Service Blueprinting -Service Marketing

1. SERVICE
BLUEPRINTING
By:
Guljeet Singh

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

4. Developing Blueprint/Blueprint Components

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

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.
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10. Thank You