Staying at a hotel: You are on a long trip, you got tired. You see a hotel. You park, noting the building is fresh and enter the office where a friendly clerk checks you in and gives you the key. You take rest and next morning you check out. (benefit received) Park Car Check in Spend night In room Check out

Repairing VCR When you play VCR, picture is poor. Travel to service store, technician examines, diagnoses problem. He asks you to come after 3 days; you leave and return to store after 3 days; pick up vcr, pay him money and later took vcr to home. Travel to Store Technician Examines VCR Return After 3 days Pick up VCR Technician repairs VCR Leave Store Invisible action Play VCR benefit

Augmented Service Product enquiry Billing Payment Information Consultation Safekeeping Order- Taking Core Hospitality CORE

Augmented Service Product enquiry Billing Payment Information Consultation Safekeeping Order- Taking Core Hospitality CORE Facilitating Service

Core product Supplementary services - Facilitating suppl services - Supporting / Enhancing Suppl services ** Combination of core & suppl services is often referred to as Augmented service

Facilitating supplementary services—are mandatory and if these are left out, the entire service would collapse. Where as supporting supplementary services do not facilitate the consumption of core services, but are used to increase the value, and thus, differentiate in competition Facilitating serv could be a supporting serv in particular market and in other it is not so.

Lets check for these….. Hospital Airlines Hotels Life Insurance Resort Retail Amazon Movie

Creating the service product….. 1.Understand the Co Objectives… link-up Markets & your resources available ie., match Markets and Operations 2.Define the nature of service offering -core, suppl services, delivery process 3. Documenting the Delivery sequence over time

Operating Assets (Facilities/Equipment, IT Systems, People, Op. Skills, Cost Structure) Service Design Involves Matching Marketing with Operations Corporate Objectives and Resources Service Delivery Process Marketing Assets (Customer Base, Mkt. Knowledge, Implementation Skills, Brand Reput.) Service Marketing Concept Benefits to customer from core/ supplementary elements, style, service level, accessibility User costs/outlays incurred Price/other monetary costs Time Mental and physical effort -ve. sensory experiences Service Operations Concept Nature of processes Geographic scope of ops Scheduling Facilities design/layout HR (numbers, skills) Leverage (Agents, self-service) Task allocation: front/backstage staff; customers as co-producers

Defining the nature of service offering & understand in terms of …….. Core product Suppl services Delivery process

What Happens, When, and in What Sequence? The Time Dimension in the Augmented Service Product Pre Visit Reservation USE GUESTROOM OVERNIGHT Parking Get car Check in Porter USE ROOM Meal Pay TV Room service Phone Check out Time Frame of an Overnight Hotel Stay (real-time service use)

Service Mapping/Blueprinting A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view. Service Mapping Process Points of Contact Evidence

Service Blueprint Components CUSTOMER ACTIONS line of interaction “ONSTAGE” CONTACT EMPLOYEE ACTIONS line of visibility “BACKSTAGE” CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES

Customers while taking service do perform certain actions. He interacts with on-stage & off-stage employees / get exposed to physical evidence In service delivery, we have something called Front-Stage & Back-Stage Line that divides the above two is called as line of visibility.

Line of interaction is where the customer interacts with on-stage employees (visible actions) Customers may interact with Back-stage employees (invisible actions) probably over phone / chat Support Processes –operations handled by employees/IT-servers, websites/ process that take care of storing, handling supplies, maintaining facilities, etc., which will actually help out in bringing out the required service to the customer

Service Blueprint of Luxury Hotel

Blueprint for Flying

Driver Picks Up Pkg. Dispatch Driver Airport Receives & Loads Sort Packages Load on Airplane Fly to Destinatio n Unload & Sort Load On Truck Express Mail Delivery Service SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOME R PHYSICAL EVIDENCE Customer Calls Customer Gives Package Truck Packaging Forms Hand-held Computer Uniform Receive Package Truck Packaging Forms Hand-held Computer Uniform Deliver Package Customer Service Order Fly to Sort Center

Overnight Hotel Stay SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOMER Hotel Exterior Parking Cart for Bags Desk Registration Papers Lobby Key Elevators Hallways Room Cart for Bags Room Amenities Bath MenuDelivery Tray Food Appearance Food Bill Desk Lobby Hotel Exterior Parking Arrive at Hotel Give Bags To Attendant Check in Go to Room Receive Bags Sleep Shower Call Room Service Receive Food Eat Check out and Leave Greet and Take Bags Process Registration Deliver Bags Deliver Food Process Check Out Take Bags to Room Take Food Order Registration System Prepare Food Registration System PHYSICAL EVIDENCE w F F w W F

Step 1 Identify the process to be blue- printed. Step 1 Identify the process to be blue- printed. Step 2 Identify the customer or customer segment. Step 2 Identify the customer or customer segment. Step 3 Map the process from the customer’s point of view. Step 3 Map the process from the customer’s point of view. Step 4 Map contact employee actions, onstage and back- stage. Step 4 Map contact employee actions, onstage and back- stage. Step 5 Link customer and contact person activities to needed support functions. Step 5 Link customer and contact person activities to needed support functions. Step 6 Add evidence of service at each customer action step. Step 6 Add evidence of service at each customer action step. Building a Service Blueprint

Application of Service Blueprints New Service Development concept development market testing Supporting a “Zero Defects” Culture managing reliability identifying empowerment issues Service Recovery Strategies identifying service problems conducting root cause analysis modifying processes

Blueprints Can Be Used By: Service Marketers –creating realistic customer expectations service system design promotion Operations Management –rendering the service as promised managing fail points training systems quality control Human Resources –empowering the human element job descriptions selection criteria appraisal systems System Technology –providing necessary tools: system specifications personal preference databases