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Definition of Service
• Zeithmal & Bitner“ Deeds, processes & performances”
– Deeds- actions of Service Providers
– Processes- steps in providing services
– Performance- customer's understanding of service delivery
Kotler“A service is any act or performance that one party can offer to
another that is essentially intangible & does not result in the
ownership of anything. Its production may be or may not be tied
to a physical product.”
Types of Services
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Communication
Transportation
Real Estate Services
Entertainment
Marketing Related Services
Financial & Insurance
Medical
Government
Public Utility Services- Water, Electricity & Gas
Hospitality
Trading Services- wholesale, retailing
Other Professional Services
Internet Based Services
E-Commerce etc
Why Services Marketing?
• 1. Service Based Economy
• 2. Service as a Business Imperative in Manufacturing &
IT
• 3. Professional Service Needs & De-regulation
• 4. Services Marketing is Different from Manufacturing &
Goods Mktg
• 5. Service leads to Profit
SERVICE BLUEPRINT
•
A service blueprint is a picture or map that accurately portrays the
service system so that the different people involved in providing it can
understand and deal with it objectively, regardless of their roles or their
individual points of view.
•
1.
2.
3.
4.
A service blueprint visually displays the service through,
Process of the service delivery
The points of customer contact
The roles of customers & employees &
The visible elements of service
PROCESS
SERVICE
BLUE PRINT
Points of CONTACT
EVIDENCE
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.
Service Blueprint Components
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
CONTACT PERSON CUSTOME PHYSICAL
EVIDENCE
(Back Stage) (On Stage) R
Express Mail Delivery Service
Truck
Packaging
Forms
Hand-held
Computer
Uniform
Customer
Calls
Customer
Gives
Package
Receive
Package
Driver
Picks
Up Pkg.
Deliver
Package
Customer
Service
Order
Dispatch
Driver
SUPPORT
PROCESS
Truck
Packaging
Forms
Hand-held
Computer
Uniform
Airport
Receives
& Loads
Fly to
Sort
Center
Load on
Airplane
Sort
Packages
Fly to
Destinatio
n
Unload
&
Sort
Load
On
Truck
CONTACT PERSON
SUPPORT PROCESS(Back Stage) (On Stage) CUSTOMER PHYSICAL
EVIDENCE
Overnight Hotel Stay
Hotel
Exterior
Parking
Arrive
at
Hotel
Cart for
Bags
Desk
Elevators Cart for
Registration Hallways Bags
Papers
Room
Lobby
Key
Give Bags
Check in
to
Bellperson
Go to
Room
Greet and
Process
Take
Registration
Bags
Receive
Bags
Room
Menu
Amenities
Bath
Sleep
Shower
Call
Room
Service
Deliver
Bags
Take Bags
to Room
Registration
System
Delivery
Food
Tray
Food
Appearance
Receive
Food
Deliver
Food
Eat
Bill
Desk
Lobby
Hotel
Exterior
Parking
Check out
and
Leave
Process
Check Out
Take
Food
Order
Prepare
Food
Registration
System
Building a Service Blueprint
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Identify the
process to
be blueprinted.
Identify the
customer
or
customer
segment.
Map the
process
from the
customer’s
point of
view.
Map
contact
employee
actions,
onstage
and backstage.
Link
customer
and contact
person
activities to
needed
support
functions.
Add
evidence
of service
at each
customer
action
step.
Example of Service Blueprinting
Standard
execution time
2 minutes
Brush
shoes
30
secs
Total acceptable
execution time
5 minutes
Seen by
customer
Line of
visibility
Not seen by
customer but
necessary to
performance
Clean
shoes
45
secs
Apply
polish
30
secs
Fail
point
Buff
Collect
payment
45
secs
15
secs
Wrong
color wax
Materials
(e.g., polish, cloth)
Select and
purchase
supplies
Service Blueprinting Steps
1. Identify processes
2. Isolate fail points
3. Establish a time frame
4. Analyze profitability
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
– creating realistic
customer expectations
• service system design
• promotion
• Operations
Management
– rendering the service
as promised
• managing fail points
• training systems
• Human Resources
– empowering the
human element
• job descriptions
• selection criteria
• appraisal systems
• System Technology
– providing necessary
tools:
• system specifications
• personal preference
databases

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