13

Student Service Blueprint Examples

Cleveland Indians
Vicente Salon
Virtual PCs
Insurance
Flooring
BGSU Theater Box Office
Applebees
Merry Maids

Dairy Queen Special Order Cake

Showplace Cinema
FirstMerit Bank ATM
Madhatter Music
Sam Bs
Forest Creason
Panera Bread
Alberinis Restaurant

2004 - Dwayne D. Gremler

Insurance Service
-Parking Lot *
-Office Building

Physical Evidence
-Money
-Telephone

-Meeting Room

-Receipt

-Insurance
Policy

-Paperwork
-Photos

-Claim Check

Customer

Visit Office

Line of Interaction

Phone Calls
to Office

Face to Face *
Meetings

Payment for *
Documents

Contact Person

Line of Visibility

Employees
Answer
Questions

Agent & Policy

Writers

Retrieval of
Documents

File Claim

Receive Claim

(Onstage)

Employee
Takes
Payment

Discusses
Options

(Backstage)

Line of Internal Interaction

Information
Preparation

Contact
Insurance
Co.

Copy of
Policy Filed

Mail
Claim

Calls to
make sure
everything
is fine

Support Process

Secretary sets up
appointment to
meet with agent

Prepare
Billing

Prepare
Policy

Mail Policy

Contacts
Co. to
assure
fast
payment

Photos Taken
of Property

Flooring Installation
Physical
Evidence

Work truck
Estimate on paper
Price list catalogs
Customers residence
Calculator

Consumer

Customer calls
to get an
estimate

Work schedule

Customer
decides that
estimate is with
in budget

Tells company
when they would
like it
started/finished

Delivers final
estimate to
customer

Contact Person
(Onstage)

Estimates
the job

Contact Person
(Offstage)

Estimates
cost of
materials

Support
Process

Work schedule
Work truck

Ceramic tile
Sponge
Grout
Chalk line
Tape measure
Particle board

Saw
Pencil
Screws
Water
Customers
Residence

Customer
decides to have
company do the
job

Customer has a
new floor
installed

Delivers
start/finish date
to customer

Installs new
flooring

Estimates when
the start finish
dates will be

Estimates
number of
hours/workers
needed to
complete job

Estimates
how long
current job
will take

Counts the
number of
future jobs
that need
completed

Gathers all
equipment and
materials for
job

Customer

Physical
Evidence

Reserving a Ticket at the BGSU Theatre Box Office

ticket order
form

Call in
reservation

parking
University Hall
ticket envelope w/
name

Arrive at theatre
at
A

box office window

ticket envelope w/
name

Go to will-call
window

ticket
envelope w/
name

Check in w/
name

ticket
cash/check/bursar/
theatre pass

Pay for tickets

(onstage)

Contact Person

(backstage)

Wait until
theatre opens

assigned seat
inside of
theatre

Take seat in
theatre
Bottleneck #3

LINE OF CUSTOMER INTERACTION

Greet at window

Bottleneck #1

cookie cart
programs
benches
snacks

Find name

Take Payment

Usher takes to
seat

LINE OF VISABILITY

Reservation
taken

Ticket stub
marked

Support Process

LINE OF INTERNAL INTERACTION

Verify name in
theatre pass
system

Name envelope
filed into day
and time

Double check
system

Stub and Cash

into audit system

Ushers chosen

Bottleneck #2

Restaurant
exterior

Physical
Evidence

Parking

Entry
Way

Host/Hostess
Stand

Interior
Design

Arrive
at
Applebees

Walk in

Greet
Customer

Contact
Person
Onstage

Table or
Booth

Menu

Drinks

Other
customers
waiting

Lot

Customer

Waiting
Area

Put
name
on
wait
list

Take
Customers
name

Sit
and
wait

Food

Bill

Food
Appearance

Hostess Stand

Unsatisfactory
food

Go
sit at
table

Order
drinks
and
food

Receive
drinks

Receive
food
Eat

Long
Wait

Call
customers
name

Take drink
and food
orders

Deliver
drinks

Take to their
table

Deliver
food

Entry Way
Parking
Restaurant Exterior
Get Bill
Pay Bill
Leave
restaurant

Process
bill

Poor
service

Receive
food
order

Backstage

Support
Processes

Waiting List

Prepare
drinks

Cook food

Registration
system

= Potential bottlenecks

Service Blueprint

Meredith Hazel - Marketing 405

 Store
Appearance

Display
Freezer
Pre-Made
Cakes

Come into
Store

Look at
Display
Freezer

Represents
Fail points / Bottlenecks

Employee Cake Book

Order
Uniforms
Design Cards Form
Store
Appearance
Look
Through
Cake Book
Line of Interaction

