INSTITUTE OF MАNАGEMENT TECHNOLOGY, DUBАI
OPERАTIONS MАNАGEMENT
TERM II
SERVICE BLUEPRINT
SUBMITTED TO:
DR. PАRIJАT UPАDHYАY
SUBMITTED BY:
АRJUN DAHIYA (180201010) ANIMESH GUPTA (180201006)
DEEPAK SHANKAR MAHESHWARI (180201013) ANKUSH CHANDAK (180201008)
PRANAV GARG (180201031) BANJO BABU (180201012)
SHUBHAM TYAGI (180201043) DYAPA RAVITEJA REDDY (180201014)
SWAPNIL GARG (180201047) MANU AGGARWAL (180201025)
SOURABH SHARMA (180201046)
SERVICE BLUEPRINT
TАBLE OF CONTENTS
What is Service Blueprint?………………………………………………………………………………………..3
Importance of Service Blueprint………………………………………………………………………………..3
Customer Journey Map…………………………………………………………………………………………….4
How to set up a Service Blueprint………………………………………………………………………………4
Primary Study…………………………………………………………………………………………………………..4
SERVICE BLUEPRINT-SWADES…………………………………………………………………………..5
SERVICE BLUEPRINT-ATTIBASSI……………………………………………………………………….6
SHORTCOMINGS…………………………………………………………………………………………………..8
SWADES……………………………………………………………………………………………………8
ATTIBASSI………………………………………………………………………………………………..8
RECOMMENDATION…………………………………………………………………………………………..9
SWADES……………………………………………………………………………………………………9
ATTIBASSI……………………………………………………………………………………………….10
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WHАT IS SERVICE BLUEPRINT?
Service designing has great tools to explain how exactly a service works; one of them is a service blueprint. The service blueprint illustrates a service journey, specifying and detailing each aspect of a service along a timeline. One touchpoint on the timeline usually contains multiple smaller actions in the background.
In other sense, a service blueprint is a visual diagram that shows how processes and their components are linked to each other in different ways. It incorporates the perspectives & views of the customer and the relevant departments that may be involved in the implementation of the action. In addition, it allows us to look beyond the service, establish the key user interactions, the role of the service provider and the touchpoints.
Service blueprints do not concentrate on the emotional or motivational side of a service, rather they provide a graphic visualization of the actions and processes from the service provider’s point of view.
Service Blueprints may take different forms – some more graphic than others – but should show the different means/channels through which services are delivered and show the physical evidence of the service, front line staff actions, behind the scene staff actions, and support systems. They are completed using an iterative process – taking a first pass that considers findings from personas, journey maps, and location planning and then coming back to the blueprint to refine it over time. Often blueprints raise questions that cannot be readily answered and so need to be prototyped; for instance, by acting out an interaction or mocking up a product. Generally, one blueprint should be created for each core service, according to the right level of detail for each.
IMPORTANCE OF SERVICE BLUEPRINT
A service blueprint draft is often created in the beginning of the service design process. A service blueprint is created for service understanding, when a company would like to check whether its key processes are sufficiently human-centered. It is also used to identify pain points and improve the customer experience and change a service, when a service needs to be re-designed. Through the blueprint it is easier to show any changes on a blueprint and check the consequences that affect each function.
The blueprint plays a major part in service actors understanding, when many departments take part in delivering a customer experience (IT, front office, back office, legal, financial, etc.). Some other uses include while transitioning a high-touch service to a low-touch; for example, when you want to design a new cost-effective model with lower audience volume.
We can also use service blueprint when we would like to illustrate the processes and how they interact on one page, when a service has several user interactions, when there might be overlaps between the processes and to calculate the resources and necessities behind the service.
Sometimes it can be difficult to decide when to use a customer journey map and when to use a service blueprint. Both tools visually show the phases and steps of the service, but from two different points of view.
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CUSTOMER JOURNEY MAP
The customer journey map consists of whole sum of experiences of the customers when they are interacting with your brand, company or an organization. It documents the complete experience of being customer with the company or brand rather than looking just part of an experience.
The key point is “knowing how to nurture the customer experience” through customer journey map
The customer journey map consists of:
• Research on their customers for collecting the data which acts as a metric of customer’s interest on our product.
• Creating a well-researched customer persona which can depend on psychographics
• The customer journey divided in to specific phases or steps. These are the points where we inspect the customers, this is further divided in to
¬ Aware
¬ Research
¬ Choose
¬ Purchase
¬ Support
¬ Feedback
• Including all the relevant touch points
• Including effective Channels where the interaction between the users and customers happens.
• Moments of truth to know about the impressive exchange left at the touchpoints which is generally an anxiety or anger.
HOW TO SET UP A BLUEPRINT?
A service blue print is usually created at the beginning of the process.
A blue print usually consists of five basic swim lanes of a client’s interactions.
• Physical evidence: Actual communication channels along the service process
• Customer’s actions: actions that customers have to complete to access the service
• Front of stage interactions: Tangible online and offline interactions between service provider and customer
• Back of stage interactions: all the back-end operations required to produce a service. The customer cannot see this operation.
• Support process: Actions that process that support the process behind the scenes.
