Service Blueprint
Summary
TLDRThis video script outlines the process of creating a service blueprint, focusing on key terms like physical evidence, guest actions, and employee interactions. It exemplifies the blueprint for a student enrolling in a college program, detailing each step from making an appointment to receiving an acceptance letter. The script emphasizes starting with guest actions and supporting them with appropriate service processes, illustrating how to identify and redesign opportunities to enhance the guest experience.
Takeaways
- 📝 The video script explains the process of creating a service blueprint, a visual representation of the service delivery process.
- 🔍 Key terms are defined, including 'physical evidence', 'guest actions', 'onstage contact employee', 'backstage contact employee', and 'support process'.
- 🏢 Physical evidence includes anything a guest sees during their service interaction, such as the building exterior or website color.
- 👣 Guest actions are the step-by-step interactions experienced by the guest, like making an appointment or paying for a service.
- 🤝 Onstage contact employees are those who have face-to-face interactions with guests, such as an adviser greeting a guest.
- 🔍 Backstage contact employees interact with guests without direct face-to-face contact, like an Administrative Assistant booking an appointment over the phone.
- 💻 Support processes are systems that facilitate guest interactions, such as booking systems or appointment schedulers.
- 📚 The example provided is of a student enrolling in a college program, detailing the guest's actions from making an appointment to reading the letter of acceptance.
- 📝 When creating a service blueprint, it's important to start with the guest's actions and then consider how the service company supports each action.
- 🛠 The blueprint can be used to identify opportunities for improving the guest experience, such as redesigning the process for a more welcoming first impression.
- 💡 The script encourages viewers to blueprint a service they are familiar with to discover design opportunities and enhance service delivery.
Q & A
What is the main purpose of the video?
-The main purpose of the video is to explain the steps involved in creating a service blueprint.
What is meant by 'physical evidence' in the context of service blueprinting?
-Physical evidence refers to anything that the guest sees during their service interaction, such as the building exterior or the color of a website.
What are 'guest actions' in a service blueprint?
-Guest actions are the step-by-step interactions that the guest experiences, which drive the blueprint, such as making an appointment or paying for a service.
What is the difference between 'on stage contact employee' and 'backstage contact employee'?
-An 'on stage contact employee' has face-to-face interactions with a guest, like an adviser greeting a guest. A 'backstage contact employee' interacts with the guest without direct face-to-face contact, such as an Administrative Assistant booking an appointment over the phone.
What are 'support processes' in a service blueprint?
-Support processes are the systems that help carry out the guest interactions, like a booking system or an appointment scheduler.
Can you describe the service blueprint for a student enrolling in a college program as presented in the video?
-The service blueprint for a student enrolling in a college program includes making an appointment with a program adviser, applying to the program online, and submitting documents in person.
Why is it important to start a service blueprint with the guest's actions?
-Starting with the guest's actions is important because it ensures that the service blueprint is designed around the guest's experience and interactions.
How does the college support the guest's action of making an appointment?
-The college supports the guest's action of making an appointment through the college's website for contact information, a backstage contact employee who takes the call, and a software program that saves and communicates the appointment.
What is the physical evidence a guest encounters when arriving at the campus for the first time?
-When a guest arrives at the campus for the first time, they encounter physical evidence such as the building, parking lot, interior, faculty, and possibly other students.
What is the role of the adviser in the service blueprint for a student enrolling in a college program?
-The adviser's role in the service blueprint is to have face-to-face interactions with the student, assist in the application process, and use the appointment software system to manage appointments.
How can the guest experience be improved based on the service blueprint?
-The guest experience can be improved by redesigning the blueprint to include additional guest contact points, such as having the adviser greet the student upon arrival on campus.
Outlines
📝 Introduction to Service Blueprinting
This paragraph introduces the concept of service blueprinting, explaining the purpose of the video which is to detail the steps involved in creating a service blueprint. Key terms such as physical evidence, guest actions, on-stage contact employees, backstage contact employees, and support processes are defined. The paragraph sets the stage for a practical example by outlining a service blueprint for a student enrolling in a college program, describing the guest's journey from making an appointment to receiving a letter of acceptance.
📚 Guest Actions and Service Company Support
The focus of this paragraph is on the guest's actions during the enrollment process and how the college supports these actions. The guest's journey is broken down into specific actions such as calling to make an appointment, arriving at the campus, speaking to an advisor, applying to the program, submitting documents, and reading the letter of acceptance. For each action, the paragraph discusses the physical evidence, on-stage and backstage contact employees, and support processes involved, emphasizing the importance of starting with the guest's perspective when creating a service blueprint.
🏛️ Blueprinting the Guest's Arrival and Interaction
This paragraph delves into the details of the first few guest actions within the service blueprint, specifically the arrival on campus and the interaction with the program advisor. It describes the physical evidence the guest encounters, such as the campus buildings and the advisor's office, and the interactions with on-stage and backstage employees. The paragraph also highlights the support processes, such as the appointment software system, that facilitate these interactions.
💻 Online Application and Document Submission
The paragraph discusses the next steps in the service blueprint, where the guest applies to the program online and submits physical documents to the registrar's office. It outlines the physical evidence present during these actions, such as the student lounge and the registrar's office, and the on-stage contact with the administrator. The paragraph also mentions the backstage processes and the support systems, like the application and registration software, that are crucial for the smooth operation of these steps.
