Service design and blueprinting

Service Blueprinting, design and Innovation in Services Marketing

1. Service Design and Blueprinting Presented By: Jatin Vaid 1 [email protected]

2. Challenges in Service Design Service Characteristics Intangible Simultaneous production and consumption Heterogeneous Perishable Risks involved in describing services Oversimplification: Inadequate to describe complex service systems. Incompleteness: Tendency to omit details of unfamiliar service elements. Subjectivity: Description is biased by personal experiences. Biased interpretation: Service outcome is interpreted differently by different people 2 [email protected]

3. Types of Service Innovations Major or radical innovations: New services for new markets. E.g.: FedEx Start-up businesses: New services for markets already served by existing products. E.g.: Ola, Uber New services for currently served market: E.g.: Nutrition services offered by a gymnasium Service line extensions: Augmentations of existing service line. E.g.: A university offering new courses Service improvements: Changes in features of services already offered. E.g.: addition of Wi-Fi amenities in hotel rooms Style changes: Modest innovations which are highly visible and effect customer perceptions. E.g.: Changing colour scheme or logo 3 [email protected]

4. Service Innovation & Development Process Steps: Business strategy development or review New service strategy development Idea generation Service concept development & evaluation Business analysis Service development & testing Market testing Commercialization Post-introduction evaluation 4 [email protected]

5. Service Blueprinting A picture or a map that portrays the customer experience and service system so that different people involved in providing the service can understand it objectively, regardless of their roles. 5 [email protected]

6. Service Blueprinting Useful at design stage of service development Visually displays the service by depicting process, points of customer contact, roles of customers & employees and its visible elements It breaks down a service in to its logical components Useful for describing services Focus on customers and service processes 6 [email protected]

7. Components of Service Blueprint Key Components: Customer actions Visible (Onstage)contact employee actions Invisible (Backstage)contact employee actions Support processes 7 [email protected]

8. Pictorial depiction of service blueprint components 8 [email protected]

9. Components of Service Blueprint Explained Customer actions: Activities / interactions a customer performs while purchasing services Visible (Onstage)contact employee actions: Activities performed by contact employees visible to customers Invisible (Backstage)contact employee actions: Occur behind the scenes to support the onstage activities Support processes: Internal services, steps and interactions to support contact employees in delivering services 9 [email protected]

10. Components of Service Blueprint Explained Line of interaction: Represents direct interactions between customer and organization Line of visibility: It separates all service activities visible to customers from those not visible Line of internal interaction: Separates customer-contact employee activities from service support activities and people Physical evidence of service: Listing actual physical evidence at each contact point 10 [email protected]

11. Example of Service Blueprint – Express mail delivery service 11 [email protected]

12. Building a Service Blueprint Steps: Identify the process Identify the customer segments Map processes from customer’s point of view Map contact employee actions Link contact activities to support functions Add evidence of service at each customer action step 12 [email protected]

13. Applications of Service Blueprints Service blueprints may be used by organizations in the following ways: New service development – concept development & market testing Supporting a ‘zero – defect’ culture – managing reliability Service recovery strategies – identify problems, root-cause analysis, process changes Creating realistic customer expectations Empowering human resources – job description Training systems Providing system technology 13 [email protected]

14. Benefits of Service Blueprinting Provides a platform for innovation. Recognizes roles and interdependencies among functions, people, and organizations. Facilitates both strategic and tactical innovations. Transfers and stores innovation and service knowledge. Designs moments of truth from the customer’s point of view. Suggests critical points for measurement and feedback in the service process. Clarifies competitive positioning. Provides understanding of the ideal customer experience 14 [email protected]

15. Thank You! 15 [email protected]