Dr. Tuure Tuunanen Center for Service Leadership, Arizona State Univ.

09:00-10:00 Service Blueprinting Lecture 10:00-10:15 Break 10:15-12:00 Class Exercise (Blue Printing) ◦  The lecturer will assist the groups with the

blue printing during the class exercise. ◦  The purpose is to finish work during class

hours today. 12:00-13:00 Lunch Break 13:00-14:30 Presentations

14:30-14:45 Break 14:45-16:00 Presentations

 Discuss challenges for service designers  Revisit the perspective on new services

development  Explain the mechanics of blueprinting a

service  Go through examples and prepare for the

group exercise

 New service superiority and differentiation

 New service synergy or fit  Customer involvement  Role of front-line employees in the new

service development process  Other: oversimplification,

incompleteness, subjectivity, biased interpretations.

 Major process innovations  Product line extensions  Process line extensions  Supplementary service innovations  Service improvements  Style changes

1.  New service strategy development 2.  Idea generation 3.  Concept development, screening and

evaluation 4.  Business analysis 5.  Service development and test marketing 6.  Commercialization and evaluation

 A picture or map that accurately portrays the service system so that.. ◦  the different people involved in providing it

can understand and.. ◦  deal with it objectively regardless of their

roles or their individual points of view.   It has its origins in a variety of fields:

logistics, industrial engineering, decision theory, and information systems analysis.

  Identify and capture productivity and customer experience improvements

 Design and launch new services and processes in a streamlined and customer-focused manne

 Build and embed a customer focus into the fabric of your organization

 http://wpcarey.asu.edu/csl/services_blueprinting/index.cfm

Company perceptions of customer expectations

Customer

Company

Customer-driven service designs and standards

Process

Points of contact

Evidence

Service blueprint

 Key components ◦ Customer actions ◦ Frontstage contact employee actions ◦ Backstage contact employee actions ◦ Support processes

 Physical evidence of the service

Physical evidence

Customer actions

Onstage contact employee actions

Backstage contact employee actions

Support processes

Line of interaction

Line of internal interaction

Line of visibility

Customer calls

Driver picks up package

Customer receives package

Driver delivers package

Dispatch driver

Airport receives and loads

Fly to sort center

Physical evidence

Customer actions

Onstage

Backstage

Support processes

Customer gives package

Truck Packaging Forms Uniform

Truck Packaging Forms Uniform

Customer service order

Sort packages

Fly to destination

Load airplane

Unload and sort

Load on truck

Step 1

Identify the process to be blueprinted

Step 2

Identify the customer or customer segments

Step 3

Map the process from the customer’s point of view

Step 5

Link contact activities to needed support functions

Step 6

Add evidence of service at each customer action step

Step 4

Map contact employee actions, onstage, and backstage actions

 Form a group of 3-4 persons  Prepare a service blueprint for the

class assignment  Prepare to present (seven to ten

minutes): ◦ Brief overview of the service. ◦ Service blueprint of the service. ◦ How to improve the service.