PRIMARY STUDY
The members of Group 1 and Group 2 visited the food joints (Attibassi, DIAC; Swades, DIAC) and enquired and understood about the working and operations of both these joints. It was a successful teamwork where the Manager of Swades and the owner of Attibassi more than willingly helped us gather the data necessary for the completion of the blueprints.
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SERVICE BLUEPRINT-SWADES
A customer entering the building first sees the building parking. On parking the car and reaching the entrance of the building, the person sees the poster of Swades. He takes the elevator to the first floor where the joint is located (as observed from the poster). Walking out of the elevator, the customer is bound to see half a dozen tables and chairs for them in front of the joint. On walking towards the joint, a billing machine and the cashier is observed to be standing at the place. Behind him is an LED screen and in front of him is a Menu. The customer is asked to go through the Menu and order from it at the counter. Once the order is made, you are requested to sit at any of the tables at your discretion while the cashier passes on the order to the kitchen right behind the cashier in an enclosed area not visible to the customer. After the order is ready the customer is presented his order in the food plate and tray. Once the customer finishes eating the food, he is required to pay at the counter.
CUSTOMER’S ACTION
The customer enters the building and then reaches the counter where he selects the food item(s) from the menu and places the order, dines in and after he finishes eating, required to pay at the counter where he ordered his food from earlier.
ON STAGE ACTION
The customer is greeted by the cashier who then takes the order, asks the customer to be seated and then requests for the order from the kitchen. Once the food is ready, he calls out to the customer to receive the order at the counter. After eating the food, the customer is provided the bill. Cash from the customer is received.
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BACK STAGE ACTIONS
The people in the kitchen receive the order from the cashier and starts preparing the food. Once the food has been prepared, the food is brought in a tray to the counter.
SUPPORT PROCESSES
The raw materials are ordered, and the cash is managed by the team.
SERVICE BLUEPRINT ATTIBASSI
A customer entering the building by car can first park the car in the parking area for the building. On moving towards the entrance of the building, a Special Display Board is situated at the front of the café. Moving on to inside of the café, Coffee Machines are seen and there are Food Products and Coffee Mugs kept on display at the counter. Baristas are seen draping uniforms behind the counter and the Menu and the Day’s Special (Today’s Special) is written on the board from which the customer is supposed to read out of and order at the counter. A Receipt is generated at the counter after the Barista takes the order and the Bill is paid. The customer then proceeds to extract a book from the Bookshelf or watch from the LED Screen kept inside the café when she sits at a table of her choice. There are tables kept outside as well under the protection of an Umbrella where Smoking is allowed. If the customer travels in a group and wants to just kill time, there are Games available at the counter where one can enquire and proceed to choose what interests or excites them. The Food is prepared by the barista and is Served at your Table.
SERVICE BLUEPRINT OF ATTIBASSI
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CUSTOMER’S ACTIONS
The customer enters the café and proceeds to the counter above which the menu and special items for the day are written. She then proceeds to choose her preferred food item(s), pay the bill, receive the receipt and choose a table of her choice from the available options. She has further options on how to spend her time when she waits for the food to arrive. The food is brought to her by the barista, the same person who took her order and made it (heated it up). The customer eats the food and has the option to either stay at the table for quite a while and leave or leave immediately.
ON STAGE ACTIONS
The customer is greeted by the barista and her order taken, payment received, receipt generated and provided to the customer. The barista delivers the food when ready at the table where the customer has opted to sit.
BACK STAGE ACTIONS
The order received is checked by the barista who then proceeds to brew coffee and/or heat the frozen F&B items already present at the café. The prepared food items are then arranged on one or more trays and made ready to present to the customer.
SUPPORT PROCESSES
The raw materials (here, coffee beans and frozen products) are counted and the stock is kept at a minimum threshold below which new supply is demanded. The tables are cleared and kept tidy after the customer has left the café. Books and other items taken from the café are returned to their proper places. Television bills and such other necessities are paid for. Accounts of the café is also maintained on the computer in the café which can be checked by the owner whenever it is required.
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SERVICE BLUEPRINT
SHORTCOMINGS
SWADESH
• Departmentalization in the kitchen usually leads to idle capacity in one department, at the same time the other department is over-stressed.
• Card Payment is not available.
• Sitting arrangement is not well equipped.
• Utensils used to serve are not consistent.
ATTIBASSI
• Details of the items sold is not clearly mentioned.
Payment process at the time of ordering leads to queueing even with very few no. of customers.
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SERVICE BLUEPRINT
RECOMMENDATIONS
SWADESH
• Utensils used for a particular item should be consistent as the customer connects well if the utensil is consistent.
• Better sitting arrangement and availability of more chairs and tables with better lighting will help in improving the ambience
• Special offers on a daily basis will help in customer retention.
• Card Payment should also be available.
Recommended Service Blueprint for Swades
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SERVICE BLUEPRINT
ATTIBASSI
• The barista should have clear knowledge of all the items that are present in the menu.
• Customization in food should be available as it is not there as most of the food served is frozen.
• Separate counter for drinks and beverages will help in reducing the queue.
Recommended Service Blueprint for Attibassi
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