Service Blueprint

Service Blueprint
Service blueprint is a picture or map that
accurately portrays the service system so
that different people involved in providing it
can understand and deal with it objectively
regardless of their individual point of view .
Particularly useful at design and redesign
stages of service development.
It provides a way to break the service into
logical components and to depict the steps or
tasks in the processes, the means by which
they are executed and evidence of the
service as consumer experiences it.
Service Mapping/Blueprinting
A tool for simultaneously depicting the


service process, the points of customer

contact, and the evidence of service
from the customer’s point of view.
Process

Service Points of Contact

Mapping
Evidence
Blueprint components
Basic components of Service Blueprint are:
Customer actions
“Onstage” contact employee actions
“Backstage” contact employee actions
Support processes
Blueprint components
Customer actions: it includes steps, choices,
activities and interactions that customer
performs in the process of purchasing,
consuming and evaluating the service
Onstage employee actions: steps and
activities that the contact employees
performs that are visible to the customer.
Backstage employee actions: steps and
activities that occur behind the scene to
support onstage activities.


Blueprint components
Support processes: covers the internal
services, steps and interactions that take
place to support the contact employees in
delivering the service.
S e rvice B lu e p rin t C o m p o n e n ts
CUSTOMER ACTIONS

line of interaction

“ONSTAGE” CONTACT EMPLOYEE ACTIONS

line of visibility

“BACKSTAGE” CONTACT EMPLOYEE ACTIONS

line of internal interaction

SUPPORT PROCESSES
Service Blueprint
Components
Line of interaction: direct interactions b/w
the customer and organization.
Line of visibility: this line separates all
service activities that are visible to the
customers from those that are not visible.
Line of internal interaction: separates
contact employees activities from those of
other service support activities and people.
Physical evidence
 E xp re ss M a ilD e live ry S e rvice
Truck Truck
Packaging Packaging
Forms Forms
EVIDENCE
CONTACT PERSON CUSTOME PHYSICAL

Hand-held Hand-held
Computer Computer
Uniform Uniform

Customer Customer Receive

Calls Gives Package
Package
(Back Stage) (On Stage) R

Driver
Picks Deliver
Up Pkg. Package

Customer
Service
Order

Airport Fly to
Dispatch
Receives Sort Unload Load
Driver Fly to
& Loads Center & On
Destination Sort Truck
SUPPORT
PROCESS

Load on
Airplane

Sort
Packages
 Overnight Hotel Stay
Bill
EVIDENCE
CUSTOMER PHYSICAL

Desk
Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Lobby
Exterior Bags Registration Hallways Bags Amenities Tray Hotel
Parking Papers Room Bath Food Exterior
Lobby Appearance Parking
Key

Arrive Give Bags Call Check out

Go to Receive Sleep Receive
at to Check in Room Eat and
Room Bags Shower Food
Hotel Bellperson Service Leave
SUPPORT PROCESS (Back Stage) (On Stage)
CONTACT PERSON

Greet and
Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags

Take
Take Bags Food
to Room Order

Registration Prepare Registration

System Food System
 Building a Service Blueprint

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Application of Service Blueprints

New Service Development

 concept development
 market testing

Supporting a “Zero Defects” Culture

 managing reliability
 identifying empowerment issues

Service Recovery Strategies

 identifying service problems
 conducting root cause analysis

 modifying processes
Blueprints Can Be Used By:
Service Marketers Human Resources
 creating realistic  empowering the human
customer element
expectations  job descriptions
 service system  selection criteria
design  appraisal systems
 promotion 

 
Operations ManagementSystem Technology
 rendering the service  providing necessary
as promised tools:
 managing fail points  system specifications
 training systems  personal preference
 quality control databases