The document introduces service blueprinting, which is a tool used to map out a service process from the customer's perspective. It involves depicting the customer actions, onstage and backstage employee actions, and support processes. The key components of a service blueprint are the line of interaction between customers and employees, the line of visibility that separates visible and invisible actions, and the line of internal interaction that separates customer-facing and support activities. Service blueprints are useful for designing, clarifying, and explaining service concepts as well as identifying areas for improvement. They provide a complete picture of a service system to help all stakeholders understand their roles.
3. Meaning of service
industry
An industry made up of companies that primarily
earn revenue through providing intangible
products and services.
Service industry companies are involved in retail,
transport, distribution, food services, as well as
other service-dominated businesses. Also called
service sector, tertiary sector.
4. Introduction to the service
Industry
Service sector in Nepal today accounts for more than half of
Nepal’s GDP. The various sector that combine together to
constitute service industry in Nepal are:
Hotels and Restaurants
Other transportation and storage
Communication (post, telecom)
Banking
Insurance
Business services
Public administration
Defence
Other services
5. Service Blueprint
Service blueprint is a picture or map that accurately
portrays the service system so that different people
involved in providing it can understand and deal
with its objectively regardless of their individual point
of view .
Particularly useful at design and redesign stages of
service development.
It provides a way to break the service into logical
components and to depict the steps or tasks in the
processes, the means by which they are executed
and evidence of the service as consumer
experiences it.
6. 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.
Service
Mapping
Process
Points of Contact
Evidence
7. Importance of Service
Blueprinting in Service Delivery
1. To design service
2. To clarify the service concept.
3. Easy to explain the vision of service
4. It shows the relationship of different activities,
actions and importance of each activity
5. It shows the customer actions, alternative
actions and their point of touch, where they
realize MOT.
8. Blueprint components
Customer actions: it includes steps, choices, activities
and interactions that customer performs in the process
of purchasing, consuming and evaluating the service
Onstage employee actions: steps and activities that the
contact employees performs that are visible to the
customer.
Backstage employee actions: steps and activities that
occur behind the scene to support onstage activities.
Support processes: covers the internal services, steps
and interactions that take place to support the contact
employees in delivering the service.
9. 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
10. Service Blueprint Components
Line of interaction: direct interactions b/w the customer and
organization.
Line of visibility: this line separates all service activities that
are visible to the customers from those that are not visible.
Line of internal interaction: separates contact employees
activities from those of other service support activities and
people.
Physical evidence : The elements of marketing mix which
customers can actually see or experience when they use a
service, and which contribute to the perceived quality of the
service
11.
12. Product Physical features, quality, accessories, packaging,
warranties, brands
Place Channel type, outlet location, transportation, storage
Promotion Sales people, advertising, sales promotion, publicity
Price Discount, allowances, price levels
People Employees, customers
Process Flow of activities, customers involvement
Physical
evidence
Facility, equipment, other tangibles
13. Blueprints Can Be Used By
Service Marketers
creating realistic customer
expectations
service system design
promotion
Operations Management
rendering the service as promised
managing fail points
training systems
quality control
Human Resources
empowering the human element
job descriptions
selection criteria
appraisal systems
System Technology
providing necessary tools:
system specifications
personal preference databases
