Service Blueprinting
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Transcript of Service Blueprinting
SERVICE BLUEPRINTING
What is a Service Blueprint?
A map that portrays the service system so
that the different people involved in providing
it can understand and deal with it objectively.
Service Blueprinting
Service Blueprint
Process
Evidence
Points of Contacts
A Technique for simultaneously depicting the service process, the points of customer contact and the evidence of service from the customers’ Point of View
Step 1 Identify
the Process
Step 2 Identify
the Custom
er Segmen
t
Step 3 Map the Process
from Custom
er’s point of
view
Step 4Map
Contact Employ
ee’s actions
Step 5Link
Contact Activitie
s to Support Functio
ns
Step 6 Add
Evidence of
Service
Service Blueprint Components
Physical Evidence
Customer Action
Line of Interaction
Line of Visibility
Line of Internal Interaction
Employee Action(Visible)
Employee Action(Invisible)
Support Processes
Blueprint consists of
• Line of interaction: line between the customer and the organization and the direct interactions that take place across it;
• Line of visibility: . line that separates that are visible activity to the customer from those that are not visible.
• Line of internal interaction: line that separates the contact employee activities from those of other service support Activities and people
DriverPicksUp Pkg.
DispatchDriver
AirportReceives& Loads
SortPackages
Load onAirplane
Fly toDestination
Unload&
Sort
LoadOn
Truck
More examples of Blueprinting – Courier serviceSU
PPO
RT
PR
OC
ESS
CO
NTA
CT
PER
SO
N
(Back
Sta
ge)(
On S
tage)
CU
STO
MER
PH
YSIC
AL
EV
IDEN
CE
CustomerCalls
CustomerGives
Package
TruckPackagingFormsHand-held ComputerUniform
ReceivePackage
TruckPackagingFormsHand-held ComputerUniform
DeliverPackage
CustomerServiceOrder
Fly toSort
Center
More examples of Blueprinting – Hotel night stay S
UP
PO
RT P
RO
CESS
CO
NTA
CT P
ER
SO
N
(Back
Sta
ge)(O
n S
tage)
CU
STO
MER
AC
TIO
NS
HotelExteriorParking
Cart for Bags
DeskRegistrationPapersLobbyKey
ElevatorsHallwaysRoom
Cart for Bags
RoomAmenitiesBath
Menu DeliveryTrayFoodAppearance
Food
BillDeskLobbyHotelExteriorParking
Arriveat
Hotel
Give Bagsto
BellpersonCheck in Go to
RoomReceive
BagsSleep
Shower
CallRoom
Service
ReceiveFood
EatCheck out
andLeave
Greet andTakeBags
ProcessRegistration
DeliverBags
DeliverFood
ProcessCheck Out
Take Bagsto Room
TakeFoodOrder
RegistrationSystem
PrepareFood
RegistrationSystem
PH
YS
ICA
LEV
IDEN
CE
Blue printing & Failsafing in a shoe shine operation
Flow chart a shoe shine operationEstimate time per operationUse 4 to 6 operationsUse only boxes for nowSpot where problems could go wrongWhat would you do? Why?
Act 1
Shoes are given for shining
Standardexecution time
2 minutes
?
Act 2
Brushshoes
Standardexecution time
2 minutes30
secs
?
Act 3
Brushshoes
Applypolish
Standardexecution time
2 minutes30
secs
30secs
?
Act 4
Brushshoes
Applypolish
BuffStandard
execution time2 minutes
30secs
30secs
45secs
?
Act 5
Brushshoes
Applypolish
BuffCollect
payment
Standardexecution time
2 minutes30
secs
30secs
45secs
15secs
However, what is the problem here?
Act 6 : Fail point
Brushshoes
Applypolish
BuffCollect
payment
Standardexecution time
2 minutes30
secs
30secs
45secs
15secs
Using wrong wax
Fail safing
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
45secs
Applying Poka Yoke
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes Materials
(e.g. transparent wax
Select andpurchasesupplies
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
Seen bycustomer 45
secsLine ofvisibility
Not seen bycustomer butnecessary toperformance
3T’s & Failsafing
Types of error which may occur are
Fail safing is a total quality management tool to prevent fail points from becoming defects in the end product.
