Service blueprint & Service process explained with example
Summary
TLDRThis video script from Marketing 91 Comm explores the concept of service blueprinting, a tool used by service firms to visualize and manage the service delivery process. It breaks down the components of service blueprinting, including physical evidence, customer and employee actions, and support processes. Using the Oberoi Mumbai as a case study, the script illustrates how these elements come together to create a seamless and luxurious customer experience, from arrival to departure.
Takeaways
- 📘 Service Blueprinting: A tool used by service firms to manage service encounters and visualize the service process.
- 🏢 Components of Service Blueprint: Includes physical evidence, customer actions, employee actions on stage, backstage actions, and support processes.
- 👥 Customer Actions: The steps customers take during the service delivery process, depicted chronologically in the blueprint.
- 👩💼 Onstage Employee Actions: The face-to-face interactions between customers and frontline employees, visible to the customer.
- 🔍 Line of Interaction: The boundary between the customer and the employee, crossing which leads to 'moments of truth'.
- 👨💻 Backstage Employee Actions: Invisible to the customer, these actions support the service delivery, such as phone calls or preparations.
- 🔧 Support Processes: Activities by non-contact employees necessary for service delivery, like internal processes and systems.
- 🤝 Line of Internal Interaction: The interaction between backstage employees that support the service delivery.
- 🌆 Oberoi Mumbai Example: A case study illustrating how service blueprinting helps understand and manage the service delivery process in a hotel setting.
- 🛍 Physical Evidence: Tangible elements like decor, staff appearance, and amenities that influence customer perceptions of quality.
- 🍽️ Moments of Truth: Critical points in the service delivery where customer interactions occur, impacting their overall experience.
Q & A
What is the purpose of service blueprinting in service management?
-Service blueprinting is used to better manage service encounters by providing a clearer visualization of the service processes, helping service firms to understand and improve the procedures, mechanisms, and flow of activities involved in delivering a service to the customer.
What are the components of a service blueprint?
-The components of a service blueprint include physical evidence, customer actions, onstage employee actions, the line of interaction, backstage employee actions, support processes, and the line of internal interaction.
How do customer actions influence the service delivery process?
-Customer actions include all the steps that customers take as part of the service delivery process and are depicted chronologically across the top of the blueprint. They influence the service delivery by showing the customer's involvement and interaction with the service.
What is meant by 'onstage' employee actions in service blueprinting?
-Onstage employee actions refer to the actions of frontline contact employees that constitute a face-to-face encounter with the customer. These actions are visible to the customer and are depicted in the service blueprint.
Can you explain the concept of 'moments of truth' in service encounters?
-Moments of truth occur every time the line of interaction is crossed via a link from the customer to a contact employee or the company's self-service technology. These are critical points where the customer directly experiences the service.
What role do backstage employee actions play in service delivery?
-Backstage employee actions include those actions that involve invisible interaction with customers, such as telephone calls and other activities undertaken in preparation to serve customers. They are crucial for the smooth operation of the service delivery process.
How are support processes depicted in a service blueprint?
-Support processes are depicted below the line of visibility and include all the activities carried out by non-contact individuals and units within the company that are required for the service to be delivered.
What is the significance of the line of visibility in a service blueprint?
-The line of visibility in a service blueprint marks the boundary between what is visible to the customer (onstage) and what is not (backstage). It helps differentiate between customer-facing and internal service activities.
Can you provide an example of physical evidence from the script?
-An example of physical evidence from the script is the Oberoi Mumbai's hotel building exterior and infrastructure, which creates an impression of luxury and grandeur for the guests.
How does the Oberoi Mumbai utilize service blueprinting in its operations?
-The Oberoi Mumbai uses service blueprinting to understand and manage the processes involved in delivering services to customers, from the moment they arrive at the hotel to their departure, ensuring a high-quality service experience.
What is the importance of the line of internal interaction in a service blueprint?
-The line of internal interaction represents the interaction that occurs between backstage employees and the internal activities that support service delivery. It is important for understanding how different parts of the organization work together to provide service.
Outlines
📘 Service Blueprinting and Customer Interaction
This paragraph delves into the concept of service blueprinting, a tool used by service firms to visualize and manage the service delivery process. It emphasizes the importance of understanding the procedures, mechanisms, and flow of activities involved in delivering a service. The paragraph outlines the components of service blueprinting, including physical evidence, customer actions, employee actions both on and off stage, the line of interaction, and the line of visibility. It also introduces the concept of 'moments of truth' that occur during customer-employee interactions. The summary of the Oberoi Mumbai hotel's service delivery process illustrates how these components work in practice, from the guest's arrival to their check-in, room entry, and dining experience, highlighting the significance of physical evidence and employee actions in shaping customer perceptions.
