Phonak Service Blueprint Slides 20111021

Service Blueprinting:Designing Service from the Customer’s Point of View

PhonakPractice Development ConferenceOctober 2011

Dwayne D. [email protected]

Copyright CSL/Bitner 2010Copyright ASU Center for Services Leadership

Outline

Learning the Service Blueprinting Tool The nature of services What is service blueprinting? Steps in designing a service blueprint Sample blueprints Application exercise

Copyright ASU Center for Services Leadership 2

3Copyright ASU Center for Services Leadership

Company

CustomersProviders

Source: Adapted from Bitner (1995), Kotler (1994), Gronroos (1990).

The Strategic Service Triangle

Technology

“MakingPromises”

“EnablingPromises”

“Keeping Promises”

4

Services Are . . .

Processes

Performances

Experiential

Intangible

Difficult to describe in specific, concrete terms

Unlike manufactured products in significant ways


Easy or Difficult to Describe?



8

Risks of Relying on Words Alone


Service Blueprinting

Offers an approach and technique that helps address the challenges of delivering the intangible

Provides a focal point that can facilitate common understanding of “what we offer the marketplace”


Service BlueprintingA technique for simultaneously depicting:

the service process,

the points of customer contact,

and the evidence of service

from the customer’s point of view.

Process

Points of Contact

Physical Evidence

ServicesBlueprinting


Service Blueprint Components

CUSTOMER ACTIONS

“ONSTAGE” CONTACT EMPLOYEE ACTIONS

“BACKSTAGE” CONTACT EMPLOYEE ACTIONS

SUPPORT PROCESSES

line of interaction

line of visibility

line of internal interaction

PHYSICAL EVIDENCE


Service Blueprint: Express Mail DeliveryTruck

Packaging

Hand held Computer

Uniform

Forms

Another Consumer

Receives

package

Consumer gives

packagesConsumer calls

Consumer

service order

Driver picks

up package Deliver

package

Dispatch

driver

Airport

receives and

loads

Fly to sort

centerFly to destination Unload and

sort

Load on

truck

Sort

packages

Load on

airplane

Truck

Packaging

Hand held Computer

Uniform

Forms

SUPP

ORT

PR

OCE

SSES

CON

TACT

EM

PLO

YEE

BACK

STAG

E

O

NST

AGE

ACTI

ON

S

ACTI

ON

S

CUST

OM

ER

ACTI

ON

SPH

YSIC

ALEV

IDEN

CE

13

Service Blueprint: Overnight Hotel StayCart for

Bags

Desk

Registration

Papers

Lobby

Key

Elevators

Hallways

Room

Room

Amenities

Bath

Menu

Bill

Desk

Lobby

Hotel

Exterior

Parking

Delivery

Tray

Food

Appearance

Hotel

Exterior

Parking

Registration

system

Call room

serviceCheck In

Receive

bags

Sleep

Shower

Greet and take bags

Process registration

Deliver bags

Deliver food

Prepare

food

Check out Leave

Registration

system

Arrive at

hotel

Go to

room

Processcheck out

Take food

order

Receive

foodEat

Cart for

Bags

Food

Take bags

to

room

SUPP

ORT

PR

OCE

SSES

CON

TACT

EM

PLO

YEE

BACK

STAG

E

O

NST

AGE

ACTI

ON

S

ACTI

ON

S

CUST

OM

ER

ACTI

ON

SPH

YSIC

ALEV

IDEN

CE

Give bags

to

Bellperson



CUSTOMER ACTIONS



SUPPORT PROCESSES

line of interaction

line of visibility


PHYSICAL EVIDENCE

“ONSTAGE” TECHNOLOGY ACTIONS


Service Blueprint: DVD Rental KioskAppearance

of kiosk

Appearance

of kiosk

Appearance

of kiosk

Appearance

of kiosk

Appearance

of kiosk

Appearance of

DVD case

Appearance

of kiosk

Appearance

of DVD case

and DVD

Appearance

of kiosk

Press ‘select

a movie’

