Phonak service blueprint slides 20111021 2

Service Blueprinting  Offers an approach and technique that helps address

the challenges of delivering the intangible  Provides a focal point that can facilitate common

understanding of “what we offer the marketplace”

Service Blueprinting A technique for simultaneously depicting: the service process, the points of customer contact, and the evidence of service

from the customer’s point of view. Process

Services Blueprinting

Points of Contact

Physical Evidence

Service Blueprint Components PHYSICAL EVIDENCE CUSTOMER ACTIONS

line of interaction “ONSTAGE” CONTACT EMPLOYEE ACTIONS line of visibility “BACKSTAGE” CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES Copyright ASU Center for Services Leadership

Service Blueprint: Express Mail Delivery

SUPPORT PROCESSES

CONTACT EMPLOYEE BACKSTAGE ONSTAGE ACTIONS ACTIONS

CUSTOMER ACTIONS

PHYSICAL EVIDENCE

Truck Packaging Forms Hand held Computer Uniform

Consumer calls

Truck Packaging Forms Hand held Computer Uniform

Another Consumer Receives package

Consumer gives packages

Driver picks up package

Deliver package

Consumer service order

Dispatch driver

Airport receives and loads

Fly to sort center

Load on airplane

Fly to destination

Unload and sort

Load on truck

Sort packages 13

SUPPORT PROCESSES

CONTACT EMPLOYEE BACKSTAGE ONSTAGE ACTIONS ACTIONS

CUSTOMER ACTIONS

PHYSICAL EVIDENCE

Service Blueprint: Overnight Hotel Stay Hotel Exterior Parking

Cart for Bags

Desk Registration Papers Lobby Key

Arrive at hotel

Give bags to Bellperson

Check In

Greet and take bags

Process registration

Elevators Hallways Room

Go to room

Cart for Bags

Receive bags

Room Amenities Bath

Sleep Shower

Call room service

Deliver bags

Take bags to room

Delivery Tray Food Appearance

Receive food

Deliver food

Bill Desk Lobby Hotel Exterior Parking

Food

Eat

Check out Leave

Process check out

Take food order

Prepare food

Registration system

Service Blueprint Components PHYSICAL EVIDENCE CUSTOMER ACTIONS

line of interaction “ONSTAGE” TECHNOLOGY ACTIONS “ONSTAGE” CONTACT EMPLOYEE ACTIONS line of visibility “BACKSTAGE” CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES Copyright ASU Center for Services Leadership

Appearance of kiosk

Approach the kiosk

Screen shows touch options: rent or return a DVD

Appearance of kiosk

Press ‘select a movie’ on touch screen Screen shows thumbnail pictures of recent release movies

Appearance of kiosk

Browses movies by release date

Screen shows 10 thumbnails per screen, advance With arrow key

Appearance of kiosk

Select movie by touching thumbnail picture

Takes user to payment screen, asks user to swipe credit card

Appearance of kiosk

Swipe credit card on kiosk

Releases DVD, it ejects for pickup from front slot

Appearance of kiosk Appearance of DVD case

Appearance of DVD case and DVD

Retrieve DVD from kiosk

Watch movie

Appearance of kiosk

Press ‘return DVD’, place movie in kiosk return slot

Screen shows touch options: rent or return a DVD

SUPPORT PROCESSES

CONTACT EMPLOYEE BACKSTAGE ACTIONS

ONSTAGE TECHNOLOGY

CUSTOMER ACTIONS

PHYSICAL EVIDENCE

Service Blueprint: DVD Rental Kiosk

Technology maintenance

New releases added to kiosk, update kiosk information

Record payment information

Process payment information

Appearance of kiosk

Approach the kiosk

Screen shows touch options: rent or return a DVD

Appearance of kiosk

Press ‘select a movie’ on touch screen Screen shows thumbnail pictures of recent release movies

