MUKUL VERMA

MBA – IV Sem
PRESENTED BY Marketing Manageme
Graphic Era Universit

SERVICE BUILDING SERVICES

FROM CUSTOMER’S POIN
BLUEPRINTI OF VIEW

NG
 1 2
CONTENT AGENDA

WHAT IS

3 4
SERVICE WHY IT IS NEEDED
BLUEPRINTING

HOW TO MAKE EXAMPLES OF

SERVICE BLUEPRIN
ERVICE BLUEPRINT
 WHAT IS
SERVICES ook
l
Service BLUEPRINTING
u ld uld
blueprints are first and foremostho customer-
ho
Ø
s s
ce it v i h
e r
s wto i c
h visualize the
focused approach, allowing efirms
t th s to
h a on
service processes, points s w aof t i customer contact, and
o w if ic m
s h ec for
the physical i ng s
evidencep associated
on with their services
nt h e c
p r i ai l t
l ue et
from
e B their
d dcustomers’ perspective.
Th e an
lik

Ø The detailing of every process

 BRIEF EXPLANATION OF
SERVICE BLUEPRINTING
ess Analysis Methodology Proposed By Shostack in 1982
c e
rv i
e se
es Time, Logical Sequences Of Actions &inProcesses, g th t he Time an
c t a nd ’S
ce of Interaction With Customer depi c t , E R
ly con STO t a M
o u s r U
tify all the key activitiesltainvolved n e me C
u s t o inTH creating
E and delivering
vices and then specify s i u M between these activitie
mthe flinkages
c
l f or ints o FRO IEW
t o o po i c e F V
y
gn & Redesign , A t h e sOf
Stages e v
r ServiceT O Development
l
p es s , e IN
im
S roc f t h P O
p e o
In Avoiding en c
Over / Undersimplification
ev i d
ge, That Links Service Goals & Customer Expectation.
 BASIS OF
SERVICE BLUEPRINTING
SERVICES
PROCESS
ES

Custom
er
PO L
CO IN A
NT T O IC CE
Y S N
AC F H E
T P VI D
E
 NEED OF
SERVICE BLUEPRINTING
st Customers Are Unhappy With The Service Promised By Th
ompanies
>
SERVICE PROVIDED SERVICE
EXPECTED

=
SERVICE PROVIDED SERVICE
EXPECTED

<
SERVICE PROVIDED SERVICE
EXPECTED
 NEED OF
SERVICE BLUEPRINTING
Ø Gaps In Understanding The Customers

Ø Better Experience Every time In Taking Service

Ø To Make Customer More Loyal

Ø To Smoothen Process, To Optimize Profits

Ø Cut Throat Competition In The Market

Ø Suggestive Services

Ø To Give A Personal Touch

 NEED OF
SERVICE BLUEPRINTING
Blueprints can facilitate the integration of Marketing, Operations and
HR within a firm

Ø Marketing
Customer interactions
Function - creating customer expectations
Ø HR
Employee roles
Function - empowering human element
Ø Operations
Operational processes
Function - rendering the services as promised
 HOW TO MAKE
SERVICE BLUEPRINT
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Identify Identify Map the Map contact Link contact Add

the process the process employee activities to feedback of
to be blue- customer from the actions, needed service at
printed or customer’s onstage and support each
customer point of back-stage, functions customer
segment view and action step
technology
actions
 HOW TO MAKE
SERVICE BLUEPRINT
ACTUAL SERVICE BLUEPRIN
 SOME EXAMPLES OF
SERVICE BLUEPRINTING
Front Stage Back Stage
A RESTAURANT
A LUXURY HOTEL
 AND IN THE LAST………….

“ SERVICE BLUEPRINTING IS TOOL

BY THE COMPANY FOR MAKING
BETTER PROFITS AND GOODWILL
IN THE COMPETITIVE MARKET,
WITH MORE OF CUSTOMER
ORIENTED APPROACH AND TRY TO
MAKE CUSTOMER BETTER
TREATED ”
 THAT WAS ALL

You can find this and other presentations made by me on my webs

[Link]