on touch

screen

Browses

movies by

release date

Swipe

credit card

on kiosk

Retrieve

DVD from

kiosk

Watch

movie

Screen shows touch options: rent or return a

DVD

Screen shows 10thumbnails per screen, advance With arrow key

Takes user topayment screen,

asks user to swipe credit card

Record

payment

informationTechnology

maintenance

Press ‘returnDVD’, place

movie inkiosk return

slot

New releases

added to kiosk,

update kiosk

information

Approach the

kiosk

Select movie

by touching

thumbnail

picture

Process

payment

information

SUPP

ORT

PR

OCE

SSES

CON

TACT

EM

PLO

YEE

BACK

STAG

E AC

TIO

NS

CUST

OM

ER

ACTI

ON

SPH

YSIC

ALEV

IDEN

CEO

NST

AG

ETE

CH

NO

LOG

Y

Screen shows thumbnailpictures of

recentrelease movies

Releases DVD,it ejects for

pickupfrom front slot


DVD


Service Blueprint: DVD Rental KioskAppearance

of kiosk

Appearance

of kiosk

Appearance

of kiosk

Appearance

of kiosk

Appearance

of kiosk

Appearance of

DVD case

Appearance

of kiosk

Appearance

of DVD case

and DVD

Appearance

of kiosk

Press ‘select

a movie’

on touch

screen

Browses

movies by

release date

Swipe

credit card

on kiosk

Retrieve

DVD from

kiosk

Watch

movie


DVD

Screen shows 10thumbnails per screen, advance With arrow key

Takes user topayment screen,

asks user to swipe credit card

Record

payment

informationTechnology

maintenance

Press ‘returnDVD’, place

movie inkiosk return

slot

New releases

added to kiosk,

update kiosk

information

Approach the

kiosk

Select movie

by touching

thumbnail

picture

Process

payment

information

SUPP

ORT

PR

OCE

SSES

CON

TACT

EM

PLO

YEE

BACK

STAG

E AC

TIO

NS

CUST

OM

ER

ACTI

ON

SPH

YSIC

ALEV

IDEN

CEO

NST

AG

ETE

CH

NO

LOG

Y

Screen shows thumbnailpictures of

recentrelease movies

Releases DVD,it ejects for

pickupfrom front slot


DVD

Explain

procedure for

dealing with

scratched DVD



CUSTOMER ACTIONS



SUPPORT PROCESSES

line of interaction

line of visibility


PHYSICAL EVIDENCE



Informed

of need

for repair

Meets with

Sales Rep

Reads and

signs

contract

Machine is used

and status

reports read

Ongoing monitoring:critical information is collected & status

reports are sent

Ordering and

manufacturing

to spec.

Maintenance of

website/

development of

brochures

Oversees machine repair

Contract

development

process /

authorization

Decide to lease

radiology

machine

Oversees

installation

process

Monitoring suggests

breakdown isimminent

Technician

repairs the

machine

Service Blueprint: A Smart ServiceSU

PPO

RT

PRO

CESS

ESO

NST

AG

E TE

CH

NO

LOG

YCU

STO

MER

ACTI

ON

SPH

YSIC

ALEV

IDEN

CE

CON

TACT

EMPL

OYE

E BA

CKST

AGE

ACTI

ON

S

Technician

appearance/

Equipment

appearance

Equipment

Appearance/

Appearance of

status reports

Technician

appearanceWeb site

Brochures

Data from

equipment is

checked

Equipment is

installed

Gets pertinent

information

Sales Rep

prepares

contract

Repair technician

calls client and

preps for the

service call

Installation technician

loads equipment

and necessary tools

CON

TACT

EMPL

OYE

E O

NST

AGE

ACTI

ON

S

Presents

contract


Definitions of the Components

• Def: All tangibles that customers come in contact with that impact customer quality perceptions.

PHYSICAL EVIDENCE

• Def: All steps that customers take or experience as part of the service process being examined.

CUSTOMER ACTIONS

• Def: The actions by customer-facing technology (e.g., websites) that customers experience as part of the service process.


• Def: The contact employee actions that involve face-to-face interactions with customers.


• Def: Other contact employee actions (not involving face-to-face customer interactions) including email/phone contact with customers, preparation work, and any activities that facilitate the service process.


• Def: Activities that facilitate the service process and are done by individuals who are not contact employees.

