service blueprint
TRANSCRIPT
Service Blueprinting
= Map or flowchart of all the transactions
constituting the service delivery process
Objective of Blueprinting
• To understand each step in the process that constitutes the customer’s overall experience with the service
• To identify what encounters customers have with different service personnel specific physical facilities and equipment
• To relate the customers’ behavior and experience at each stage of the process to the backstage activities needed to create quality service in timely fashion frontage
Service Blueprint of Luxury Hotel
กลุมบริการ
1. บริการ ยืม คืน2. คนเอกสาร 3. คนสารสนเทศทาง Internet4. อานหนังสือ
How to develop Service Blueprint
Support Processes
Backstage Contact Person
Onstage Contact Person
Customer Actions
Physical Evidence
Line of Internal Interaction
Line of Visibility
Line of Interaction
How to develop Service Blueprint
Support Processes
Backstage Contact Person
Onstage Contact Person
Customer Actions
Physical Evidence
Line of Internal Interaction
Line of Visibility
Line of Interaction
A1 A2 A3
B1 B2 B3
C1 C2 C3
D1 D2 D3
E
Workshop ; Develop Service Blueprint
Customer
RVSN F/O HK FBKC
Support Processes
Backstage Contact Person
Onstage Contact Person
Customer Actions
Physical Evidence
EN AC PN Management
Line of Internal Interaction
Line of Visibility
Line of Interaction
Steps of Blueprinting
ขั้นตอนที่ 1 (Beyond the line of Interaction)• แจกแจงกระบวนการ(Business Flow)ตั้งแตจุดเริ่มตนของงาน
จนถึงจุดสิ้นสุด • ระบุสิ่งที่สัมผัสได (Physical Evidence) ของแตละ
กระบวนการ
• ระบุกิจกรรม/การแสดงออก /พฤติกรรม ของลูกคาในแตละกระบวนการยอย
ขั้นตอนที่ 2 (Between the line of Interaction and Visibility)
• ระบุกิจกรรม การแสดงออกของพนักงานในสวนหนา (Front Office) กับลูกคาในแตละกิจกรรมยอยของลูกคา
Steps of Blueprinting
ขั้นตอนที่ 3 (Between the line of Visibility and Internal Interaction)
• ระบุกิจกรรมสนับสนุนของ Back Office ที่ใหการสนับสนุนกจิกรรมหลักของ Front Office ในการใหบริการกับลูกคาในแตละกระบวนการยอย
ขั้นตอนที่ 4 (Below the line of Internal Interaction)• ระบุระบบโครงสรางพื้นฐานขององคกรที่มีในการสนับสนุน
กิจกรรมหลัก เพื่อใหการทํางานเปนไปอยางคลองตัวและสรางความพึงพอใจใหกับลูกคาโดยรวม
InternalServiceQuality
EmployeeSatisfaction
EmployeeRetention
Employee Productivity
ExternalServiceValue
Customer Satisfaction
CustomerLoyalty
RevenueGrowth
Profitability
• workplace design• job design• employee selection
and development• employee rewards
and recognition• tools for serving
customers
•Service concept:results for customers
•service designedand delivered tomeet targetedcustomers' needs
•retention•repeat business•referral
Operating Strategy andService Delivery System
The Links in the Service-Profit Chain
Stage 1 Defining design attributes
• Identify the key customers of the service• Determine the needs that customers expect the service to
fulfill• Prioritize the needs in order of importance• Specify the attributes required by a service that meets
these needs• Create quantitative measures for design attributes• Establish the relationships between needs and attributes• Determine the most important attributes
Stage 2 Specifying performance standards
• Identify the customers’ desired performance level for each attribute
• Analyze the performance of the competitors• Determine the relationship between performance and
satisfaction• Specify design performance standards for each attributes.
Stage 3 Generating and evaluating design concepts
• Define the key functions needed to provide the service• Assemble these functions into processes• Document these processes using flow charts• Create alternate design concepts for the service• Evaluate and select a concept for detailed design
Stage 4 Developing design details
• Partition concept into process level design components• Generate design alternatives for each component• Predict performance of each design alternative• Evaluate and select alternatives for each component• Evaluate and select design for implementation• Test performance of overall service design• Make any necessary modifications to the design• Specify detailed functional requirements
Stage 5 Implementing the design
• Develop implementation project plan• Develop a service construction plan• Develop a pilot and testing plan• Develop a communications plan• Develop a rollout and transition plan• Develop a service management plan• Implement all the plans
Stage 6 Measuring performance
• Select key attributes to be analyzed• Measure performance of attributes relative to standards• Measure capability of attributes• Measure efficiency of key processes• Develop reporting and analysis procedures• Identify attributes whose perform does not meet standards• Analyze the root cause of poor performance• Perform any corrective action, if necessary
Stage 7 Assessing satisfaction
• Measure customers’ satisfaction with performance of service
• Measure satisfaction relative to customers’ expectations• Measure satisfaction relative to the competition• Validate these results against those from stage 2
Stage 8 Improving performance
• Estimate relationship between financial objectives and overall satisfaction
• Set strategic satisfaction targets• Estimate relationship between satisfaction and attribute performance• Select one or more attributes for improvement and set targets• Estimate relationship between service level and process level
attributes• Select process level improvement alternative• Evaluate the benefits and costs of different improvement alternatives• Select and implement optimal process improvement initiatives.
Service Process Control
Resources
Identify reasonfor
nonconformance
Establish measure of performance
Monitorconformance torequirements
Take corrective
action
Service concept
Customer input
Customer output
Service process