Service Process Blueprinting

Ultimately, one thing really matters in service encounters – the customer’s perceptions of what occurred. ~ Richard B. Chase and Sriram Dasu

“Service Script” for Haircut Recognize need for hair cut Make appointment Arrive at salon/beauty parlour Enter salon/parlour doors Greeting by receptionist Possible wait time (hair magazines available) Greeting by hair stylist Questions about desired hair cut (Optional) go to hair wash station Go to hair cutting chair Hair is cut/styled/permed Casual conversation occurs Hair is dried Mirror is provided to evaluate haircut (chair spin) Stylist escorts you to cashier Tip is given Pay for services Gather belongings, say good-bye to all Exit store Get comments from relatives/friends

What is a Service Blueprint? A picture or map that accurately portrays the service system so that the different people involved in providing it can understand and deal with it objectively regardless of their roles or their individual points of view It visually displays the service by simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view

Blueprint Components Physical Evidence Customer Actions Onstage Contact Employee Actions Backstage Contact Employee Actions Support Processes

Service Blueprint Components

Customer Actions Covers the steps, choices, activities, and interactions that the customer performs in the process of purchasing, consuming, and evaluating the service

Onstage Contact Employee Actions The steps and activities that the contact employee performs that are visible to the customer

Backstage Contact Employee Actions Those contact employee actions that occur behind the scenes to support the onstage activities

Support Processes Covers the internal services, steps and interactions that take place to support the contact employees in delivering the service

Line of Interaction Direct interactions between the customer and the organization

Line of Visibility This line separates all service activities that are visible to the customer from those that are not visible

Line of Internal Interaction Separates contact employee activities from those of other service support activities and people

Driver Picks Up Pkg. Dispatch Driver Airport Receives & Loads Sort Packages Load on Airplane Fly to Destinatio n Unload & Sort Load On Truck Express Mail Delivery Service SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOME R PHYSICAL EVIDENCE Customer Calls Customer Gives Package Truck Packaging Forms Hand-held Computer Uniform Receive Package Truck Packaging Forms Hand-held Computer Uniform Deliver Package Customer Service Order Fly to Sort Center

Overnight Hotel Stay SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOMER Hotel Exterior Parking Cart for Bags Desk Registration Papers Lobby Key Elevators Hallways Room Cart for Bags Room Amenities Bath MenuDelivery Tray Food Appearance Food Bill Desk Lobby Hotel Exterior Parking Arrive at Hotel Give Bags to Bellperson Check in Go to Room Receive Bags Sleep Shower Call Room Service Receive Food Eat Check out and Leave Greet and Take Bags Process Registration Deliver Bags Deliver Food Process Check Out Take Bags to Room Take Food Order Registration System Prepare Food Registration System PHYSICAL EVIDENCE

Benefits & Purposes of Building Blueprint Clarification of the concept Development of a shared service vision Recognition of complexities and intricacies of the service that are not initially apparent Delineation of roles and responsibilities

Building a Blueprint Identify the Service Process to be Blueprinted Identify the Customer or Customer Segment Experiencing the Service Map the Service Process from the Customer’s point of view

Step 1 Identify the process to be blue- printed. Step 1 Identify the process to be blue- printed. Step 2 Identify the customer or customer segment. Step 2 Identify the customer or customer segment. Step 3 Map the process from the customer’s point of view. Step 3 Map the process from the customer’s point of view. Step 4 Map contact employee actions, onstage and back- stage. Step 4 Map contact employee actions, onstage and back- stage. Step 5 Link customer and contact person activities to needed support functions. Step 5 Link customer and contact person activities to needed support functions. Step 6 Add evidence of service at each customer action step. Step 6 Add evidence of service at each customer action step. Building a Service Blueprint

Activity Create a Service Process Blueprint for a Gymnasium What are the service encounters / moments of truth in this service?