Scribd Logo
Upload

Welcome to Scribd!

  • Blueprint Service

    Uploaded by

    Soul Akshat
    76 views12 pages
    The document discusses service blueprints, which are diagrams that map customer actions, onstage employee actions, backstage employee actions, and support processes to provide a visual representation of a service from the customer's perspective. Service blueprints can be used at the design stage of service development to break the service into components and depict the steps. They include the customer's line of interaction with the service, the line of visibility separating visible and invisible actions, and the line of internal interaction separating customer-facing and backstage actions. The key components of a service blueprint are then defined.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document discusses service blueprints, which are diagrams that map customer actions, onstage employee actions, backstage employee actions, and support processes to provide a visual representation of a service from the customer's perspective. Service blueprints can be used at the design stage of service development to break the service into components and depict the steps. They include the customer's line of interaction with the service, the line of visibility separating visible and invisible actions, and the line of internal interaction separating customer-facing and backstage actions. The key components of a service blueprint are then defined.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    76 views12 pages

    Blueprint Service

    Uploaded by

    Soul Akshat
    The document discusses service blueprints, which are diagrams that map customer actions, onstage employee actions, backstage employee actions, and support processes to provide a visual representation of a service from the customer's perspective. Service blueprints can be used at the design stage of service development to break the service into components and depict the steps. They include the customer's line of interaction with the service, the line of visibility separating visible and invisible actions, and the line of internal interaction separating customer-facing and backstage actions. The key components of a service blueprint are then defined.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    Service Blueprint

    Service blueprint is a picture or map that accurately


    portrays the service system so that different people
    involved in providing it can understand and deal
    with it objectively regardless of their individual point
    of view .
    Particularly useful at design and redesign stages
    of service development.
    It provides a way to break the service into logical
    components and to depict the steps or tasks in the
    processes, the means by which they are executed
    and evidence of the service as consumer
    experiences it.
    Service
    Mapping/Blueprinting
    A tool for 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
    Blueprint components
    Basic components of Service Blueprint
    are:
    Customer actions
    “Onstage” contact employee actions
    “Backstage” contact employee actions
    Support processes
    Blueprint components
    Customer actions: it includes steps, choices,
    activities and interactions that customer performs in
    the process of purchasing, consuming and evaluating
    the service
    Onstage employee actions: steps and activities
    that the contact employees performs that are visible
    to the customer.
    Backstage employee actions: steps and
    activities that occur behind the scene to support
    onstage activities.
    Blueprint components
    Support processes: covers the internal services,
    steps and interactions that take place to support the
    contact employees in delivering the service.
    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
    Service Blueprint Components
    Line of interaction: direct interactions b/w the
    customer and organization.
    Line of visibility: this line separates all service
    activities that are visible to the customers from
    those that are not visible.
    Line of internal interaction: separates contact
    employees activities from those of other service
    support activities and people.
    Physical evidence
    Overnight Hotel Stay
    Bill
    EVIDENCE
    CUSTOMER PHYSICAL

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

    Greet and
    Process Deliver Deliver Process
    Take
    Registration Bags Food Check Out
    Bags
    SUPPORT PROCESS (Back Stage)

    Take
    Take Bags Food
    to Room Order

    Registration Prepare Registration


    System Food System
    Building a Service Blueprint

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

    Identify Identify Map the Map Link Add


    the the process contact customer evidence
    process to customer from the employee and contact of service
    be blue- or customer’s actions, person at each
    printed. customer point of onstage activities to customer
    segment. view. and back- needed action
    stage. support step.
    functions.
    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
    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
     rendering the service as
    System Technology
    promised
     providing necessary tools:
     managing fail points
     training systems  system specifications
     quality control  personal preference databases

    You might also like