SERVICE BLUEPRINTING

What is a Service Blueprint?

A map that portrays the service system so that the different people involved in providing it can understand and deal with it objectively.

Service Blueprinting
A Technique for simultaneously depicting the service process, the points of customer contact and the evidence of service from the customers Point of View
Process

Service Blueprint

Points of Contacts

Evidence

Step 1 Identify the Process

Step 2 Identify the Customer Segment

Step 3 Map the Process from Customers point of view

Step 4 Map Contact Employees actions

Step 5 Link Contact Activities to Support Functions

Step 6 Add Evidence of Service

Service Blueprint Components

Physical Evidence Customer Action Line of Interaction Employee Action (Visible) Line of Visibility Employee Action (Invisible) Line of Internal Interaction Support Processes

Blueprint consists of
Line of interaction: line between the customer and the organization and the direct interactions that take place across it; Line of visibility: . line that separates that are visible activity to the customer from those that are not visible. Line of internal interaction: line that separates the contact employee activities from those of other service support Activities and people

More examples of Blueprinting Courier service

Truck Packaging Forms Hand-held Computer Uniform
Customer Calls Customer Gives Package

CUSTOMER

Truck Packaging Forms Hand-held Computer Uniform

Receive Package

CONTACT PERSON

(On Stage)

PHYSICAL EVIDENCE

Driver Picks Up Pkg.

Deliver Package

(Back Stage)

Customer Service Order

SUPPORT PROCESS

Dispatch Driver

Airport Receives & Loads

Fly to Sort Center Load on Airplane Sort Packages

Fly to Destination

Unload & Sort

Load On
Truck

More examples of Blueprinting Hotel night stay

PHYSICAL EVIDENCE

Hotel Exterior Parking

Cart for Bags

CUSTOMER ACTIONS

Desk Elevators Cart for Registration Hallways Bags Papers Room Lobby Key
Go to Room

Room Menu Amenities Bath

Delivery Food Tray Food Appearance

Bill Desk Lobby Hotel Exterior Parking

Check out and Leave

Arrive at Hotel

Give Bags Check in to Bellperson

Receive Bags

Sleep Shower

Call Room Service

Receive Food

Eat

CONTACT PERSON (Back Stage) (On Stage)

Greet and Process Take Registration Bags

Deliver Bags

Deliver Food

Process Check Out

Take Bags to Room

Take Food Order

SUPPORT PROCESS

Registration System

Prepare Food

Registration System

Blue printing & Failsafing in a shoe shine operation

Flow chart a shoe shine operation Estimate time per operation Use 4 to 6 operations Use only boxes for now
Spot where problems could go wrong What would you do?

Why?

Act 1

Standard execution time 2 minutes

Shoes are given for shining

Act 2

Standard execution time 2 minutes

Brush shoes 30 secs

Act 3

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Act 4

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs

Act 5

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs

Collect payment 15 secs

However, what is the problem here?

Act 6
Standard execution time 2 minutes

: Fail point
Brush shoes Apply polish 30 secs Buff 45 secs Collect payment 15 secs

30 secs

Using wrong wax

Fail safing

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs Wrong color wax

Collect payment 15 secs

Clean shoes

Fail point

45 secs

Total acceptable execution time 5 minutes

Applying Poka Yoke

Standard execution time 2 minutes Total acceptable execution time 5 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs Wrong color wax

Collect payment 15 secs

Seen by customer
Line of visibility Not seen by customer but necessary to performance

Clean shoes

Fail point

45 secs

Materials (e.g. transparent wax

Select and purchase supplies

3Ts & Failsafing

Types of error which may occur are
Task errors

Treatment Errors

Tangibles Errors

Fail safing is a total quality management tool to prevent fail points from becoming defects in the end product.

