Services Marketing Project

Service Mapping and Service Blueprinting

of
Amazon Prime Video
(Streaming Service)

Submitted to: Dr. Anjali Malik

Submitted by: Ashutosh Chandra (M18MBA 501)
Abhyudaya Patel (M18MBA 504)
Aritra Sen (M18MBA 509)
Yashovardhan Rai (M18MBA 511)
What exactly is Prime Video? 
Prime Video is a video streaming service available for Amazon Prime members. With an
eligible Amazon Prime membership, you have access to thousands of Prime Video titles at
no additional cost. You also have the option to rent or buy movies and TV episodes not
included with Prime Video, as well as subscribe to over 100 premium channels with Prime
Video Channels subscriptions.

What is included with Prime? 

Your membership includes a huge library of movies and TV shows across every category,
from romantic comedies to timeless classics. Prime also shares a handful of popular and
award-winning Amazon Original Movies and Prime Original series. Premium features of
Prime Video include 4K Ultra HD, High Dynamic Range (HDR) and mobile downloads for
offline viewing of select content.

What is Prime’s history? 

Launched 2006 as "Amazon Unbox"

rebranded in 2008 to "Amazon Video on Demand"

subsequently in 2011 as "Amazon Instant Video"

Why did we choose Amazon prime video for the project? 

Amazon prime Video as stated is one of the best streaming service available, but it faces
huge competition from huge streaming services like Netflix.

When it comes to on-demand streaming video services, there is none bigger than Netflix. It’s
far and away the most popular service of its kind both in the India and internationally. But
that doesn’t mean it’s the only option. As the market for these services matures, more
competitors are emerging all the time. One of the most compelling for a lot of people is
Amazon Prime Video, simply because so many people already have a relationship with
Amazon.

And yet, as much as these two services both compete for our entertainment wallet share,
they’re radically different from each other in several areas including price, content selection,
and extra features.

As Amazon prime video is emerging in this market and certainly has the potential to
overtake Netflix, we chose Amazon prime for our project.
AMAZON PRIME VIDEO SERVICE MAPPING

Open browser or App Store

Go to URL (or app if opening on mobile / tablet)

View the service description

View payment plans

Sign up and pay

Receive confirmation mail

Log in through website or app

Follow the one time setup process for your account

Enjoy hassle-free viewing

Re-buy the subscription when due date arrives

What is the method we used to identify the gaps in the customer
experience? 

Methodology
The study is based on classic and contemporary theories and researches on “service
management” and “service blueprinting.”
The survey method used is called as servqual method.

SERVQUAL is a multi-dimensional research instrument, designed to capture consumer

expectations and perceptions of a service along the five dimensions that are believed to
represent service quality. The instrument has been widely applied in a variety of contexts
and cultural settings and found to be relatively robust. It has become the dominant
measurement scale in the area of service quality.
Scale point used in survey to measure satisfaction

• 1 = extremely dissatisfied

• 2 = somewhat dissatisfied

• 3 = neither satisfied nor dissatisfied

• 4 = somewhat satisfied

• 5 = extremely satisfied

 Interpretation of scores from this CSI:

a)      Means scores of over > 4 - Market leader, excellent performance

b)      Mean scores of 3 to 4 - Adequate but needs attention

c)      Mean scores of below 3 - Serious cause for concern

What are the gaps we identified using the survey conducted? 

Hence the gaps we identified were in 3 areas :
1) Uninterrupted streaming service
2) Error free streaming service
3) Public Demand
As we can see that top two areas are actually inter related and hence we can understand
that how bad the problem is.
With the third point we can understand that Amazon Prime does not have a proper
feedback system and CRM is weak.
We have analysed the above stated problems and have stated a service blueprint that can
eliminate this problem.
AMAZON PRIME VIDEO SERVICE BLUEPRINTING

Open browser or App Store

Go to URL (or app if opening on mobile / tablet)

View the service description

View payment plans

Sign up and pay

Receive confirmation mail

Log in through website or app Preloader for 20 mins

Follow the one time setup process for your account

Enjoy hassle-free viewing AWS Optimised

Quarterly Feedback regarding content and suggestions

Re-buy the subscription when due date arrives

Conclusion
 Preloader for 20 mins:- Till now Amazon Prime video loads 10 mins of video ahead of
what you are watching. This helps in the case where you don’t have a stable
connection then it can help us to get a seamless streaming experience. After
expanding it to 20 mins we can actually optimise the movies as well and not only
small TV series. This will eliminate the gap where people are dissatisfied over un
interrupted streaming experience.

 AWS Optimised:- Amazon has its own web services and that is best in the world.
Even Netflix uses its service to optimise its content. Currently Amazon Prime Video
does not have a full fledged optimised content as they work on the beta testing
version of AWS. They should be provided with the Alpha version of the AWS server
and all the testing should be performed on the backend. Many errors and glitches
had happened due to this and if this get’s optimised then people will get error free
streaming experience.

 Quarterly Feedback regarding content and suggestions :- As we have seen that

people are discontent that people are not being heard by the amazon over what
they want and need. If we have a quarterly feedback sessions in accordance to the
subscription, then it would help Amazon understand the needs and gaps of the
customers well. They can actually get into the mind of the consumers and can mould
their experience in much better way by understanding the behaviour in a more
individualistic manner.