Services Blueprinting

8/8/2019 Services Blueprinting

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Services Marketing

Prepared By :

Aditya Gupta

Chetan Chaudhary

Menal Lunawat


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Road Map


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SERVICES BLUEPRINTING

Service blueprints are first and foremost customer-focused approach,

allowing firms to visualize the service processes, points of customer

contact, and the physical evidence associated with their services from

their customers perspective.

Basically, its the detailing of every process

The Blueprinting shows what the product should look like and detail the

specifications to which it should conform


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You need to identify all the key activities involved in creating and

delivering the services in question and then specify the linkages between

these activities.

Initially, its best to keep activities relatively aggregated in order to define

the big picture. You can later refine any given activity by drilling

down to obtain a higher level of detail

According to Lovelock


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Features ofService Blueprints

Line of Interaction

Onstage contact employee actions

Line of VisibilityBackstage contact employee actions

Line of Internal Physical Interaction

Support processes and IT

It distinguishes between what customers experience front-stage and

the activities of employees and support processes back-stages


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Front Stage

BackStage


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Front Stage BackStage

An Example


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Services blueprints clarify the interactions between customers and

employees, and how they are supported by backstage activities


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MarketingCustomer interactions

Function - creating customer expectations

HR

Employee rolesFunction - empowering human element

Operations

Operational processes

Function - rendering the services as promised

Blueprints can facilitate the integration of Marketing,Operations and

HR within a firm


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Being aware of that they can take preventive measures

Prepare contingency plans

Can pinpoint stages where customers have to wait

Blueprinting also gives managers the opportunity to identify potential

fail points in the processes



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Creating a Script

Script should provide a full description ofService encounterand can

itself help to identify potential or existing problems in the process

All players should be called to review the script

By examining scripts, Service manager may discoverways to modify

the nature of customer and employee roles in order to improve

service delivery


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Services Blueprinting

Documents

Transcript of Services Blueprinting