Service Blueprint

Summary

This 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

00:00

📝 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.

Keywords

💡Service Blueprint

A service blueprint is a visual representation of the steps involved in delivering a service. It is a critical tool for understanding and improving the customer experience. In the video, the service blueprint is used to outline the process of a student enrolling in a college program, highlighting the various stages from making an appointment to receiving a letter of acceptance.

💡Physical Evidence

Physical evidence refers to the tangible elements of a service that customers interact with or observe. In the context of the video, physical evidence includes the college's website, the building exterior, and the office environment where the student meets with the adviser. These elements contribute to the overall perception of the service quality.

💡Guest Actions

Guest actions are the steps taken by the customer during their service interaction. The video script describes specific actions such as the student calling to make an appointment, arriving at the campus, speaking to an adviser, applying to the program, and submitting documents. These actions drive the development of the service blueprint.

💡On Stage Contact Employee

An on-stage contact employee is someone who interacts with the customer face-to-face during the service delivery. In the video, the adviser greeting the student in person is an example of an on-stage contact employee. Their role is crucial in shaping the customer's immediate experience.

💡Backstage Contact Employee

A backstage contact employee is involved in the service delivery process but does not have direct face-to-face interaction with the customer. In the script, the administrative assistant who books an appointment over the phone is a backstage contact employee. Their work is essential for the smooth operation of the service.

💡Support Process

Support processes are the systems and procedures that enable the service to be delivered effectively. Examples from the video include the booking system, application software, and registration system. These processes are often invisible to the customer but are critical for the efficient functioning of the service.

💡Guest Experience

The guest experience encompasses all aspects of how a customer interacts with and perceives a service. The video focuses on improving the guest experience by analyzing and redesigning the service blueprint to ensure a positive and efficient enrollment process for the student.

💡Enrollment Process

The enrollment process is the specific sequence of steps a student must follow to become a member of a college program. The video uses the enrollment process as a case study to demonstrate how a service blueprint can be created and used to identify areas for improvement.

💡Appointment Scheduler

An appointment scheduler is a tool or system used to manage bookings and appointments. In the video, the appointment scheduler is a support process that helps the college manage student appointments and communicate with them effectively.

💡Redesign

Redesign refers to the process of reevaluating and modifying a service blueprint to enhance the customer experience. The video suggests a redesign where the adviser greets the student upon arrival, illustrating how small changes can significantly impact the guest experience.

💡Letter of Acceptance

The letter of acceptance is a document sent to a student confirming their admission to a college program. In the video, it serves as the final physical evidence in the service blueprint, marking the successful completion of the enrollment process and the student's acceptance into the college.

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