Service Blueprint of CNN-IBN

Samarjit BaratRaju Singh

Kousik SinghaDipan Sarkar

Anushree HaldarSwarnali Das

Deepanjan DuttaTanay BhowalTapasi Sarkar

Bhargav Shekar Bhyan

CNN-IBN

• CNN-IBN is a service of Network18, India's leading full play media conglomerate and Time Warner Inc, world’s leading Media and Entertainment Company. CNN-IBN is India's No.1 English news channel and has been the world’s window to India and India's window to the world. The channel is one of the most respected and trusted sources for news and information in the country today. CNN-IBN has been the ‘thought leader’ and has pioneered several initiatives that include CNN-IBN Indian of the Year, Real Heroes, Citizen Journalist Awards, the bi-annual poll State of the Nation, Citizens for Earth, etc.

Core Mode of Customer Interaction

CNN-IBN as Media

• The channel has transcended television, and reaches its viewers through various other media like Internet, mobile and voice. The channel’s news portal, IBNLive.com is the news leader in the Internet.

On Television

Service Blueprint

• The service blueprint is a technique used for service innovation. The technique was first described by Lynn Shostack, a bank executive, in the Harvard Business Review in 1984. The blueprint shows processes within the company, divided into different components which are separated by lines.

Elements of Service Blueprint

• Customer Actions: The steps that customers take as part of the service delivery process.

• Front stage (Visible Contact Employee) Actions: This element is separated from the customer actions by a ‘line of interaction’.

• Backstage (Invisible Contact Employee) Actions: The ‘line of visibility’ separates the onstage from the Backstage actions.

• Support Processes: The ‘internal line of interaction’ separates the contact employees from the support processes.

• Physical Evidence: For each customer action, and every moment of truth, the physical evidence that customers come in contact with is described at the very top of the service blueprint.

Touch Point Between them…. !!

The Process of Structuring a Blueprint Involves Six Steps

• The identification of the service process, that is supposed to be blueprinted

• The identification of the customer segment or the customers that are supposed to experience the service

• Picturing the service from the customer’s perspective• Picturing the actions of the contact employee (onstage

and backstage), and/or technology actions• Linking the contact activities to the needed support

functions• Adding the evidence of service for every customer

action step

Website

On Google !!!

SERVICE BLUEPRINT OF

CNN - IBN

Physical Evidences

Customer Actions

Line of Interaction

Onstage Contact Person

Line of Visibility

Backstage Contact Person

Line of Internal Interaction

Physical Evidence

Support Processes

Websites Mobile

Tuning in Channel

Visiting their Websites

Mobile Applications

Shuffling On the News

Responding Customer Call on

their Shows

Asking for subscription

Making Customer

Involvement

Working and getting Content

finally edited for Mobile

Shooting the Show behind

Cameras

Telecasting the Shows

Refreshing the Website regularly

Innovating various Mobile reach medium

Making the Shows and

editing them for final telecasting

Making of the content and

Content Marketing

Making shows of Upcoming events and

shooting them

Television Channel

Ranking in the Race !!

Few Achievement for Service Quality

Conclusions and Key Learning

• The way media channels provide services thru various media of communications are using integrated Marketing Communications.

• Despite the dominance of services in modern economies, and their rapid growth worldwide, it is surprising how little research and how few methods and techniques exist to address the unique challenges of service innovation.

• We hope that by capturing what is already known about blueprinting and sharing our experience and relevant case studies we will inspire broader adoption of the technique as well as creative extensions that will further enhance its value to service managers and to researchers from multiple disciplines.

THANK YOU