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• "Firmscannolongercompletelyrelyoncreating

superiorvaluethroughtheircoreproducts―

• "Theymustmoveintotherealmofcustomerexperiencemanagement,creatinglong-term,emotionalbondswiththeircustomersthroughtheco-creationofmemorable

experiences―

• ...notonlyinconsumermarkets,butalsoin business-to-businesscontextswhereresearch showsmeaningfulcustomerexperiences

andtheresultingemotionalbondsbetween customersandsuppliersaremore importantthanrational motivationsforcreating customerloyalty"

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 Amreen

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• Timewhenthecustomerandorganisationcome

together.

• MOTisinfluencedbythreemainfactors:

• Concern

• Friendliness

• civility• Encounterscantakeplaceface-to-faceina

"servicesetting,"overthephone,throughthe

mail,orovertheInternet

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• Opportunitytosatisfycustomers

• Createcustomerloyality

• Retaincustomers

• Maintainbrandfollower

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Designingthe"TouchPoints"and"MomentsofTruth"

•  Acc.ToDonaldConversetobuildupaMOTmarketerscanuseasimple5stepprocess:

• Identify&prioritizeeachcustomerepisodeorcontact

• Developalternativecustomerresponses

• Decidewhichresponsewilldelightthe

customer• Createaservicestandardtoensurebasiccustomersatisfaction

• Measurecustomersatisfactiononeach

MOT

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Danish

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• Identifycustomertypes

• Foreachcustomer,specifycustomeractions

• Specifythe"contactemployees"andtheiractivities

•  Addlinksthatconnectthecustomertocontactemployeeactivitiesandtoneededsupportfunctions

•  Addphysicalevidence

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Waseem

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 Armeen

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 AServiceBlueprintof

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SERVICEBLUEPRINT

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VIRU

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KEYPHYSICALELEMENTS

• : –  GraniteCountertops&WoodFloors

• Reflectsthepricerangeofservices –  Classic/BronzeArt

• EmanatesTraditionalVibe;appealstomany

 –  Comfortable/chicfurniture• Comfortable&HighClass/MovieStar(Makeup)

 –  ElaborateBouquets/Plants•  Addsflairandcolor

 –  Stonetilinginspaareas• Naturetheme;hotsprings;revitalization

 –  OddShapedMirrors

• Boldshapesaddstyle

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:

VeryDiminSpaWaitingArea(Fireplace):

Relaxing

Comfortable&cozy

Notfocusedonimperfections

BrightinSalonArea:

SunlitRoomwithmanymirrors — verynatural

 AllowsClientstoseetruedyecolors

Revealshowmakeupwilllookinnaturallight

StylishAppearance;NoJeans

Hair/Makeup/Nails

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:

SpaArea:

Waterfalls,slowmelodies,naturesounds

Calmingeffect

Slowsbreathing

Mayinducesleep

SalonArea:

RadioStation:STAR101.5Upbeatrhythms;Appealstomany

:AromatherapyCandlesPerClientsRequest

Inducedfeelingsdependonaroma

CommonAromas:

Lavender :toSooth,Calm&RelaxChamomile:toSooth,Calm&Relax

Lemongrass/Citronella :Stress-Reliever

Eucalyptus/Peppermint :RelievesCongestion

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WasimShah

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POTENTIALFAILPOINTS

• 1.Frontdeskgreetings

• 2.WaittimeandReceptionarea

• 3.Adequateconsultation

• 4.Cut,Color,andStyle

• 5.Thankcustomers&remindthemtocomeback

• 6.Billaccuracy

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Mohasir

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SOLUTIONS

• 1.Frontdeskgreetings:

 –  RequireSmile,politedemeanor&courteousscript

• 2.WaittimeandReceptionarea: –  Keeponscheduleforallappointments

• 3.Adequateconsultation: –  Givepersonalattentiontoeachcustomer

• 4.Cut,Color,andStyle: –  Makesuretoaskcustomersexactlywhattheywant&donotrush

• 5.Thankcustomers&remindthemtocomeback: –  Don’tskipthisstep!— promotescustomerloyalty

• 6.Billaccuracy: –  Checkpaymenttwiceforaccuracy

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 ADVANTAGESOFBLUEPRINT• Marketing:

 –  Helpstoidentifykeyareasformarketingcampaignads

 –  Visuallydetermineifaredesignisnecessary

• HumanResourceManagement: –  Identifyfailpoints&correcttheseaccordingly

 –  Determinehiring/firingneeds

 –  Howtodelegatejobs/resources

• Operations: –  Mapsoutvisualflowofserviceoperations

 –  Determinehowaredesignwouldaffectflow

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