Service Blueprinting: Designing Service from the Customer s Point of View Phonak Practice Development Conference October 2011 Dwayne D. Gremler gremler@bgsu.edu Copyright CSL/Bitner 2010
Outline Learning the Service Blueprinting Tool The nature of services What is service blueprinting? Steps in designing a service blueprint Sample blueprints Application exercise 2
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The Strategic Service Triangle Company Enabling Promises Technology Making Promises Providers Keeping Promises Customers Source: Adapted from Bitner (1995), Kotler (1994), Gronroos (1990). 4
Services Are... Processes Performances Experiential Intangible Difficult to describe in specific, concrete terms Unlike manufactured products in significant ways 5
Easy or Difficult to Describe? 6
Easy or Difficult to Describe? 7
Easy or Difficult to Describe? 8
Risks of Relying on Words Alone 9
Service Blueprinting Offers an approach and technique that helps address the challenges of delivering the intangible Provides a focal point that can facilitate common understanding of what we offer the marketplace 10
Service Blueprinting A technique for simultaneously depicting: the service process, the points of customer contact, and the evidence of service from the customer s point of view. Process Services Blueprinting Points of Contact Physical Evidence 11
Service Blueprint Components PHYSICAL EVIDENCE CUSTOMER ACTIONS line of interaction ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES 12
PHYSICAL EVIDENCE CUSTOMER ACTIONS Service Blueprint: Express Mail Delivery Consumer calls Truck Packaging Forms Hand held Computer Uniform Consumer gives packages Truck Packaging Forms Hand held Computer Uniform Another Consumer Receives package CONTACT EMPLOYEE BACKSTAGE ONSTAGE ACTIONS ACTIONS Consumer service order Driver picks up package Deliver package SUPPORT PROCESSES Dispatch driver Airport receives and loads Fly to sort center Load on airplane Fly to destination Unload and sort Load on truck Sort packages 13
PHYSICAL EVIDENCE Service Blueprint: Overnight Hotel Stay Hotel Exterior Parking Cart for Bags Desk Registration Papers Lobby Key Elevators Hallways Room Cart for Bags Room Amenities Bath Menu Delivery Tray Food Appearance Food Bill Desk Lobby Hotel Exterior Parking CUSTOMER ACTIONS Arrive at hotel Give bags to Bellperson Check In Go to room Receive bags Sleep Shower Call room service Receive food Eat Check out Leave CONTACT EMPLOYEE BACKSTAGE ONSTAGE ACTIONS ACTIONS Greet and take bags Process registration Take bags to room Deliver bags Take food order Deliver food Process check out SUPPORT PROCESSES Registration system Prepare food Registration system 14
Service Blueprint Components PHYSICAL EVIDENCE CUSTOMER ACTIONS line of interaction ONSTAGE ONSTAGE CONTACT TECHNOLOGY EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES 15
Service Blueprint: DVD Rental Kiosk PHYSICAL EVIDENCE Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of DVD case Appearance of DVD case and DVD Appearance of kiosk CUSTOMER ACTIONS Approach the kiosk Press select a movie on touch screen Browses movies by release date Select movie by touching thumbnail picture Swipe credit card on kiosk Retrieve DVD from kiosk Watch movie Press return DVD, place movie in kiosk return slot ONSTAGE TECHNOLOGY Screen shows touch options: rent or return a DVD Screen shows thumbnail pictures of recent release movies Screen shows 10 thumbnails per screen, advance With arrow key Takes user to payment screen, asks user to swipe credit card Releases DVD, it ejects for pickup from front slot Screen shows touch options: rent or return a DVD CONTACT EMPLOYEE BACKSTAGE ACTIONS SUPPORT PROCESSES Technology maintenance New releases added to kiosk, update kiosk information Record payment information Process payment information 16
Service Blueprint: DVD Rental Kiosk PHYSICAL EVIDENCE Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of kiosk Appearance of DVD case Appearance of DVD case and DVD Appearance of kiosk CUSTOMER ACTIONS Approach the kiosk Press select a movie on touch screen Browses movies by release date Select movie by touching thumbnail picture Swipe credit card on kiosk Retrieve DVD from kiosk Watch movie Press return DVD, place movie in kiosk return slot ONSTAGE TECHNOLOGY Screen shows touch options: rent or return a DVD Screen shows thumbnail pictures of recent release movies Screen shows 10 thumbnails per screen, advance With arrow key Takes user to payment screen, asks user to swipe credit card Releases DVD, it ejects for pickup from front slot Screen shows touch options: rent or return a DVD CONTACT EMPLOYEE BACKSTAGE ACTIONS SUPPORT PROCESSES Technology maintenance New releases added to kiosk, update kiosk information Record payment information Explain procedure for dealing with scratched DVD Process payment information 17
Service Blueprint Components PHYSICAL EVIDENCE CUSTOMER ACTIONS line of interaction ONSTAGE TECHNOLOGY ACTIONS ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES 18
