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Blueprint for Service Design of a Credit Card Division.

Group No. 22 (Assignment 2)


Anagh Mahajan MMS - 931 Ajinkya Navare MMS - 941 Manali Pradhan MMS 943 Kajal Vadgama MMS 958 Siddhi Prabhavle PG 947

Blueprinting is a service design methodology for "systematically managing the customer experience" and "promotes a conscious decision on what consumers see and which employees should be in contact at each moment of truth" It is a design methodology for services that allows firms to visualize their service processes, points of customer contact, and the physical evidence associated with their services from their customers' perspective Tata Group is planning to launch a Bank through a Joint venture with Wells Fargo (US) in India. For the smooth functioning of the credit card division in such customer-facing business the bank should identify the points where it interacts with customers. The key activities involved in creating and delivering the service for a credit card division of a bank are as follows: Step1: A prospective customer visits the bank for inquiries. The inquiries can also be done through phone or through internet. The employees answers customers queries. Step2: When a customer decides to go for the credit card facility of the bank. He would be required to complete paperwork, fill various forms submit documents to facilitate the verification process. The employee would collect all such documents and make sure all the formalities are complete Step3: A background check would be done to find out the credit worthiness of the prospective customer. On the basis of his/her credit history and other details, the customer would be categorized into gold, platinum etc. and a credit limit for the customer would be decided based on the same. Once the customer is categorized, a record will be created and stored in its central database. After thorough verification a credit card would be issued to the customer. Once the credit card is issued the customer support division would keep the card holder updated about the new offers, current credit status, account limit etc. Step4: Whenever the customer would use the credit card, the transaction would be processed electronically; the customer account information would be updated accordingly. Step5: Based on the information about the number of credit card transactions a monthly credit card statement would be generated and sent to the customer. The customer is required to pay the bill with in the time limit prescribed. Step6: The customer service department would give reminder calls if the bill is not paid within the prescribed time limit. In addition, if the credit card user fails to make at least the minimum

payment by the due date, the issuer may impose a "late fee" and/or other penalties on the user. If the customer doesnt pay the bill despite of the reminder calls, the issue is escalated to the recovery department who recovers the amount bill of the bill from the customer. The service design for credit card division shown in the diagram is designed using metamodel methodology of blueprinting. It has been designed keeping in mind the following key components of service blueprint. Physical evidences Because many services are intangible, customers look for tangible evidence of what they are about to experience in a service encounter For each stage in the process of service delivery physical evidence has been specified. An office building, Telephone connections, computers, LAN, paperwork, forms, credit cards, receipts, credit card statements all form a part of physical evidences for a credit card division. Line of interaction This would include the principal customer actions. For a credit card division principal customer actions would be in the form of customer enquiries regarding issue of credit cards, credit card account limits, current account status, new offers if any; usage of credit cards, payment of credit card bills etc. Line of visibility This is also known as onstage processes. It refers to direct interaction of the customers with the employees of the bank. Thus, from the customer's perspective there is only one "transaction" the "front stage" one. In case of credit card division, employees would be interacting with the customers to solve queries, if any; completing the documentation; customer support division would form a part of onstage processes. Line of internal interaction This is also known as the backstage would include internal interactions amongst the departments vis-avis activities for conducting background checks; categorization of the customers into silver, gold, platinum etc. Support processes: Support process for a credit card division of a bank would include all support activities and systems namely, creation an account and a record in the database, electronically processing of transactions, networks, account information up gradation during the usage and payment of credit card bills. Also, incase the customers fails to pay the credit card bill, recovery division would take it over and recover the amount.