• A clearly defined service concept includes the

elements ;
1. Basic service package
2. Customer-Employee interaction and
3. The Service Design document
 The Service Design document
• The problem to which the solution is offered in the
form of service

• Reasons for offering a new service

• List of sequential processes and its benefits

• A rationale for the consumer as to why he/she

should have the service.
 Service Blueprint
• It is a technique for the development of a service
concept.

• It portrays the service accurately

• It depicts the service process to different people

involved in service production and consumption

• It provides evidence to the customers on the basis

of which they develop service expectations.
 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
 Service Blueprinting

– Design tool based on the process flow diagram

• Delineate front office from back office operations
• Determine standard or maximum execution times, materials
and the exact process for each step
• Identify potential failure points and generate mitigation plans
to prevent or recover from a failure
 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
 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
• Interactive Part
– customer contact with
– contact personnel
– systems
– physical components
--------------------LINE OF VISIBILITY-------------------------
---
• Support
– Management Support
– Support Functions
– Technological/Knowledge Support
Service Blueprint Components
• The customer actions area encompasses the steps,
choices, activities , and interactions that the
customer performs in the process of
1. Purchasing
2. Consuming
3. Evaluating the service

• E.g. decision to contact a lawyer , phone calls to

the lawyer , face-to-face meetings, receipt of
documents , and receipt of a bill (Legal services)
• Two areas of contact employee actions

• The steps and activities that the contact employee

performs that are visible to the customer are the
onstage/visible contact employee actions

• E.g. the actions of the lawyer that are visible to

the client are the initial interview , intermediate
meetings and final delivery of legal documents
• Those contact employee actions that occur behind
the scenes to support the onstage activities are the
invisible contact employee actions.

• E.g. anything that the lawyer does behind the the

scenes to prepare for meetings or to prepare final
documents , together with phone call the customer
has with the frontline staff
 Support Processes
• It covers the internal services , steps and
interactions that support the contact employees in
delivering the service.

• E.g. legal research by staff, preparation of

documents and secretarial support to set up
meetings.
• Typically , above each point of contact the actual
physical evidence of the service is listed.

• E.g. the physical evidence of face-to-face meeting

with the lawyer would be items such as office
décor, written documents , lawyer’s clothing …
• Looks at the basic systems of your organization ---
- “a process”
• Answers the questions: Who does what, to whom,
how often, and under what conditions?
 Service System Design Tools

Service Blueprint for Espresso and Coffee Shop

Seen by customer

Take Drink Collect Make Drink Deliver Drink

Order Payment

Materials
Fail
Poi (Coffee, flavors,
nt milk, cups, etc.)

Line of Visibility

Prepare Order
Mixes Supplies

Not seen by customer

 Express Mail Delivery Service
Truck Truck
Packaging Packaging
Forms
EVIDENCE
CONTACT PERSON CUSTOME PHYSICAL

Forms
Hand-held Hand-held
Computer Computer
Uniform Uniform

Customer Customer Receive

Calls Gives Package
Package
(Back Stage) (On Stage) R

Driver
Picks Deliver
Up Pkg. Package

Customer
Service
Order

Airport Fly to
Dispatch Unload Load
Driver
Receives Sort Fly to
& On
& Loads Center Destinatio Sort Truck
SUPPORT
PROCESS

Load on
Airplane
n

Sort
Packages
 Overnight Hotel Stay
Bill
EVIDENCE
SUPPORT PROCESS(Back Stage) (On Stage) CUSTOMER PHYSICAL

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

Greet and
Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags

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 the Identify the Map the Map Link Add

process to customer process contact customer evidence
be blue- or from the employee and contact of service
printed. customer customer’s actions, person at each
segment. point of onstage activities to customer
view. and back- needed action
stage. support step.
functions.
 Example of Service Blueprinting

Standard Brush Apply Collect

execution time Buff
shoes polish payment
2 minutes
30 30 45 15
secs secs secs secs
Total acceptable
execution time
Wrong
5 minutes
color wax
Clean Fail
shoes point Materials
Seen by
(e.g., polish, cloth)
customer 45
secs

Line of Not seen by

visibility customer but Select and
necessary to purchase
performance supplies
 Service Blueprinting Steps

1. Identify processes

2. Isolate fail points

3. Establish a time frame

4. Analyze profitability
 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 • System Technology

– rendering the service as – providing necessary tools:
promised • system specifications
• managing fail points • personal preference
• training systems databases
• quality control
 Benefits of Blueprinting
• Clarifies elements of the service.
• Shows the sequence of delivery.
• Separates onstage from backstage
– customer contact from support component.
• Identifies likely fail points.
• Identifies capacity bottlenecks.
• Allows management of the whole rather than the pieces.
 Service Life-Cycle Management
• Deals with changing technology and systems

• Initiating quality leadership

• Process Management
Thank you !