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service blueprinting in detail with onstage and backstage encounters
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Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 1
Service Design
New Services & Services Blueprinting
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 2
Stages in New Service Development
Idea Generation & Screening Concept Development & TestingBusiness Analysis – Profitability & FeasibilityService Development & TestingMarket TestingCommercializationPost-introduction Evaluation
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 3
Service Design-
Service design consists of four related components-
Service product design
Service facility design
Service operation process design.
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 4
o Service product design- Refers to the design of the physical attributes of the service. Ex- The meals served at the restaurant.
o Service facility design-Refers to the design of the physical layout of the facilities where the service delivered. Ex- A restaurant interior and customer’s perception of the quality of the services like cleanliness, lighting, cleanliness.
o Service operations process design- The activities that are needed to deliver or maintain a service. Ex- steps needed to rent a car- collect license, validate payment option, check availability, obtain customer signature.
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 5
Service Blueprinting
A picture map that visually portrays the service system –
process of delivery role of customers & employees, visible elements of the service
Breaks down a service into logical components & easily definable tasks & steps
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 6
Blueprinting – Key components
Customer Action – Line of External Interaction“Onstage” Contact Employee Action - Line of Visibility“Backstage” Contact Employee Action Line of Internal InteractionSupport Processes
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 7
Service blueprint components-
Customer actions
Line of interaction
Onstage contact
Employee action
Line of visibility
Back stage contact
Employee action
Support processes
Physical evidence
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 8
Blueprint for overnight hotel stay service
Hotel exterior parking
Carts for bags
Desk registration
papers
Lobby key
Elevators
StairsmenuRoom
amenities / bath room
Delivery tray/ food
appearance
Food
Bill desk/ lobby hotel/
exterior parking
Arrive at hotel
Gives bags To attendant
Check in
Greet & take bag
Deliver bags
Deliver food
Receive food
Call room service
Receive bags/ shower/ sleep
Go to room
Process registration
Check out/ leave
Eat
Processcheckout
Registration system
Prepare food
Take bagsto room
Take food order
Registration system
Cu
stom
er
act
ion
s(O
nst
age
)
S
up
por
t
pro
cess
es
Ph
ysic
al
evid
ence
(Bac
k s
tage
)
Con
tact
per
son
Fail points
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 9
Evidence
Point of Contact
ProcessServiceBluepri
nt
Service Blueprinting
A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of the service from the customers point of view.
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 10
Service Blueprinting
Useful at design & redesign stages of service developmentDifferent from other “product” blueprints because here it includes customers & their views of the service process
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 11
Application…..a few
1. Restaurant service2. Hotel Stays Check–in procedures Room services Housekeeping Laundry3. Express Mail delivery
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 12
Steps in Building a Blueprint
1. Identify the service process to be blueprinted
2. Map the service process from the customers point of view
3. Map Contact Employee Actions – Onstage - Line of ExternalLine of External InteractionBackstage – Line of VisibilityLine of Visibility – what customers should see and which employees are in contact with the customers.
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 13
Steps in Building a Blueprint
4. Map Internal Support activities Line of Internal InteractionLine of Internal Interaction –
clarify interfaces across departmental lines, their interdependencies
5. Add Evidence of Service at each Customer Action Step
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 14
Benefits of Blueprinting
Provides a customer orientation overview – employees can relate to –”what I do”in the processIdentifies Fail points- weak links in the chain of service activitiesBasis for identifying costs, revenues, capital investment requiredFacilitates top-down, bottom-up approach to quality improvements.
Service Marketing- Module II
Faculty:J.Rai IIPM School of Management, Orissa 15
Service Blueprinting
1. Define standards for front-stage activities
2. Specify physical evidence
3. Identify principal customer actions
4. ------------line of interaction (customers and front-stage personnel)--------
5. Front-stage actions by customer-contact personnel
6. ------------line of visibility (between front stage and backstage)--------------
7. Backstage actions by customer contact personnel
8. Support processes involving other service personnel
9. Support processes involving IT