Task errors
Tangibles Errors
TreatmentErrors
Task ErrorsWork incorrectlyWork that is not requested Work in wrong orderWork slow
Treatment Errors – Not
Acknowledging the customers
– Not listening to customers
– Not react appropriately to customers
Tangible errors – Untidy facilities– Unclean personnel– Too much of noise,
odors, light temperature
– Display of wrong information or incorrect presentation
Task errors
Tangibles Errors
TreatmentErrors
Poka yoke
A poka-yoke is any mechanism in a lean manufacturing process that helps an equipment operator avoid mistakes (poka). Its purpose is to eliminate product defects by preventing, correcting, or drawing attention to human errors as they occur.The concept was formalised, and the term adopted, by Shigeo Shingo as part of the Toyota Production System. It was originally described as baka- yoke which meant 'idiot proofing' the name was changed to the milder poka-yoke.
Wikipedia
Failsafing task errors
Mcdonaldization:Keeping a limited menu Time of delivery across globe 1 minute Cooked food is not more than 10 minutes old Supplying identical burgers to all its franchisee Fed ex: Global tracking systemNight delivery to avoid delays in flights
Blueprinting and Failsafing helps to redesign which includes
• Eliminating non value adding Acts • Shifting to self service• Delivering direct service • Bundling services• Redesigning the physical aspects of service
processes
Failsafing Tangible errors
Failsafing tangible errors
Redesigning Reducing or eliminating non value added
acts : Magazines in air flights Shifting to self service: Amazon.com,
bazee.com, introducing LMS Delivering direct service applications of
videoconferencing technologiesBundling services eg broadband services Redesigning the physical aspects of service
processes : using green technologies in services like the green games
Assignment fo tomorrow
• Activity 1: Accessing LMS for update on reading material
• Activity 2: Lunching at the canteen Ordering Dosa in the canteen
• Activity 3: Issuing a library book• Activity 4: Ordering a bouquet for a
friend • Activity 5: Getting a photocopy from the
stationery shop
Blue printing & Failsafing in a shoe shine operation
Flow chart a shoe shine operationEstimate time per operationUse 4 to 6 operationsUse only boxes for nowSpot where problems could go wrongWhat would you do? Why?
Act 1
Shoes are given for shining
Standardexecution time
2 minutes
?
Act 2
Brushshoes
Standardexecution time
2 minutes30
secs
?
Act 3
Brushshoes
Applypolish
Standardexecution time
2 minutes30
secs
30secs
?
Act 4
Brushshoes
Applypolish
BuffStandard
execution time2 minutes
30secs
30secs
45secs
?
Act 5
Brushshoes
Applypolish
BuffCollect
payment
Standardexecution time
2 minutes30
secs
30secs
45secs
15secs
However, what is the problem here?
Act 6 : Fail point
Brushshoes
Applypolish
BuffCollect
payment
Standardexecution time
2 minutes30
secs
30secs
45secs
15secs
Using wrong wax
Fail safing
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
45secs
Applying Poka Yoke
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes Materials
(e.g. transparent wax
Select andpurchasesupplies
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
Seen bycustomer 45
secsLine ofvisibility
Not seen bycustomer butnecessary toperformance
3T’s & Failsafing
Types of error which may occur are
Fail safing is a total quality management tool to prevent fail points from becoming defects in the end product.
Task errors
Tangibles Errors
TreatmentErrors
Task ErrorsWork incorrectlyWork that is not requested Work in wrong orderWork slow
Treatment Errors – Not
Acknowledging the customers
– Not listening to customers
– Not react appropriately to customers
Tangible errors – Untidy facilities– Unclean personnel– Too much of noise,
odors, light temperature
– Display of wrong information or incorrect presentation
Task errors
Tangibles Errors
TreatmentErrors
Poka yoke A poka-yoke is any mechanism in a lean
manufacturing process that helps an equipment operator avoid mistakes (poka). Its purpose is to eliminate product defects by preventing, correcting, or drawing attention to human errors as they occur.The concept was formalised, and the term adopted, by Shigeo Shingo as part of the Toyota Production System. It was originally described as baka- yoke which meant 'idiot proofing' the name was changed to the milder poka-yoke.
Wikipedia
Failsafing treatment errors
Failsafing task errors
Mcdonaldization:Keeping a limited menu Time of delivery across globe 1 minute Cooked food is not more than 10 minutes old Supplying identical burgers to all its franchisee Fed ex: Global tracking systemNight delivery to avoid delays in flights
Blueprinting and Failsafing helps to redesign which includes
• Eliminating non value adding Acts • Shifting to self service• Delivering direct service • Bundling services• Redesigning the physical aspects of service
processes
Failsafing Tangible errors
Failsafing tangible errors
Redesigning Reducing or eliminating non value added
acts : Magazines in air flights Shifting to self service: Amazon.com,
bazee.com, introducing LMS Delivering direct service applications of
videoconferencing technologiesBundling services eg broadband services Redesigning the physical aspects of service
processes : using green technologies in services like the green games