Fairfield Institute of Management and Technology

SERVICE BLUEPRINT WITH CASE STUDY

SERVICE MARKETING
(Sub code :305)

Submitted to: Submitted by:

DR. SUMAN ASIF HUSSAIN

Enroll no: - 00651401717

BBA-G- 5th Sem

Section - D

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 SERVICE BLUEPRINT
WITH CASE STUDY

TABLE OF CONTENTS

Content Page No.

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Title……………………………………………………………………2

Introduction……….………………………………………………….4

Objective………………………………………………………………9

Conclusion…………………………………………………………….10

Bibliography…………………………………………………………..11

INTRODUCTION

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 WHAT IS SERVICE?
Services are the non-physical, intangible parts of our economy, as opposed to goods, which
we can touch or handle. Services, such as banking, education, medical treatment, and
transportation make up the majority of the economies of the rich nations.

EXAMPLES OF SERVICE;

 Education

 Consulting

 Transportation

 Events

 Entertainment

 Media

 Infrastructure etc.

WHAT IS BLUEPRINT?
a process of photographic printing, used chiefly in copying architectural and mechanical
drawings, which produces a white line on a blue background. a print made by this process. a
detailed outline or plan of action success a blueprint for.

WHAT IS SERVICE BLUEPRINT?

A service blueprint is a diagram that displays the entire process of service delivery, by listing
all the activities that happen at each stage, performed by the different roles involved. The
service blueprint is built by first listing all the actors involved in the service process on a
vertical axis, and all the steps required to deliver the service on the horizontal axis. The
resulting matrix allows to represent the flow of actions that each role needs to perform along
the process, highlighting the actions that the user can see (above the line of visibility) and the
ones that happen in the back-office (below the line of visibility). Roles can be performed by
human beings or other types of entities (organizations, departments, artificial intelligences,
machines, etc.)

“A service blueprint is an operational tool that describes the nature and the characteristics of
the service interaction in enough detail to verify, implement, and maintain it”.

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Benefits of Service Blueprinting

Service blueprints give an organization a comprehensive understanding of its service and the
underlying resources and processes — seen and unseen to the user — that make it possible.
Focusing on this larger understanding (alongside more typical usability aspects and
individual touchpoint design) provides strategic benefits for the business.

Blueprints are treasure maps that help businesses discover weaknesses. Poor user experiences
are often due to an internal organizational shortcoming — a weak link in the ecosystem.
While we can quickly understand what may be wrong in a user interface (bad design or a
broken button), determining the root cause of a systemic issue (such as corrupted data or long
wait times) is much more difficult. Blueprinting exposes the big picture and offers a map of
dependencies, thus allowing a business to discover a weak leak at its roots.

In this same way, blueprints help identify opportunities for optimization. The visualization of
relationships in blueprints uncovers potential improvements and ways to eliminate
redundancy. For example, information gathered early on in the customer’s journey could
possibly be repurposed later on backstage. This approach has three positive effects: (1)
customers are delighted when they are recognized the second time — the service feels
personal and they save time and effort; (2) employee time and effort are not wasted
regathering information; (3) no risk of inconsistent data when the same question isn’t asked
twice.

Key Elements of a Service Blueprint:

 Customer actions
Steps, choices, activities, and interactions that customer performs while interacting
with a service to reach a particular goal. Customer actions are derived from research
or a customer-journey map.
 Frontstage actions

Actions that occur directly in view of the customer. These actions can be human-to-human or
human-to-computer actions. Human-to-human actions are the steps and activities that the
contact employee (the person who interacts with the customer) performs. Human-to-

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computer actions are carried out when the customer interacts with self-service technology
(for example, a mobile app or an ATM).

 Backstage actions
Steps and activities that occur behind the scenes to support onstage happenings. These
actions could be performed by a backstage employee (e.g., a cook in the kitchen) or
by a frontstage employee who does something not visible to the customer (e.g., a
waiter entering an order into the kitchen display system).

UBER CASE STUDY

Example of Uber as a service. Imagine Uber with its multiple range of employees: drivers,
designers, marketers, customer support staff, project managers, developers, accountants, and
more. Service design would focus on how Uber operates and fulfills the service it guarantees
— from sourcing new drivers and tech staff to onboarding the staff, to communicating new
ride bookings to customers and drivers, to ensure the driver reaches the location and starts the
trip on time, and also ensure the customer reaches safely and on-time, followed by collecting
payments from its customers to rolling out payments for its staff. Service design would not
constitute only the mobile app experience of Uber, but also the multiple interactions and
processes that Uber supports as an organization to deliver the promised experience.

We at Watr use service design tools to bridge organizational and experiential gaps by:

Helping organizations identify and manage frictions in their experience design

Helping organizations calculate time and resources for service delivery

Helping organizations uncover frictions in their business model

Drive challenging conversations around processes, policies, and management

Review service actors understanding when there are multiple departments in an organisation
participating in delivering a service

Review for redundancy of processes and reduce wastage of efforts and resources

Helping organizations transition from a high touchpoint service to low touch through design,
for cost-effectiveness and lower audience volume

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Helping organizations establish relationships between internal service requirements, such as
backstage actors, their roles, processes, and workflows.

Step by Step process for creating service blueprints

Step 1: Identify the scenario to expand upon

It is essential to focus on one scenario before expanding on its interactions and processes. In
the above service blueprint for Uber, we have chosen to look at the scenario of booking a
cab/ride, boarding the ride, completing the ride and making payment.

Step 2: Identify all the frontstage actors involved in delivering the service and recognize their
actions, responses, and experiences.

The physical evidence and customer action rows represent the interactions and experiences
exchanged between the customer/user and the service provider through the mobile
application of Uber.

Step 3: Outline and link all background and backstage activities and processes

Includes all the backstage processes which the customer/user does not perceive but are
crucial for the service to be delivered — Identification of the location of the passenger,
displaying waiting time, and processing payment.

Step 4: Indicate Critical Moments

Add the critical moments for the user and the service provider such as excessive waiting time,
user safety during trip, payment handling.

Step 5: Include Measurements

Include key KPIs for Uber which are used to measure its drivers on customer satisfaction and
other customer-related measures such as Overall rating, surge rating, non-surge rating,
acceptance rate, cancellation rate, fare reviews per trip, total 1-star ratings, total 5-star ratings.

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OBJECTIVE

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 To develop further understanding of the theories and concepts cover in the course,
 To develop a practice of learning new aspects of the subjects and develops a habit of
research related to the subject.

CONCLUSION
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After making this assignment all the concepts related to this topic is now cleared and
provides entro-knowledge regarding this topic.

BIBLIOGRAPHY
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Web site :

www.nngroup.com

www.medium.com

www.wikipedia.com

Search Engine:

www.google.com

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