product-service information systems – Übung...
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Product-Service Information Systems – Übung 3
Univ.-Prof. Dr.-Ing. Wolfgang Maass Chair in Economics – Information and Service Systems (ISS) Saarland University, Saarbrücken, Germany
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 2
Service Blueprinting
• “The development of a new service is usually characterized by trial and error. Developers translate a subjective description of a need into an operational concept that may bear only a remote resemblance to the original idea. No one systematically quantifies the process or devises tests to ensure that the service is complete, rational, and fulfills the original need objectively.” (Shostack, 1984, p. 133)
(Fitzsimmons & Fitzsimmons, 2011)
• Service blueprint - capturing service design in a visual diagram (like building)
• “A service blueprint allows a company to explore all the issues inherent in creating or managing a service.” (Shostack, 1984, p. 135)
• “Service blueprinting, which started as an entirely manual process, has been automated by companies to provide “living blueprints” accessible to key parties online […].” (Bitner et al., 2010, p. 210).
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 3
5 Components of Typical Service Blueprint
① Customer actions • All steps that customers take as part of
the service delivery process • Depicted chronologically • Customers central to creation of
blueprint – laid out first • All other activities support value
proposition offered to or co-created with customer
② Onstage / visible contact employee actions
• Separated from customers by line of interaction
• Frontline contact employees; face-to-face encounter or also self-service technology
physical evidence that customers come in contact with is described at the verytop of the blueprint. These are all the tangibles that customers are exposed tothat can influence their quality perceptions.
Building a Blueprint
When building a blueprint, the first step is to clearly articulate the serviceprocess or sub-process to be blueprinted. Because companies often modify ser-vice processes to fit the needs and wants of different target customers (e.g.,check in process for an airline frequent flyer or first-class passenger versus otherpassengers), it is important to specify which segment of customers is the focus of
Service Blueprinting: A Practical Technique for Service Innovation
CALIFORNIA MANAGEMENT REVIEW VOL. 50, NO. 3 SPRING 2008 CMR.BERKELEY.EDU 73
FIGURE 1. Service Blueprint Components
PhysicalEvidence
Line of Interaction
Line of Visibility
Line of Internal Interaction
CustomerActions
Onstage/VisibleContactEmployeeActions
Backstage/InvisibleContactEmployeeActions
SupportProcesses
(Bitner et al., 2008)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 4
5 Components of Typical Service Blueprint
③ Backstage / invisible contact employee actions
• Everything that appears above line of visibility seen by customer; everything below is invisible
• Activities by contact employees that involve non-visible interaction with customers (e.g., telephone call) or preparation for serving customer
④ Support processes • Separated from contact employees by
internal line of interaction • Activities carried out by individuals and
units within company who are not contact employees
⑤ Physical evidence • Tangibles that customers are exposed
to that can influence their quality perceptions
physical evidence that customers come in contact with is described at the verytop of the blueprint. These are all the tangibles that customers are exposed tothat can influence their quality perceptions.
Building a Blueprint
When building a blueprint, the first step is to clearly articulate the serviceprocess or sub-process to be blueprinted. Because companies often modify ser-vice processes to fit the needs and wants of different target customers (e.g.,check in process for an airline frequent flyer or first-class passenger versus otherpassengers), it is important to specify which segment of customers is the focus of
Service Blueprinting: A Practical Technique for Service Innovation
CALIFORNIA MANAGEMENT REVIEW VOL. 50, NO. 3 SPRING 2008 CMR.BERKELEY.EDU 73
FIGURE 1. Service Blueprint Components
PhysicalEvidence
Line of Interaction
Line of Visibility
Line of Internal Interaction
CustomerActions
Onstage/VisibleContactEmployeeActions
Backstage/InvisibleContactEmployeeActions
SupportProcesses
(Bitner et al., 2008)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 5
Exemplary Blueprint: Overnight Hotel Stay Service Service Blueprinting: A Practical Technique for Service Innovation
UNIVERSITY OF CALIFORNIA, BERKELEY VOL. 50, NO. 3 SPRING 2008 CMR.BERKELEY.EDU76
FIGURE 2. Blueprint for Overnight Hotel Stay Service
PhysicalEvidence
Ad/WebsiteHotel
exterior
Parking
Cart forbags
Employeedress
Desk
Paperwork
Lobby
Key
Elevators
Hallways
Room
Makereservation
Arrive at
hotel
Give bagsto
bellperson
Check in
Go to room
Greet and
take bags
Processregistration
Makereservationfor guest
Take bagsto room
Reservationsystem
Registrationsystem
Line of Interaction
Line of Visibility
Line of Internal Interaction
CustomerActions
Onstage/VisibleContactEmployeeActions
Backstage/InvisibleContactEmployeeActions
SupportProcesses
Service Blueprinting: A Practical Technique for Service Innovation
CALIFORNIA MANAGEMENT REVIEW VOL. 50, NO. 3 SPRING 2008 CMR.BERKELEY.EDU 77
Cart forbags
Employeedress
Menu
Deliverytray
Foodappearance
Food
Room
Amenities
Bathroom
Bill
Lobby
Hotelexterior
Parking
Deliver bags
Deliverfood
Processcheckout
Receivebags
Call room
service
Receivefood
Sign/tipEat
Sleep/shower
Checkout and leave
Take food order
Preparefood
Registrationsystem
(Bitner et al., 2008, pp. 76)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 6
Procedure of Service Blueprinting
(Shostack, 1984, p. 135)
How to design a service blueprint? (1) Identifying processes
• Articulating service process or subprocess to be blueprinted • Defining segment of customers in focus • Specifying actions of customers as foundation – “When does the service start and stop
from a customer’s point of view?” • Defining contact employees actions, onstage and backstage • Defining support processes • Linking customers with contact employee activies and to needed support functions • Adding physical evidences
(2) Isolating fail points • build (fail-safe) sub processes to correct possible errors
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 7
Procedure of Service Blueprinting
(Shostack, 1984, p. 135)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 8
Procedure of Service Blueprinting
(Shostack, 1984, p. 135)
(3) Establishing time frame • Consideration of execution time of service as major cost determinant • Calculating maximum of deviation
(4) Analyzing profitability • Quantifying costs of delay • Establishment of time-of-service-execution
standard to measure performance and control uniformity and quality
• Serves as model for distribution of service
Univ.-Prof. Dr.-Ing. Wolfgang Maass
02.12.11 Slide 9
References
• Bitner, M. J.; Ostrom, A. L. & Morgan, F. N. (2008), 'Service Blueprinting: A Practical Technique for Service Innovation', California Management Review, 66-94.
• Bitner, M. J.; Zeithaml, V. A. & Gremler, D. D. (2010), Technology’s Impact on the Gaps Model of Service Quality'Handbook of Service Science', Maglio, Paul P. and Kieliszewski, Cheryl A. and Spohrer, James C.
• Shostack, G. L. (1984), 'Designing services that deliver', Harvard Business Review 62(1), 133—139.
• Fitzsimmons, J. A. & Fitzsimmons, M. J. (2011), Service Management - Operations, Strategy, Information Technology, McGraw - Hill.
Univ.-Prof. Dr.-Ing. Wolfgang Maass
Univ.-Prof. Dr.-Ing. Wolfgang Maass Chair in Information and Service Systems Saarland University, Germany
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