Service Blueprinting, Essay Example

Blueprinting a service is a graphic (map or image) representation of the processes that take place in service delivery. Service systems are best depicted through blueprints, as these are easy to follow, interpret, and change. Service blueprinting is often used by service development departments that look at the logical elements of the system and improve them to create better customer outcomes, and to reduce costs. They are generally used for new service development, creating a culture of “zero defects”, and for service recovery.

Service blueprinting consists of three different process phases: process, customer contact, and evidence. The basic components of service blueprints are: actions of customers, onstage employee actions, backstage actions performed by employees, and support processes. The importance of support processes within the organization should not be neglected; they are essential for successful service delivery.

Service blueprint components also consist of different lines to demonstrate relationship between individual processes; interaction, visibility, internal interaction, and physical evidence.

Creating a service blueprint is a 9-step process. First, there is a need for identifying all the processes. Secondly, the customers or segments of customers need to be identified. It is important that processes are mapped from the customer’s point of view. After this part of the map is created, employee actions need to be added to the blueprint. The fifth step is to link customer interactions with activities and support functions. Finally, an evidence of service needs to be added to each customer action.

Further, it is also important to note that the role of customers in today’s technology-enabled world often overlaps employee roles. When we look at an online store as an example; customers make a selection based on their preference, and there is no salesperson involved to complete the purchase. Payments are usually automated, and the system sends out notifications for employees to complete the next steps. In the case of an online store, selling software, backstage processes are started; making sure that the delivery email address of the customer is valid, the item is in stock. Employees notify the relevant department about the order (unless this is automated) and the item is sent out. Online purchasing significantly reduces employee contact with customers, while letting the customer complete the purchase.

In the case of a vacation rental service, however, the role of onstage processes is more important. When customers contact an agency, this customer contact triggers a process in the system; answering and seeking more information. Next, an employee would search for holiday rentals in the database of the company that suit the requirements of the client. The client needs to be contacted, and viewing needs to be arranged. The second customer contact is extremely important in this case, and interpersonal communication has a great impact on successful service delivery. Once the customer has decided which rental property they would like to choose, the administration department (backstage process) completes the relevant paperwork and takes the payment. Follow-up of the service is also a part of the process blueprint, as well as further backstage operations, such as arranging cleaning, accounting for the deposit, providing maps and local information for the customer. Looking at the above blueprint, it is evident that it can be used to reduce costs and improve efficiency, customer outcomes through changing the blueprint. If the agent automated follow-up, they would save time and money. If the company had an advanced system to manage deposits, there would be no need for manual administration.