Q1. What is service blueprinting and why isit a valuable service design tool? What are the coreComponentsof a service blueprint and why does each matter?Response:Service blueprinting is a customer centric approach towards service innovationand improvement in which the firms visualize the service as a process denotingpoints of customer contact and physical evidence associated with their servicesfrom a customer’s perspective. Service Blueprints illuminate and provides abackbone support for an organization that drive and support a customer centricservice execution.Itis a valuable service design tool because as it helps managers in resolving thechallenges in designing a service as a process and do further analysis. Ithelps those using a blueprint identify failure prone areas, provideopportunities to innovate It can help managers to refine a single step in theentire process as well as build a comprehensive visual overview of the entireprocess. It functions as a common point of reference for all the stakeholdersconcerned with launching a new service and also serves as a focal point forlate refinements to the model.
Thereare five core components of a service blueprint· CustomerActionsà Itcomprises of all the steps that customers pursue as a part of the servicedelivery process. This is a first critical step in the blue print because allother activities are seen as supporting the main value proposition created withall these customer inputs· Onstage/VisibleContact Employee ActionsàThose actions comprising of face to face interactions by frontline contactemployees fall under this bucket. It serves as a crucial link in the customerfirm interaction as every time a line of interaction is crossed, a moment oftruth is dawned.· Backstage/Invisiblecontact Employee ActionsàThis acts a bridge of visibility, in other words, anything that appears abovethe line of visibility is seen by customer and everything below is not. This isa critical step in the process as it captures all the activities (non-visible)that contact employees perform as a part of their duties to serve customersbetter.· SupportProcessesàThese actions are separated from the contact employees by the line ofinteraction as these are carried out by those units/individuals who are notcontact employees and are necessary in order to deliver exceptional service tothe customer. This is a critical step as it indicates the inter-functionalconnections and support essential for delivering the service.
· PhysicalEvidenceàThis comprises of all the things that customers come in direct contact with andthat can immensely influence their quality perceptions about the service. Itfalls in the top bracket of a service blue print and is generally the lastcomponent that is added.