Ultimately one thing really matters in service encounters the customers perceptions of what occurred Richard B Chase and Sriram Dasu Service Script for Haircut Recognize need for hair cut ID: 651153
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Slide1
Service Process BlueprintingSlide2
Ultimately, one thing really matters in service encounters – the customer’s perceptions of what occurred.
~ Richard B. Chase and
Sriram
DasuSlide3
“Service Script” for Haircut
Recognize need for hair cut
Make appointment
Arrive at salon/beauty parlour
Enter salon/parlour doorsGreeting by receptionistPossible wait time (hair magazines available)Greeting by hair stylistQuestions about desired hair cut(Optional) go to hair wash stationGo to hair cutting chairHair is cut/styled/permedCasual conversation occursHair is driedMirror is provided to evaluate haircut (chair spin)Stylist escorts you to cashierTip is givenPay for servicesGather belongings, say good-bye to allExit storeGet comments from relatives/friendsSlide4
What is a Service Blueprint?
A picture or map that accurately portrays the service system
so that the different people involved in providing it can understand and deal with it objectively regardless of their roles or their individual points of view
It
visually displays the service by simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of viewSlide5
Blueprint Components
Physical Evidence
Customer Actions
Onstage Contact Employee Actions
Backstage Contact Employee ActionsSupport ProcessesSlide6
Service Blueprint ComponentsSlide7
Customer Actions
Covers the steps, choices, activities, and interactions that the customer performs in the process of purchasing, consuming, and evaluating the serviceSlide8
Onstage Contact Employee Actions
The steps and activities that the contact employee performs that are visible to the customerSlide9
Backstage Contact Employee Actions
Those contact employee actions that occur behind the scenes to support the onstage activities Slide10
Support Processes
Covers the internal services, steps and interactions that take place to support the contact employees in delivering the serviceSlide11
Line of Interaction
Direct interactions between the customer and the organizationSlide12
Line of Visibility
This line separates all service activities that are visible to the customer from those that are not visibleSlide13
Line of Internal Interaction
Separates contact employee activities from those of other service support activities and peopleSlide14
Driver
Picks
Up Pkg.
Dispatch
Driver
Airport
Receives
& Loads
Sort
Packages
Load on
Airplane
Fly to
Destination
Unload
&
Sort
Load
On
Truck
Express Mail Delivery Service
SUPPORT PROCESS
CONTACT PERSON
(Back Stage)
(On Stage)
CUSTOMER
PHYSICAL
EVIDENCE
Customer
Calls
Customer
Gives
Package
Truck
Packaging
Forms
Hand-held Computer
Uniform
Receive
Package
Truck
Packaging
Forms
Hand-held Computer
Uniform
Deliver
Package
Customer
Service
Order
Fly to
Sort
CenterSlide15
Overnight Hotel Stay
SUPPORT PROCESS
CONTACT PERSON
(Back Stage)
(On Stage)
CUSTOMER
Hotel
Exterior
Parking
Cart for
Bags
Desk
Registration
Papers
Lobby
Key
Elevators
Hallways
Room
Cart for
Bags
Room
Amenities
Bath
Menu
Delivery
Tray
Food
Appearance
Food
Bill
Desk
Lobby
Hotel
Exterior
Parking
Arrive
at
Hotel
Give Bags
to
Bellperson
Check in
Go to
Room
Receive
Bags
Sleep
Shower
Call
Room
Service
Receive
Food
Eat
Check out
and
Leave
Greet and
Take
Bags
Process
Registration
Deliver
Bags
Deliver
Food
Process
Check Out
Take Bags
to Room
Take
Food
Order
Registration
System
Prepare
Food
Registration
System
PHYSICAL
EVIDENCESlide16
Benefits & Purposes of Building Blueprint
Clarification of the concept
Development of a shared service vision
Recognition of complexities and intricacies of the service that are not initially apparent
Delineation of roles and responsibilitiesSlide17
Building a Blueprint
Identify the Service Process to be Blueprinted
Identify the Customer or Customer Segment Experiencing the Service
Map the Service Process from the Customer’s point of viewSlide18
Step 1
Identify the process to be blue-printed.
Step 2
Identify the customer or customer segment.
Step 3Map the process from the customer’s point of view.Step 4Map contact employee actions, onstage and back-stage.
Step 5Link customerand contact person activities to needed support functions.
Step 6
Add evidence of service at each customer action step.
Building a Service BlueprintSlide19
Activity
Create a Service Process Blueprint for a
Gymnasium
What are the service encounters / moments of truth in this service?