Definition of ServiceDefinition of Service

• Zeithmal & Bitner- Zeithmal & Bitner-

“ “ Deeds, processes & performances”Deeds, processes & performances”– Deeds- Deeds- actions of Service Providersactions of Service Providers

– Processes- Processes- steps in providing servicessteps in providing services

– Performance- Performance- customer's understanding of service deliverycustomer's understanding of service delivery

Kotler- Kotler-

““A service is any act or performance that one party can A service is any act or performance that one party can offer to another that is essentially intangible & does not offer to another that is essentially intangible & does not result in the ownership of anything. Its production may result in the ownership of anything. Its production may be or may not be tied to a physical product.”be or may not be tied to a physical product.”

Types of ServicesTypes of Services

1.1. CommunicationCommunication2.2. TransportationTransportation3.3. Real Estate ServicesReal Estate Services4.4. EntertainmentEntertainment5.5. Marketing Related ServicesMarketing Related Services6.6. Financial & InsuranceFinancial & Insurance7.7. MedicalMedical8.8. GovernmentGovernment9.9. Public Utility Services- Public Utility Services- Water, Electricity & GasWater, Electricity & Gas

10.10. HospitalityHospitality11.11. Trading Services- Trading Services- wholesale, retailingwholesale, retailing

12.12. Other Professional ServicesOther Professional Services13.13. Internet Based ServicesInternet Based Services14.14. E-Commerce etcE-Commerce etc

Why Services Marketing?Why Services Marketing?

• 1. Service Based Economy1. Service Based Economy

• 2. Service as a Business Imperative in 2. Service as a Business Imperative in Manufacturing & ITManufacturing & IT

• 3. Professional Service Needs & De-regulation3. Professional Service Needs & De-regulation

• 4. Services Marketing is Different from 4. Services Marketing is Different from Manufacturing & Goods MktgManufacturing & Goods Mktg

• 5. Service leads to Profit5. Service leads to Profit

SERVICE BLUEPRINTSERVICE BLUEPRINT

• A service blueprint is a picture or map that accurately portrays A service blueprint is a picture or map that accurately portrays the service system so that the different people involved in the service system so that the different people involved in providing it can understand and deal with it objectively, providing it can understand and deal with it objectively, regardless of their roles or their individual points of view.regardless of their roles or their individual points of view.

• A service blueprint visually displays the service through,A service blueprint visually displays the service through,

1.1. Process of the service deliveryProcess of the service delivery

2.2. The points of customer contactThe points of customer contact

3.3. The roles of customers & employees &The roles of customers & employees &

4.4. The visible elements of serviceThe visible elements of service

SERVICE BLUE PRINT

PROCESS

Points of CONTACT

EVIDENCE

Service Service Mapping/BlueprintingMapping/Blueprinting• A tool for simultaneously depicting A tool for simultaneously depicting

the service process, the points of the service process, the points of customer contact, and the customer contact, and the evidence of service from the evidence of service from the customer’s point of view.customer’s point of view.

Service Blueprint Service Blueprint ComponentsComponents

CUSTOMER ACTIONS

line of interaction

“ONSTAGE” CONTACT EMPLOYEE ACTIONS

line of visibility

“BACKSTAGE” CONTACT EMPLOYEE ACTIONS

line of internal interaction

SUPPORT PROCESSES

Service Blueprint Service Blueprint ComponentsComponents

DriverPicksUp Pkg.

DispatchDriver

AirportReceives& Loads

SortPackages

Load onAirplane

Fly toDestinati

on

Unload&

Sort

LoadOn

Truck

Express Mail Delivery ServiceExpress Mail Delivery ServiceSU

PPO

RT

PR

OC

ESS

CO

NTA

CT

PER

SO

N(B

ack

Sta

ge)(O

n S

tage)C

USTO

ME

RPH

YSIC

AL

EV

IDEN

CE

CustomerCalls

CustomerGives

Package

TruckPackagingFormsHand-held ComputerUniform

ReceivePackage

TruckPackagingFormsHand-held ComputerUniform

DeliverPackage

CustomerServiceOrder

Fly toSort

Center

Overnight Hotel StayOvernight Hotel StayS

UP

PO

RT P

RO

CES

SCO

NTA

CT P

ER

SO

N

(Back

Sta

ge)(

On S

tage)C

US

TO

MER

HotelExteriorParking

Cart for Bags

DeskRegistrationPapersLobbyKey

ElevatorsHallwaysRoom

Cart for Bags

RoomAmenitiesBath

Menu DeliveryTrayFoodAppearance

Food

BillDeskLobbyHotelExteriorParking

Arriveat

Hotel

Give Bagsto

BellpersonCheck in Go to

RoomReceive

BagsSleep

Shower

CallRoom

Service

ReceiveFood

EatCheck out

andLeave

Greet andTakeBags

ProcessRegistration

DeliverBags

DeliverFood

ProcessCheck Out

Take Bagsto Room

TakeFoodOrder

RegistrationSystem

PrepareFood

RegistrationSystem

PH

YS

ICA

LEV

IDEN

CE

Step 1

Identify the process to be blue-printed.

Step 1

Identify the process to be blue-printed.

Step 2

Identify the customer or customer segment.

Step 2

Identify the customer or customer segment.

Step 3

Map the process from the customer’s point of view.

Step 3

Map the process from the customer’s point of view.

Step 4

Map contact employee actions, onstage and back-stage.

Step 4

Map contact employee actions, onstage and back-stage.

Step 5

Link customerand contact person activities to needed support functions.

Step 5

Link customerand contact person activities to needed support functions.

Step 6

Add evidence of service at each customer action step.

Step 6

Add evidence of service at each customer action step.

Building a Service BlueprintBuilding a Service Blueprint

Example of Service BlueprintingExample of Service Blueprinting

Brushshoes

Applypolish

Failpoint

BuffCollect

payment

Cleanshoes Materials

(e.g., polish, cloth)

Select andpurchasesupplies

Standardexecution time

2 minutes

Total acceptableexecution time

5 minutes

30secs

30secs

45secs

15secs

Wrongcolor wax

Seen bycustomer 45

secs

Line ofvisibility

Not seen bycustomer butnecessary toperformance

Service Blueprinting Steps

1. Identify processes

2. Isolate fail points

3. Establish a time frame

4. Analyze profitability

Application of Service Application of Service BlueprintsBlueprints• New Service DevelopmentNew Service Development

•concept developmentconcept development

•market testingmarket testing

• Supporting a “Zero Defects” CultureSupporting a “Zero Defects” Culture•managing reliabilitymanaging reliability

• identifying empowerment issuesidentifying empowerment issues

• Service Recovery StrategiesService Recovery Strategies• identifying service problemsidentifying service problems

•conducting root cause analysisconducting root cause analysis

•modifying processesmodifying processes

Blueprints Can Be Used By:Blueprints Can Be Used By:

• Service MarketersService Marketers– creating realistic creating realistic

customer expectationscustomer expectations• service system designservice system design• promotionpromotion

• Operations ManagementOperations Management– rendering the service as rendering the service as

promisedpromised• managing fail pointsmanaging fail points• training systemstraining systems• quality controlquality control

• Human ResourcesHuman Resources– empowering the human empowering the human

elementelement• job descriptionsjob descriptions

• selection criteriaselection criteria

• appraisal systemsappraisal systems

• System TechnologySystem Technology– providing necessary providing necessary

tools:tools:• system specificationssystem specifications

• personal preference personal preference databasesdatabases