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.