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Service Development and Design

Service Blueprinting is 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. Service Blueprinting can be used to Identify the customer or customer segment, the point of contact, and evidence of service at each customer action.

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379 views6 pages

Service Development and Design

Service Blueprinting is 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. Service Blueprinting can be used to Identify the customer or customer segment, the point of contact, and evidence of service at each customer action.

Uploaded by

Heavy Gunner
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Service Development

and Design
Challenges of service design/ Risks of
Relying on Words Alone to
Describe Services
 Oversimplification

 Incompleteness

 Subjectivity

 Biased Interpretation
Types of New Services
 major or radical innovations

 start-up businesses

 new services for the currently served market

 service line extensions

 service improvements

 style changes
New Service Development Process
Business strategy development or review

New service strategy development

Idea generation
Front-end Screen ideas against new service strategy
Planning
Concept development and evaluation
Test concept with customers and employees

Business analysis
Test for profitability and feasibility

Service development and testing


Conduct service prototype test

Market testing
Implementation Test service and other marketing-mix elements
Sources: Booz-Allen & Hamilton, 1982; Commercialization
Bowers, 1985; Cooper, 1993; Khurana &
Rosenthal 1997.
Postintroduction evaluation
Service 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


Blueprint
Evidence
Building a Service Blueprint
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Identify the Identify the Map the Map contact Link contact Add evidence
process to be customer or process from employee activities to of service at
blue-printed customer the actions, onstage needed each customer
segment customer’s and back-stage, support action step
point of view and/or functions
technology
actions

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