Service Design

New Services & Services

Blueprinting

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 1
Sta ges in New Se rvice
Deve lopment
Idea Ge nerati on & Scr eenin g
Concept De velopm ent & Testing
Bus iness Analy sis – Profitability &
Feas ibil ity
Servi ce Development & Testing
Ma rket Testing
Commercializ at ion
Pos t-in troduction Eval uation
Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of
Modu le II Manage ment, Orissa 2
 Service Design-
Service design consists of four related components-
Service product design
Service facility design
Service operation process design.

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 3
 Service product design- Refers to the design of the
physical attributes of the service. Ex- The meals
served at the restaurant.
Service facility design-Refers to the design of the
physical layout of the facilities where the service
delivered. Ex- A restaurant interior and customer’s
perception of the quality of the services like cleanliness,
lighting, cleanliness.
Service operations process design- The activities that are
needed to deliver or maintain a service. Ex- steps needed
to rent a car- collect license, validate payment option,
check availability, obtain customer signature.

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 4
Service Blue printing
A pic ture map that visually
portrays the service system –
process of de liver y
 role of cus tom ers & em ployees,
 visible elemen ts of the ser vice
Bre aks down a servi ce into logic al
comp onen ts & easily defin able
tasks & steps
Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of
Modu le II Manage ment, Orissa 5
 Blueprinting – Key
components
Cu stomer Action – Line of External
Inter action
“Ons tage” Co ntact Emp loyee
Action - Line of Visib ility
“Backstage” Contact Emp loyee
Action Line of Internal Inter action
Support Pro ces ses

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 6
Service blueprint components-
Physical evidence

Customer actions
Line of interaction

Onstage contact
Employee action
Line of visibility

Back stage contact

Employee action

Support processes

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 7
 Desk
registration Bill desk/
Hotel exterior Carts for bags papers Elevators lobby hotel/
Room menu Delivery tray/ Food
parking exterior
Lobby key Stairs amenities / bath food
room appearance parking
Receive bags/ Call Receive Check out/
Arrive Gives bags room
Ea
Check in Go to shower servic food leave
at hotel To attendant t
room / sleep e

Greet & Process Deliver Process

take bag Deliver food
registration bags checkout

Take
Take
food order
bags to
room

Registration Registration
system Prepare food
system

Fail points

Blueprint for overnight hotel stay

service
 CustomerPhysical
Support Contact person
processes (Back stage)(Onstage ) actions evidence
Modu le II
Serv ice Mar ket ing-
Manage ment, Orissa
Faculty: J.Rai IIPM Scho ol of
8
 Proc ess A tool for simultaneously
Ser vice depicting the service process,
Bluepri Point of Contact
the points of customer contact,
and the evidence of the
nt service from the customers
point of view.
Evidence

Ser vice Blueprinti ng

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 9
Service Blue printing
Us eful at des ign & red esign stages
of servi ce develop ment
Different from other “produ ct”
blueprin ts bec ause here it includes
cus tomers & their views of the
ser vice pr oc es s

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 10
Application…..a few
1. Restaur ant ser vice
2. Hotel Stays
 Chec k–in procedur es
 Room servi ces
 Hou se kee ping
 Laundry
7. Express Mail delivery
Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of
Modu le II Manage ment, Orissa 11
St eps in Building a
Blueprint
1. Identif y the ser vice proc ess to be
blueprinted
2. Map the servi ce process from the
cust omers poi nt of view
3. Map Contact Employee Actions –
Onst age - Line of External Interacti on
Back stage – Line of Visib ility – what
cust omers should see and which
emp loyees are in contact with the
customer s.
Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of
Modu le II Manage ment, Orissa 12
St eps in Building a
Blueprint
1. Map Internal Sup port activities
Line of Inte rnal In terac tion –
clarify interf aces acros s
dep artment al lines, the ir
interdepen dencies
3. Add Evidence of Service at each
Cus tomer Action Step

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 13
Benef its of Bluepr int ing
Pr ovides a cus tom er
orien tati on over view –
em ployees can
relat e to
–”what I do”in the pr ocess
Identi fies Fail points- weak links in the
chain of ser vice act ivitie s
Basis for ide ntifying costs , revenu es,
capit al investment re quired
Facili tates top-dow n, bottom-up
app roa ch to quality impr ovement s.
Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of
Modu le II Manage ment, Orissa 14
 Service Blueprinting

1. Define standards for front-stage activities

2. Specify physical evidence
3. Identify principal customer actions
4. ------------line of interaction (customers and front-
stage personnel)--------
5. Front-stage actions by customer-contact personnel
6. ------------line of visibility (between front stage and
backstage)--------------
7. Backstage actions by customer contact personnel
8. Support processes involving other service personnel
9. Support processes involving IT

Serv ice Mar ket ing- Faculty: J.Rai IIPM Scho ol of

Modu le II Manage ment, Orissa 15