Chapter 8

Chapter 8

Service Mapping/Blueprinting A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customers point of view. Service Mappin g McGraw-Hill/Irwin Proces s Points of Contact Evidenc e 2003. The McGraw-Hill Companies. All Rights Reserved Application of Service Blueprints New Service Development concept development market testing Supporting a Zero Defects Culture managing reliability identifying empowerment issues Service Recovery Strategies identifying service problems conducting root cause analysis modifying processes McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved 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 McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved Service Blueprint Components McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved CONTACT PERSON CUSTOME PHYSICAL EVIDENCE (Back Stage) (On Stage)R Express Mail Delivery Service Truck Packaging Forms Hand-held Computer Uniform Customer Calls Customer Gives Package Receive Package Driver Picks Up Pkg. Deliver Package Customer Service Order

Dispatch Driver SUPPORT PROCESS Truck Packaging Forms Hand-held Computer Uniform Airport Receives & Loads Fly to Sort Center Load on Airplane Sort Packages Fly to Destinati on Unload & Sort Load On Truck CONTACT PERSON PHYSICAL SUPPORT PROCESS (Back Stage)(On Stage) CUSTOMER EVIDENCE Overnight Hotel Stay

Hotel Exterior Parking Arrive at Hotel McGraw-Hill/Irwin Cart for Desk Elevators Cart for Bags RegistrationHallways Bags Papers Room Lobby Key Give Bags Check in to Bellperson Go to Room Greet and Process Take Registration Bags Receive Bags Room Menu Amenities Bath Sleep Shower Call

Room Service Deliver Bags Take Bags to Room Registration System Delivery Food Tray Food Appearance Receive Food Deliver Food Eat Bill Desk Lobby Hotel Exterior Parking Check out and Leave Process Check Out Take Food Order Prepare

Food Registration System 2003. The McGraw-Hill Companies. All Rights Reserved Building a Service Blueprint Step Step11 Step Step22 Step Step33 Step Step44 Step Step55 Step Step66 Identify Identifythe the process to process to be beblueblueprinted. printed. Identify Identifythe the customer customeroror customer customer

segment. segment. Map Mapthe the process processfrom from the the customers customers point pointofof view. view. Map Mapcontact contact employee employee actions, actions, onstage onstageand and back-stage. back-stage. Link Linkcustomer customer and contact and contact person person activities activitiestoto needed needed

support support functions. functions. Add Add evidence evidenceofof service serviceatat each each customer customer action actionstep. step. McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved Example of Service Blueprinting Standard execution time 2 minutes Brush shoes 30 secs Total acceptable execution time 5 minutes Seen by customer Line of visibility McGraw-Hill/Irwin

Not seen by customer but necessary to performance Clean shoes 45 secs Apply polish 30 secs Fail point Buff Collect payment 45 secs 15 secs Wrong color wax Materials (e.g., polish, cloth) Select and purchase supplies 2003. The McGraw-Hill Companies. All Rights Reserved Service Blueprinting Steps 1. Identify processes 2. Isolate fail points

3. Establish a time frame 4. Analyze profitability 2003. The McGraw-Hill Companies. All Rights Reserved McGraw-Hill/Irwin 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 McGraw-Hill/Irwin Human Resources empowering the human element job descriptions selection criteria appraisal systems System Technology providing necessary tools: system specifications personal preference databases 2003. The McGraw-Hill Companies. All Rights Reserved

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