Fill Out
Order
Form

Stand
in Line

Receipt

Cake
Sprinkles
Gel / Frosting
Cake Box

Pre-Pay

Pick Up
Cake

Greet,
Take Order,
Get Money

Freezer
Line of Visibility
Fills
Display
Freezer

Brings
Cake
from Back

Makes
Cake

24 hour
Freezing

Decorates
Cake

Line of Internal Interaction

Support
Process

Contact Person

(Back Stage) (On Stage)

Customer
Actions

Physical
Evidence

Blueprint for Ordering a Personalized

DQ Ice Cream Cake

Micros
Register
System

Cake
Inventory

Ice Cream
Machine
Maintenance

Design
Projector

Evidence

Physical

Blueprint for the Cinema

Parking Lot
Exterior of actual

Signs with
titles and start
times

Line
Holders

building

Employee

Refreshment stand

Money

Actual refreshments

Actual ticket

Employees

Computer

Money

Customer

Interior of restroom

Arrive at
theater

* Decide on what
movie to see and
what time to see it

Get in
line

* Receive ticket

* Get refreshments,
and use the restroom

(back stage) (on stage)

Person

Employee greets you,

gives you the ticket, and
takes your money

Employee takes money

and gives you
refreshments

(Line of visibility)

Telephone
hotline

On line ticket
sales

(Line of internal interaction)

Process

Support

Contact

(line of interaction)

Computer
processing

Preparation of
refreshments

* Has possible failpoints

Interior of theater;
steps, seats, lights and
screen

Evidence

Sign of movie
Doors to theater

* Find a seat

Person
process

(back stage) (on stage)

Contact

Finds the right theater

Support

Lights dim
Movie begins

Other movie- goers

Customer

Physical

Cinema Blueprint (continued)

* Watch movie

Parking Lot
Lights brighten
Credits roll

Put jacket on
and exit theater

exterior of
building

Leave building and

get into car

Ushers and other

movie- goers

Employee dims the

lights and starts
movie projector

Employee
brightens lights

Employee
cleans the
theater

Projection
system

Blueprint for ATM Customer of FirstMerit Bank

Deposit slip
Check
Receipt
ATM, Cash
Deposit check
through
ATM

Transactions
balanced at
end of day

Receipt
Register

Debit Card
Receipt

Debit Card
Receipt
ATM
Cash

Phone

Statement

Records in
register

Use debit
card through
the month

Withdrawals
money from
ATM

Call 1-800
number with
questions

Receives
statement

Check/add
cash &
receipt paper

Documents
picked up &
driven to Akron

Final manual
process Of
checks

Reconciles
statement to
register

Answers
questions & looks
up information

Electronically
processed

Checks are
stored

Statement
Register

Network

Information collected &

generated Into a monthly
statement & sent
Update
account
information

CUSTOMER PHYSICAL
EVIDENCE

MADHATTER MUSIC

Building
exterior,
Parking

Clerks
counter,
Disc

Arrive

Give
clerk disc

Order
ticket

Make
service
request

Order
ticket

Discs,
Receipt

Pick up
discs

Pay for
service

Find
discs for
customer

Give
discs to
customer

Parking

Give
clerk disc

Leave

Return

Leave

LINE OF INTERACTION

Greet &
evaluate
disc

(ONSTAGE)

PERSON

FAILPOINT: DISC MAY NOT BE FIXABLE

Decide
disc can
be fixed

Take disc
& record
order

CONTACT

(BACKSTAGE)

LINE OF VISIBILITY

File with
other
orders

File with
other
repairs

SUPPORT PROCESSES

LINE OF INTERNAL INTERACTION

Disc
repair
machine
FAILPOINT: DISC MAY NOT BE FIXED ADEQUATELY

BOTTLENECK: MULTIPLE ORDERS MAY SLOW SERVICE

Sam Bs Restaurant
Physical
Evidence

Food
Appearance
Delivery tray

Hostess Desk
Lobby
Uniform

Eating Area

Menu

Customer Arrive at
restaurant
(line of
interaction)

Reservation
confirmed
by hostess

Seated
at table

Order drinks
& meals

Receive food
& drinks

Onstage
Contact
Person

Greeted
by hostess,
reservation
confirmed

Seated by
hostess,
Given menus

Order
taken

Deliver food
& drinks

Clear dishes
& trash

Notify server
Order is ready

Wash
dishes

Process bill

Clean-up
system

Cash register
system

Restaurant
parking

Server
Notified of
New table

Backstage
Contact
Person

Support
Processes

Reservation
System

Kitchen
Receives
order

Prepare food
(Food prep
System)

Food

Clean Table

Bill/Receipt

Receive &
pay bill

Eat

Collect
Payment,
Return receipt

***Green lines indicate areas where bottlenecks may occur

***Red lines indicate areas where fail points may occur

Forrest Creason Golf Course

Club house
interior
Parking
Cash register
Club house
Receipt

Physical
Evidence
Customer

Call for
tee time

Arrive at
course

Cart keys

First tee

Tee boxes
Fairways
Greens

Snack
cart
Money

Pay for
the round

Obtain
golf cart

Wait for turn

to tee off

Play the
course

Purchase snacks
from snack
cart

Employee
takes
payment

Employee
distributes
cart keys

Parking
Score card
Finish round
Return cart

Line of Interaction

(Onstage)

