List of Group Members of “Inception”

Name Student ID

Mrenal Mazumder 20161017

Md. Nasir Al Mahmud 20162045

Md. Asaduzzaman Sawon 20162033

Md. Nazim Uddin 20162048

Faisal Mustafeez 20161016

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Letter of Transmittal

16th September, 2017

Nigar Sultana
Associate Professor
Department of Marketing
Faculty of Business Studies
Jahangirnagar University

Subject: Submission of report on “Service Blueprint of Boomers Café”

Dear Madam,

We have prepared a report on the topic of “Service Blueprint of Boomers Café” under your
kind supervision as a requirement of completing the course “Service Marketing” of EMBA
program. We have tried our best to prepare the report in consistence with the optimal standard
under your valuable direction.

We made every effort to reveal greater insight in this report. We hope that this will meet the
standard of your judgment.

Thanking you for your kind supervision.

Sincerely Yours

………………………………

Mrenal Mazumder
ID: 20161017
On behalf of the group Inception
Department of Marketing
Faculty of Business Studies
Jahangirnagar University

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Executive Summary

This is the report on “Service Blueprint of Boomers Café” was prepared by group
“Inception”. We went to the Boomers Café restaurant in the following address for observing
the service delivery process of the restaurant. Navana Baily star (3 rd Floor), 9 New Baily
road, Dhaka.

We have talked with the staffs and employees of Boomers Café and came to know some
valuable information. The do not currently follow or do not have any service blueprint for
service providing.

We have tried to give some theatrical review of service blueprint and tried to prepare a
service blue print which may reduce their service delivery cost for Boomers Café. The
information we provided in this report were collected form an previous assignment of this
University and from webpages of Boomers Café.

We hope that the report would fulfil the demand of our course instructor and be helpful for
Boomers Café if they want to be adopted with our service blueprint.

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Service Blueprint

The service blueprint is a technique originally used for service design and innovation, but has
also found applications in diagnosing problems with operational efficiency. The technique
was first described by G. Lynn Hossack, a bank executive, in the Harvard Business Review in
1984. The service blueprint is an applied process chart which shows the service delivery
process from the customer's perspective. The service blueprint has become one of the most
widely used tools to manage service operations, service design and service positioning.

The service blueprint consists of 5 components:

1. Customer Actions
2. Onstage / Visible Contact Employee Actions
3. Backstage / Invisible Contact Employee Actions
4. Support Processes
5. Physical Evidence

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 blueprint.

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; these is an action between an employee and a customer, but they
don’t see each other.

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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.

Service Blueprint Elements

A simple way to think about blueprints is as a process chart which consists of inputs, process
and outputs.

Inputs (raw materials) → Process (transformation)→ Outputs (finished goods)

Service blueprints include actions and the amount of discretion for varying each step

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A service blueprint is always constructed from the customer's perspective. A typical
service blueprint identifies:

 Customer Actions: The steps that customers take as part of the service delivery
process.
 Front-stage (Visible Contact Employee) Actions: Steps taken by contact employees
as part of the face-to-face service encounter.

 Back-stage (Invisible Contact Employee) Actions: (The ‘line of visibility’ separates

the front-stage and back-stage actions). Non-visible steps taken by contact employees
behind the line of visibility. E.g. taking a hotel or restaurant reservation by telephone.

 Support Processes: Activities carried out by employees who are not contact
employees, but whose actions are required for the service to be delivered.

 Physical Evidence: Tangible elements associated with each step that has the potential
to influence customer perceptions of the service encounter e.g. uniforms, delivery
vans

 Inventory (if required): the amount of inventory buildup required for each step

 Line of Visibility: Line that separates front-stage and back-stage actions

Optional inclusions - depending on intended application:

 Line of Interaction which separates customer actions from service provider actions
 Line of Internal Interaction which separates the front office and the back office

 Line of Implementation which separates management zone from the support zone.
That is management are responsible for planning and controlling while support
activities include preparation. Yet other scholars and practitioners have recommended
adding different lines including

 Line of Order Penetration which separates customer-induced activities from customer-

independent activities

 Minimum expected wait times

 Potential bottlenecks and/or fail points.

