Latest Service Blueprinting

18
SERVICE BLUEPRINTING PRESENTED BY, ARPAN KAKKAR KOMAL JAIN

Transcript of Latest Service Blueprinting

Page 1: Latest Service Blueprinting

SERVICE BLUEPRINTING

PRESENTED BY, ARPAN KAKKAR

KOMAL JAIN

Page 2: Latest Service Blueprinting

SERVICE PROCESS FLOW

• method and sequence in which service operating systems work, how they link together to create the service experiences and outcomes that customers will value.

Page 3: Latest Service Blueprinting

SERVICE BLUEPRINT

A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of the service from the customers point of view.

Evidence

Point of contact

ProcessService

Blueprint

Service Blueprinting

Page 4: Latest Service Blueprinting

SERVICE BLUEPRINTING• Depict Service process• Customer Contact Points• Evidence of service from the Customer’s

point of view• Design supplementary services

Page 5: Latest Service Blueprinting

Service Blueprinting

• Useful at design & redesign stages of service development

• Different from other “product” blueprints because here it includes customers & their views of the service process

5

Page 6: Latest Service Blueprinting

Step 1

Identify the process to be blue-printed

Step 1

Identify the process to be blue-printed

Step 2

Identify the customer or customer segment

Step 2

Identify the customer or customer segment

Step 3

Map the process from the customer’s point of view

Step 3

Map the process from the customer’s point of view

Step 4

Map contact employee actions, onstage and back-stage, and/or technology actions

Step 4

Map contact employee actions, onstage and back-stage, and/or technology actions

Step 5

Link contact activities to needed support functions

Step 5

Link contact activities to needed support functions

Step 6

Add feedback of service at each customer action step

Step 6

Add feedback of service at each customer action step

BUILDING A SERVICE BLUEPRINT

Page 7: Latest Service Blueprinting

STEPS IN SERVICE BLUEPRINTING

• Identification of service to blueprinted: Purpose and goals identified for inside and outside customers

• Service blueprinted from customers point of view: Customers steps in purchase, consumption and delivery to be mapped /eliminate unnecessary activities

• Identification of employee actions: Identify Both onstage and backstage actions/linkages between customers and contact personnel and between employee

• Identification of support activities: Support activities also to be identified and blueprinted

• Giving physical evidence to each customer action step: Customer needs to undergo experience; hence to reduce perceived risk will decide based upon the tangibility of physical evidence

• Identification of employee actions: Identify Both onstage and backstage actions/linkages between customers and contact personnel and between employees

Page 8: Latest Service Blueprinting

Service Blueprinting Components

Page 9: Latest Service Blueprinting

Components……..

• Line of External Interaction: Line above which all customer interactions take place e.g.

Interactive Marketing

• Line of Visibility: Area up to which the customer knows of organizational

processes.Influenced by visible interactions

• Line of Internal Interaction: Not Visible; helps in effective service delivery; Customer

is ignorant

Page 10: Latest Service Blueprinting

Components……….• Contact Employee Actions:

» Onstage contact employee action between the lines of interaction and visibility

» Backstage contact Employee actions taking place between lines of visibility and internal interaction

• Support Processes:» Support contact employees in service

delivery» Occur behind the line of internal interaction

Page 11: Latest Service Blueprinting

Express mail delivery system

DriverPicks Up Package

DispatchDriver

AirportReceives& Loads

SortPackages

Load onAirplane

Fly toDestination

Unload&

Sort

LoadOn

Truck

SU

PP

OR

T P

RO

CES

SC

ON

TA

CT P

ER

SO

N(B

ack

Sta

ge)

(On

Sta

ge)

CU

STO

MER

CustomerCalls

CustomerGives

Package

TruckPackagingFormsHand-held ComputerUniform

ReceivePackage

DeliverPackage

CustomerServiceOrder

Fly toSort

Center

Line of interaction

Line of visibility

Line of internal interaction

Page 12: Latest Service Blueprinting

Luxury Hotel- Blueprint

Page 13: Latest Service Blueprinting

Service Maps

Service

structure

Front LineEmployees

Customer

Support staff

Management services

Line of Interaction

Line of Visibility

Line of Internal Interaction

Front stage

Back stage

Page 14: Latest Service Blueprinting

Benefits of Blueprinting

• Provides a customer orientation overview – employees can relate to –”what I do”in the process

• Identifies Fail points- weak links in the chain of service activities

• Basis for identifying costs, revenues, capital investment required

• Facilitates top-down, bottom-up approach to quality improvements.

Page 15: Latest Service Blueprinting

•Eliminate non value added steps•Shift to self service•Deliver direct service•Bundle services•Redesign physical aspects of the service

SERVICE PROCESS REDESIGN

Page 16: Latest Service Blueprinting

APPLICATION OF SERVICE BLUEPRINTING

1. Service failures and fail staffing• identifying service problems- Server Error Vs Customer Error• conducting root cause analysis• modifying processes

2. Ensuring Safety3. Helps identify complexity and divergence

and address service positioning4. Stimulating creativity

• Service ideas and innovations

Page 17: Latest Service Blueprinting

Blueprinting can be used by-• Service Marketers

– creating realistic customer expectations:

• service system design• promotion

• Operations Management– rendering the service as

promised:• managing fail points• training systems• quality control

• Human Resources Management– empowering the human

element:• job descriptions• selection criteria• appraisal systems

• System Technology– providing necessary tools:

• system specifications• personal preference

databases

Page 18: Latest Service Blueprinting