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SERVICE BLUEPRINTING Contents Executive Summary........................................................ .............................................................3 What is a Service Blueprint...................................................... ...................................................4 Components of Service Blueprints..................................................... .........................................4

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SERVICE BLUEPRINTING Shaheen Air

SERVICE BLUEPRINTING

ContentsExecutive Summary.....................................................................................................................3What is a Service Blueprint.........................................................................................................4Components of Service Blueprints..............................................................................................4Service Blueprint of Traffic Control Service of Shaheen Airlines..............................................5

Executive SummaryWe have mapped out service blueprint of two components of traffic control service of Shaheen Air- baggage handling service and check-in. The blueprint starts with passenger arrival at airport where they receive a parking ticket from the parking staff. Next, passengers enter the airport terminal where, if they want, a porter takes their luggage. Then security check of the passengers and their luggage is carried out by the Airport Security Force (ASF) using metal detectors and X-ray machines. After clearance, passengers proceed towards the airline counter where tickets are checked and boarding passes are issued by the traffic control officers and the luggage is also weighed, booked and taken to the plane by backend employees. Then the passengers board the plane. Upon arrival at destination, traffic control officer sends off the passengers to the arrival lounge. The passengers luggage is transported from the plane to the arrival lounge by the Shaheen Airport Services (SAPS). Passengers collect their luggage and leave the airport. Service failure often occurs when passenger luggage is lost. When this occurs, passengers are asked to fill out a form called Property Irregularity Report for Checked Baggage and are also given a Shaheen Air luggage token. Baggage is returned to the passengers usually within two days.

What is a Service Blueprint?(Zeithaml, Bitner et al. 2006) define service blueprinting as a tool for simultaneously depicting the service process, the points of customer contact, and the evidence of the service from the customers point of view.

Components of Service Blueprints There are 3 components of a typical service blueprint 1. People Customer Actions, Onstage/Visible Contact Employee Actions, Backstage/Invisible Contact Employee Actions, 2. Support Processes3. Physical Evidence

1. People:a. Customer actions include all of the steps that customers take as part of the service delivery process. What makes blueprinting different from other flow charting approaches is that the actions of the customer are central to the creation of the blueprint, and are typically laid out first so that all other activities can be seen as supporting the value proposition offered to or co-created with the customer.

b. The next is the onstage/visible contact employee actions, separated from the customer by the line of interaction. Those actions of frontline contact employees that occur as part of a face-to-face encounter are depicted as onstage contact employee actions.

c. The next significant component of the blueprint is the backstage/invisible contact employee actions, separated from the onstage actions by the line of visibility. Everything that appears above the line of visibility is seen by the customer, while everything below it is invisible. Below the line of visibility, all of the other contact employee actions are described, both those that involve non-visible interaction with customers (e.g., telephone calls) as well as any other activities that contact employees do in order to prepare to serve customers or that are part of their role responsibilities.2. Processes:Next component of the blueprint is processes, separated from contact employees by the internal line of interaction. These are all of the activities carried out by individuals and units within the company who are not contact employees but that need to happen in order for the service to be delivered.3. Physical Evidence:Finally, for each customer action the physical evidence that customers come in contact with is described at the very top of the blueprint. These are all the tangibles that customers are exposed to that can influence their quality perceptions.

Figure 1. Layers of interaction in service blueprint (source Zeithaml, Bitner et al 2006).

Service Blueprint of Traffic Control Service of Shaheen AirlinesWe have mapped out the service blueprint of traffic control services of Shaheen Airlines. In our blueprint we have focused on two components of traffic control services: Baggage handling Check-in

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WebsiteSend-off passengers Greet & take bagsIssue boarding pass & booking of luggage Greet passengersBaggage placed on conv-eyer beltCheck passengers& luggage Load bags on planeRemove bagsMetal detector &X-ray machineArrive at airport EntranceSecurity checkExit planeBoard planeLeave airportCheck-inPick up luggageConveyer beltCustomers Contact persons (Back stage) (On stage)Physical Evidence

- Airport - Terminal - Metal -Airline -Airplane -Arrival -Baggage -Parking parking - Civil aviation detector counter lounge claim token receipt - X-ray -boarding -luggage -Airport machines pass tokens exterior -luggage tokens Process

Figure 2. Service blueprint of traffic control service of Shaheen Airlines (baggage handling and check-in)

