Service Design

New Services & Services

Blueprinting

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 1
Stages in New Service
Development
Idea Generation & Screening
Concept Development & Testing
Business Analysis – Profitability &
Feasibility
Service Development & Testing
Market Testing
Commercialization
Post-introduction Evaluation
Service Marketing- Faculty:J.Rai IIPM School of
Module II Management, Orissa 2
 Service Design-
Service design consists of four related components-
Service product design
Service facility design
Service operation process design.

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 3
 Service product design- Refers to the design of the
physical attributes of the service. Ex- The meals served
at the restaurant.
Service facility design-Refers to the design of the
physical layout of the facilities where the service
delivered. Ex- A restaurant interior and customer’s
perception of the quality of the services like cleanliness,
lighting, cleanliness.
Service operations process design- The activities that are
needed to deliver or maintain a service. Ex- steps needed
to rent a car- collect license, validate payment option,
check availability, obtain customer signature.

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 4
Service Blueprinting
A picture map that visually
portrays the service system –
process of delivery
 role of customers & employees,
visible elements of the service
Breaks down a service into logical
components & easily definable
tasks & steps
Service Marketing- Faculty:J.Rai IIPM School of
Module II Management, Orissa 5
 Blueprinting – Key
components
Customer Action – Line of External
Interaction
“Onstage” Contact Employee
Action - Line of Visibility
“Backstage” Contact Employee
Action Line of Internal Interaction
Support Processes

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 6
Service blueprint components-
Physical evidence

Customer actions
Line of interaction

Onstage contact
Employee action
Line of visibility

Back stage contact

Employee action

Support processes

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 7
 evidence
Physical
Desk
registration Bill desk/
Hotel exterior papers Elevators lobby hotel/
Carts for bags Room menu Delivery tray/ Food
parking exterior
Lobby key Stairs amenities / bath food
room appearance parking
Customer

Receive bags/ Call room Receive Check out/

Arrive Gives bags Eat
(Onstage ) actions

Check in Go to room shower service food leave

at hotel To attendant
/ sleep
Contact person

Greet & Process Deliver Process

Deliver food
take bag registration bags checkout
(Back stage)

Take
Take bags
food order
to room

Registration Registration
processes
Support

Prepare food
system system

Fail points

Blueprint for overnight hotel stay service

Service Marketing- Faculty:J.Rai IIPM School of
Module II Management, Orissa 8
 Process A tool for simultaneously
Service depicting the service process,
Bluepri Point of Contact
the points of customer contact,
and the evidence of the
nt service from the customers
point of view.
Evidence

Service Blueprinting

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 9
Service Blueprinting
Useful at design & redesign stages
of service development
Different from other “product”
blueprints because here it includes
customers & their views of the
service process

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 10
Application…..a few
1. Restaurant service
2. Hotel Stays
 Check–in procedures
 Room services
 Housekeeping
 Laundry
7. Express Mail delivery
Service Marketing- Faculty:J.Rai IIPM School of
Module II Management, Orissa 11
Steps in Building a
Blueprint
1. Identify the service process to be
blueprinted
2. Map the service process from the
customers point of view
3. Map Contact Employee Actions –
Onstage - Line of External Interaction
Backstage – Line of Visibility – what
customers should see and which
employees are in contact with the
customers.
Service Marketing- Faculty:J.Rai IIPM School of
Module II Management, Orissa 12
Steps in Building a
Blueprint
1. Map Internal Support activities
Line of Internal Interaction –
clarify interfaces across
departmental lines, their
interdependencies
3. Add Evidence of Service at each
Customer Action Step

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 13
Benefits of Blueprinting
Provides a customer orientation
overview – employees can relate to
–”what I do”in the process
Identifies Fail points- weak links in the
chain of service activities
Basis for identifying costs, revenues,
capital investment required
Facilitates top-down, bottom-up
approach to quality improvements.

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 14
 Service Blueprinting

1. Define standards for front-stage activities

2. Specify physical evidence
3. Identify principal customer actions
4. ------------line of interaction (customers and front-stage
personnel)--------
5. Front-stage actions by customer-contact personnel
6. ------------line of visibility (between front stage and
backstage)--------------
7. Backstage actions by customer contact personnel
8. Support processes involving other service personnel
9. Support processes involving IT

Service Marketing- Faculty:J.Rai IIPM School of

Module II Management, Orissa 15