Service Blueprint

G GOPINATHASST PROF - MECH

BA 7052 SERVICE OPERATIONS MANAGEMENT

Service BlueprintService 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.

ServiceMapping

ProcessPoints of ContactEvidence

Blueprint componentsBasic components of Service Blueprint are:Customer actions“Onstage” contact employee actions“Backstage” contact employee actionsSupport processes

Blueprint componentsCustomer 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 componentsSupport processes: covers the internal

services, steps and interactions that take place to support the contact employees in delivering the service.

Service Blueprint ComponentsCUSTOMER ACTIONS

line of interaction

“ONSTAGE” CONTACT EMPLOYEE ACTIONS

line of visibility

“BACKSTAGE” CONTACT EMPLOYEE ACTIONS

line of internal interaction

SUPPORT PROCESSES

Service Blueprint ComponentsLine 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

DriverPicksUp Pkg.

DispatchDriver

AirportReceives& Loads

SortPackages

Load onAirplane

Fly toDestinati

on

Unload&

Sort

LoadOn

Truck

Express Mail Delivery ServiceSU

PPO

RT

PRO

CESS

CON

TACT

PE

RSO

N(B

ack

Stag

e)(O

n St

age)

CUST

OM

ERPH

YSIC

ALEV

IDEN

CE

CustomerCalls

CustomerGives

Package

TruckPackagingFormsHand-held ComputerUniform

ReceivePackage

TruckPackagingFormsHand-held ComputerUniform

DeliverPackage

CustomerServiceOrder

Fly toSort

Center

Overnight Hotel StaySU

PPOR

T PR

OCES

SCO

NTAC

T PE

RSON

(Bac

k St

age)

(On

Stag

e)CU

STOM

ER

HotelExteriorParking

Cart for Bags

DeskRegistrationPapersLobbyKey

ElevatorsHallwaysRoom

Cart for Bags

RoomAmenitiesBath

Menu DeliveryTrayFoodAppearance

FoodBillDeskLobbyHotelExteriorParking

Arriveat

Hotel

Give Bagsto

BellpersonCheck in Go to

RoomReceive

BagsSleep

Shower

CallRoom

Service

ReceiveFood

EatCheck out

andLeave

Greet andTakeBags

ProcessRegistration

DeliverBags

DeliverFood

ProcessCheck Out

Take Bagsto Room

TakeFoodOrder

RegistrationSystem

PrepareFood

RegistrationSystem

PHYS

ICAL

EVID

ENCE

Building a Service Blueprint

Step 1

Identify the process to be blue-printed.

Step 2

Identify the customer or customer segment.

Step 3

Map the process from the customer’s point of view.

Step 4

Map contact employee actions, onstage and back-stage.

Step 5

Link customerand contact person activities to needed support functions.

Step 6

Add evidence of service at each customer action step.

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 creating realistic

customer expectations service system design promotion

Operations Management rendering the service as

promised managing fail points training systems quality control

Human Resources empowering the human

element job descriptions selection criteria appraisal systems

System Technology providing necessary tools:

system specifications personal preference databases