Appearance of kiosk

Browses movies by release date

Screen shows 10 thumbnails per screen, advance With arrow key

Appearance of kiosk

Select movie by touching thumbnail picture

Takes user to payment screen, asks user to swipe credit card

Appearance of kiosk

Swipe credit card on kiosk

SUPPORT PROCESSES

Appearance of kiosk Appearance of DVD case

Appearance of DVD case and DVD

Retrieve DVD from kiosk

Watch movie

Releases DVD, it ejects for pickup from front slot

CONTACT EMPLOYEE BACKSTAGE ACTIONS

ONSTAGE TECHNOLOGY

CUSTOMER ACTIONS

PHYSICAL EVIDENCE

Service Blueprint: DVD Rental Kiosk Appearance of kiosk

Press ‘return DVD’, place movie in kiosk return slot

Screen shows touch options: rent or return a DVD

Explain procedure for dealing with scratched DVD

Technology maintenance

New releases added to kiosk, update kiosk information

Record payment information

Process payment information

Service Blueprint Components PHYSICAL EVIDENCE CUSTOMER ACTIONS

PHYSICAL EVIDENCE

Decide to lease radiology machine

Meets with Sales Rep

Reads and signs contract

Technician appearance/ Equipment appearance

Equipment Appearance/ Appearance of status reports

Oversees installation process

Machine is used and status reports read

ONSTAGE TECHNOLOGY

Web site Brochures

CUSTOMER ACTIONS

Service Blueprint: A Smart Service

CONTACT EMPLOYEE ONSTAGE ACTIONS

Ongoing monitoring: critical information is collected & status reports are sent

SUPPORT PROCESSES

CONTACT EMPLOYEE BACKSTAGE ACTIONS

Gets pertinent information

Maintenance of website/ development of brochures

Presents contract

Technician appearance

Informed of need for repair Monitoring suggests breakdown is imminent

Technician repairs the machine

Equipment is installed

Sales Rep prepares contract

Installation technician loads equipment and necessary tools

Contract development process / authorization

Ordering and manufacturing to spec.

Oversees machine repair

Repair technician calls client and preps for the service call Data from equipment is checked

Definitions of the Components PHYSICAL EVIDENCE • Def: All tangibles that customers come in contact with that impact customer quality perceptions. CUSTOMER ACTIONS • Def: All steps that customers take or experience as part of the service process being examined. “ONSTAGE” TECHNOLOGY ACTIONS • Def: The actions by customer-facing technology (e.g., websites) that customers experience as part of the service process. “ONSTAGE” CONTACT EMPLOYEE ACTIONS • Def: The contact employee actions that involve face-to-face interactions with customers. “BACKSTAGE” CONTACT EMPLOYEE ACTIONS • Def: Other contact employee actions (not involving face-to-face customer interactions) including email/phone contact with customers, preparation work, and any activities that facilitate the service process. SUPPORT PROCESSES • Def: Activities that facilitate the service process and are done by individuals who are not contact employees. 20

Steps in Designing a Blueprint 1. Identify the service to be blueprinted.  basic business concept  a service within a family of services  a specific service component

2. Identify the customer segment that receives the

service.

3. Map the service from the customer’s point of view. 4. Draw the line of interaction.

Steps in Designing a Blueprint (continued) 5. Draw the line of visibility. 6. Map the service from the customer contact person’s

point of view distinguishing visible (“onstage”) activities from invisible (“backstage”) activities.

7. Draw the line of internal interaction. 8. Link customer and contact person activities to needed

support functions.

9. Add the physical evidence. Copyright ASU Center for Services Leadership

Service Blueprinting Exercise For this exercise, we will focus on developing service blueprints as a tool for illustrating and developing services. (1)

You will be working in small groups to map the service described in the exercise handout. Refer to the basic “Steps in Designing a Blueprint,” the generic map, and sample blueprints to assist the group in this process.

(2)

Some small groups may be asked to share their blueprint (or highlight aspects of it) during the large group session that follows. As a group we will discuss insights on the outcomes (the blueprints themselves) as well as the process of developing them.

(3)

The exercise is intended to illustrate the potential use of blueprinting as a tool to stimulate discussions of service improvement and innovation.

Questions to Consider  What insights did you gain from completing the service    

blueprint exercise? What are key potential fail‐points in the service delivery? What are potential bottlenecks in the service delivery process? What are the key takeaways from blueprinting experience at this point? How can you see using service blueprinting in your practice to facilitate service improvement? Service innovation?

Exercise Wrap‐up  What you learned from the exercise • Insights regarding outcome • Insights regarding process

 Student ART example  Benefits of blueprinting

Benefits of Blueprinting Customer‐Focused  Illuminates the customer’s role and demonstrates where the customer experiences value.  Promotes a conscious decision on what customers see and which employees should be in contact.  Constitutes a rational basis for external marketing.  Assists in identifying fail points and opportunities for service improvement.

Benefits of Blueprinting Organization‐Focused  Provides a common point of discussion for new service development.  Stimulates strategic discussions by illuminating the elements and connections that constitute the service.  Provides a basis for identifying and assessing cost, revenue, and capital requirements.  Clarifies competitive positioning by comparing company and competitor processes when both are mapped.  Provides a customer‐focused basis for developing metrics to track service success. Copyright ASU Center for Services Leadership

Benefits of Blueprinting Employee‐Focused  Employees can relate “what I do” to the service viewed as an integrated whole.  Constitutes a rational basis for internal marketing.  Provides a basis for standardizing processes across units.  Helps gain employee buy‐in for new service offerings or improvements.