📬 Receiving the Letter of Acceptance
The final paragraph in the script describes the last guest action in the service blueprint: reading the letter of acceptance. It identifies the letter as the physical evidence and explains the backstage contact involved in mailing the letter. The paragraph also touches on the support process provided by the registration system, which is instrumental in the acceptance of the student and the creation of the acceptance letter.
🛠️ Opportunities for Service Improvement
In the concluding paragraph, the script shifts focus to the potential for improving the guest experience. It suggests a redesign of the service blueprint to enhance the guest's initial encounter on campus, such as having an advisor greet the guest upon arrival. The paragraph encourages viewers to blueprint services they are familiar with to identify opportunities for design improvements and ends with a thank you note.
Mindmap
Keywords
💡Service Blueprint
💡Physical Evidence
💡Guest Actions
💡On Stage Contact Employee
💡Backstage Contact Employee
💡Support Process
💡Guest Experience
💡Enrollment Process
💡Appointment Scheduler
💡Redesign
💡Letter of Acceptance
Highlights
Introduction to the purpose of creating a service blueprint.
Definition of key terms: physical evidence, guest actions, on-stage contact employee, backstage contact employee, and support process.
Explanation of the importance of starting a service blueprint with the guest's actions.
Example of creating a service blueprint for a student enrolling in a college program.
Description of the guest's actions during the enrollment process.
Discussion on how the college supports each guest action in the service blueprint.
Details on the first guest action of making an appointment and the corresponding support processes.
Physical evidence and interactions during the guest's arrival at the campus.
On-stage contact with an adviser and the use of the appointment software system.
Process of the guest applying to the program online with support from the application software.
Submission of physical documents to the registrar's office and the role of on-stage and backstage employees.
Final guest action of reading the letter of acceptance and the support from the registration system.
Analysis of opportunities to improve the guest experience based on the completed service blueprint.
Suggestion to redesign the blueprint to improve the guest experience, such as an adviser greeting the guest upon arrival.
Encouragement to blueprint a service one is familiar with to discover design opportunities.
Conclusion and thanks for watching the video on creating a service blueprint.
Transcripts
welcome everyone the purpose of this
video is to explain the steps in
creating a service blueprint first let's
review the key
terms physical evidence anything that
the guest sees during their service
interaction uh examples include the
building exterior or the color of a
website guest actions so these are
step-by-step interactions that the guest
experience these actions Drive the
blueprint examples include guest making
an appointment or guest paying for a
service on stage contact employee these
are face-to-face interactions with a
guest an example is an adviser greeting
a guest uh backstage contact employee
these are nonface to-face interactions
so an example would be Administrative
Assistant booking an appointment for a
guest over the phone and finally support
process these are systems that help
carry out the guest interactions uh
examples would include booking system or
an appointment
scheduler so now we will create a
service blueprint for a student
enrolling in a college
program this is the finished service
blueprint it is a blueprint of a guest
making an appointment with a program
adviser applying to the program online
and then submitting her documents in
person let's start from the beginning to
understand how we created this remember
to begin with the guest's actions let's
take a look at what the guest does
throughout the experience first the
guest calls to make an appointment then
the guest arrives at the campus then the
guest speaks to an advisor then she
applies to the program then she'll bring
the documents to the register's office
and finally the guest reads her letter
of acceptance so those are the guest
actions during the enrollment process
when creating any service blueprint is
important to start with the guest's
actions the next step is to focus on how
the service company in this case the
college can support each guest action
let's look look at the first guest
action called to make an appointment so
what physical evidence does a guest see
when she makes an appointment well they
see the college's website to get the
contact information there's no onstage
contact employee because the guest
doesn't speak to anyone in person they
do speak to a backstage contact employee
because they call and make a reservation
through the phone finally there is a
support process because the appointment
is saved and communicated through a
software program
so now we have completed the blueprint
for the first guest action let's move on
to the next
step now the guest arrives on campus so
for the physical evidence here you're
going to have see the building parking
lot interior uh maybe the faculty they
might even see some students perhaps but
basically everything that you would
expect to see when you arrive on a
college campus the physical evidence is
the only interaction the guest has
during this action so now we can move on
to the next guest action
the guest speaks to an adviser so during
this step she will be in the advisor's
office so there'll be physical evidence
of the office the desk even how she
feels in the chair now this is the first
step where the guest has onstage contact
with an employee in this case she
actually speaks with the adviser face to
face also uh the appointment Software
System was used for the adviser to know
of the appointment so the support
process was
needed that's it for this step let's
move on to the next guest
action looks like the guest had a good
chat with the adviser and now she's
ready to apply to the program she
applies online in the student lounge so
there's physical evidence of the lounge
and College website and with the support
of the application software she can
begin the enrollment
process the next step in the process is
for the guest to submit physical
documents to the register's office here
the guests will see the office of the
registers they will also have face tace
or onstage cont with the administrator
and there is an employee backstage that
actually files and photocopies the
documents finally the process is being
supported through a registration
system finally the last guest action is
to read the letter of acceptance the
letter itself is physical evidence there
is backstage contact by the employee
that actually mails the letter and the
registration system supported the
acceptance of the student and the
creation of the
letter now that the blueprint is
complete opportunities to improve the
guest experience can be analyzed in this
case the guest is applying to a college
so it's likely that this is her first
time on campus the guest experience
could be improved by the adviser
greeting her when she first
arrives here we can see the additional
guest contact through a simple redesign
now this is just one example of how the
blueprint can be redesigned to improve
the guest experience try Blueprinting a
service you are familiar with to find
out design opportunities thank you
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