
outcomes
that
customers will value.

SERVICE BLUEPRINT
Service
Bluepri
nt

Process
Point of contact
Evidence

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.

Service Blueprinting

SERVICE BLUEPRINTING
Depict Service process
Customer Contact Points
Evidence of service from the Customers
point of view
Design supplementary services

Service Blueprinting
Useful at design & redesign stages of
service development
Different from other product blueprints
because here it includes customers & their
views of the service process

BUILDING A SERVICE
BLUEPRINT
Step
Step11

Step
Step22

Step
Step33

Step
Step44

Step
Step55

Step
Step66

Identify
Identify
the
theprocess
process
to
be
to beblueblueprinted
printed

Identify
Identify
the
the
customer
customer
or
or
customer
customer
segment
segment

Map
Mapthe
the
process
process
from
fromthe
the
customers
customers
point
pointof
of
view
view

Map
Mapcontact
contact
employee
employee
actions,
actions,
onstage
onstageand
and
back-stage,
back-stage,
and/or
and/or
technology
technology
actions
actions

Link
Linkcontact
contact
activities
activitiesto
to
needed
needed
support
support
functions
functions

Add
Add
feedback
feedbackof
of
service
at
service at
each
each
customer
customer
action
actionstep
step

STEPS IN SERVICE
BLUEPRINTING

Identification of service to blueprinted: Purpose and goals identified

for inside and outside customers

Service blueprinted from customers point of view : Customers steps in

purchase, consumption and delivery to be mapped /eliminate unnecessary
activities

Identification of employee actions: Identify Both onstage and backstage

actions/linkages between customers and contact personnel and between
employee

Identification of support activities: Support activities also to be

identified and blueprinted

Giving physical evidence to each customer action step: Customer

needs to undergo experience; hence to reduce perceived risk will decide
based upon the tangibility of physical evidence

Identification of employee actions: Identify Both onstage and backstage

actions/linkages between customers and contact personnel and between
employees

Service Blueprinting Components

Components..
Line of External Interaction:
Line above which all customer interactions take place e.g.
Interactive Marketing

Line of Visibility:
Area up to which the customer knows of organizational
processes.Influenced by visible interactions

Line of Internal Interaction:

Not Visible; helps in effective service delivery; Customer
is ignorant

Components.
Contact Employee Actions:
Onstage contact employee action between
the lines of interaction and visibility
Backstage contact Employee actions
taking place between lines of visibility and
internal interaction

Support Processes:
Support contact employees in service
delivery
Occur behind the line of internal interaction

Express mail delivery system

CONTACT PERSON
(On Stage)
(Back Stage)

CUSTOMER

Truck
Packaging
Forms
Hand-held Computer
Uniform

Customer
Calls

Customer
Gives
Package

Receive
Package

Line of interaction
Driver
Picks Up
Package

Deliver
Package

Line of visibility
Customer
Service
Order

SUPPORT PROCESS

Line of internal interaction

Dispatch
Driver

Airport
Receives
& Loads

Fly to
Sort
Center

Fly to
Destination
Load on
Airplane

Sort
Packages

Unload
&
Sort

Load
On
Truck

Luxury Hotel- Blueprint

Service Maps
Customer

Front
stage

Front Line
Employees
Service
structure

Line of Visibility

Line of Internal
Interaction

Support staff
Back
stage

Management services

Line of Interaction

Benefits of Blueprinting
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.

SERVICE PROCESS REDESIGN

Eliminate non value added steps
Shift to self service
Deliver direct service
Bundle services
Redesign physical aspects of the service

APPLICATION OF SERVICE
BLUEPRINTING
1. Service failures and fail staffing

identifying service problems- Server Error Vs Customer Error

conducting root cause analysis
modifying processes

2. Ensuring Safety
3. Helps identify complexity and divergence and
address service positioning
4. Stimulating creativity

Service ideas and innovations

Blueprinting 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
Management
empowering the human
element:
job descriptions
selection criteria
appraisal systems

System Technology
providing necessary tools:
system specifications
personal preference
databases