BLUE PRINTING.doc

8/20/2019 BLUE PRINTING.doc

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BLU E PRINTIN G

Blue printing is a technique which is used to portray an existing service

situation and provides a useful tool to assess and identify service evidence

opportunities. The process of service delivery, the role of customers and

employees and the visible elements of the service are simultaneously

displayed by the service map.


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Blue Print of a typical Indian Airline company

Such a blue print provides 2 additional features to add to the management

information.

1. provides greater attention to customer interaction

2. !rovides a visual representation of the structure of the service.

"owever, this blueprint is of a typical #ndian airline company which has

many loopholes. #t starts right from reservation, wherein even obtaining of

tic$ets ta$es a lot of time due to manipulation by agents. %ven after

arriving at the airport most of the #ndian airline companies do not direct their

customers properly creating a lot of confusion especially for &rst time 'iers,

and indirectly increases the lead time for service delivery. (t the time of

service delivery in the service factory the customer faces problems tac$ling

nuisance from other customers, poor quality of food etc. To add to this, most

#ndian airline companies do not ta$e feedbac$ from their customers, which is one

of the vital elements of e)ective service mar$eting. (irline companies must

encourage customers to give feedbac$ through verbal and non*verbal

communications.

+erbal may include direct interaction with the on 'ight crew, on

ground employees and call centre representatives who interact with the

t hil i i th d t il b l i l d


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ZON E O F TOLERANC E

The nature of services ma$es consistent delivery dicult across

employees of the same company and even by the same employee from one

day to another. The extent to which customers are willing to accept this

variation is called the one of tolerance. #t can increase or decrease for

individual customers depending on factors such as competition, price or

service attributes.

#n the airline industry, the customer expects a minimum level of

service below which he is dissatis&ed with the service provided by the airline

company. This includes easy availability of tic$ets, quic$ information about

rescheduling of &ghts or any other immediate changes made, clean aircrafts,

hygienic food, safe $eeping of baggage and adequate safety measures 3oxygenmas$s, parachutes4 in case of an emergency.

5any a times a customer desires a particular level of service for

complete satisfaction especially in those cases where he6she pays a high

premium for it. This includes on time service, customied food service,

additional supplementary tangibles such as teddy bears for children, shaving $itsfor men etc., on*board auction 3conducted by (ir Sahara4 to $eep the

customer interested, transport service from the airport to the &nal destination of


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8hen the company fails to stand for its promises made to the customer on

the basis they build expectation, it-s to be said that there is service failure. 8hen

the service failure occurs, there can be again severe rami&cation. :ustomer

is considered to be the bread and butter, hence retaining them is the biggest

challenge, and however service failure acts as an obstacle to it. #n such failures,

14 The customer wants what they were promised.

24 :ustomer wants personal attention

;4 :ustomer wants a decent apology


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'# Outcome fairne$$= * now when the company realies that there is service

failure they should end up compensating, arranging for some alternative mode of

transporting or complies with the customer condition. The outcome should be

ta$en by considering the customer, his needs and the company-s policy.

Complai n (andlin)

"andling complaints is a big challenge for every company today. Before

understanding how to handle, let us see what are the factors, which can

result in customer-s complaints

The ?ish*Bone diagram for the (irline #ndustry

The best airlines cannot have 1@@ 0 security as far as complaints areconcerned. 8hatever the airlines does, the customer who feels that they are

not treated properly are going to complain. #n dealing such situation, it is

important to $now how to di)use them and turn them into positive

experience for all involved. !eople complain because they have received

service below tolerance one. #n airlines generally complaints are regarding weight

penalties, no attention from the front oce, no guidance by the crew member on

the 'ight, 'ight delay, bad quality of food and so on. #f these complaints


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;4 (void admitting any liability at this stage. The ocer ust need to show

concern li$e, #-m sorry for the inconvenience, let me see what # can doC.

Dive attention to the customer, ma$e him feel important.


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BLUE PRINT OF (OPITAL ER*ICE

Exterior of the The waiting room, Assurance Hospitality

Hospital & the cleanliness etc given, & cleanliness The paymentLobby etc. dressing etc dcor of room Hygiene des!.

desl"#$T%E' "ALL$

'E"E(T)*%+

CUSTOMER

SERVICE

A''*AL&

E+-#*'

REGISTERAT-

ION & ADVANCE

PAYMENT

'E/*T'AT*%+0E$1 A+0

('%"E$$

'E/*$TE'AT)*%+ $$TE

2%'AT

GO TO

ASSIGNED

PERSON

0%"T%'

/% T%

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+#'$*+/

$TA22

DIFFERENT

TECHNICAL

DEPARTMENTS

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)+T


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$ervice blueprint from time of chec!)in to chec!)out for a hotel stay.


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