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    Service Design: DR Arvind Kalia

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    piyushsitha
    Service blueprints are a tool for mapping customer service processes from the customer's point of view. [1] They depict the service process, points of customer contact, and evidence of service on one page. [2] A service blueprint shows customer actions, onstage employee actions (direct customer contact), backstage employee actions (indirect contact), and support processes. [3] Service blueprints can be used for new service development, improving reliability, identifying service problems, and empowering employees.

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    Service Design: DR Arvind Kalia

    Uploaded by

    piyushsitha
    26 views8 pages
    Service blueprints are a tool for mapping customer service processes from the customer's point of view. [1] They depict the service process, points of customer contact, and evidence of service on one page. [2] A service blueprint shows customer actions, onstage employee actions (direct customer contact), backstage employee actions (indirect contact), and support processes. [3] Service blueprints can be used for new service development, improving reliability, identifying service problems, and empowering employees.

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    Original Title

    Service Design1

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    Service blueprints are a tool for mapping customer service processes from the customer's point of view. [1] They depict the service process, points of customer contact, and evidence of service on one page. [2] A service blueprint shows customer actions, onstage employee actions (direct customer contact), backstage employee actions (indirect contact), and support processes. [3] Service blueprints can be used for new service development, improving reliability, identifying service problems, and empowering employees.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    26 views8 pages

    Service Design: DR Arvind Kalia

    Uploaded by

    piyushsitha
    Service blueprints are a tool for mapping customer service processes from the customer's point of view. [1] They depict the service process, points of customer contact, and evidence of service on one page. [2] A service blueprint shows customer actions, onstage employee actions (direct customer contact), backstage employee actions (indirect contact), and support processes. [3] Service blueprints can be used for new service development, improving reliability, identifying service problems, and empowering employees.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 8

    Service Design

    Dr Arvind Kalia
    Figure 8-
    8-4

    Service Mapping/Blueprinting
    A tool for simultaneously depicting the service
    process, the points of customer contact, and the
    evidence of service from the customer’s point of
    view.
    Process

    Service Points of Contact


    Mapping
    Evidence
    Service Blueprint Components
    CUSTOMER ACTIONS

    line of interaction

    “ONSTAGE” CONTACT EMPLOYEE ACTIONS


    line of visibility

    “BACKSTAGE” CONTACT EMPLOYEE ACTIONS


    line of internal interaction

    SUPPORT PROCESSES
    Express Mail Delivery Service
    Truck Truck
    Packaging Packaging
    Forms Forms
    EVIDENCE
    CONTACT PERSON CUSTOME PHYSICAL

    Hand-held Hand-held
    Computer Computer
    Uniform Uniform

    Customer Customer Receive


    Calls Gives Package
    Package
    (Back Stage) (On Stage) R

    Driver
    Picks Deliver
    Up Pkg. Package

    Customer
    Service
    Order

    Airport Fly to
    Dispatch
    Receives Sort Unload Load
    Driver Fly to
    & Loads Center & On
    Destinatio Sort Truck
    SUPPORT
    PROCESS

    Load on
    Airplane
    n

    Sort
    Packages
    Overnight Hotel Stay
    Bill
    EVIDENCE
    CUSTOMER PHYSICAL

    Desk
    Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Lobby
    Exterior Bags Registration Hallways Bags Amenities Tray Hotel
    Parking Papers Room Bath Food Exterior
    Lobby Appearance Parking
    Key
    Arrive Give Bags Call Check out
    Go to Receive Sleep Receive
    at to Check in Room Eat and
    Room Bags Shower Food
    Hotel Bellperson Service Leave
    CONTACT PERSON
    SUPPORT PROCESS (Back Stage) (On Stage)

    Greet and
    Process Deliver Deliver Process
    Take
    Registration Bags Food Check Out
    Bags

    Take
    Take Bags Food
    to Room Order

    Registration Prepare Registration


    System Food System
    Figure 8-
    8-8
    Building a Service Blueprint

    Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

    Identify the Identify the Map the Map Link customer Add
    process to customer or process contact and contact evidence of
    be blue- customer from the employee person service at
    printed. segment. customer’s actions, activities to each
    point of onstage and needed customer
    view. back-stage. support action step.
    functions.
    Application of Service Blueprints

    • New Service Development


    • concept development
    • market testing
    • Supporting a “Zero Defects” Culture
    • managing reliability
    • identifying empowerment issues
    • Service Recovery Strategies
    • identifying service problems
    • conducting root cause analysis
    • modifying processes
    Blueprints Can Be Used By:

    • Service Marketers • Human Resources


    – creating realistic customer – empowering the human
    expectations element
    • service system design • job descriptions
    • promotion • selection criteria
    • appraisal systems
    • Operations Management
    – rendering the service as
    promised • System Technology
    • managing fail points – providing necessary tools:
    • training systems • system specifications
    • quality control • personal preference databases

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