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MUKUL VERMA MBA – IV Sem Marketing Manageme Graphic Era Universit
SERVICE BLUEPRINTI NG
BUILDING SERVICES FROM CUSTOMER’S POIN OF VIEW
WHAT IS WHY IT IS NEEDED SERVICE BLUEPRINTING HOW TO MAKE EXAMPLES OF SERVICE BLUEPRIN ERVICE BLUEPRINT 1 2 3 4 CONTENT AGENDA .
Bu dd he an T e lik Ø SERVICES ok lo uld uld Service BLUEPRINTINGcustomerblueprints are first and foremost ho ho s e s it c The detailing of every process . allowing e se wto visualize the firms t th ns to ha tio service processes.WHAT IS Ø r vi h i ch focused approach. points a customer contact. and s w ic of o w ci f sh pe nform the physicaling e s co nt evidence associated with their services r i ai l t h ep et froml their customers’ perspective.
a ER ly conta STOM ous er CU ne tom in creating and delivering tify all the key activities a ult involved THE cus OM imthe flinkages between these activitie vices and then specify o or s ints lf o FR VIEW to o e p i ce O A StagessOfvServiceFDevelopment er INT gn & Redesign. . Logical Sequences Of Actions &ng th d t Time an i Processes. ’S t n ce of Interaction With Customer depic ct. th ly.BRIEF EXPLANATION OF SERVICE BLUEPRINTING ess Analysis Methodology Proposed By Shostack in 1982 i ce rv e e s he es Time. That Links Service Goals & Customer Expectation. ss imp oce of the PO S r p ce nOver / Undersimplification In Avoiding vi d e e ge.
BASIS OF SERVICES PROCESS ES Custom er SERVICE BLUEPRINTING PO CO IN NT T O AC F T AL E IC C S N HY IDE P V E .
NEED OF SERVICE BLUEPRINTING SERVICE PROVIDED SERVICE EXPECTED SERVICE PROVIDED SERVICE EXPECTED SERVICE PROVIDED SERVICE EXPECTED st Customers Are Unhappy With The Service Promised By Th ompanies > = < .
NEED OF SERVICE BLUEPRINTING Ø Gaps In Understanding The Customers Better Experience Every time In Taking Service To Make Customer More Loyal To Smoothen Process. To Optimize Profits Cut Throat Competition In The Market Suggestive Services To Give A Personal Touch Ø Ø Ø Ø Ø Ø .
rendering the services as promised Ø . Operations and HR within a firm Ø SERVICE BLUEPRINTING Marketing Customer interactions Function .creating customer expectations Ø HR Employee roles Function .NEED OF Blueprints can facilitate the integration of Marketing.empowering human element Operations Operational processes Function .
HOW TO MAKE SERVICE BLUEPRINT Step 1 Identify the process to be blueprinted Step 2 Identify the customer or customer segment Step 3 Map the process from the customer’s point of view Step 4 Map contact employee actions. onstage and back-stage. and technology actions Step 5 Link contact activities to needed support functions Step 6 Add feedback of service at each customer action step .
HOW TO MAKE SERVICE BLUEPRINT .
ACTUAL SERVICE BLUEPRIN .
SOME EXAMPLES OF SERVICE BLUEPRINTING Front Stage Back Stage .
A RESTAURANT .
A LUXURY HOTEL .
WITH MORE OF CUSTOMER ORIENTED APPROACH AND TRY TO MAKE CUSTOMER BETTER TREATED ” . “ SERVICE BLUEPRINTING IS TOOL BY THE COMPANY FOR MAKING BETTER PROFITS AND GOODWILL IN THE COMPETITIVE MARKET.AND IN THE LAST………….
THAT WAS ALL You can find this and other presentations made by me on my webs www.mukulmvr.hpage.com .