Using Service Blueprinting in Your Practice…

Service Blueprint Example  Hearing Care Concept Blueprint  Split over two slides  Provides an example of a typical customer experience

with a hearing care practice  Could be used as a starting point for blueprinting your practice

Direct mail; Newspaper; Electronic media

Parking lot; Signage; Building

Educational materials; Staff

Lobby; Forms; Staff

Lobby; Materials; Other patients

Exam room; Equipment; Staff

Exam room Equipment; Staff

Reviews marketing materials

Calls office in response to marketing

Asks questions and requests appointment

Drives to and arrives at practice

Checks in at front desk with PCC

Receives and completes forms

Visit waiting area and watch videos

Walks to exam room

Receives ear inspection

ONSTAGE TECHNOLOGY

CUSTOMER ACTIONS

PHYSICAL EVIDENCE

Service Blueprint: Hearing Care Office Visit (1 of 2)

SUPPORT PROCESSES

CONTACT EMPLOYEE ACTIONS (BACKSTAGE

CONTACT EMPLOYEE ACTIONS (ONSTAGE)

Display educational videos on flatscreen

Develop and distribute marketing materials

PCC greets and checks in patient

PCC answers phone and offers greeting

PCC provides answers and schedules appointment

Maintain phone system; Conduct customer service training

Maintain centralized scheduling

PCC = Patient Care Coordinator

PCC provides forms to patient

PCC collects and processes forms

Maintain facilities

Maintain centralized scheduling and check in system

Maintain forms and database

Collect measurements via otoscope, sound booth, audiometer, and/or tympanometer Fitter greets patient and escorts patient to exam room Fitter reviews forms and prepares for patient

Fitter reviews forms conducts and documents ear inspection

Fitter records results in system

Maintain exam Maintain Maintain room; Conduct database, billing lobby and patient‐focused and coding; waiting area counseling Maintain Including videos training equipment

PHYSICAL EVIDENCE

Enters sound booth for relevant tests

Receives test results and education as needed

Experiences hearing aid in office

Sound booth facilitates hearing test

Fitter takes patient to sound room

SUPPORT PROCESSES

Sample hearing aids; Materials; Staff

Purchase contract; Receipt; Staff

Hearing aid; Brochure; Copy of audiogram; Patient journal; Staff

Reviews and selects hearing aid options

Purchases hearing aid and signs contract

Receives fitting and review of features and care

Lobby; Materials; Staff

Parking lot; Signage; Building

Schedules next appointment

Departs practice

Sound demo Computer instruments presents demonstrate various options hearing possibilities Fitter conducts Fitter facilitates patient tests, documents experience results, and with demo provides hearing aid counseling

CONTACT EMPLOYEE ACTIONS (BACKSTAGE

ONSTAGE TECHNOLOGY

Exam room; Demo hearing aid; Staff

CONTACT EMPLOYEE ACTIONS (ONSTAGE)

Sound booth; Equipment; Staff

Exam room; Test results; Charts; Staff

CUSTOMER ACTIONS

Service Blueprint: Hearing Care Office Visit (2 of 2)

Fitter reviews and discusses hearing aid options

PCC = Patient Care Coordinator

Maintain exam room, materials, and database

Tech conducts PCC finds fitting and available times reviews and books features and care appointment

PCC processes PCC prepares payment and purchase updates contract system

Fitter records results in system

Maintain sound booth and equipment

Fitter presents purchase contract and financing options

Maintain demo hearing aids; Conduct demonstration training

Maintain hearing aid Inventory, materials, and computer

Provide financing options; Maintain contracts

Maintain payment system and database

Tech prepares materials

Conduct patient Uphold recall, satisfaction Maintain retention, and survey and materials and customer referral performance website programs benchmarks

Blueprinting Your Service Process  Assemble the appropriate team  Identify a recorder to capture the discussion  Determine the focal customer segment(s)  Determine any required blueprint modifications  Discuss where your service process starts and stops  Blueprint your service process while identifying key insights,

potential gaps, and improvement actions  Use templates and flip charts to capture the discussion

Preparing to Blueprint Your Service Overview Question

Details

Customer Segment(s): What is the focal customer segment(s)? Blueprint Modifications: What blueprint modifications are required? Process Start: Where does the process start? Process Stop: Where does the process stop? Customer Phases: What customer phases exist?

Insights from Blueprinting Your Service Insights

Details

Gaps in Blueprinting Your Service Key Gaps

Potential Improvement Actions

Summary: Using Blueprinting to Improve (or Design) Your Service Pick a service/service process to focus on

Determine the goal of the blueprinting effort

Determine the focal customer segment Determine who should participate in the blueprinting process Determine modifications of the tool, if any, that make sense Determine process start and stop as well as customer phases, if applicable Blueprint the service Note insights and action items throughout the process Copyright ASU Center for Services Leadership

Questions to Consider  What actions are expected of the customer?  What actions are expected (or completed) by third parties?  What aspects of the service delivery process are not well

understood?  Who within your organization should be involved in the discussion to create a more accurate or representative blueprint?  What are the advantages that could be gained from blueprinting your service?

Using Service Blueprinting in Your Organization  If you are committed to using Service

Blueprinting in your organization, we strongly encourage you to:  Pass around our overview document with your

colleagues  Refer colleagues to our Service Blueprinting website  http://wpcarey.asu.edu/csl/services_blueprinting/index.cfm

 Share the California Management Review article

Service Blueprinting: Designing Service from the Customer’s Point of View Phonak Practice Development Conference October 2011

Dwayne D. Gremler gremler@bgsu.edu