Service Mapping and Blueprinting

Overview

• Fundamental technique for understanding and improving service systems
• Valuable for generating innovative service ideas and enhancing existing services
• Involves drawing a diagram to comprehend the service system's workings

Definitions

Service Map

• Diagrammatic representation of an existing service system (e.g., theater, restaurant, bank)
• Illustrates system function, customer interaction, and value capture

Service Blueprint

• Pictorial description of a proposed service system
• Used in the design and construction of new systems, similar to architectural blueprints
• Differentiated from maps:
  • Map: Describes existing systems
  • Blueprint: Prescribes new systems

Components of Service Maps and Blueprints

• Customer Journey: Actions undertaken by customers in service settings
• Frontline Employees: Employees interacting with customers
• Line of Interaction: Boundary separating interactions between customers and employees
• Line of Visibility: Separates visible (front office) and invisible (back office) activities
• Support Processes: Core infrastructure activities supporting the organization

Example: Restaurant Service Map

• Steps in customer journey:
  • Arrival
  • Check-in and seating
  • Ordering food and drinks
  • Eating and paying
• Touch Points: Points of interaction between customer and service professionals
• Importance of managing customer interaction for satisfaction

Back Office Operations

• Invisible tasks crucial for service delivery:
  • Food preparation
  • Maintaining ambiance
  • Procurement and supply management
• Efficiency in back office is key for service performance

Performance Management

• Tangible Elements: Quality of food, ambiance
• Intangible Elements: Customer experience management
• Importance of quickly recovering from service failures
• Understanding customer anxiety and stress levels during service interactions

Designing New Service Experiences

• Use of service blueprinting in developing new concepts
• Specification of customer interactions and operational standards
• Choices regarding visibility of food preparation impact customer perception

Comparison of Service Facilities

• Different design choices observed in fast food chains (e.g., Chipotle vs. Rubios)
• Trade-offs between visibility and efficiency in service design

Collaboration Across Functions

• Service quality requires teamwork between operations, marketing, HR, etc.
• Mapping and blueprinting support organizations in achieving service goals

Applications of Service Mapping and Blueprinting

• Quality Improvement:
  • Identifying weak points
  • Service recovery processes
  • Root cause analysis
• New Service Innovation:
  • Developing service concepts

Conclusion

• Service mapping and blueprinting as key approaches to unify customer, employee, and operational perspectives
• Enhance understanding of service systems to improve customer satisfaction and organizational performance
• Visualize and design new service approaches for future opportunities.