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Latest Service Blueprinting
Latest Service Blueprinting
PRESENTED BY,
ARPAN KAKKAR
KOMAL JAIN
SERVICE BLUEPRINT
Service
Bluepri
nt
Process
Point of contact
Evidence
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 Blueprinting
SERVICE BLUEPRINTING
Depict Service process
Customer Contact Points
Evidence of service from the Customers
point of view
Design supplementary services
Service Blueprinting
Useful at design & redesign stages of
service development
Different from other product blueprints
because here it includes customers & their
views of the service process
BUILDING A SERVICE
BLUEPRINT
Step
Step11
Step
Step22
Step
Step33
Step
Step44
Step
Step55
Step
Step66
Identify
Identify
the
theprocess
process
to
be
to beblueblueprinted
printed
Identify
Identify
the
the
customer
customer
or
or
customer
customer
segment
segment
Map
Mapthe
the
process
process
from
fromthe
the
customers
customers
point
pointof
of
view
view
Map
Mapcontact
contact
employee
employee
actions,
actions,
onstage
onstageand
and
back-stage,
back-stage,
and/or
and/or
technology
technology
actions
actions
Link
Linkcontact
contact
activities
activitiesto
to
needed
needed
support
support
functions
functions
Add
Add
feedback
feedbackof
of
service
at
service at
each
each
customer
customer
action
actionstep
step
STEPS IN SERVICE
BLUEPRINTING
Components..
Line of External Interaction:
Line above which all customer interactions take place e.g.
Interactive Marketing
Line of Visibility:
Area up to which the customer knows of organizational
processes.Influenced by visible interactions
Components.
Contact Employee Actions:
Onstage contact employee action between
the lines of interaction and visibility
Backstage contact Employee actions
taking place between lines of visibility and
internal interaction
Support Processes:
Support contact employees in service
delivery
Occur behind the line of internal interaction
CONTACT PERSON
(On Stage)
(Back Stage)
CUSTOMER
Truck
Packaging
Forms
Hand-held Computer
Uniform
Customer
Calls
Customer
Gives
Package
Receive
Package
Line of interaction
Driver
Picks Up
Package
Deliver
Package
Line of visibility
Customer
Service
Order
SUPPORT PROCESS
Airport
Receives
& Loads
Fly to
Sort
Center
Fly to
Destination
Load on
Airplane
Sort
Packages
Unload
&
Sort
Load
On
Truck
Service Maps
Customer
Front
stage
Front Line
Employees
Service
structure
Line of Visibility
Line of Internal
Interaction
Support staff
Back
stage
Management services
Line of Interaction
Benefits of Blueprinting
Provides a customer orientation overview
employees can relate to what I doin the process
Identifies Fail points- weak links in the chain of
service activities
Basis for identifying costs, revenues, capital
investment required
Facilitates top-down, bottom-up approach to
quality improvements.
APPLICATION OF SERVICE
BLUEPRINTING
1. Service failures and fail staffing
2. Ensuring Safety
3. Helps identify complexity and divergence and
address service positioning
4. Stimulating creativity
Operations
Management
rendering the service as
promised:
managing fail points
training systems
quality control
Human Resources
Management
empowering the human
element:
job descriptions
selection criteria
appraisal systems
System Technology
providing necessary tools:
system specifications
personal preference
databases