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8/8/2019 Services Blueprinting
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Services Marketing
Prepared By :
Aditya Gupta
Chetan Chaudhary
Menal Lunawat
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Road Map
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SERVICES BLUEPRINTING
Service blueprints are first and foremost customer-focused approach,
allowing firms to visualize the service processes, points of customer
contact, and the physical evidence associated with their services from
their customers perspective.
Basically, its the detailing of every process
The Blueprinting shows what the product should look like and detail the
specifications to which it should conform
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You need to identify all the key activities involved in creating and
delivering the services in question and then specify the linkages between
these activities.
Initially, its best to keep activities relatively aggregated in order to define
the big picture. You can later refine any given activity by drilling
down to obtain a higher level of detail
According to Lovelock
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Features ofService Blueprints
Line of Interaction
Onstage contact employee actions
Line of VisibilityBackstage contact employee actions
Line of Internal Physical Interaction
Support processes and IT
It distinguishes between what customers experience front-stage and
the activities of employees and support processes back-stages
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Front Stage
BackStage
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Front Stage BackStage
An Example
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Features ofService Blueprints
Services blueprints clarify the interactions between customers and
employees, and how they are supported by backstage activities
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Features ofService Blueprints
MarketingCustomer interactions
Function - creating customer expectations
HR
Employee rolesFunction - empowering human element
Operations
Operational processes
Function - rendering the services as promised
Blueprints can facilitate the integration of Marketing,Operations and
HR within a firm
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Being aware of that they can take preventive measures
Prepare contingency plans
Can pinpoint stages where customers have to wait
Blueprinting also gives managers the opportunity to identify potential
fail points in the processes
Features ofService Blueprints
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Creating a Script
Script should provide a full description ofService encounterand can
itself help to identify potential or existing problems in the process
All players should be called to review the script
By examining scripts, Service manager may discoverways to modify
the nature of customer and employee roles in order to improve
service delivery
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