Service Blueprinting

SERVICE BLUEPRINTING

What is a Service Blueprint?

A map that portrays the service system so

that the different people involved in providing

it can understand and deal with it objectively.

Service Blueprinting

Service Blueprint

Process

Evidence

Points of Contacts

A Technique for simultaneously depicting the service process, the points of customer contact and the evidence of service from the customers’ Point of View

Step 1 Identify

the Process

Step 2 Identify

the Custom

er Segmen

t

Step 3 Map the Process

from Custom

er’s point of

view

Step 4Map

Contact Employ

ee’s actions

Step 5Link

Contact Activitie

s to Support Functio

ns

Step 6 Add

Evidence of

Service

Service Blueprint Components

Physical Evidence

Customer Action

Line of Interaction

Line of Visibility

Line of Internal Interaction

Employee Action(Visible)

Employee Action(Invisible)

Support Processes

Blueprint consists of

• Line of interaction: line between the customer and the organization and the direct interactions that take place across it;

• Line of visibility: . line that separates that are visible activity to the customer from those that are not visible.

• Line of internal interaction: line that separates the contact employee activities from those of other service support Activities and people

DriverPicksUp Pkg.

DispatchDriver

AirportReceives& Loads

SortPackages

Load onAirplane

Fly toDestination

Unload&

Sort

LoadOn

Truck

More examples of Blueprinting – Courier serviceSU

PPO

RT

PR

OC

ESS

CO

NTA

CT

PER

SO

N

(Back

Sta

ge)(

On S

tage)

CU

STO

MER

PH

YSIC

AL

EV

IDEN

CE

CustomerCalls

CustomerGives

Package

TruckPackagingFormsHand-held ComputerUniform

ReceivePackage

TruckPackagingFormsHand-held ComputerUniform

DeliverPackage

CustomerServiceOrder

Fly toSort

Center

More examples of Blueprinting – Hotel night stay S

UP

PO

RT P

RO

CESS

CO

NTA

CT P

ER

SO

N

(Back

Sta

ge)(O

n S

tage)

CU

STO

MER

AC

TIO

NS

HotelExteriorParking

Cart for Bags

DeskRegistrationPapersLobbyKey

ElevatorsHallwaysRoom

Cart for Bags

RoomAmenitiesBath

Menu DeliveryTrayFoodAppearance

Food

BillDeskLobbyHotelExteriorParking

Arriveat

Hotel

Give Bagsto

BellpersonCheck in Go to

RoomReceive

BagsSleep

Shower

CallRoom

Service

ReceiveFood

EatCheck out

andLeave

Greet andTakeBags

ProcessRegistration

DeliverBags

DeliverFood

ProcessCheck Out

Take Bagsto Room

TakeFoodOrder

RegistrationSystem

PrepareFood

RegistrationSystem

PH

YS

ICA

LEV

IDEN

CE

Blue printing & Failsafing in a shoe shine operation

Flow chart a shoe shine operationEstimate time per operationUse 4 to 6 operationsUse only boxes for nowSpot where problems could go wrongWhat would you do? Why?

Act 1

Shoes are given for shining

Standardexecution time

2 minutes

?

Act 2

Brushshoes


2 minutes30

secs

?

Act 3

Brushshoes

Applypolish


2 minutes30

secs

30secs

?

Act 4

Brushshoes

Applypolish

BuffStandard

execution time2 minutes

30secs

30secs

45secs

?

Act 5

Brushshoes

Applypolish

BuffCollect

payment


2 minutes30

secs

30secs

45secs

15secs

However, what is the problem here?

Act 6 : Fail point

Brushshoes

Applypolish

BuffCollect

payment


2 minutes30

secs

30secs

45secs

15secs

Using wrong wax

Fail safing

Brushshoes

Applypolish

Failpoint

BuffCollect

payment

Cleanshoes


2 minutes

Total acceptableexecution time

5 minutes

30secs

30secs

45secs

15secs

Wrongcolor wax

45secs

Applying Poka Yoke

Brushshoes

Applypolish

Failpoint

BuffCollect

payment

Cleanshoes Materials

(e.g. transparent wax

Select andpurchasesupplies


2 minutes


5 minutes

30secs

30secs

45secs

15secs

Wrongcolor wax

Seen bycustomer 45

secsLine ofvisibility

Not seen bycustomer butnecessary toperformance

3T’s & Failsafing

Types of error which may occur are

Fail safing is a total quality management tool to prevent fail points from becoming defects in the end product.

Task errors

Tangibles Errors

TreatmentErrors

Task ErrorsWork incorrectlyWork that is not requested Work in wrong orderWork slow

Treatment Errors – Not

Acknowledging the customers

– Not listening to customers

– Not react appropriately to customers

Tangible errors – Untidy facilities– Unclean personnel– Too much of noise,

odors, light temperature

– Display of wrong information or incorrect presentation

Task errors

Tangibles Errors

TreatmentErrors

Poka yoke

A poka-yoke is any mechanism in a lean manufacturing process that helps an equipment operator avoid mistakes (poka). Its purpose is to eliminate product defects by preventing, correcting, or drawing attention to human errors as they occur.The concept was formalised, and the term adopted, by Shigeo Shingo as part of the Toyota Production System. It was originally described as baka- yoke which meant 'idiot proofing' the name was changed to the milder poka-yoke.

