Service Blueprint Assignment

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Service Blueprint Assignment Instructions

Objective:

To develop a thorough understanding of service blueprinting by analyzing the service process for a given

service organization and capturing the process visually.

Directions:

Each student’s assignment is to develop a service blueprint. The assignment should focus on the specific

organization and service you are using for your Service Marketing Journal.

Students should use the information in Chapter 8 and the article below to create the service blueprint.

Mary Jo Bitner, Amy L. Ostrom, and Felicia N. Morgan (2007), “Service Blueprinting: A

Practical Technique for Service Innovation,” Center for Services Leadership, Arizona State

University - Working Paper.

http://files.g51studio.co

m/parsons/ServiceBlueprinting.pdf

The intent of the project is to construct a thorough, detailed service blueprint for the service provider.

Requirements:

There are three parts to the final Service Blueprint Assignment: (Part 1) a graphical part and (Part 2) a

written part. Instructions regarding each part are outlined below.

(Part 1)

The Graphical Part of Service Blueprint Assignment

This assignment allows students to demonstrate an understanding of the blueprint concepts as

well as an ability to illustrate them in the context of a specific service. A blueprint should include

the components indicated below. Arrows should be included in your blueprint to indicate the

sequence of activities and how they are related to each other.

A blueprint should depict at least four key customer actions, four onstage employee/SST actions,

four backstage employee/SST actions, four distinct support processes, and four elements of

physical evidence. At least two potential bottlenecks (points in the process where backups or

slow delivery may occur) or failpoints (points in the process where problems may occur) in the

service delivery process should be identified and included.

Blueprints must be created using PowerPoint. A template is provided.

(Part 2)

The Written Part of the Service Blueprint Assignment

In addition to the actual blueprint, each student is to write a short paper (4-5 pages) that addresses

each of the following topics:

(1) Introduce the organization, describe the service(s) that you blueprinted, the target market

for that service, and why you selected it;

(2) Describe the four key customer actions depicted in the blueprint and discuss why you

believe each is critical to a successful service experience*;

(3) Describe the four onstage employee/SST actions depicted in the blueprint and discuss

why you believe each is critical to a successful service experience*;

(4) Describe the four backstage employee/SST actions depicted in the blueprint and discuss

why you believe each is critical to a successful service experience*;

(5) Describe the four distinct support processes depicted in the blueprint and discuss why you

believe each is critical to a successful service experience*;

(6) Describe the key elements of physical evidence depicted in the blueprint and discuss why

you believe each is critical to a successful service experience*;

(7) Identify, number, and describe the two potential bottlenecks and/or failpoints;

(8) Propose possible solutions/alternatives to address each bottleneck and/or failpoint;

(9) Discuss how a service blueprint might be used by an organization to make decisions with

regard to marketing, human resource management, and operations;

(10) Think about your service process beyond your specific organization. Discuss what

generally creates customers’ most negative experiences (for example: emotional hot spots,

irritations, frustrations, time wasted, delays, etc.) for this service process.

(11) Discuss what was learned in doing this assignment and how it could be applied in the

business world.

For (2), (3), (4), and (5), if your service blueprint has more than four actions or processes,

select the most important ones.

* Note: For “critical to a successful service experience” think of how that activity potentially

contributes to customer satisfaction. A question to ask yourself is, “If this employee action,

support process, or physical evidence wasn’t present, how might the quality of the service

provision be diminished?”

Format:

Your written document should be typed, double-spaced and have 1” margins. Submissions should use a

12-point font and be free of spelling and grammatical errors. Assignments should include your name, the

date, and the title of the assignment. Submissions will be made in Canvas.

Use paragraphs and headings (and subheadings) to clearly organize your work. A topic/response format

is good for your paper, with bold font for the 11 topics and regular font for your responses.


Your second project for the course is the Service Blueprint. Instructions are provided in the file below. The only action to take in Module 5 is to create the graphical blueprint of the service you are using for your Services Marketing Journal in PowerPoint. Additionally, examples and a PPT template are provided to aid you. If you do not know all the parts of the service, use educated guesses.

Service Blueprint Physical Evidence Customer Actions Line of Interaction Onstage/ Visible Contact Employee/SST Actions Line of Visibility Backstage/ Invisible Contact Employee/SST Actions Line of Internal Interaction Support Processes Service Blueprint Physical Evidence Customer Actions Line of Interaction Onstage/ Visible Contact Employee/SST Actions Line of Visibility Backstage/ Invisible Contact Employee/SST Actions Line of Internal Interaction Support Processes A D Failpoints and Bottlenecks A B = Failpoint 1 is the ……. = Bottleneck 1 is the …….
Blueprint for Express Mail Delivery Service Blueprint for Overnight Hotel Stay Service PHYSICAL EVIDENCE CUSTOMER ACTIONS CONTACT PERSON SUPPORT (Visible) PROCESS (Invisible) Parking Exterior Building Waiting Area Outdoor Seating Interior Design Hostess Stand Appearance of Staff Drink Station Appearance of Bar and Bartenders Arrive at Restaurant Approach Hostess Stand Wait/Order Drinks at Bar Greet and Give Buzzer Greet and Take Drink Order Cleanliness of Table Silverware Napkins Sauces Centerpiece Plates Glasses Presentation Food Drinks Menu Consume Drinks Be Seated at Table Order Drinks/ Appetizers Specify “Spiciness” of Sauce Receive Drinks/ Appetizers Deliver Drinks Escort to Table Take Drink/ Appetizer Order Prepare Sauce at Table Deliver Drinks/ Appetizers Prepare Drinks Process Seating Requests Computerized Seating System “Buzz” Customer Check Accuracy of Order Input Order at Bar/ Kitchen Receive Order Prepare Drinks/ Appetizers Menu Order Entree Next Slide PHYSICAL EVIDENCE CUSTOMER ACTIONS CONTACT PERSON SUPPORT (Visible) PROCESS (Invisible) Menu Plates Food Presentation Doggie Bags Order Entree Receive Entree Eat Food Consume Refills, Extra Sauce Take Entree Order Deliver Order Offer Refills, Extra Sauce Deliver Drinks, Extra Sauce Enter Order into Computer Receive Food Order Refill Drinks, Extra Sauce Prepare Food Finish Meal Pick-up Empty Plates/ Clean off Table Take Plates to Kitchen Wash Dishes Menu New Silverware Plates Food Presentation Ask for Doggie Bag Order Dessert Eat Dessert Bring Boxes to Customer Show Dessert Menu Deliver Dessert Pack up Food Take Order Enter Dessert Order Into Computer Receive Order/ Prepare Dessert Portfolio with Check Enclosed Fortune Cookies Ask for Bill Pay Bill Deliver Bill and Fortune Cookies Total Bill at Computer Print Bill

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mariam90
School: UT Austin

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