Improving service quality using service

blueprinting
 Service blueprints aren’t new tools.
They were originally proposed by Lynn
Shostack in her 1984 Harvard Business
Review article “Designing Services That
Evolution Deliver” and have been evolving since.
Her approach helped codify service
delivery (traditionally viewed as
intangible or ephemeral) as something
that could be documented, measured,
controlled, and systematically improved
upon.
Service blueprints are the primary tool used in
service design
 Service blueprinting for hospitality

Physical evidence

Customer actions

Onstage employee
action
c
Backstage employee
action

Support process
Components of
service
blueprinting :
Support processes: internal /additional activities that support the
employees providing the service
Example: third-party vendors who deliver supplies to a carrier. Service,
equipment or software used, delivery or payment systems
CURRENT-STATE BENEFITS
• Documentation of existing
operational and experience processes
• Identification of service breakdowns
and pain points
• Cross-silo understanding of the
existing service
FUTURE-STATE BENEFITS
• Communication and documentation
of future-state experiences and
operations
• Cross-silo coordination and planning
of touchpoint creation
• Operational prototyping and
development
Thank You!