SUPPORT PROCESSES

20

Steps in Designing a Blueprint

1. Identify the service to be blueprinted. basic business concept a service within a family of services a specific service component

2. Identify the customer segment that receives the service.

3. Map the service from the customer’s point of view.

4. Draw the line of interaction.


Steps in Designing a Blueprint (continued)

5. Draw the line of visibility.

6. Map the service from the customer contact person’s point of view distinguishing visible (“onstage”) activities from invisible (“backstage”) activities.

7. Draw the line of internal interaction.

8. Link customer and contact person activities to needed support functions.

9. Add the physical evidence.


For this exercise, we will focus on developing service blueprints as a tool for illustrating and developing services.(1) You will be working in small groups to map the service

described in the exercise handout. Refer to the basic “Steps in Designing a Blueprint,” the generic map, and sample blueprints to assist the group in this process.

(2) Some small groups may be asked to share their blueprint (or highlight aspects of it) during the large group session that follows. As a group we will discuss insights on the outcomes (the blueprints themselves) as well as the process of developing them.

(3) The exercise is intended to illustrate the potential use of blueprinting as a tool to stimulate discussions of service improvement and innovation.

Service Blueprinting Exercise


Questions to Consider

What insights did you gain from completing the service blueprint exercise?

What are key potential fail‐points in the service delivery?

What are potential bottlenecks in the service delivery process?

What are the key takeaways from blueprinting experience at this point?

How can you see using service blueprinting in your practice to facilitate service improvement? Service innovation?


Exercise Wrap‐up

What you learned from the exercise• Insights regarding outcome• Insights regarding process

Student ART example

Benefits of blueprinting


Benefits of BlueprintingCustomer‐Focused Illuminates the customer’s role

and demonstrates where the customer experiences value.

Promotes a conscious decision on what customers see and which employees should be in contact.

Constitutes a rational basis for external marketing.

Assists in identifying fail points and opportunities for service improvement.


Benefits of BlueprintingOrganization‐Focused Provides a common point of discussion for

new service development. Stimulates strategic discussions by

illuminating the elements and connections that constitute the service.

Provides a basis for identifying and assessing cost, revenue, and capital requirements.

Clarifies competitive positioning by comparing company and competitor processes when both are mapped.

Provides a customer‐focused basis for developing metrics to track service success.


Benefits of BlueprintingEmployee‐Focused Employees can relate “what I do”

to the service viewed as an integrated whole.

Constitutes a rational basis for internal marketing.

Provides a basis for standardizing processes across units.

Helps gain employee buy‐in for new service offerings or improvements.


Using Service Blueprinting in Your Practice…


Service Blueprint Example

Hearing Care Concept Blueprint Split over two slides Provides an example of a typical customer experience with a hearing care practice

Could be used as a starting point for blueprinting your practice


PCC collects andprocessesforms

Reviewsmarketingmaterials

Service Blueprint: Hearing Care Office Visit (1 of 2)SU

PPORT

PROCE

SSES

ONST

AGE

TECH

NOLO

GY

CUST

OMER

ACT

IONS

PHYS

ICAL

EVIDEN

CECO

NTA

CTEM

PLOYE

E ACT

IONS

(BACK

STAGE

Direct mail;Newspaper;Electronicmedia

CONTA

CTEM

PLOYE

E ACT

IONS

(ONST

AGE)

31

PCC answers phone

and offers greeting

Develop anddistributemarketing materials

Maintainphone system;

Conduct customerservice training

Calls office inresponse tomarketing

Asksquestions

and requestsappointment

PCC providesanswers andschedules

appointment

Maintaincentralizedscheduling

Drives to andarrives atpractice

Checks inat front

desk with PCC

Visit waitingarea and

watch videos

Walks toexam room

Parking lot;Signage;Building

Educationalmaterials;

Staff

Lobby;Forms;Staff

Lobby;Materials;Other patients

Receivesear inspection

Exam room;Equipment;

Staff

Exam room Equipment;

