Services Blueprinting is a versatile and practical technique used for service improvement and innovation. This technique allows to clearly visualize service processes and delivery from the customers' point of view. The uniqueness of Services Blueprinting is the unrelenting focus on the customer as the center and foundation of your business. Components of Service Blueprints There are five components of a typical service blueprint Customer Actions, Onstage/Visible Contact Employee Actions, Backstage/Invisible Contact Employee Actions, Support Processes, and Physical Evidence. ³Customer actions´ include all of the steps that customers take as part of the service delivery process. Customer actions are depicted chronologically across the top of the blueprint. What makes blueprinting different from other flowcharting approaches is that the actions of the customer are central to the creation of the blueprint, and as such they are typically laid out first so that all other activities can be seen as supporting the value proposition offered to or co-created with the customer. The next critical component is the ³onstage/visible contact employee actions,´ separated from the customer by the line of interaction. Those actions of frontline contact employees that occur as part of a face-to-face encounter are depicted as onstage contact employee actions. Every time the line of interaction is crossed via a link from the customer to a contact employee, a moment of truth has occurred. The next significant component of the blueprint is the ³backstage/invisible contact employee actions,´ separated from the onstage actions by the very important line of visibility. Everything that appears above the line of visibility is seen by the customer, while everything below it is invisible. Below the line of visibility, all of the other contact employee actions are described, both those that involve non visible interaction with customers (e.g., telephone calls) as well as any other activities that contact employees do in order to prepare to serve customers or that are part of their role responsibilities. The fourth critical component of the blueprint is ³support processes´ separated from contact employees by the internal line of interaction. These are all of the activities carried out by individuals and units within the company who are not contact employees but that need to happen in order for the service to be delivered. Vertical lines from the support area connecting with other areas of the blueprint show the interfunctional connections and support that are essential to delivering the service to the final
These are all the tangibles that customers are exposed to that can influence their quality perceptions. and every moment of truth. for each customer action. the physical evidence that customers come in contact with is described at the very top of the blueprint.customer. employee time and costs Rational basis to facilitate strategic and tactical decisions Encourage quality improvement suggestions by all Pinpoint where customers are inconvenienced
. Following is the figure showing the blueprint of banking services:
Value of blueprinting a banking service could be listed as: y y y y y y y Reinforce a customer oriented focus among employees Identify process bottleneck Clarify interdepartmental interfaces Highlight the use of resources viz. Finally.
Roles of Servicescape A servicescape is not a passive setting it plays an important role in service transactions.ROLE OF SERVICESCAPE:
Booms and Bitner defined a servicescape as "the environment in which the service is assembled and in which the seller and customer interact. Banks are examples of this type of servicescapes. The facility design can attempt to position it for the desired market segment.A servicescape plays four important roles. It is the corporeal manifestation of the service idea for interest groups to form a shared appreciation-ma perceptible metaphor for an intangible service. satisfy and facilitate the activities of both conducive to the interaction between the two. An evaluation of the roles they have in service encounters will reveal how important it is to design an appropriate servicescape . Depending on the nature of desired and designed encounter a servicescape can be of the three possible types. either on their own or with a little help from the provider. 1] A SELF SERVICE SERVICESCAPE 2] AN INTERPERSONAL SERVICESCAPE 3] A REMOTE SERVICESCAPE SERVICESCAPE IN BANKING: A SELF SERVICE SERVICESCAPE The service is designed around a customer helping self with the service .The role of service employees is limited.
AN INTERPERSONAL SERVICESCAPE When a service encounter requires a close interaction between the customer and provider the servicescape must be facilitate this interaction. by making the facility pleasing and appropriate to use for them. An interpersonal servicescape is appropriate. They are predetermined to render an intended image to the service concept and evoke a particular sensory
. The service provider must plan the facility exclusively with the customer in mind. Package Servicescapes µpackage¶ the service offer and communicate an image to the customers of what they are going to get. combined with tangible commodities that facilitate performance or communication of the service". Examples are ATMs. they must be designed to attract. Customer performs most of the activities.
behavior and relationship. In a public bank a large part of the floor is marked as restricted. conveying expected roles. This setting is designed can enhanced or inhibits the efficient flow of activities in the service setting making it easier or harder for customer and employee to accomplish their goals. blasting music. Compare the servicescape of a public bank with that of a private bank. leaving little space in the form of an arrow aisle along the outer walls of the hall for customers. and hints at eth segment the services are targeted at. Appropriate servicescaping is a sure shot way to create an image that the service provider is seeking to put up. The message is clear ±customer must not enter the restricted area. whereas servicescapes in private banks encourage casual ± affable interactions. internal operations. Servicescape is an outward appearance of organization and thus can be critical in forming initial impressions or setting up customer expectation.
. Socializer Design of servicescapes aids in socialization of both the customers and employees. Companies adapt servicescape to reposition the services or identify new customer segments. makes customers feel welcome. Candle lit tables with smooth classical music and tables with clothes and pre-laid cutlery differentiates a restaurant from other with flour cent colors and pattern on the walls. crowded with young boys and girls and motorcycles at the makeshift parking in front. Clearly the design of the servicescape differentiates one provider from its competitors. is conducted and by entering hat area. The service with public bank also suggests that customers have a formal ±official relationship with public bankers. Whereas private banks approach customers with conviviability. customers will be interfering with that task. Facilitator Another important job of servicescape is to act as an a facilitator in assisting both the customers and service employees to make most of the opportunity it should make the service consumption comfortable convenient for the customer. that is where the most important job of the bank. A dominance of green at IDBI bank differentiates it with red of HDBC bank. They are allowed more space to move and occupying a seat across from executives desks suggest that customer are indeed central to all activity. It also helps moderate customer expectation and reinforces his experience and reminiscences.and emotional reaction that sets the stage for a germane experience that augments the efficacy of the offer. The air conditioned lounge with comfortable seats and a cold water dispenser as you pass through a spotlessly clean glass door. For employees it should be pleasant to conduct activities. Differentiator With the layouts a customer can make out what kind of bank it is.