Wikipedia

Failsafing task errors

Mcdonaldization:Keeping a limited menu Time of delivery across globe 1 minute Cooked food is not more than 10 minutes old Supplying identical burgers to all its franchisee Fed ex: Global tracking systemNight delivery to avoid delays in flights

Blueprinting and Failsafing helps to redesign which includes

• Eliminating non value adding Acts • Shifting to self service• Delivering direct service • Bundling services• Redesigning the physical aspects of service

processes

Failsafing Tangible errors

Failsafing tangible errors

Redesigning Reducing or eliminating non value added

acts : Magazines in air flights Shifting to self service: Amazon.com,

bazee.com, introducing LMS Delivering direct service applications of

videoconferencing technologiesBundling services eg broadband services Redesigning the physical aspects of service

processes : using green technologies in services like the green games

Assignment fo tomorrow

• Activity 1: Accessing LMS for update on reading material

• Activity 2: Lunching at the canteen Ordering Dosa in the canteen

• Activity 3: Issuing a library book• Activity 4: Ordering a bouquet for a

friend • Activity 5: Getting a photocopy from the

stationery shop

Blue printing & Failsafing in a shoe shine operation

Flow chart a shoe shine operationEstimate time per operationUse 4 to 6 operationsUse only boxes for nowSpot where problems could go wrongWhat would you do? Why?

Act 1

Shoes are given for shining


2 minutes

?

Act 2

Brushshoes


2 minutes30

secs

?

Act 3

Brushshoes

Applypolish


2 minutes30

secs

30secs

?

Act 4

Brushshoes

Applypolish

BuffStandard

execution time2 minutes

30secs

30secs

45secs

?

Act 5

Brushshoes

Applypolish

BuffCollect

payment


2 minutes30

secs

30secs

45secs

15secs

However, what is the problem here?

Act 6 : Fail point

Brushshoes

Applypolish

BuffCollect

payment


2 minutes30

secs

30secs

45secs

15secs

Using wrong wax

Fail safing

Brushshoes

Applypolish

Failpoint

BuffCollect

payment

Cleanshoes


2 minutes


5 minutes

30secs

30secs

45secs

15secs

Wrongcolor wax

45secs

Applying Poka Yoke

Brushshoes

Applypolish

Failpoint

BuffCollect

payment

Cleanshoes Materials

(e.g. transparent wax

Select andpurchasesupplies


2 minutes


5 minutes

30secs

30secs

45secs

15secs

Wrongcolor wax

Seen bycustomer 45

secsLine ofvisibility

Not seen bycustomer butnecessary toperformance

3T’s & Failsafing

Types of error which may occur are

Fail safing is a total quality management tool to prevent fail points from becoming defects in the end product.

Task errors

Tangibles Errors

TreatmentErrors

Task ErrorsWork incorrectlyWork that is not requested Work in wrong orderWork slow

Treatment Errors – Not

Acknowledging the customers

– Not listening to customers

– Not react appropriately to customers

Tangible errors – Untidy facilities– Unclean personnel– Too much of noise,

odors, light temperature

– Display of wrong information or incorrect presentation

Task errors

Tangibles Errors

TreatmentErrors

Poka yoke A poka-yoke is any mechanism in a lean

manufacturing process that helps an equipment operator avoid mistakes (poka). Its purpose is to eliminate product defects by preventing, correcting, or drawing attention to human errors as they occur.The concept was formalised, and the term adopted, by Shigeo Shingo as part of the Toyota Production System. It was originally described as baka- yoke which meant 'idiot proofing' the name was changed to the milder poka-yoke.

Wikipedia

Failsafing treatment errors

Failsafing task errors

Mcdonaldization:Keeping a limited menu Time of delivery across globe 1 minute Cooked food is not more than 10 minutes old Supplying identical burgers to all its franchisee Fed ex: Global tracking systemNight delivery to avoid delays in flights

Blueprinting and Failsafing helps to redesign which includes

• Eliminating non value adding Acts • Shifting to self service• Delivering direct service • Bundling services• Redesigning the physical aspects of service

processes

Failsafing Tangible errors

Failsafing tangible errors

Redesigning Reducing or eliminating non value added

acts : Magazines in air flights Shifting to self service: Amazon.com,

bazee.com, introducing LMS Delivering direct service applications of

videoconferencing technologiesBundling services eg broadband services Redesigning the physical aspects of service

processes : using green technologies in services like the green games

Service Blueprinting

Documents

Transcript of Service Blueprinting