Service Blueprinting/Mapping

Building Services From the Customer Viewpoint

Dr. Syed Amir Iqbal

 What is a Service Blueprint ?

A method for describing and analyzing a service process

Shows basic interactions in providing a service
 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
Mappin
g Evidence
 Service Blueprinting
Definition…
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 .

A Service Blueprint is an operational tool that describes the

nature and the characteristics of the service interaction in
enough detail to verify, implement, and maintain it.
 Service Blueprinting
Definition…
Service blueprints are first and foremost customer-focused
approach, allowing firms to visualize the service processes,
points of customer contact, and the physical evidence associated
with their services from their customers’ perspective.

The detailing of every process

The Blueprinting shows what the service should look like and
detail the specifications to which it should conform
Brief Explanation Of Service Blueprinting
• Process Analysis Methodology Proposed By Shostack in 1982
• Utilizes Time, Logical Sequences Of Actions & Processes, Time
and Place of Interaction With Customer
• Identify all the key activities involved in creating and delivering
the services and then specify the linkages between these
activities
• Design & Redesign Stages Of Service Development
• Help In Avoiding Over / Undersimplification
• Bridge, That Links Service Goals & Customer Expectation.

Simply, A tool for simultaneously depicting the service process, the points of
customer contact, and the evidence of the service
FROM THE CUSTOMER’S POINT OF VIEW
Basis Of Service Blueprinting

SERVICES
PROCESSES

Customer
PO L
CO INT A
I C CE
NT OF S
Y EN
AC H
P ID
T
EV
 Need Of Service Blueprinting
• Most Customers Are Unhappy With The Service Promised By The
Companies

SERVICE PROVIDED > SERVICE EXPECTED

SERVICE PROVIDED = SERVICE EXPECTED

SERVICE PROVIDED < SERVICE EXPECTED

 Need Of Service Blueprinting
• Gaps In Understanding The Customers
• Better Experience Every time In Taking Service
• To Make Customer More Loyal
• To Smoothen Process, To Optimize Profits
• Cut Throat Competition In The Market
• Suggestive Services
• To Give A Personal Touch
 Need Of Service Blueprinting
Blueprints can facilitate the integration of Marketing, Operations
and HR within a firm
• Marketing
Customer interactions
Function - creating customer expectations
• HR
Employee roles
Function - empowering human element
• Operations
Operational processes
Function - rendering the services as promised
 Benefits
• They help avoid the risk of oversimplification 
• Blueprints lead to completeness , are more
objective and help eliminate bias
• Blueprints help to anticipate service process
through creation of practical system designs
Components of a Service Blueprint
• Basic components of Service Blueprint are:
• Customer actions
• “Onstage” contact employee actions
• “Backstage” contact employee actions
• Support processes
Components of a Service Blueprint
• 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.
• Support processes: covers the internal services, steps and
interactions that take place to support the contact employees
in delivering the service.
Components of a Service Blueprint
• 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
 Purpose
• Provide a human-centered perspective
• Prototype the service
• Visualize all the pieces
• Communicate across silos
• Prioritize projects
 How To Make Service Blueprint

Step
Step11 Step
Step22 Step
Step33 Step
Step44 Step
Step55 Step
Step66
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Identify
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the Identify
Identifythe
the Mapthethe Map Link
Link Add
process to customer process contact
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How To Make Service Blueprint
Actual Service Blueprint
Some Examples Of Service Blueprinting

Front Stage Back Stage

A Restaurant
A Luxury Hotel
Making a Savings Deposit
 `

Arrive Get Token

Get Deposit Challan

Greeted by Security
Clerk

Token Vending
Machine Deposit Challan Slip
Fill Challan & Wait for Submit challan &
Call of Token cash in counter

Teller

Teller calls for token

when counter is free

Token Calling System Banking Software

Give Passbook and Collect Passbook
pass entry Check for entry , Leave
counter

Teller Teller

Printer
 Equity Home Loan

Process 1 : Apply For The Loan

Process 2 : Validating Information

Process 3 : Sanctioning the loan

Process 4 : Disbursement of The Loan

Process 1 : Apply For The Loan , In the Bank

Arrive Get Loan Application Fill the Application

Greeted by Security Teller

Teller to clerk

Availability of
Application
Process 1 : Apply For The Loan , Online

Download Online Fill the application

Application

Web Site
Process 2 : Validating Information

Submit the
Application and
Required Documents
Wait For the Call from the Bank

Manager

Transfer the Call for Interview,

Check Documents, Check with Gurantor
application to the Credibility, Income ,
Processing & Notify Customer
Age & Address proof

Legal authorities &

Other Banks
Process 3 : Sanctioning the loan

Submit Mortgage
Receive Notification
Documents

Manager

Verify the Documents &

Issue Sanction Letter Conduct Inspection
Process 4 : Disbursement of The Loan

Receive Cash

Manager & Cashier

Cashier

Banking Software
 Express Mail Delivery Service
Truck Truck
Packaging Packaging
Forms Forms
Hand-held Hand-held
Computer
CUSTOMER

Computer
Evidence

Uniform
Physical

Uniform
Customer Receive
Customer
Gives Package
Calls
Package
(On Stage)

Driver
CONTACT PERSON

Picks Deliver
Up Pkg. Package
(Back Stage)

Customer
Service
Order

Airport Fly to
Dispatch Unload Load
SUPPORT
PROCESS

Receives Sort Fly to

Driver & On
& Loads Center Destinatio
Load on Sort Truck
Airplane
n

Sort
Packages
 Overnight Hotel Stay
Bill
Desk
Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Lobby
CUSTOMER

Exterior Bags Registration Hallways Bags Amenities Tray Hotel

Evidence
Physical

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
(Back Stage) (On Stage)

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

Support
Process

System Food System

 And In The Last………….

“ Service Blueprinting Is a Tool By The

Company For Making Better Profits And
Goodwill In The Competitive Market, With
More Of Customer Oriented Approach And Try
To Make Customer Better Treated ”