First contact point: Arrival at AirportPeople: At this point no official person of Shaheen Airline is present. The airport parking staff and the passengers are in contact at this point and Shaheen Airline has no control here.Process: The passengers enter the parking area. The parking staff give them a token and allow them to park their vehicle in the parking area.Physical evidence: The physical evidence at this point is the airport exterior and the parking token that is given by the parking staff to the passengers. Second contact point: Entrance in Airport TerminalPeople: At this point the passenger enters the premises of the airport and he/she is given the option to have the luggage carried by the civil aviation employee. The civil aviation employee at this point is known as porter. Again, at this point Shaheen Airline is not directly involved. However, the passenger has to go through these points to reach the company.Process: The porter asks the passengers if they want to him to carry their luggage to the airline counter. If the passenger allows him then he makes a receipt of Rs. 200. The luggage is loaded on a trolley and the porter takes the luggage forward. Physical evidence: The physical evidences at this point are the receipt given by the porter, the luggage carrying trolley and the airport interior. Third contact point: Security CheckPeople: The security officers from ASF (Airport Security Force) and one person from the custom department are involved here. They check the passengers at this point.Process: When the passenger enters the security check point he/she will go through a metal detector and at the same the luggage will be put on a X-ray machine for checking. After passing the metal detector, a custom officer checks the passenger and luggage himself if he feels necessary to do so. If the passenger clears the security check, he/ she moves towards the airline counter.Physical evidence: The physical evidence at this point is the metal detectors and the X-ray machine that scans the luggage of the passengers.

Metal Detector

Figure 3. Metal DetectorX-ray machine

Figure 4. X-ray machine

Fourth contact point: Airline CounterPeople: At this point there is direct interaction between the airline frontline staff and the passengers. This is the most critical contact point because this point decides the quality and efficiency of the other contact points. The airline staff here is known as traffic control officers and one supervisor is also there who supervises all the activities and ensures quality of service.Process: Now here the passenger presents his/her tickets and other required documents which are checked on the database on the company website. At the same time the luggage is weighed and booked. The traffic office then provides the passenger with boarding card and luggage tokens. After that the airlines backstage functions start in which customer is not directly involved.

Figure 5. Booking the luggageAfter booking the luggage, the luggage goes through the conveyor belt to the basement from where another traffic officer collects the luggage, takes it to the run-way where the aircraft is present and loads it on the aircraft under his supervision. All these activities are done while passenger is waiting for the flight in the waiting lounge after getting the boarding pass. For loading and unloading the luggage on the aircraft Shaheen Airline takes the services of SAPS (Shaheen Airport Services) which is a third party and it facilitates the loading and unloading of luggage on the aircraft. The flow of processes is also shown in the following pictures:

Figure 6. Luggage is placed on conveyer belt

Figure 7. Luggage reaches basement from where it is collected

Figure 8. Luggage is taken to the run-way and is loaded on the aircraft Physical evidence: Here the physical evidence is the airline counter, the boarding pass, the luggage tokens, conveyor belt and weighing machines.

Figure 9. Boarding pass

Fifth contact point: Boarding the PlanePeople: At this contact point passengers directly interact with airline frontline staff, who greet them and board them on the plane.Process: When the passenger reaches the aircraft Shaheen Airlines traffic officer asks for the passengers boarding card. The passenger presents the boarding card. The traffic officer tears the boarding card in two halves and gives one part to the passenger and keeps the other half for records.Physical evidence: The physical evidence at this point is the aircraft and the boarding pass (half is with customer and other half is kept by the airline).

Figure 10. Boarding pass (after passenger boards the plane) Sixth contact point: Exit PlanePeople: At this contact point the passengers and the airlines frontline staff is involved.Process: When the plane lands on the run-way, a traffic officer sends off the passengers to the arrival lounge. The airline staff start their backstage function in which the passengers are not directly involved. They will unload the passengers luggage with the help of the SAPS and put the luggage on the conveyor belt from where the luggage reaches the arrival lounge. The passengers take their bags after matching the luggage tokens. After that the passengers leave the airport.Physical evidence: The physical evidence at this contact point are arrival lounge, luggage tokens and bags.

Figure 11. Arrival lounge Service Failure and RecoveryService failure: When passport control is passed (in case of international flights) or when passengers arrive at the arrival lounge, it is important that the baggage is transferred to the conveyer belt fast enough and safely. How fast and how efficient this service is will proportionally affect the image of the company. Sometimes, passengers luggage may be lost. Service recovery: In case there is a loss of baggage customer service is available and willing to help. Usually there are customer service assistants who can be contacted right away in case of lost baggage. In case there is no one around, there are offices which deal with lost luggage. If luggage is misplaced, the passenger reports to the airline counter. Officials at the airline counter give the passenger a form called Property Irregularity Report for Checked Baggage to fill and also provide the passenger with a Shaheen Air luggage token. Usually after being reported at the airport the luggage is delivered to the address left at the office by the customer. This may take up to 2 days, depending on where the final destination of the passenger is. When filling out the form, the customer has to describe the content of the luggage and also tick boxes to describe the bags so that they can be recognized. This helps the airline to deliver the right luggage and avoid further delays.

Figure 12. Property Irregularity Report for Checked Baggage and luggage token