Service Blueprinting

= Map or flowchart of all the transactions

constituting the service delivery process

Objective of Blueprinting

• To understand each step in the process that constitutes the customer’s overall experience with the service

• To identify what encounters customers have with different service personnel specific physical facilities and equipment

• To relate the customers’ behavior and experience at each stage of the process to the backstage activities needed to create quality service in timely fashion frontage

Service Blueprint of Luxury Hotel

กลุมบริการ

1. บริการ ยืม คืน2. คนเอกสาร 3. คนสารสนเทศทาง Internet4. อานหนังสือ

How to develop Service Blueprint

Support Processes

Backstage Contact Person

Onstage Contact Person

Customer Actions

Physical Evidence

Line of Internal Interaction

Line of Visibility

Line of Interaction

How to develop Service Blueprint

Support Processes

Backstage Contact Person

Onstage Contact Person

Customer Actions

Physical Evidence

Line of Internal Interaction

Line of Visibility

Line of Interaction

A1 A2 A3

B1 B2 B3

C1 C2 C3

D1 D2 D3

E

Workshop ; Develop Service Blueprint

Customer

RVSN F/O HK FBKC

Support Processes

Backstage Contact Person

Onstage Contact Person

Customer Actions

Physical Evidence

EN AC PN Management

Line of Internal Interaction

Line of Visibility

Line of Interaction

Steps of Blueprinting

ขั้นตอนที่ 1 (Beyond the line of Interaction)• แจกแจงกระบวนการ(Business Flow)ตั้งแตจุดเริ่มตนของงาน

จนถึงจุดสิ้นสุด • ระบุสิ่งที่สัมผัสได (Physical Evidence) ของแตละ

กระบวนการ

• ระบุกิจกรรม/การแสดงออก /พฤติกรรม ของลูกคาในแตละกระบวนการยอย

ขั้นตอนที่ 2 (Between the line of Interaction and Visibility)

• ระบุกิจกรรม การแสดงออกของพนักงานในสวนหนา (Front Office) กับลูกคาในแตละกิจกรรมยอยของลูกคา

Steps of Blueprinting

ขั้นตอนที่ 3 (Between the line of Visibility and Internal Interaction)

• ระบุกิจกรรมสนับสนุนของ Back Office ที่ใหการสนับสนุนกจิกรรมหลักของ Front Office ในการใหบริการกับลูกคาในแตละกระบวนการยอย

ขั้นตอนที่ 4 (Below the line of Internal Interaction)• ระบุระบบโครงสรางพื้นฐานขององคกรที่มีในการสนับสนุน

กิจกรรมหลัก เพื่อใหการทํางานเปนไปอยางคลองตัวและสรางความพึงพอใจใหกับลูกคาโดยรวม

InternalServiceQuality

EmployeeSatisfaction

EmployeeRetention

Employee Productivity

ExternalServiceValue

Customer Satisfaction

CustomerLoyalty

RevenueGrowth

Profitability

• workplace design• job design• employee selection

and development• employee rewards

and recognition• tools for serving

customers

•Service concept:results for customers

•service designedand delivered tomeet targetedcustomers' needs

•retention•repeat business•referral

Operating Strategy andService Delivery System

The Links in the Service-Profit Chain

Stage 1 Defining design attributes

• Identify the key customers of the service• Determine the needs that customers expect the service to

fulfill• Prioritize the needs in order of importance• Specify the attributes required by a service that meets

these needs• Create quantitative measures for design attributes• Establish the relationships between needs and attributes• Determine the most important attributes

Stage 2 Specifying performance standards

• Identify the customers’ desired performance level for each attribute

• Analyze the performance of the competitors• Determine the relationship between performance and

satisfaction• Specify design performance standards for each attributes.

Stage 3 Generating and evaluating design concepts

• Define the key functions needed to provide the service• Assemble these functions into processes• Document these processes using flow charts• Create alternate design concepts for the service• Evaluate and select a concept for detailed design

Stage 4 Developing design details

• Partition concept into process level design components• Generate design alternatives for each component• Predict performance of each design alternative• Evaluate and select alternatives for each component• Evaluate and select design for implementation• Test performance of overall service design• Make any necessary modifications to the design• Specify detailed functional requirements

Stage 5 Implementing the design

• Develop implementation project plan• Develop a service construction plan• Develop a pilot and testing plan• Develop a communications plan• Develop a rollout and transition plan• Develop a service management plan• Implement all the plans

Stage 6 Measuring performance

• Select key attributes to be analyzed• Measure performance of attributes relative to standards• Measure capability of attributes• Measure efficiency of key processes• Develop reporting and analysis procedures• Identify attributes whose perform does not meet standards• Analyze the root cause of poor performance• Perform any corrective action, if necessary

Stage 7 Assessing satisfaction

• Measure customers’ satisfaction with performance of service

• Measure satisfaction relative to customers’ expectations• Measure satisfaction relative to the competition• Validate these results against those from stage 2

Stage 8 Improving performance

• Estimate relationship between financial objectives and overall satisfaction

• Set strategic satisfaction targets• Estimate relationship between satisfaction and attribute performance• Select one or more attributes for improvement and set targets• Estimate relationship between service level and process level

attributes• Select process level improvement alternative• Evaluate the benefits and costs of different improvement alternatives• Select and implement optimal process improvement initiatives.

Service Process Control

Resources

Identify reasonfor

nonconformance

Establish measure of performance

Monitorconformance torequirements

Take corrective

action

Service concept

Customer input

Customer output

Service process