Task Errors Work incorrectly Work that is not requested Work in wrong order Work slow Tangible errors Untidy facilities Task errors Unclean personnel Too much of noise, odors, light temperature Not listening to Treatment Tangibles Display of wrong customers Errors Errors information or incorrect Not react presentation appropriately to customers

Treatment Errors Not Acknowledging the customers

Poka yoke
A poka-yoke is any mechanism in a lean manufacturing

process that helps an equipment operator avoid mistakes (poka). Its purpose is to eliminate product defects by preventing, correcting, or drawing attention to human errors as they occur.The concept was formalised, and the term adopted, by Shigeo Shingo as part of the Toyota Production System. It was originally described as baka- yoke which meant 'idiot proofing' the name was changed to the milder poka-yoke.
Wikipedia

Failsafing task errors

Mcdonaldization:

Keeping a limited menu

Time of delivery across globe 1 minute Cooked food is not more than 10 minutes old Supplying identical burgers to all its franchisee Fed ex: Global tracking system Night delivery to avoid delays in flights

Blueprinting and Failsafing helps to redesign which includes

Eliminating non value adding Acts Shifting to self service Delivering direct service Bundling services Redesigning the physical aspects of service processes

Failsafing Tangible errors

Failsafing tangible errors

Redesigning

Reducing or eliminating non value added acts :

Magazines in air flights Shifting to self service: Amazon.com, bazee.com, introducing LMS Delivering direct service applications of videoconferencing technologies Bundling services eg broadband services Redesigning the physical aspects of service processes : using green technologies in services like the green games

Assignment fo tomorrow

Activity 1: Accessing LMS for update on reading material Activity 2: Lunching at the canteen Ordering Dosa in the canteen Activity 3: Issuing a library book Activity 4: Ordering a bouquet for a friend Activity 5: Getting a photocopy from the stationery shop

Blue printing & Failsafing in a shoe shine operation

Flow chart a shoe shine operation Estimate time per operation Use 4 to 6 operations Use only boxes for now
Spot where problems could go wrong What would you do?

Why?

Act 1

Standard execution time 2 minutes

Shoes are given for shining

Act 2

Standard execution time 2 minutes

Brush shoes 30 secs

Act 3

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Act 4

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs

Act 5

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs

Collect payment 15 secs

However, what is the problem here?

Act 6
Standard execution time 2 minutes

: Fail point
Brush shoes Apply polish 30 secs Buff 45 secs Collect payment 15 secs

30 secs

Using wrong wax

Fail safing

Standard execution time 2 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs Wrong color wax

Collect payment 15 secs

Clean shoes

Fail point

45 secs

Total acceptable execution time 5 minutes

Applying Poka Yoke

Standard execution time 2 minutes Total acceptable execution time 5 minutes

Brush shoes 30 secs

Apply polish 30 secs

Buff 45 secs Wrong color wax

Collect payment 15 secs

Seen by customer
Line of visibility Not seen by customer but necessary to performance

Clean shoes

Fail point

45 secs

Materials (e.g. transparent wax

Select and purchase supplies

3Ts & Failsafing

Types of error which may occur are
Task errors

Treatment Errors

Tangibles Errors

Fail safing is a total quality management tool to prevent fail points from becoming defects in the end product.

Task Errors Work incorrectly Work that is not requested Work in wrong order Work slow Tangible errors Untidy facilities Task errors Unclean personnel Too much of noise, odors, light temperature Not listening to Treatment Tangibles Display of wrong customers Errors Errors information or incorrect Not react presentation appropriately to customers

Treatment Errors Not Acknowledging the customers

Poka yoke
A poka-yoke is any mechanism in a lean manufacturing

process that helps an equipment operator avoid mistakes (poka). Its purpose is to eliminate product defects by preventing, correcting, or drawing attention to human errors as they occur.The concept was formalised, and the term adopted, by Shigeo Shingo as part of the Toyota Production System. It was originally described as baka- yoke which meant 'idiot proofing' the name was changed to the milder poka-yoke.
Wikipedia

Failsafing treatment errors

Failsafing task errors

Mcdonaldization:

Keeping a limited menu

Time of delivery across globe 1 minute Cooked food is not more than 10 minutes old Supplying identical burgers to all its franchisee Fed ex: Global tracking system Night delivery to avoid delays in flights

Blueprinting and Failsafing helps to redesign which includes

Eliminating non value adding Acts Shifting to self service Delivering direct service Bundling services Redesigning the physical aspects of service processes

Failsafing Tangible errors

Failsafing tangible errors

Redesigning

Reducing or eliminating non value added acts :

Magazines in air flights Shifting to self service: Amazon.com, bazee.com, introducing LMS Delivering direct service applications of videoconferencing technologies Bundling services eg broadband services Redesigning the physical aspects of service processes : using green technologies in services like the green games