ALIGNING STRATEGY,

SERVICE DESIGN,
AND STANDARDS
ADMN2167 –W’24 – G. Brophey
Is Learning How to Manage a
Service Important?
Figure 1
Services Share of Canadian GDP and Employment, 1961-2017

https://www.international.gc.ca/trade-commerce/economist-economiste/state_of_trade-commerce_international/special_feature-2018-article_special.aspx?lang=eng, accessed Feb10,2023

Process Flow Analysis
Process Flow Analysis – as a decision
making tool it provides info about….

l System capacity
l Bottleneck identification
l Start assessment of capital requirements
l Plan personnel quantity requirements
l Layout personnel tasks
l Identify moments of truth, system weak
spots
l Allows for tradeoff analysis
Mapping services are difficult
because
l Few objective measures - # of pieces
are easy to count, # of ‘good’ service
experiences depends on the counter’s
definition of ‘good’ – few objective
measures
l Service provision happens then it’s gone,
no tangible things to count
l Customers are integral to service not just
new goods owners
Service Mapping/Blueprinting
l A toolfor simultaneously depicting the
service process, the points of customer
contact, and the evidence of service from
the customer’s point of view.
Process

Service Points of Contact

Mapping
Evidence
Using Service Blueprinting

l Service problem troubleshooting

l Laying out process for transparency
l Costing/capacity/resources assessments
l Optimizing customer experience
l Developing brand new services
Service Blueprint Components

PHYSICAL EVIDENCE

CUSTOMER ACTIONS
line of interaction

“ONSTAGE” CONTACT EMPLOYEE ACTIONS

line of visibility

“BACKSTAGE” CONTACT EMPLOYEE ACTIONS

line of internal interaction

SUPPORT PROCESSES
Service Blueprint Components
Express Mail Delivery Service Truck
Truck
Packaging Packaging
Forms Forms
EVIDENCE
CONTACT PERSON CUSTOME PHYSICAL

Hand-held Hand-held
Computer Computer
Uniform Uniform

Customer Customer Receive

Calls Gives Package
Package
(Back Stage) (On Stage) R

Driver
Picks Deliver
Up Pkg. Package

Customer
Service
Order

Airport Fly to
Dispatch Unload Load
Driver
Receives Sort Fly to
& Loads Center & On
Destinatio Sort Truck
SUPPORT

Load on
PROCESS

Airplane
n

Sort
Packages
Overnight Hotel Stay
Bill
EVIDENCE
SUPPORT PROCESS(Back Stage) (On Stage) CUSTOMER PHYSICAL

Desk
Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Lobby
Exterior Bags Registration Hallways Bags Amenities Tray Hotel
Parking Papers Room Bath Food Exterior
Lobby Appearance Parking
Key
Arrive Give Bags Call Check out
Go to Receive Sleep Receive
at to Check in Room Eat and
Room Bags Shower Food
Hotel Bellperson Service Leave
CONTACT PERSON

Greet and
Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags

Take
Take Bags Food
to Room Order

Registration Prepare Registration

System Food System
Example of Service Blueprinting
Standard Brush Apply Collect
execution time Buff
shoes polish payment
2 minutes
30 30 45 15
secs secs secs secs
Total acceptable
execution time
Wrong
5 minutes
color wax
Clean Fail
shoes point Materials
Seen by
(e.g., polish, cloth)
customer 45
secs

Line of Not seen by

visibility customer but Select and
necessary to purchase
performance supplies
Building a Service Blueprint -
Design

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Identify the Identify the Map the Map Link Add

process to customer process contact customer evidence
be blue- or from the employee and contact of service
printed. customer customer’s actions, person at each
segment. point of onstage activities to customer
view. and back- needed action
stage. support step.
functions.
Building a Service Blueprint –
Complete - Redesign

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

Identify Identify Map the Map Link Add Isolate Establish
the the process from contact customer evidence throughput
fail
process customer the employee and of service times and
points.
to be or customer’s actions, contact at each capacities,
blue- customer point of view. onstage person customer Redesign
printed. segment. and back- activities action Analyze
stage. to step. profitability
needed
support
functions.