Stanley S. Rodrick
Risks Involved
Oversimplification: Words are simply inadequate
to describe a whole complex service system. Incompleteness: In describing services, people tend to omit details or elements of the service with which they are not familiar. Subjectivity: Any one person describing a service in words will be biased by personal experience and degree exposure to the service. Biased Interpretation: No two people will define responsiveness, quick, or flexible in exactly the same way.
Market Development
Start-up Businesses
New Services for the currently Served Market Service Line Extensions
Service Improvements
Style Changes
Service Blueprinting
A Service Blueprint is a picture or map that 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.
Service Blueprinting
A technique for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customers point of view.
Process
Service Mapping
Line of Visibility
Employee Actions (Backstage/ Invisible
Support Processes
activities and interactions that customer performs in the process of purchasing, consuming and evaluating the service. Onstage Employee Actions: steps and activities that the contact employees performs that are visible to the customer. Backstage Employee Actions: steps and activities that occur behind the scene to support onstage activities.
Processes: covers the internal services, steps and interactions that take place to support the contact employees in delivering the service.
Deliver Package
SUPPORT PROCESS
Dispatch Driver
Fly to Destination
Load On Truck
CUSTOMER
Arrive at Hotel
Sleep Shower
Receive Food
Eat
Process Registration
Deliver Bags
Deliver Food
SUPPORT PROCESS
Registration System
Prepare Food
Registration System