Hasnain

To be presented by: Amreen Khan(100104) Mohasir Yaseen(100105) Danish Khan(100106) Waseem Jahangir(100109) Armeen Qayoom(100110) Wasim Shah(100111) Virender Singh(100112) Hasnain Babar(100131))

...customers now take the basics for granted and increasingly want a company to desire to help them [and] to treat them in a personal, caring way.

Service Blueprinting Blueprinting is a service design methodology for "systematically

managing the customer experience" and "promotes a conscious decision on what consumers see and which employees should be in contact at each moment of truth It is a design methodology for services that have an interface with an actual customer through technology or interpersonal interactions, but doesn't seem appropriate for purely computational services Appropriate for services that are "dynamic, unfolding over time through a sequence or constellation of events and steps" Allows firms to visualize their service processes, points of customer contact, and the physical evidence associated with their services from their customers' perspective

Methodologies A methodology's process describes the work to be

done and the order in which it is to be done Many methodologies prescribe a Sequential process -the "waterfall model Other methodologies are more iterative or recursive -like the "spiral model of progressive refinement or "agile" modeling Other methodologies are loose about the modeling activities but emphasize the results that must be obtained at each step or phase

MethodologiesA methodology can contain or define: Meta-models Processes / Activities / Steps Notations Tools and how these are applied or fit together to produce: Artifacts

Necessity "Firms can no longer compete solely on creating superior

value through their core products" "They must move into the realm of customer experience management, creating long-term, emotional bonds with their customers through the co-creation of memorable experiences" ...not only in consumer markets, but also in business-tobusiness contexts where research shows meaningful customer experiences and the resulting emotional bonds between customers and suppliers are more important than rational motivations for creating customer loyalty"

Amreen

The Service Encounter / Moments of Truth "Service encounters are critical moments of truth in which

customers often develop indelible impressions of a firm... From the customer's point of view, these encounters ARE the service" (Bitner, Brown & Meuter, 2000) "In most services, quality occurs during service delivery, usually in an interaction between the customer and contact personnel of the service firm" (Zeithaml, Berry, & Pararsuraman, 1988) Encounters can take place face-to-face in a "service setting," over the phone, through the mail, or over the Internet

Why Service Encounters Matter Every encounter is an opportunity for the firm to satisfy the

customer, to reinforce the value of its offerings, and to sell the customer on the benefits of a long-term relationship Service encounters immediately impact customer satisfaction and also shape longer-term factors like intention to return, likelihood of communicating positively about the service, and customer loyalty Customers need to have as many as twelve positive experiences with a service provider in order to overcome the negative effects of one bad Experience The expense of acquiring customers and their potential lifetime value means that losing a customer because of a negative encounter can have staggering cost

"Moments of Truth" and Customer Loyalty Studies at a bank found a 50% difference between best

and worst performing branches in terms of "share of wallet and customer retention All of the branches were providing the "same" services, but the differed greatly on how well they took a customer orientation in the moments of truth For example, aggressive selling tactics create negative moments of truth

Designing the "Touch Points" and "Moments of Truth" Every customer-facing business should identify the

points where it interacts with customers In businesses with complex services (hospitals, airlines, hotels...) there may be dozens of these touch points or service encounters The service provider needs to distinguish between ordinary "humdrum transactions that don't have the potential for creating an emotional bond with the customer and those that do... but "many companies make the mistake of overinvesting in the former and thus don't differentiate themselves on the latter

Danish

Blueprinting Methodology: Activities Identify customer types For each customer, specify customer actions Specify the "contact employees" and their activities

Add links that connect the customer to contact

employee activities and to needed support functions (For services that do not have any onstage contact employee activities, replace the employee action row and replace it with an onstage technology row) Add physical evidence

Waseem

Armeen

A Service Blueprint of

SERVICE BLUEPRINT

Chhagul

KEY PHYSICAL ELEMENTS DECORUM: Granite Countertops & Wood Floors

Reflects the price range of services

Classic/Bronze Art Emanates Traditional Vibe; appeals to many Comfortable/chic furniture Comfortable & High Class/Movie Star (Makeup) Elaborate Bouquets/Plants Adds flair and color Stone tiling in spa areas Nature theme; hot springs; revitalization Odd Shaped Mirrors Bold shapes add style

LIGHTING: Very Dim in Spa Waiting Area (Fireplace):

Relaxing Comfortable & cozy Not focused on imperfections Sunlit Room with many mirrorsvery natural Allows Clients to see true dye colors Reveals how makeup will look in natural light

Bright in Salon Area:

EMPLOYEE APPEARANCE: Stylish Appearance; No Jeans Hair/Makeup/Nails

MUSIC: Spa Area: Water falls, slow melodies, nature sounds Calming effect Slows breathing May induce sleep Salon Area: Radio Station: STAR 101.5 Upbeat rhythms; Appeals to many SCENT: Aromatherapy Candles Per Clients Request Induced feelings depend on aroma Common Aromas: Lavender: to Sooth, Calm & Relax Chamomile: to Sooth, Calm & Relax Lemongrass/Citronella: Stress-Reliever Eucalyptus/Peppermint: Relieves Congestion

Wasim Shah

POTENTIAL FAILPOINTS 1. Front desk greetings 2. Wait time and Reception area 3. Adequate consultation 4. Cut, Color, and Style 5. Thank customers & remind them to come back 6. Bill accuracy

Mohasir

SOLUTIONS 1. Front desk greetings: Require Smile, polite demeanor & courteous script

2. Wait time and Reception area: Keep on schedule for all appointments 3. Adequate consultation: Give personal attention to each customer 4. Cut, Color, and Style: Make sure to ask customers exactly what they want & do not rush 5. Thank customers & remind them to come back: Dont skip this step!promotes customer loyalty 6. Bill accuracy: Check payment twice for accuracy

PRACTICALITY OF BLUEPRINT Marketing: Helps to identify key areas for marketing campaign ads Visually determine if a redesign is necessary Human Resource Management: Identify fail points & correct these accordingly Determine hiring/firing needs How to delegate jobs/resources

Operations: Maps out visual flow of service operations Determine how a redesign would affect flow

QUESTIONS?