🍽️ Dining Experience and Hotel Check-out Process
The second paragraph continues the narrative of the guest's journey at the Oberoi Mumbai, focusing on the dining experience and the check-out process. It describes the physical evidence that contributes to the guest's perception of the restaurant, such as decor, menu variety, and food presentation. The onstage employee action is portrayed through the waiter taking orders and the backstage employee action through the kitchen staff preparing the food. The paragraph also details the guest's room experience, including the amenities and the bellboy's service. The check-out process is covered, from the guest informing the front desk to the billing and payment, with the physical evidence of the lobby and the efficiency of the process highlighted. The summary concludes with the guest's departure, emphasizing the final impression created by the hotel's exterior, parking, and valet service.
Mindmap
Keywords
💡Service Blueprinting
💡Physical Evidence
💡Customer Action
💡Onstage Employee Action
💡Line of Interaction
💡Backstage Employee Action
💡Support Processes
💡Line of Visibility
💡Moment of Truth
💡Service Encounter
💡Internal Interaction
Highlights
Service process involves procedures, mechanisms, and flow of activities for service delivery.
Service blueprinting is used to manage service encounters and visualize service processes.
Physical evidence includes tangibles that influence customer quality perceptions.
Customer actions are the steps taken by customers during the service delivery process.
Onstage employee actions are frontline interactions depicted in the service blueprint.
Moments of truth occur at each interaction between the customer and the employee.
Backstage employee actions are invisible to the customer but crucial for service delivery.
Support processes are activities by non-contact employees required for service delivery.
Line of internal interaction is the communication between backstage employees.
Service blueprinting helps visualize the entire service delivery process.
The Oberoi Mumbai example illustrates the application of service blueprinting in a hotel.
Customer's first impression is influenced by the hotel's physical evidence.
Onstage employee actions, like valet parking, are part of the customer's visible experience.
Check-in process involves onstage employee actions and backstage support systems.
Physical evidence in the guest's room contributes to their overall experience.
Restaurant dining experience is shaped by physical evidence and onstage employee actions.
Backstage kitchen staff are essential for the timely delivery of food.
Check-out process includes onstage employee actions and backstage support for efficiency.
The final impression of the hotel is influenced by the valet service and physical evidence.
Transcripts
hello and welcome to marketing 91 comm
let's understand process process refers
to the procedures mechanisms and flow of
activities to which a service is
delivered in addition it involves tasks
schedules and routines by which a
product or service is delivered to the
customer service firms use service
blueprinting to better manage the
service encounter and to allow clearer
visualization of the service process
introduction because services are
frequently or produced in real time by
employees along with customers service
firms use service blueprinting to better
manage service encounters through a
clearer visualization of service
processes let's look at the components
of service blueprint physical evidence
these are all the tangibles that
customers are exposed to which can
influence their quality perceptions
customer action customer actions include
all the steps that customers take as
part of the service delivery process the
actions are depicted chronologically
across the top of the blueprint on stage
of visible contact employee actions
those actions of frontline contact
employees that constitute a face-to-face
encounter are depicted as onstage
contact employee action every time the
line of interaction is crossed via a
link from the customer to a contact
employee or the company's self-service
technology a moment of truth occurs line
of interaction this line marks the
interaction between the customer and the
onstage visible employee every time the
line of interaction is crossed via a
link from the customer to a contact
employee or the company's self servicing
technology a moment of truth occurs
together these activities comprise of
frontage activities this follows with a
line of visibility backstage or
invisible contact employee actions below
the line of visibility all other contact
employee actions are represented these
include those actions that involve
invisible interaction with customers
examples telephone calls as well as any
other activities of contact employees
undertaken in preparation to serve
customers of that on a part of the
former's responsibilities support
processes these include all the
activities carried out by non-contact
individuals and units within the company
that are required for the service to be
delivered such as ID processes line of
internal interaction it is the
interaction that occurs between the
backstage employees and the internal
activities that support service delivery
together these activities below the line
of visibility comprised of backstage
activities now let us look at an example
of the Oberoi Mumbai to better
understand how service blueprinting
enables the hotel to understand the
processes involved in the delivery of
services to customers c1 the scene
