All services (e.g. front of house guest services, maintenance, cleaning, catering) should be designed to maximise the customers experience.
To achieve this a blueprint of their service activities should be created
The Service Blueprint is a graphical tool for depicting the service process, the touch-points of customer contact, and the evidence of service from the customer’s point of view.
It looks at the basic systems of the organisation and develops a process. Blue printing sets out to answer the questions: “Who does what, to whom, how often, and under what conditions?”
The Blueprint components consist of:
- Customer actions – Interactions
- Front of House contact – line of visibility
- Back Stage – Support activities
The Service Blueprint is used for:
- new service development
- concept development
- market testing
- supporting a “Zero Defects” culture
- managing reliability
- developing service recovery strategies
- identifying service problems
- modifying (improving) processes
The benefits of blueprinting are:
- clarifying elements of the service.
- showing the sequence of delivery.
- identifying likely fail points.
- identifying capacity bottlenecks.
- giving an overall rather than piecemeal view.
- improving internal communication
- developing measurement design
From “Marketing Success in Black and White” http://www.marketing.org.au. Orginally published by Pearsons – Now available in an inexpensive digital version