2. What is service blueprinting
A key tool to design new services or redesign existing ones
A more sophisticated version of flowchart
A picture or map that portrays the customer experience and the service
system
The process of
service delivery
Points of
customer
contact
Role of
customers and
employees
Visible elements
of service
Blueprint
3. Key Components of Blueprint
Definition of standards for each front stage activity
Physical and other evidence for front-stage activities
Principle customer actions
Line of interaction
Front Stage actions by customer-contact personnel
Line of visibility
Back stage actions by customer-contact personnel
Support process involving other service personnel
Support processes involving I.T
5. Building A Blue print
Step 1
• Identify the
process to
be
blueprinted
Step 2
• Identify the
customer or
customer
segment
Step 3
• Map the
process
from the
customers
point of
view
Step 4
• Map contact
employee
actions
and/or
technology
actions
Step 5
• Link
contact
activities to
needed
support
functions
Step 6
• Add
evidence of
service at
each
customer
action step
6. Identifying Fail points
Fail points are points in service delivery where things are particularly at risk
of going wrong.
From customer perspective of points are those that will result in failure to
access or enjoy the core product.
Waits
Delays in specific action
Requiring the customer to wait
Waits for customer
7.
8. Benefits and Uses
Providing a platform for innovation
Recognizing roles and interdependencies among functions, people, and
organisation.
Facilitating both strategic innovation and service knowledge.
Transferring and storing innovation and service knowledge.
Designing moments of truth from the customers point of view
Suggesting critical points for measurement and feedback in the service
process
Clarifying competitive positioning.
Understanding the ideal customer experience.
9. References
Zeithamal V .A, Bitner M.J et al (2013), Services Marketing: integrating
Customer Focus Across the Firm 6th ed., TMH, New Delhi.
Christopher L, Wirtz J et al (20130, Services Marketing : People , Technology ,
Strategy , 7th ed., Pearson, New Delhi.
https://wpcarey.asu.edu/sites/default/files/uploads/research/services-leadership/
Example-Self-Service-Technology-Blueprints.pdf
http://www.assignmentpoint.com/wp-content/uploads/2013/03/one-bank15.
png
