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    Service Marketing: Presented By, Vinu.V. Nair S3 Mba

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    arun3589
    Blueprinting is a process for mapping out services to highlight important design elements. It uses flow charts to analyze processes, identify potential fail points, and estimate costs. The blueprint provides a graphical representation of the service from the customer's perspective to understand touch points and how the front and back-end functions interact. Key components include the line of interaction between customer and service provider, the line of visibility into the process, and lines of internal interaction between departments. Blueprinting helps improve service design, quality, and marketing.

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    Service Marketing: Presented By, Vinu.V. Nair S3 Mba

    Uploaded by

    arun3589
    26 views18 pages
    Blueprinting is a process for mapping out services to highlight important design elements. It uses flow charts to analyze processes, identify potential fail points, and estimate costs. The blueprint provides a graphical representation of the service from the customer's perspective to understand touch points and how the front and back-end functions interact. Key components include the line of interaction between customer and service provider, the line of visibility into the process, and lines of internal interaction between departments. Blueprinting helps improve service design, quality, and marketing.

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    Blueprinting is a process for mapping out services to highlight important design elements. It uses flow charts to analyze processes, identify potential fail points, and estimate costs. The blueprint provides a graphical representation of the service from the customer's perspective to understand touch points and how the front and back-end functions interact. Key components include the line of interaction between customer and service provider, the line of visibility into the process, and lines of internal interaction between departments. Blueprinting helps improve service design, quality, and marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    Download as pptx, pdf, or txt
    26 views18 pages

    Service Marketing: Presented By, Vinu.V. Nair S3 Mba

    Uploaded by

    arun3589
    Blueprinting is a process for mapping out services to highlight important design elements. It uses flow charts to analyze processes, identify potential fail points, and estimate costs. The blueprint provides a graphical representation of the service from the customer's perspective to understand touch points and how the front and back-end functions interact. Key components include the line of interaction between customer and service provider, the line of visibility into the process, and lines of internal interaction between departments. Blueprinting helps improve service design, quality, and marketing.

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    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    SERVICE MARKETING

    Presented by,
    Vinu.V. Nair
    S3 MBA
    BLUEPRINTING
     Blueprinting is also called “flow charting”. It is
    a structural process design developed by shoestack
    for design of services. It highlights the importance
    of service design , focuses attention on process
    modeling and service mapping.

     The blueprint is an objective, graphical


    depiction of the service
     Flow charts are used to analyse and manage
    complex production process. They can identify
    I. The time taken to move from one process to the
    next.
    II. Cost involved in each step
    III. The amount of built inventory at each step
    IV. Bottlenecks in the system
     Blueprints provide the marketing manger a
    detailed knowledge of the service operation. It is
    important to estimate the number of contact
    points between the service firm and the customer.
    Service blueprint components
    Service blueprint was developed by “ Lynn
    shostack”. He identified the key steps in
    preparing the service blueprint as follows:

     Identify the activities involved in delivering


    the service and present these in a diagrammatic
    form .The level of detail will depend on the
    complexity and nature of the service.
     Identify the fail points.These are stages where
    things might go wrong .The actions necessary to
    correct these must be determined, and systems
    and procedures developed to reduce the
    likelihood of them occurring in the first instance.
     Set standards against which the performance of the
    various steps might be measured. Frequently; this is
    the time taken.
     Analyse the profitability of the service delivery, in
    terms of the number of customers served during a
    period of time
    BUILDING A SERVICE BLUEPRINT

     Identify the process to be blueprinted,


    basic business concept, A service(within a
    Family of services)
     Map the process from the customers point of

    View.
     Draw the line of interaction.
     Draw the line of visibility.
     Map the process from the customer contact
    Persons point of view
     Draw the line of internal interaction.
     Link customer and contact person activities

    to need support functions.


     Add evidence of service at each customer

    action step.
    Service map
    process

    customer

    front Line of
    stage Interaction

    Front line
    Service
    employees Line of visibility
    structure
    Line of internal
    Support staff interaction
    back
    stage Line of
    Management implementation
    service
    SERVICE MAPPING.

    service maps build on blueprint and provide


    two additional features to add to management
    information.
     They pay greater attention to customer

    interaction with the service organization.


     Additional vertical layers to the diagram are

    drawn in service maps to provide a visual


    representation of the structure of the service.
    Benefits of service blueprinting.
     Provides an overview so employees can relate
    “what I do” to the service viewed as an integrated
    whole, thus reinforcing a customer-oriented
    focus among employees.
     Identifies fail points,
     Line of interaction between external customers

    and employees.
     Line of visibility promotes a conscious decision
    on what customers should see and which
    employees will be in contact with customers,
    thus facilitating rational service design.
     Line of internal interaction clarifies interfaces

    across departmental lines, with their inherent


    interdependencies.
     Provides a basis for identifying and assessing
    cost, revenue, and capital invested in each
    element of the service.
     Constitutes a rational basis for both external and
    internal marketing.
     Facilitates top-down,bottom-up approach

    to quality improvement.

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