Staff



PCC greets and checks in patient

Maintainfacilities

Maintaincentralized

scheduling andcheck in system

PCC providesforms topatient

Maintainforms

and database

Fitter greetspatient

and escorts patient to exam room

Maintainlobby andwaiting area

Including videos

Maintain examroom; Conduct patient‐focused

counselingtraining

Maintaindatabase, billingand coding;Maintainequipment

Fitter reviews forms andprepares

for patient

Fitter recordsresults insystem

Display educational videos on flatscreen

Collect measurements via otoscope, sound booth, audiometer,

and/or tympanometer

Receives andcompletesforms

PCC = Patient Care Coordinator

Fitter reviews forms

conductsand documentsear inspection

Service Blueprint: Hearing Care Office Visit (2 of 2)SU

PPORT

PROCE

SSES

ONST

AGE

TECH

NOLO

GY

CUST

OMER

ACT

IONS

PHYS

ICAL

EVIDEN

CECO

NTA

CTEM

PLOYE

E ACT

IONS

(BACK

STAGE

Sound booth;Equipment;

Staff

CONTA

CTEM

PLOYE

E ACT

IONS

(ONST

AGE)

32

Departspractice

Enters soundbooth forrelevanttests

Receives test results andeducationas needed

Experienceshearing

aid in office

Reviewsand selectshearing aidoptions

Purchaseshearing aidand signscontract

Receives fittingand review of

featuresand care

Schedules next

appointment

Exam room;Test results;

Charts;Staff

Exam room;Demo

hearing aid;Staff

Samplehearing aids;Materials;

Staff

Purchase contract;Receipt;Staff

Hearing aid;Brochure;

Copy of audiogram;Patient journal;

Staff

Lobby;Materials;

Staff

Parking lot;Signage;Building

Fitter takes patient to sound room

Fitter conducts tests, documents

results, and providescounseling

Fitter recordsresults insystem

Maintainsound booth

and equipment

Maintainexam room,materials,

and database

Fitter facilitatespatient

experience with demohearing aid

Maintaindemo hearingaids; Conductdemonstration

training

Fitter reviews and discusseshearing aidoptions

Maintainhearing aidInventory,

materials, andcomputer

Fitter presentspurchase

contract and financing options

PCC preparespurchasecontract

Providefinancing options;Maintaincontracts

Maintainpaymentsystem

and database

Tech conductsfitting and reviews

features and care

Tech preparesmaterials

PCC processespayment and

updatessystem

Maintainmaterials and

website

PCC finds available timesand books

appointment

Uphold recall,retention, and customer referral

programs

Conduct patientsatisfactionsurvey and

performance benchmarks

Sound booth facilitates hearing test

Sound demo instruments demonstrate

hearing possibilities

Computer presents

various options

PCC = Patient Care Coordinator

Blueprinting Your Service Process

Assemble the appropriate team

Identify a recorder to capture the discussion

Determine the focal customer segment(s)

Determine any required blueprint modifications

Discuss where your service process starts and stops

Blueprint your service process while identifying key insights,

potential gaps, and improvement actions

Use templates and flip charts to capture the discussion


Preparing to Blueprint Your Service

Overview Question Details

Customer Segment(s):What is the focal customer segment(s)?

Blueprint Modifications:What blueprint modifications are required?

Process Start:Where does the process start?

Process Stop:Where does the process stop?

Customer Phases:What customer phases exist?


Insights Details

Insights from Blueprinting Your Service


Key Gaps Potential Improvement Actions

Gaps in Blueprinting Your Service


Summary: Using Blueprinting to Improve (or Design) Your Service

Pick a service/service process to focus on

Determine the goal of the blueprinting effort

Determine the focal customer segment

Determine who should participate in the blueprinting process

Determine modifications of the tool, if any, that make sense

Determine process start and stop as well as customer phases, if applicable

Blueprint the serviceNote insights and action items throughout the process


Questions to Consider

What actions are expected of the customer?

What actions are expected (or completed) by third parties?

What aspects of the service delivery process are not well understood?

Who within your organization should be involved in the discussion to create a more accurate or representative blueprint?

What are the advantages that could be gained from blueprinting your service?


Using Service Blueprinting in Your Organization If you are committed to using Service Blueprinting in your organization, we strongly encourage you to: Pass around our overview document with your colleagues

Refer colleagues to our Service Blueprinting website http://wpcarey.asu.edu/csl/services_blueprinting/index.cfm

Share the California Management Review article


Service Blueprinting:Designing Service from the Customer’s Point of View

PhonakPractice Development ConferenceOctober 2011

Dwayne D. [email protected]

Copyright CSL/Bitner 2010Copyright ASU Center for Services Leadership

Phonak Service Blueprint Slides 20111021

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