Bitner//Patricio - Service Blueprint

Question 1

Advantage of service blueprinting

Answer 1

• customer focused approach for service innovation and improvement
• visualizes service processes, points of customer contact (moments of truth)
• provides integrated management of multi-interface service system
• captures entire customer service experience from customer perspective

Question 2

Strength of service blueprinting

Answer 2

• provides a platform for innovation
• recognizes roles and interdependencies
• facilitates strategic and tactic innovations
• transfers and stores innovation knowledge
• designs the moments of truth
• clarifies competitive positioning

Question 3

Components of the blueprint

Answer 3

1. Physical evidence
2. Customer actions
   //Line of interaction
3. Visible Contact Employee Actions (+technology actions)
   // Line of visibility
4. Invisible employee actions
5. Support processes (IT)

Question 4

SEB - Service Experience Blueprint

Answer 4

Addresses technological infusion and the multichannel nature of new services