Service Blueprint


By

S.Gnanavel
Assistant Professor
Department of Management Studies
Raja College of Engineering and Technology
Madurai-625020, Tamilnadu
 


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. It is 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

It is 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.


Blueprint components

Basic components of Service Blueprint are:

* Customer actions
* "Onstage" contact employee actions
* "Backstage" contact employee actions
* Support processes

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

The steps and activities that the contact employees performs that are visible to the customer.

Backstage Employee Actions

The steps and activities that occur behind the scene to support onstage activities.

Support Processes

They include 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

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.

SERVICE BLUEPRINT MODEL - I


SERVICE BLUEPRINT MODEL - II


REFERENCE : www.google .com
 


S.Gnanavel
Assistant Professor
Department of Management Studies
Raja College of Engineering and Technology
Madurai-625020, Tamilnadu
 

Source: E-mail July 23, 2014

          

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