Blue Print and challenges of

service marketing
Dr. Kunal Sinha
Service Blueprinting “Role of Blue-printing- Blueprinting helps in breaking up the service
delivery process in to a series of logical steps. Blueprinting can be used in either designing or
redesigning service product.”

Elements of Blue –Printing

1- Customer Role- This element involves all steps a customer goes through in selecting a
particular service, purchasing it, consuming the service and finally rating it.

2- Onstage and backstage employee actions- On stage employee action may include the
manner in which a waiter takes the order, the way he serve etc. which can be seen by
customer. On the other hand, back stage employee action include those activities performed
by the service personal . Backstage employees are involved in preparing the food for the
customers, arranging them, billing the service.

3- Support Processes- hotel may provide training for its service personal (both onstage and
back stage) on the aspect of service creation and delivery. This service is a support process
Developing A service Blue Print
a) Identifying Process
b) Identification Of customer Segment
c) Mapping the customer’s View
d) Mapping the outstate and backstage employee actions
e) Identification Of Support Activities
f) Adding Physical evidence wherever possible in the service process
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
Benefits of Service Blueprinting

• Provides a platform for innovation.

• Recognizes roles and interdependencies among functions, people, and
organizations.
• Facilitates both strategic and tactical innovations.
• Transfers and stores innovation and service knowledge.
• Designs moments of truth from the customer’s point of view.
• Suggests critical points for measurement and feedback in the service process.
• Clarifies competitive positioning.
• Provides understanding of the ideal customer experience.