Service Mapping/Blueprinting

A tool for simultaneously depicting the service

process, the points of customer contact, and the
evidence of service from the customers point of
view.
Proces
s
Service Points of
Mappin Contact

g Evidenc
e

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 Application of Service Blueprints

New Service Development

concept development
market testing
Supporting a Zero Defects Culture
managing reliability
identifying empowerment issues
Service Recovery Strategies
identifying service problems
conducting root cause analysis
modifying processes
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 Service Blueprint Components

CUSTOMER ACTIONS

line of interaction

ONSTAGE CONTACT EMPLOYEE ACTIONS

line of visibility

BACKSTAGE CONTACT EMPLOYEE ACTIONS

line of internal interaction

SUPPORT PROCESSES
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 Service Blueprint Components

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 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
Destinati Sort Truck
PROCESS
SUPPORT

Load on
Airplane
on

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

Registration Prepare Registration

System Food System

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 Building a Service Blueprint

Step
Step11 Step
Step22 Step
Step33 Step
Step44 Step
Step55 Step
Step66
Map Map
Mapcontact Add
Identify
Identifythe
the Identify
Identifythe
the Mapthe
the contact Link
Linkcustomer
customer Add
process employee evidence
evidenceofof
process to
process to customer
customeroror processfromfrom employee and contact
and contact
be the actions, service
serviceatat
beblue-
blue- customer
customer the actions, person
person
printed. segment. customers onstage
onstageand activities each
printed. segment. customers and activitiestoto each
point back-stage. customer
pointofofview.
view. back-stage. needed
needed customer
support action
actionstep.
step.
support
functions.
functions.

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 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

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 Service Blueprinting Steps

1. Identify processes

2. Isolate fail points

3. Establish a time frame

4. Analyze profitability 2003. The McGraw-Hill Companies. All Rights Reserved

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 Blueprints Can Be Used By:
Service Marketers Human Resources
creating realistic customer empowering the human
expectations element
service system design job descriptions
promotion
selection criteria
appraisal systems

Operations Management System Technology

rendering the service as
providing necessary tools:
promised
managing fail points system specifications
training systems personal preference
quality control databases

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