9. Service Blueprint Flashcards
service blueprint
visualization of customer interactions + behaviors as they are linked with provider backstage events
service blueprint depicts…
service process
points of customer contact
evidence of service from customer’s pov
service blueprint components
visible to customer:
- physical evidence
- customer actions
- employee actions (onstage)
not visible to customer:
- employee actions (backstage)
- support processes
what lines are present in the model?
line of interaction = b/w employee + customer actions
line of visibility = b/w employee onstage + backstage actions
line of internal interaction = b/w employee backstage actions + support processes
steps in building a service blueprint
identify process
identify customer/customer segment
map process from customer’s pov
map contact employee or technology actions
link contact activities to needed support functions
add evidence of service at each customer action step
benefits of service blueprinting
facilitates strategic + tactical innovations
recognizes roles + interdependencies among functions, people…
designs moments of truth (customer pov)
suggests critical points of measurement + feedback
provides understanding of the ideal customer experience
transfers + stores innovation and service knowledge
people involved in ‘drawing’ the blueprint
service marketers - create realistic customer expectations
operations management - render service as promised
HR management - empower human element
system technology - provide necessary tools
requisites of service encounters at line of interaction
adaptability - response to customer needs + requests
spontaneity - unsolicited employee actions + attitudes
coping - response to problem customers
recovery - response to service delivery system failure
goal of acknowledging client emotions
design for a positive outcome that reinforces the value of your service.
