Staying at a hotel: You are on a long trip, you got tired. You see a hotel. You park, noting the...

Staying at a hotel: • You are on a long trip, you got tired.

You see a hotel. You park, noting the building is fresh and enter the office where a friendly clerk checks you in and gives you the key. You take rest and next morning you check out.

(benefit received)

Park Car Check inSpend night

In roomCheck out

Repairing VCR• When you play VCR, picture is poor. Travel to

service store, technician examines, diagnoses problem. He asks you to come after 3 days; you leave and return to store after 3 days; pick up vcr, pay him money and later took vcr to home.

Travel to Store

Technician Examines VCR

Return After 3 days

Pick up VCR

Technician repairsVCR

Leave Store

Invisible action

Play VCRbenefit

Augmented Service Product

enquiry

Billing

Payment

InformationConsultation

Safekeeping

Order-Taking

Core

Hospitality

CORE

Augmented Service Product

enquiry

Billing

Payment

InformationConsultation

Safekeeping

Order-Taking

Core

Hospitality

CORE

Facilitating Service

• Core product

• Supplementary services

- Facilitating suppl services

- Supporting / Enhancing Suppl services

** Combination of core & suppl services is often referred to as Augmented service

• Facilitating supplementary services—are mandatory and if these are left out, the entire service would collapse.

• Where as supporting supplementary services do not facilitate the consumption of core services, but are used to increase the value, and thus, differentiate in competition

• Facilitating serv could be a supporting serv in particular market and in other it is not so.

Lets check for these…..

• Hospital• Airlines• Hotels• Life Insurance• Resort• Retail• Amazon• Movie

Creating the service product…..

1. Understand the Co Objectives… link-up Markets & your resources available ie., match Markets and Operations

2. Define the nature of service offering

-core, suppl services, delivery process

3. Documenting the Delivery sequence over time

Operating Assets(Facilities/Equipment, IT Systems, People, Op. Skills, Cost Structure)

Service Design Involves Matching Marketing with Operations

Corporate Objectivesand Resources

Service Delivery Process

Marketing Assets(Customer Base, Mkt. Knowledge,

Implementation Skills, Brand Reput.)

Service Marketing Concept

•Benefits to customer from core/ supplementary elements, style, service level, accessibility

•User costs/outlays incurred•Price/other monetary costs•Time•Mental and physical effort•-ve. sensory experiences

Service Operations Concept

•Nature of processes•Geographic scope of ops•Scheduling•Facilities design/layout•HR (numbers, skills)•Leverage (Agents, self-service)•Task allocation: front/backstage staff; customers as co-producers

Defining the nature of service offering & understand in terms of ……..

Core product

Suppl services

Delivery process

What Happens, When, and in What Sequence? The Time Dimension in the Augmented Service Product

PreVisit

Reservation

USE GUESTROOM OVERNIGHT

Parking Get car

Check in

Porter

USE ROOM

MealPay TV Room service

PhoneCheck out

Time Frame of an Overnight Hotel Stay(real-time service use)

Service Mapping/Blueprinting• A tool for simultaneously depicting the

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

ServiceMapping

Process

Points of Contact

Evidence

Service Blueprint Components

CUSTOMER ACTIONS

line of interaction

“ONSTAGE” CONTACT EMPLOYEE ACTIONS

line of visibility

“BACKSTAGE” CONTACT EMPLOYEE ACTIONS

line of internal interaction

SUPPORT PROCESSES

• Customers while taking service do perform certain actions.

• He interacts with on-stage & off-stage employees / get exposed to physical evidence

• In service delivery, we have something called Front-Stage & Back-Stage

Line that divides the above two is called as line of visibility

.

• Line of interaction is where the customer interacts with on-stage employees (visible actions)

• Customers may interact with Back-stage employees (invisible actions) probably over phone / chat

• Support Processes –operations handled by employees/IT-servers, websites/ process that take care of storing, handling supplies, maintaining facilities, etc., which will actually help out in bringing out the required service to the customer

Service Blueprint of Luxury Hotel

Blueprint for Flying

DriverPicksUp Pkg.

DispatchDriver

AirportReceives& Loads

SortPackages

Load onAirplane

Fly toDestinati

on

Unload&

Sort

LoadOn

Truck

Express 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 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

AttendantCheck 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 w

F

F

w

W

F

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 Blueprint

Application of Service Blueprints

• New Service Development• concept development• market testing

• Supporting a “Zero Defects” Culture• managing reliability• identifying empowerment issues

• Service Recovery Strategies• identifying service problems• conducting root cause analysis• modifying processes

Blueprints Can Be Used By:

• Service Marketers– creating realistic customer

expectations• service system design• promotion

• Operations Management– rendering the service as

promised• managing fail points• training systems• quality control

• Human Resources– empowering the human

element• job descriptions• selection criteria• appraisal systems

• System Technology– providing necessary

tools:• system specifications• personal preference

databases