Overview
In this assignment, you are to create a Service Blueprint. Though you can generate a graphic blueprint, I would like you to generate a document for your project’s concern. Below are the key components that the Blueprint should address. This is not a flow chart specifically but follows activities of operation and marketing within one single stage. Also, I have provided a brief example of an actual blueprint for GMS.
Develop an idea for a high-contact service that area college students could use. From your idea, create a service blueprint using the example from the textbook and the key components associated with the blueprint. Be extensive and detailed.
Developing an actual Blueprint (you may use some sort of software or hand draw - you will need to upload a copy or a picture of the blueprint).
- Identify key activities in creating and delivering service
- Define “big picture” before “drilling down” to obtain a higher level of detail
Advantages of Blueprinting
- Distinguish between “frontstage” and “backstage”
- Clarify interactions between customers and staff, and support by backstage activities and systems
- Identify potential fail points; take preventive measures; prepare contingency
- Pinpoint stages in the process where customer commonly have to wait
KEY COMPONENTS
- Define standards for front-stage activities
- Specify physical evidence
- Identify main customer actions
- Line of interaction (customers and front-stage personnel)
- Frontstage actions by customer-contact personnel
- Line of visibility (between front stage and backstage)
- Backstage actions by customer contact personnel
- Support processes involving other service personnel
- Support processes involving IT
*Identify fail points and risks of excessive waits with *** and place unique color on description.
**Set service standards and do failure-proofing
EXAMPLE:
[Image unavailable: GMS Services Blueprint.jpg]
Brief Example:
- Act 1: Introductory Scenes
- Act 2: Delivery of Core Product
- Cocktails, seating, order food and wine, wine service
- Potential fail points: Menu information complete? Menu intelligible? Everything on the menu actually available?
- Mistakes in transmitting information a common cause of quality failure – e.g. bad handwriting; poor verbal communication
- Customers may not only evaluate quality of food and drink, but how promptly it is served, serving staff attitudes, or style of service
- Act 3: The Drama Concludes
- Remaining actions should move quickly and smoothly, with no surprises at the end
- Customer expectations: accurate, intelligible and prompt bill, payment handled politely, guests are thanked for their patronage