PHYSICAL EVIDENCE Service Blueprint: A Smart Service Web site Brochures Technician appearance/ Equipment appearance Equipment Appearance/ Appearance of status reports Technician appearance CUSTOMER ACTIONS Decide to lease radiology machine Meets with Sales Rep Reads and signs contract Oversees installation process Machine is used and status reports read Informed of need for repair Oversees machine repair ONSTAGE TECHNOLOGY Ongoing monitoring: critical information is collected & status reports are sent Monitoring suggests breakdown is imminent CONTACT EMPLOYEE ONSTAGE ACTIONS Gets pertinent information Presents contract Equipment is installed Technician repairs the machine CONTACT EMPLOYEE BACKSTAGE ACTIONS Sales Rep prepares contract Installation technician loads equipment and necessary tools Repair technician calls client and preps for the service call SUPPORT PROCESSES Maintenance of website/ development of brochures Contract development process / authorization Ordering and manufacturing to spec. Data from equipment is checked 19
Definitions of the Components PHYSICAL EVIDENCE Def: All tangibles that customers come in contact with that impact customer quality perceptions. CUSTOMER ACTIONS Def: All steps that customers take or experience as part of the service process being examined. ONSTAGE TECHNOLOGY ACTIONS Def: The actions by customer-facing technology (e.g., websites) that customers experience as part of the service process. ONSTAGE CONTACT EMPLOYEE ACTIONS Def: The contact employee actions that involve face-to-face interactions with customers. BACKSTAGE CONTACT EMPLOYEE ACTIONS Def: Other contact employee actions (not involving face-to-face customer interactions) including email/phone contact with customers, preparation work, and any activities that facilitate the service process. SUPPORT PROCESSES Def: Activities that facilitate the service process and are done by individuals who are not contact employees. 20
Steps in Designing a Blueprint 1. Identify the service to be blueprinted. basic business concept a service within a family of services a specific service component 2. Identify the customer segment that receives the service. 3. Map the service from the customer s point of view. 4. Draw the line of interaction. 21
Steps in Designing a Blueprint (continued) 5. Draw the line of visibility. 6. Map the service from the customer contact person s point of view distinguishing visible ( onstage ) activities from invisible ( backstage ) activities. 7. Draw the line of internal interaction. 8. Link customer and contact person activities to needed support functions. 9. Add the physical evidence. 22
Service Blueprinting Exercise For this exercise, we will focus on developing service blueprints as a tool for illustrating and developing services. (1) You will be working in small groups to map the service described in the exercise handout. Refer to the basic Steps in Designing a Blueprint, the generic map, and sample blueprints to assist the group in this process. (2) Some small groups may be asked to share their blueprint (or highlight aspects of it) during the large group session that follows. As a group we will discuss insights on the outcomes (the blueprints themselves) as well as the process of developing them. (3) The exercise is intended to illustrate the potential use of blueprinting as a tool to stimulate discussions of service improvement and innovation. 23
Questions to Consider What insights did you gain from completing the service blueprint exercise? What are key potential fail points in the service delivery? What are potential bottlenecks in the service delivery process? What are the key takeaways from blueprinting experience at this point? How can you see using service blueprinting in your practice to facilitate service improvement? Service innovation? 24
Exercise Wrap up What you learned from the exercise Insights regarding outcome Insights regarding process Student ART example Benefits of blueprinting 25
Benefits of Blueprinting Customer Focused Illuminates the customer s role and demonstrates where the customer experiences value. Promotes a conscious decision on what customers see and which employees should be in contact. Constitutes a rational basis for external marketing. Assists in identifying fail points and opportunities for service improvement. 26
Benefits of Blueprinting Organization Focused Provides a common point of discussion for new service development. Stimulates strategic discussions by illuminating the elements and connections that constitute the service. Provides a basis for identifying and assessing cost, revenue, and capital requirements. Clarifies competitive positioning by comparing company and competitor processes when both are mapped. Provides a customer focused basis for developing metrics to track service success. 27
Benefits of Blueprinting Employee Focused Employees can relate what I do to the service viewed as an integrated whole. Constitutes a rational basis for internal marketing. Provides a basis for standardizing processes across units. Helps gain employee buy in for new service offerings or improvements. 28
Using Service Blueprinting in Your Practice 29
Service Blueprint Example Hearing Care Concept Blueprint Split over two slides Provides an example of a typical customer experience with a hearing care practice Could be used as a starting point for blueprinting your practice 30
