Service Process Blueprinting. Ultimately, one thing really matters in service encounters – the...
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Transcript of Service Process Blueprinting. Ultimately, one thing really matters in service encounters – the...
Service Process Blueprinting
Ultimately, one thing really matters in service encounters – the
customer’s perceptions of what occurred.
~ Richard B. Chase and Sriram Dasu
“Service Script” for Haircut• Recognize need for hair cut• Make appointment• Arrive at salon/beauty parlour• Enter salon/parlour doors• Greeting by receptionist• Possible wait time (hair magazines available)• Greeting by hair stylist• Questions about desired hair cut• (Optional) go to hair wash station• Go to hair cutting chair• Hair is cut/styled/permed• Casual conversation occurs• Hair is dried• Mirror is provided to evaluate haircut (chair spin)• Stylist escorts you to cashier• Tip is given• Pay for services• Gather belongings, say good-bye to all• Exit store• Get comments from relatives/friends
What is a Service Blueprint?• A picture or map that accurately portrays the
service system so that the different people involved in providing it can understand and deal with it objectively regardless of their roles or their individual points of view
• It visually displays the service by simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view
Blueprint Components
• Physical Evidence
• Customer Actions
• Onstage Contact Employee Actions
• Backstage Contact Employee Actions
• Support Processes
Service Blueprint Components
Customer Actions
• Covers the steps, choices, activities, and interactions that the customer performs in the process of purchasing, consuming, and evaluating the service
Onstage Contact Employee Actions
• The steps and activities that the contact employee performs that are visible to the customer
Backstage Contact Employee Actions
• Those contact employee actions that occur behind the scenes to support the onstage activities
Support Processes
• Covers the internal services, steps and interactions that take place to support the contact employees in delivering the service
Line of Interaction
• Direct interactions between the customer and the organization
Line of Visibility
• This line separates all service activities that are visible to the customer from those that are not visible
Line of Internal Interaction
• Separates contact employee activities from those of other service support activities and people
DriverPicksUp Pkg.
DispatchDriver
AirportReceives& Loads
SortPackages
Load onAirplane
Fly toDestinati
on
Unload&
Sort
LoadOn
Truck
Express Mail Delivery Service
SUPP
ORT
PROC
ESS
CONT
ACT
PER
SON
(Bac
k St
age)
(On
Stag
e)CU
STOM
ER
PHYS
ICAL
EVID
ENCE
CustomerCalls
CustomerGives
Package
TruckPackagingFormsHand-held ComputerUniform
ReceivePackage
TruckPackagingFormsHand-held ComputerUniform
DeliverPackage
CustomerServiceOrder
Fly toSort
Center
Overnight Hotel StaySU
PPO
RT P
ROCE
SSCO
NTA
CT P
ERSO
N(B
ack
Stag
e)(O
n St
age)
CUST
OM
ER
HotelExteriorParking
Cart for Bags
DeskRegistrationPapersLobbyKey
ElevatorsHallwaysRoom
Cart for Bags
RoomAmenitiesBath
Menu DeliveryTrayFoodAppearance
FoodBillDeskLobbyHotelExteriorParking
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
PHYS
ICAL
EVID
ENCE
Benefits & Purposes of Building Blueprint
• Clarification of the concept
• Development of a shared service vision
• Recognition of complexities and intricacies of the service that are not initially apparent
• Delineation of roles and responsibilities
Building a Blueprint
• Identify the Service Process to be Blueprinted
• Identify the Customer or Customer Segment Experiencing the Service
• Map the Service Process from the Customer’s point of view
Step 1
Identify the process to be blue-printed.
Step 2
Identify the customer or customer segment.
Step 3
Map the process from the customer’s point of view.
Step 4
Map contact employee actions, onstage and back-stage.
Step 5
Link customerand contact person activities to needed support functions.
Step 6
Add evidence of service at each customer action step.
Building a Service Blueprint
Activity
• Create a Service Process Blueprint for a Gymnasium
• What are the service encounters / moments of truth in this service?