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Organizational Overview

Boomers Café started

welcoming guests
first at Banani,
Dhaka, Bangladesh
since 2001. Since
then, it has expanded
to 4 outlets all over
Dhaka City. Boomers
Café can be the best
for celebrations, a
break at lunch or just a great meal and for enjoying great time with friends and family. From
the first day, Boomers Café had a motto to serve fresh, 100% halal and healthy food to
customers. They always maintain a well-oiled supply chain to provide fresh inventory and a
well-trained team to provide unprecedented hospitality.

Items in Boomers Café Menu:

Dinner Buffet Fast food

Chinese Set Menu Soup

Chinese Juice & beverage

Indian Ice cream

Appetizer

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Service blueprint for Boomers Café

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 Salad Hot-Food Drinks Cashier
Counter Counter Counter 18 taka/hr
12 taka/hr 15 taka/hr 12 taka/hr

Number of 1 4 1 1
Station

Activity 20 sec 120 sec 25 sec 40 sec

time

Process 20 sec 30 sec 25 sec 40 sec

time

Maximum 180 120 144 90

output

Service cost 57/180 57/120 57/144 57/90

per meal

=0.32 =0.48 =0.40 =0.63

Figure: Service Blueprint of Boomers Café

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Analysis of the blueprint

We see that there are Four counter in Boomers Cafe and in every counter cost is 12tk, 15tk,
12tk, 18tk per hour.

Now we are going to analyze each counter process time, maximum output and service cost
per person.

 Salad Counter:

Activity time- 20 sec

Process time- 20 sec

Maximum output per hour – The formula to find out the maximum output is 60(60/process
time)

60(60/20 sec) = 180

The service cost per person = The total labor cost per hour are divided by the maximum
output per hour.

Service cost per person = 57/180 = 0.32 taka

 Hot-Food Counter:

Activity time- 120 sec

Process time- (120/4) = 30 sec

Maximum output – 60(60/30) = 120

Service cost per person = 57/120 = 0.48

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  Drinks Counter:

Activity time- 25 sec

Process time- 25 sec

Maximum output – 60(60/25) = 144

Service cost per person = 57/144 = 0.40

 Cashier Counter:

Activity time- 40 sec

Process time- 40 sec

Maximum output – 60(60/40) = 90

Service cost per person = 57/90 = 0.63

Observation:

We find that Boomers Cafe provide service to 90 people per hour in Cashier Counter. This
point their cost is maximum 0.63 taka per person.

Bottlenecks point:

Bottlenecks point in the system at which consumers wait the longest periods of time.

We find that they can provide only 90 people on an hour that is very small compare to other
counters, for why there was a long waiting time for the customer.

So, this is the bottlenecks point.

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Recommendations

 Boomers Café does not follow any service blueprint or they do not have so but they
are providing utmost services to the customers and customers are happy enough with
their service.

 If Boomers Café follow the service blueprint that we have prepared their service
would be more faster and waiting time of each customer would be less than before.

 Service blueprint works as guidance to the employees and staffs of any organization
so organizations need to be adopted with it.

 The service blueprint we have prepared for Boomers Café was a standard one, if the
organization use it their cost of providing service would be less than earlier.

 Boomers Café should start using service blueprint.

Conclusion:

Service is the intangible part of a product and very important one. Service marketing is the
toughest one because marker cannot show or visualize the service like tangible goods.
Service marketed always try to show their empathy to customer and try to visualize the
associate tangible element of the service to the customers so that they can understand about
the service they are going to purchase. Service blueprint is the internal structure of any
service organization about how they would provide the service with ministering the cost of
providing service to the customers. This is a proven structure for service organization to be
successful in minimizing cost of providing services.

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References

Boomers Café- About Us (2017), Available from:

http://www.boomers-cafe.com/index.php/about.html [13-09-2017]

Wikipedia- Service blueprint (2017), Available from:

https://en.wikipedia.org/wiki/Service_blueprint [13-09-2017]

Optimus Group (Spring Semester 2017), An Assignment on Service Marketing.

Course Title: Service Marketing, Course Code: EMKT 511, EMBA Program,
Faculty of Business Studies, Jahangirnagar University, Page: 1-3

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