Service Blueprint

Service 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 customers point of view.

Service
Mappin
g

Proces
s
Points of
Contact
Evidenc
e

Blueprint components
Basic components of Service Blueprint are:
Customer actions
Onstage contact employee actions
Backstage contact employee actions
Support processes

Blueprint components
Customer 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 components
Support processes: covers the internal

services, steps and interactions that take

place to support the contact employees in
delivering the service.

CUSTOMER ACTIONS
line of interaction
ONSTAGE CONTACT EMPLOYEE ACTIONS
line of visibility
BACKSTAGE CONTACT EMPLOYEE ACTIONS
line of internal interaction

SUPPORT PROCESSES

Service Blueprint
Components
Line 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

CUSTOM PHYSICAL
CONTACT
EVIDENCE
PERSON
(Back
Stage) (On Stage)ER
SUPPORT
PROCESS

Truck
Packaging
Forms
Hand-held
Computer
Uniform

Truck
Packaging
Forms
Hand-held
Computer
Uniform
Customer
Calls

Customer
Gives
Package

Receive
Package

Driver
Picks
Up Pkg.

Deliver
Package

Customer
Service
Order

Dispatch
Driver

Airport
Receives
& Loads

Fly to
Sort
Center
Load on
Airplane
Sort
Packages

Fly to
Destinati
on

Unload
&
Sort

Load
On
Truck

CONTACT PERSON
SUPPORT PROCESS(Back Stage)(On Stage) CUSTOMER PHYSICAL
EVIDENCE

Hotel
Exterior
Parking

Arrive
at
Hotel

Cart for Desk

Elevators Cart for
Bags Registration
Hallways Bags
Papers
Room
Lobby
Key
Give Bags
Check in
to
Bellperson

Go to
Room

Greet and
Process
Take
Registration
Bags

Receive
Bags

Room
Menu
Amenities
Bath

Sleep
Shower

Call
Room
Service

Deliver
Bags

Take Bags
to Room

Registration
System

Delivery
Food
Tray
Food
Appearance
Receive
Food

Deliver
Food

Eat

Bill
Desk
Lobby
Hotel
Exterior
Parking
Check out
and
Leave

Process
Check Out

Take
Food
Order

Prepare
Food

Registration
System

Building a Service Blueprint

Step
Step11

Step
Step22

Step
Step33

Step
Step44

Step
Step55

Step
Step66

Identify
Identifythe
the
process
to
process to
be
beblueblueprinted.
printed.

Identify
Identifythe
the
customer
customeroror
customer
customer
segment.
segment.

Map
Mapthe
the
process
processfrom
from
the
the
customers
customers
point
pointofofview.
view.

Map
Mapcontact
contact
employee
employee
actions,
actions,
onstage
onstageand
and
back-stage.
back-stage.

Link
Linkcustomer
customer
and
contact
and contact
person
person
activities
activitiestoto
needed
needed
support
support
functions.
functions.

Add
Add
evidence
evidenceofof
service
serviceatat
each
each
customer
customer
action
actionstep.
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:

Human Resources
Service Marketers
empowering the human
creating realistic
element
customer expectations
service system design
promotion

job descriptions
selection criteria
appraisal systems

Operations Management
rendering the service as
System Technology
promised
managing fail points
training systems
quality control

providing necessary tools:

system specifications
personal preference databases