Service Blueprint: Hearing Care Office Visit (1 of 2) PHYSICAL EVIDENCE Direct mail; Newspaper; Electronic media Direct mail; Newspaper; Electronic media Direct mail; Newspaper; Electronic media Parking lot; Signage; Building Educational materials; Staff Lobby; Forms; Staff Lobby; Materials; Other patients Exam room; Equipment; Staff Exam room Equipment; Staff CUSTOMER ACTIONS Reviews marketing materials Calls office in response to marketing Asks questions and requests appointment Drives to and arrives at practice Checks in at front desk with PCC Receives and completes forms Visit waiting area and watch videos Walks to exam room Receives ear inspection ONSTAGE TECHNOLOGY Display educational videos on flatscreen Collect measurements via otoscope, sound booth, audiometer, and/or tympanometer CONTACT EMPLOYEE ACTIONS (ONSTAGE) PCC greets and checks in patient PCC provides forms to patient Fitter greets patient and escorts patient to exam room Fitter reviews forms conducts and documents ear inspection CONTACT EMPLOYEE ACTIONS (BACKSTAGE PCC answers phone and offers greeting PCC provides answers and schedules appointment PCC collects and processes forms Fitter reviews forms and prepares for patient Fitter records results in system SUPPORT PROCESSES Develop and distribute marketing materials Maintain phone system; Conduct customer service training Maintain centralized scheduling Maintain facilities Maintain centralized scheduling and check in system Maintain forms and database Maintain exam Maintain room; Conduct lobby and patient focused waiting area counseling Including videos training Maintain database, billing and coding; Maintain equipment PCC = Patient Care Coordinator 31
Service Blueprint: Hearing Care Office Visit (2 of 2) PHYSICAL EVIDENCE Sound booth; Equipment; Staff Exam room; Test results; Charts; Staff Exam room; Demo hearing aid; Staff Sample hearing aids; Materials; Staff Purchase contract; Receipt; Staff Hearing aid; Brochure; Copy of audiogram; Patient journal; Staff Lobby; Materials; Staff Parking lot; Signage; Building CUSTOMER ACTIONS Enters sound booth for relevant tests Receives test results and education as needed Experiences hearing aid in office Reviews and selects hearing aid options Purchases hearing aid and signs contract Receives fitting and review of features and care Schedules next appointment Departs practice ONSTAGE TECHNOLOGY Sound booth facilitates hearing test Sound demo instruments demonstrate hearing possibilities Computer presents various options CONTACT EMPLOYEE ACTIONS (ONSTAGE) Fitter takes patient to sound room Fitter conducts tests, documents results, and provides counseling Fitter facilitates patient experience with demo hearing aid Fitter reviews and discusses hearing aid options Fitter presents purchase contract and financing options Tech conducts fitting and reviews features and care PCC finds available times and books appointment CONTACT EMPLOYEE ACTIONS (BACKSTAGE Fitter records results in system PCC prepares purchase contract PCC processes payment and updates system Tech prepares materials SUPPORT PROCESSES Maintain sound booth and equipment Maintain exam room, materials, and database Maintain demo hearing aids; Conduct demonstration training Maintain hearing aid Inventory, materials, and computer Provide financing options; Maintain contracts Maintain payment system and database Maintain materials and website Uphold recall, retention, and customer referral programs Conduct patient satisfaction survey and performance benchmarks PCC = Patient Care Coordinator 32
Blueprinting Your Service Process Assemble the appropriate team Identify a recorder to capture the discussion Determine the focal customer segment(s) Determine any required blueprint modifications Discuss where your service process starts and stops Blueprint your service process while identifying key insights, potential gaps, and improvement actions Use templates and flip charts to capture the discussion 33
Preparing to Blueprint Your Service Overview Question Details Customer Segment(s): What is the focal customer segment(s)? Blueprint Modifications: What blueprint modifications are required? Process Start: Where does the process start? Process Stop: Where does the process stop? Customer Phases: What customer phases exist? 34
Insights from Blueprinting Your Service Insights Details 35
Gaps in Blueprinting Your Service Key Gaps Potential Improvement Actions 36
Summary: Using Blueprinting to Improve (or Design) Your Service Pick a service/service process to focus on Determine the goal of the blueprinting effort Determine the focal customer segment Determine who should participate in the blueprinting process Determine modifications of the tool, if any, that make sense Determine process start and stop as well as customer phases, if applicable Blueprint the service Note insights and action items throughout the process 37
Questions to Consider What actions are expected of the customer? What actions are expected (or completed) by third parties? What aspects of the service delivery process are not well understood? Who within your organization should be involved in the discussion to create a more accurate or representative blueprint? What are the advantages that could be gained from blueprinting your service? 38
Using Service Blueprinting in Your Organization If you are committed to using Service Blueprinting in your organization, we strongly encourage you to: Pass around our overview document with your colleagues Refer colleagues to our Service Blueprinting website http://wpcarey.asu.edu/csl/services_blueprinting/index.cfm Share the California Management Review article 39
Service Blueprinting: Designing Service from the Customer s Point of View Phonak Practice Development Conference October 2011 Dwayne D. Gremler gremler@bgsu.edu Copyright CSL/Bitner 2010