Summary: Service Blueprinting: A Practical Technique For Service Innovation

Read the summary and the most important questions on Service Blueprinting: A Practical Technique for Service Innovation

• 1 Introductie Tekst

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• Why has there been a (historic) lack of attention on service design?

  1. A fascination and interest in physical products, technology and their innovation.

  2. The lack of proper design tools (caused by point 1) that actually cater for services (in stead of physical products).

• Where are the many reasons rooted for the historic lack of rigorous attention to the unique aspects of service innovation?

  Some of these reasons are rooted in the remnants of the industrial revolution and the habitual fascination with tangible products and hard technologies as a source of product innovation, and an underlying belief that service(s) have no tangible value. Beyond these historic reasons, however, the lack of widespread and disciplined innovation in services derives at least partially from the nature of services themselves.

• What do traditional product innovation tools emphasize?

  The design of tangible, relatively static products with physical properties

• What do service innovation tools emphasize?

  Service(s) are fluid, dynamic, and frequently co-produced in real time by customers, employees, and technology, often with few static physical properties. 

• 2 Service Innovation Challenges

• Where does the term service or services refer to?

  To service offerings provided for and/or co-created with customers such as professional services, retail, financial, telecommunication, healthcare, and many others.

• 2.1 Services as Processes

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• How can the service process be viewed?

  As a chain of constellation of activities that allow the service to function effectively.

• What is critical to manage the chain of service activities?

  An analysis of the client's consumption and co-creation process, interactions with the provider firm, and the underlying support systems. Understanding how customers evaluate the service process, and how those judgements evolve, is also critical.

• How do customers evaluate the service process?

  1. Some research suggests that it is the summation of all the steps, or service encounters, within a service process that is evaluated by the customer and not just individual interactions with service providers.
  2. Other research examines the distinct events (i.e., service encounters) associated with a service process that are evaluated along unique attribute dimensions.
  3. Still others propose that the character of the process itself may play a greater role than the actual outcome in determining overall evaluations.

• What is one of the many challenges faced by firms that undertake the design, delivery, and documentation of a service offering?

  Developing a deeper understanding of the way customers experience and evaluate service processes.

• What can service blueprinting facilitate?

  The detailed refinement of a single step in the customer process as well as the creation of a comprehensive, visual overview of an entire service process.