Contact
Person

(Backstage)

Employee drives
cart and receives
payment

Line of Visibility

Employee Fail
reserves Point
tee time

Employee
stocks cart

Line of Internal Interaction

Support
Processes

Registration
system

Cart
maintenance

Course
maintenance

Fail Point

Fail Point

Cart
maintenance

Physical Evidence:

Parking Lot
Building Exterior

POP Signs
Menu
Display Case
Music
Building Interior

Uniform
Receipt

Delivery tray
Food appearance
Condiments
Drinks

Dining Room Parking Lot

Table Tents Trash Can
Uniform
Building
Exterior

Customer:
Arrive at Panera

Contact Person
Onstage:

Decide
what to order

Greet

Place Order

Cashier
Takes Order

Backstage:

Receive Food

Deliver food at
Pick Up counter
Sandwich Makers
and Food Preppers
are informed of order
Via computer

Support Process:
Assistant Manager
Daily Inventory

Eat

Exit

Clean dining room

Ask if Customer
is satisfied

Dishwashers
clean the dishes

Bakers cook
and bake pastries
Dishwashers
Clean Kitchen

General Manager
Orders Food

Customer

Physical Evidence

Alberinis Restaurant

Call and Make

Reservation

Main Dining
Room and
Terrace Room

Servers
Notepad

Food Plate,
Silverware,
Napkin

Drink

Order Food

Eat

Take Order
For Drinks

Serve Drinks

Take Order
For Food

Serve Meal

Place Order
On Computer
(To Bar)

Pick Up Drinks

Place Order on
Computer
(To Kitchen)

Pick up Meal

Parking Lot,
Awning,
Restaurant
Building

Host Podium,
Waiting Area

Menu,Specials
Sheet

Servers
Notepad,
dress

Arrive at
Restaurant

Give Name to
Host

Walk to Table

Look at Menu
(create your
own dish)

Order Drinks

Greet/Confirm
Reservation

Lead Guests to
Table

Give Menus
To Guest

Drink and
Wine Glasses,
Bottles(table
setting)

(Backstage)

Contact Person

(Onstage)

Line of Interaction

See if Table
Is Ready
Line of Visibility

Take Reservation

Customer

Physical Evidence

Support Processes

Line of Internal
Interaction

Make Drinks

Dishwasher cleans
Tableware, laundry
personnel clean linens

Executive Chef
Creates Specials
for the Day

F&B Manager
Orders Alcohol

Cook Meal

F&B Manager
Orders Food

Alberinis Restaurant
Menu

Look at Dessert
Menu

Servers notepad

The dessert,
plates,
silverware

The
check,
money

money

Order Dessert

Eat

Pay Check

Get Change
Back

Take Dessert
Order

Serve Dessert

Give Check

Give change
(if due)

Place Order on
Computer
(To Kitchen)

Pick up Dessert

Process Check

Parking lot

Exit Restaurant

Give Dessert
Menu

Line of Visibility

(Backstage)

Contact Person

(Onstage)

Line of Interaction

Support Processes

Line of Internal
Interaction

Potential Fail Point

Make Dessert

Potential Bottleneck
Computer System

Service Blueprint: Virtual PCs F = Failpoint

Ross Metcalf

B = Bottleneck

Physical Evidence

Appearance of store

Appearance of store

Appearance of employees

Appearance of employee

Customer Actions

Phone conversation
A customer calls VPC
with a computer issue,
asking for advice.

Receipt

Receipt

Phone conversation

Phone conversation

Customer brings his PC

to the store.

Customer is told the

diagnosis, and gives
permission to fix the
problem. B

Customer
is updated
on progress
and costs.

Phone conversation
Customer learns that
PC is fixed, and is told
the final balance.

Repaired PC
PC Check-out process.
Customer picks up his
PC, pays his balance.

Onstage Employees

Line of Interaction
Computer Check-In
Process. Customer
provides personal information, and detailed PC
problem description.

Collect payment. Inform

customer of any relevant information such as warranty.

Offstage Employees

Line of Visibility
VPC employee listens
to the customer and
gives a rough cost estimate. Tells customer to
bring their PC and any
other necessary materials to the store.
F

Technician diagnoses
the problem.

Technician calls customer with diagnosis,

asks for permission to
proceed.

Technician installs
requested hardware
or software.

Technician calls
customer with
progress report.

Technician performs
the needed service.

Store receives special parts.

Technician calls
customer to inform
him that the service
is complete.

Internal Services

Line of Internal Interaction

Technician contacts 3rd party

vendors, if necessary.

Special-order parts
are ordered if necessary.
F

Special parts are

shipped. B

Special parts arrive.