starts with a customer or guests
arriving at a hotel which denotes
customer action on arrival the customers
first impression is formed through the
physical evidence of the hotel that he
or she sees notably the hotel building
exterior and infrastructure the
appearance of the valet person and the
staff that greets him as well as the
parking facility for instance overall
hotel's physical evidence creates an
impression of luxury and grandeur with
its elegant and when lit building said
against a beautiful backdrop of marine
Drive and the well-dressed valet and
staff dressed in white warmly greeting
the guests arriving at the hotel the
first interaction marked by the line of
interaction takes place between the
guests and the onstage employee that is
the valley stuff as he greets the guests
and takes his car keys the valley stuff
then parks the car however this stage is
not visible to the guests and therefore
it is referred to as a backstage
employee action the support system in
this scene comprises the maintenance and
management of the parking lot because it
ensures the efficient and timely
delivery of service scene 2 in this
scene the guest enters the hotel to
complete his check-in formalities the
physical evidence at this stage is the
decor and ambience of the lobby the
waiting arrangement for the guests
appearance and hospitality of the
reception staff and the appearance of
the room key etc for instance overall
hotels physical evidence on arrival
consists of a flawlessly white atrium
lobby built with a sauce marble floor to
ceiling glass windows overlooking the
sea
a skylight ceiling for natural light to
flow through a stylish red piano Aki
center stage and the classy reception
area with well-dressed help desk tough
the on stage employee action is the
registration process done by the
employees at the reception the internal
reservation system that maintains all
hotel bookings is the support system
that assistant managing guests check-in
scene 3 the next scene involves the
guests proceeding to his room the
physical evidence that he sees around is
the elevator the hallway to the rooms
etc for instance in this scene overall
hotels physical evidence is a towering
hallway that offers a 360-degree view of
the hotel's interiors the onstage
employee action is the bellboy carrying
the guests luggage to the room scene 4
in the next field the guest enters his
room checks whether the basic room
amenities are in place and tips the
bellboy for delivering his luggage
the physical evidence here is the decor
of the room ambient conditions such as
the temperature and fragrance of the
room and room and bathroom amenities for
instance the rooms at the Oberoi boom
buy are richly furnished with dark wood
raw silk fabrics and handloom carpets
and they have a breathtaking view of
Queens necklace on marine drive with
lavish room amenities such as a bathtub
with a see-through wall for viewing the
room sparkling satin linens hot water
kettle minibar and refreshments passages
and shampoos dental kits and so on
additionally the room offers a welcome
package of handmade chocolates and a
bottle of champagne in case of sweet
rooms as explained earlier the onstage
employee action here involves the
bellboy placing the luggage in the guest
room scene 5 this scene involves the
guests heading to the hotel's restaurant
to dine the physical evidence includes
the restaurants decor the style of the
food menu along with the food variety
the presentation of food the aroma and
the taste of the dish is served for
instance in the Oberoi the restaurant
via offers a delectable range of Indian
specialities the table aesthetics and
warm lighting create a pleasant physical
evidence for the guests entering the
restaurant the onstage employee that is
the waiter at the restaurant takes the
guests order for
and passes it on to the backstage
employees that is the kitchen the
support system here is the preparation
of food done by the kitchen staff who
enable the timely delivery of food scene
six this scene starts with the backstage
employees actions which involves the
weight of picking of the prepared food
from the kitchen
followed by serving the guests the
customer action here is that guest
receives and consumes the food the
presentation of the food the aroma and
quality of taste constitute the physical
evidence at this stage for instance as
the jia restaurant in the Oberoi
chef paella was the first Michelin star
chef ever to be awarded for Indian food
this is owing to his innovative use of
ingredients and outstanding food
presentation as seen in these pictures
the scene moves to the next day when the
guest is due to check out the customer
action involves the guests informing the
front desk about the checkout and
proceeding to the lobby the physical
evidence is the room from which he is
about to leave the onstage employee is
the bellboy who carries the luggage to
the lobby while the support staff checks
the minibar and room amenities to
initiate the checkout procedure the
physical evidence is the lobby and
reception area efficiency of the billing
process and the presentation of the bill
the guests pays the bill and moves out
of the hotel to receive his car as he
enters the last scene where he waits for
his car in the last scene the physical
evidence is once again the hotel
exterior parking employee appearance and
the valet service the scene ends when
the onstage employee brings the guest
car to him and bids goodbye to him as he
leaves the hotel stay tuned for more
videos on marketing thank you
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