Bitner et al. (2008): Service blueprinting: a practical technique for service innovation
14 important questions on Bitner et al. (2008): Service blueprinting: a practical technique for service innovation
What is service blueprinting (5 statements)?
- Service blueprinting is a flexible approach that helps managers with challenges of service process design and analysis
- It is a powerful technique that can be used to depict (visualize) service at multiple levels of analysis
- It can facilitate the detailed refinement of single step in customer process as well as creation of comprehensive, visual overview of entire service process
- Service blueprints allow all members of the organization to visualize an entire service and its underlying support processes, allowing common ground.
- Blueprint forms common point of reference for all parties concerned with achieving success of service.
Why is the creation of meaningful and memorable customer experience important?
What is the key to success regarding service quality?
- Higher grades + faster learning
- Never study anything twice
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What is service blueprint's most important feature and its two most important strengths?
- Feature: Illuminating (verhelderen) customer’s role in service process
- Strengths: Versatility (veelzijdigheid) & flexibility
What are the 5 components of typical service blueprint?
- Customer actions:
- All steps customers take during service delivery process are central to create blueprint
- Onstage/visible contact employee actions
- Backstage/invisible contact employee actions:
- Support processes:
- Need to happen in order for service to be delivered.
- Physical evidence:
- All tangibles that customers are exposed to can influence their quality perceptions
How can customer experience and service experience be defined?
- Customer experience: Internal and subjective response customers have to any direct or indirect contact with the company.
- Service experience: Cognitive, affective, and behavioural reactions associated with specific service event.
What do the most successful organizations in providing new services do?
Recurrent (terugkerend) service quality problems are often result of poor design. Which three examples are mentioned?
- Oversimplification
- Incompleteness
- Bias risk
What is the main conclusion of the paper by Bitner et al. (2008)?
For what was service blueprinting initially introduced and to what has it evolved?
- Initially introduced as a process control technique for services that offered several advantages: more precise, help solve problems pre-emptively, able to identify failure points
- Evolved to become more customer-focused
By which kind of teams are blueprints ideally developed?
What are the three steps for teaching the blueprint technique?
- Share blueprinting fundamentals (explain it and its importance and walk through generic blueprint)
- Blueprint a simple service (have participants learn by something simple and have them work in teams)
- Brainstorm insights and uses of blueprinting
By wich 9 steps can blueprinting be applied in practice?
- Decide on company’s service or service process and objective
- Determine who should be involved in process
- Modify blueprinting technique as appropriate
- Map service as it happens most of the time
- Note disagreements to capture learning
- Be sure customers remain focus
- Track insights that emerge for future action
- Develop recommendations and future actions based on goals
- If desired, create final blueprints for use within organization
Why is service blueprinting unique?
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
