Service process design natalia adamczyk urszula para

Natalia AdamczykUrszula Para

Service Process Design Service Blueprint

Outline :

1. Service characteristics2. Nature of service3. What is service blueprinting4. Blueprint content5. Steps in service blueprinting design6. Sample blueprints

Services characteristics:process and experience basedintangibility – cannot be seen, tasted, felt, heard before

purchasevariability- each service is unique. It is one-time generated,

rendered and consumed and can never be exactly repeated as the point in time, location, circumstances, conditions…

inseparability- service provider is indispensable for service delivery as he must promptly generate and render the service to the requesting service customer.

simultaneity – are rendered and consumed during the same period of time

perishability- cannot be stored

Services as processes:dynamicexperientialunfolding over a period of timesequence or constellation of events and steps (chain)the entire sequence should be coordinated as a wholefocus on steps and resources which provide value to the

customer

Process strategyA process/transformation/ strategy is an organization’s

approach to transform resources into goods and services. The objective of a process strategy is to find a way to produce goods and services that meet customer requirements and product specifications within cost and other managerial constraints. The process selected will have a long-term effect on efficiency and flexibility of production as well as on cost and quality of the goods produced .

Service Blueprint:process analysis technique that focuses on the customer and the

provider’s interaction with the customera customer-focused approach for service innovation and

improvement – allows firms to visualize the service processes, points of customer contact, and the physical evidence associated with their services from their customers’ perspective

operational tool which describes nature and characteristics of service interaction

shows touch points with the customer and backstage actions transform the intangible nature of services to a visible design object –

helps address the challenges in delivering the intangiblehelps to set roles and responsibilities of customers and providerscustomer-experience design

Blueprinting is a technique for simultaneously depicting:the service processthe points of customer contactthe evidence of service from the customer’s point of view

Service Blueprinting

The service process

The points of customer contact

The evidence of service

Service blueprint components:

1. Customer Actions2. Onstage/Visible Contact Employee Actions3. Backstage/Invisible Contact Employee Actions4. Support Processes5. Physical Evidence

Physical evidence

It is defines as the environment in which services are delivered and in which the firm and customers interest, and any tangible commodities that facilitate the performance or communication of the services.

Customer Action

All of the steps that customers take as part of the service delivery processdepicted chronologically across the top of the blueprint.The actions of the customer are central to the creation of the blueprint, and as such they are typically laid out first so that all other activities can be seen as supporting the value proposition offered to or co-created with the customer

„Onstage” contact employee actions

Those actions of frontline contact employees that occur as part of a face-to-face encounter are depicted as onstage contact employee actions. Every time the line of interaction is crossed via a link from the customer to a contact employee (or company self-service technology, etc.), a moment of truth has occurred

„Backstage” contact employee actions

Everything that appears above the line of visibility is seen by the customer, while everything below it is invisible. Below the line of visibility, all of the other contact employee actions are described, both those that involve non-visible interaction with customers (e.g., telephone calls) as well as any other activities that contact employees do in order to prepare to serve customers or that are part of their role responsibilities.

Support Processes

These are all of the activities carried out by individuals and units within the company who are not contact employees but that need to happen in order for the service to be delivered.Vertical lines from the support area connecting with other areas of the blueprint show the inter-functional connections and support that are essential to delivering the service to the final customer.

Steps in service blueprinting design

1. Identify the service to be blueprinted. basic business concepta service within a family of servicesa specific service component

2. Identify the customer segment that receives the service.

3. Map the service from the customer’s point of view.

4. Draw the line of interaction.

Steps in service blueprinting design

5. Draw the line of visibility.6. Map the service from the customer contact

person’s point of view distinguishing visible (“onstage”) activities from invisible (“backstage”) activities.

7. Draw the line of internal interaction.8. Link customer and contact person activities to

needed support functions.9. Add the physical evidence.

Blueprint samples

Benefits of service blueprint:Shows the points where customer experiences valueConstitutes a rational basis for external marketingNotes potential failure points and opportunities for service

improvement (e.g. poka-yoka technique)Illuminates the elements and connections that constitute the

service.Clarifies competitive positioning Provides a customer focused basis ‐

Do it yourself!

Gracias

Sources:https://www.phonakpro.com/ content/dam/phonak/gc_u

s/ Documents/PracticeDevelopment/ 2011/Phonak_Service_Blueprint_ Slides_20111021.pdf

http://www.ida.liu.se/ divisions/hcs/ixs/material/ servicedesignGbg10/1% 20Methods%20and%20techniques/ ServiceBlueprinting.pdf

http://www.customercrossroads.com/.a/6a00d8341bfffd53ef0134860888d9970c-popup

“Operation Management”, by Heizer and Render, Pearson Education LTD