service blueprint is a picture or map that accurately portrays the service
system so that the different people can understand.
is useful at the design and redesign stages of service development.
visually displays the service by simultaneously depicting the process of
service delivery, the points of customer contact, the roles of customers and
represents direct interactions between the customer and the organization.
Initial interview, intermediate meetings.
line separates all service activities that are visible to the customer from
those that are not visible.
of internal interaction:
It separates contact employee activities from those
of other service support activities and people. Ex: Blueprint for express mail
Blueprints can be developed at a variety of levels
and there needs to be agreement on the starting point. Identifying the process
to be mapped will be determined by the underlying purpose of building the
A common rationale for market segmentation is that
each segments needs are different and therefore will require variations in the
service features once any level of detail is reached, separates blueprints
should be developed to avoid confusion and maximize their usefulness.
This step involves charting the choices and actions
that the customer performs / experiences in purchasing, consuming and
evaluating the service.
In case of technology-delivered services, the
required actions of the technology interface will be mapped above the line of
visibility.If no employees are involved in the service at all, then the area
can be relabeled “onstage technology actions”actions,thoseactivities.If bo
“onstage contact employee actions”
the line of internal interaction can then be drawn and linkages from contact
activities to internal support function can be identified.
Finally, the evidence of service can be added to the
blueprint to illustrate what it is that the customer sees and receives as
tangible evidence of the service at each step in the customer experience.
BENEFITS OF SERVICE BLUEPRINTING:
1.It provides an overview of the service
2.It provides a basis for identifying and assessing
cost, revenue and capital invested in each element of the service.
facilitates top-down, bottom-up approach to quality improvement.