Service Blueprint
Service blueprint is a picture or map that accurately
portrays the service system so that different people
involved in providing it can understand and deal
with it objectively regardless of their individual point
of view .
Particularly useful at design and redesign stages
of service development.
It provides a way to break the service into logical
components and to depict the steps or tasks in the
processes, the means by which they are executed
and evidence of the service as consumer
experiences it.
Service
Mapping/Blueprinting
A tool for simultaneously depicting the service
process, the points of customer contact, and the
evidence of service from the customer’s point
of view.
Process
Service Points of Contact
Mapping
Evidence
Blueprint components
Basic components of Service Blueprint
are:
Customer actions
“Onstage” contact employee actions
“Backstage” contact employee actions
Support processes
Blueprint components
Customer actions: it includes steps, choices,
activities and interactions that customer performs in
the process of purchasing, consuming and evaluating
the service
Onstage employee actions: steps and activities
that the contact employees performs that are visible
to the customer.
Backstage employee actions: steps and
activities that occur behind the scene to support
onstage activities.
Blueprint components
Support processes: covers the internal services,
steps and interactions that take place to support the
contact employees in delivering the service.
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
Service Blueprint Components
Line of interaction: direct interactions b/w the
customer and organization.
Line of visibility: this line separates all service
activities that are visible to the customers from
those that are not visible.
Line of internal interaction: separates contact
employees activities from those of other service
support activities and people.
Physical evidence
Overnight Hotel Stay
Bill
EVIDENCE
CUSTOMER PHYSICAL
Desk
Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Lobby
Exterior Bags Registration Hallways Bags Amenities Tray Hotel
Papers Room Bath Food Exterior
Parking Lobby Appeara
Key nce Parking
Arrive Give Bags Call Check out
Go to Receive Sleep Receive
at to Check in Room Eat and
Bags Shower Food
Hotel Bellperson Service Leave
Room
CONTACT PERSON
(On Stage)
Greet and
Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags
SUPPORT PROCESS (Back Stage)
Take
Take Bags Food
to Room Order
Registration Prepare Registration
System Food System
Building a Service Blueprint
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
Identify Identify Map the Map Link Add
the the process contact customer evidence
process to customer from the employee and contact of service
be blue- or customer’s actions, person at each
printed. customer point of onstage activities to customer
segment. view. and back- needed action
stage. support step.
functions.
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
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
rendering the service as
System Technology
promised
providing necessary tools:
managing fail points
training systems system specifications
quality control personal preference databases
