service blueprint(1)

8/11/2019 Service Blueprint(1)

http://slidepdf.com/reader/full/service-blueprint1 1/17

SERVICE BLUE PRINT



Service design-Issues

• Extent of customer involvement

• Speed of service required

•

Standardized or customized• How much variety?

• What geographical area should be

covered?



5-3

Moments of Truth• Moment of Truth = customer contact with a

service system.

• Service is defined as the cumulative effect

of all the moments of truth.

• One failed moment of truth can cause

failure of the entire service.

• Therefore, service systems must be

designed as a whole, not in parts.



5-4

Moments of Truth

Examples from book:

• SAS airlines has 50,000 moments oftruth per day.

• Marriott hotels has 6,000,000 moments

of truth per day.



5-5

Cycle of Service for an Airline

Leaves

Airport

Receive

Baggage Arrives at

airport

Customer requests

schedule informationMakes

reservation

Checks

baggage and

checks in for

flight

Proceeds to gate

and security check

Receives

boarding pass

Boards

aircraft

Receives

in-flight

service

Departs

Plane



5-6

Customer Contact (1)

• Definition of ―contact‖— interaction

between service provider and the customer.

Each ―moment of truth‖ is a contact.



5-7


Potential inefficiency in services is a function of

the amount of customer contact

• Why?

– Customer determines the time

– Customer determines the order of service

– Customer influences what happens during the

service



5-8


• High contact ( front room) services

– Direct customer contact

– Customer has control of process

• Low-contact (back room) services

– Out of sight of customer

– Provider has control of process

• Goal: move as much activity as possible to

the back room — why?



5-9

Service Matrix

Low High

Low

High

Service factory Airlines

Trucking

Hotels

Resort and

recreation

Degree of Interaction and Customization

Mass services

Retailing

Wholesaling

Schools

Retail aspects of

commercial banking

Professional Services

Lawyers

Doctors

Accountants

Architects

Service shopHospitals

Auto repair

Repair services

D e g r e e o

f L a b o r i n t e n s i t y


http://slidepdf.com/reader/full/service-blueprint1 10/17© 2007 Pearson Education

Decision Patterns forService Processes

Front off ice

Hybr id o f f ice

Back off ice

Low High

Low customer-contactprocess

• Less complexity, lessdivergence, more line flows

• Less customer involvement

• Less resource flexibility

• Capital intensity varies withvolume..

High customer-contactprocess

• More complexity, moredivergence, more flexible flows

• More customer involvement

• More resource flexibility

• Capital intensity varies withvolume.

Major process decisions



Process Design in Services

• Some of the factors important in process

design for products are also important in

services:

– Nature (level and pattern) of customer

demand

– Degree of vertical integration

– Production flexibility – Degree of automation

– Service quality



Process Design in Services

• Three schemes for producing and

delivering services

– Quasi-Manufacturing

– Customer-as-Participant

– Customer-as-Product

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