1. Provider Gap 2 CUSTOMER COMPANY Customer-driven
service designs and standards
Gap 2: The Service Design and Standards Gap
Company perceptions of customer expectations
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2. Key Factors Leading to Provider Gap 2
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3. Risks of Relying on Words Alone to Describe Services
Oversimplification
Incompleteness
Subjectivity
Biased Interpretation
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4. New Service Strategy Matrix for Identifying Growth Opportunities
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5. Service 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.
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6. Service Blueprint Components
Physical Evidence
Customer Actions
line of interaction
Visible Contact Employee Actions
line of visibility
Invisible Contact Employee Actions
line of internal interaction
Support Processes
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7. Service Blueprint Components
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8. Blueprint for Express Mail Delivery Service
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9. Blueprint for Overnight Hotel Stay Service
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10. Blueprint for DVD Rental Kiosk
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11. Building a Service Blueprint
Step 1
Identify the process to be blue-printed
Step 2
Identify the customer or customer segment
Step 3
Map the process from the customer’s point of view
Step 4
Map contact employee actions, onstage and back-stage, and/or technology actions
Step 5
Link contact activities to needed support functions
Step 6
Add evidence of service at each customer action step

12. Benefits of Service Blueprinting
Recognizes roles and interdependencies among functions, people, and organizations.
Designs moments of truth from the customer’s point of view.
Suggests critical points for measurement and feedback in the service process.
Provides understanding of the ideal customer experience.
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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 Management
empowering the human element:
job descriptions
selection criteria
appraisal systems
System Technology
providing necessary tools:
system specifications
personal preference databases