Professional Documents
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Ch-8 - Designing Service Processes
Ch-8 - Designing Service Processes
• Advantages of Blueprinting:
o Distinguish between “frontstage” and “backstage”
o Clarify interactions between customers and staff, and support by backstage activities and systems
line of interaction
line of visibility
Support Processes
• Onstage contact employee actions include
• The steps and activities that the contact employee performs that are visible to the
customers.
• Physical evidence of front-stage activities involves what customer can see and use to assess service quality
• Line of visibility distinguishes between what customers experience (front-stage) and activities of employees
and support processes (back-stage)
• Potential fail points are instances where there is a risk of things going wrong, resulting in diminished service
quality
• Service standards and targets should be established for each activity to reflect customer expectations
Develop a blueprint for a
service process
• Key Components of a Service Blueprint:
o Define standards for front-stage activities
o Specify physical evidence
o Identify main customer actions
o Line of interaction (customers
and front-stage personnel)
o Frontstage actions by customer-
contact personnel
o Line of visibility (between front
stage and backstage)
o Backstage actions by customer contact personnel
o Support processes involving other service personnel
o Support processes involving IT
Blueprint for Express Mail Delivery Service
Truck Truck
Packaging Packaging
EVIDENCE
PHYSICAL
Forms Forms
Hand-held Computer Hand-held Computer
Uniform Uniform
CUSTOMER
Line of interaction
Driver
(On Stage)
Line of visibility
(Back Stage)
Customer
Service
Order
Driver & On
& Loads Center Destination Truck
Load on Sort
Airplane
Sort
Packages
Blueprint for Overnight Hotel Stay Service
EVIDENCE
PHYSICAL
Hotel Exterior Cart for Desk Elevators Cart for Room Menu Delivery Food Bill
Parking Bags Registration Hallways Bags Amenities Tray Desk
Papers Room Bath Food Lobby
Lobby Appearance Hotel Exterior
Key Parking
CUSTOMER
Line of Interaction
Greet and
CONTACT PERSON
Line of Visibility
Take
Take Bags Food
to Room Order
Line of Internal Interaction
SUPPORT PROCESS
achieving the
following four Enhanced productivity.
key objectives:
Examining
Addressing
the service Eliminating
bottlenecks Shifting to
blueprint non-value
in the self-service
with key adding steps
process
stakeholders