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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.
Process

Service Points of Contact


Mapping
Evidence

McGraw-Hill/Irwin 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


Sunway Lagoon Service BluePrint
Tour Guide Customer fills
Wild Life Specialist up service
Safety Policy evaluation
EVIDENCE
CONTACT PERSON CUSTOME PHYSICAL

Play ground forms


Entertainment

Customer Customer Customer


Books Gets goes home
Package
(Back Stage) (On Stage) R

Customer Customer
arrives
checks out

Customer
Service
Order

Tour Tour
Customer Man- Tour
makes
starts Guide Wild life
made package
payment
joins parks beach
SUPPORT

finishes
PROCESS

Safety
materials

Safety
Briefing
Overnight Hotel Stay
Bill
EVIDENCE
SUPPORT PROCESS(Back Stage) (On Stage) CUSTOMER PHYSICAL

Desk
Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Lobby
Exterior Bags Registration Hallways Bags Amenities Tray Hotel
Parking Papers Room Bath Food Exterior
Lobby Appearance Parking
Key
Arrive Give Bags Call Check out
Go to Receive Sleep Receive
at to Check in Room Eat and
Room Bags Shower Food
Hotel Bellperson Service Leave
CONTACT PERSON

Greet and
Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags

Take
Take Bags Food
to Room Order

Registration Prepare Registration


System Food System

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Building a Service Blueprint

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Identify the Identify the Map the Map Link Add


process to customer process contact customer evidence
be blue- or from the employee and contact of service
printed. customer customers actions, person at each
segment. point of onstage activities to customer
view. and back- needed action
stage. support step.
functions.

McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved


Example of Service Blueprinting

Standard Brush Apply Collect


execution time Buff
shoes polish payment
2 minutes
30 30 45 15
secs secs secs secs
Total acceptable
execution time
Wrong
5 minutes
color wax
Clean Fail
shoes point Materials
Seen by
(e.g., polish, cloth)
customer 45
secs

Line of Not seen by


visibility customer but Select and
necessary to purchase
performance supplies

McGraw-Hill/Irwin 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
McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved
Blueprints Can Be Used By:
Service Marketers Human Resources
creating realistic customer empowering the human
expectations element
service system design
job descriptions
promotion
selection criteria
appraisal systems

Operations Management System Technology


rendering the service as providing necessary tools:
promised system specifications
managing fail points personal preference
training systems databases
quality control

McGraw-Hill/Irwin 2003. The McGraw-Hill Companies. All Rights Reserved

Related Interests