Hasnain

To be presented by:
Amreen Khan(100104)
Mohasir Yaseen(100105)
Danish Khan(100106)
Waseem Jahangir(100109)
Armeen Qayoom(100110)
Wasim Shah(100111)
Virender Singh(100112)
Hasnain Babar(100131))
 “...customers now take the basics
for granted and increasingly
want a company to desire to help
them [and] to treat them in a
personal, caring way.”
Service Blueprinting
 Blueprinting is a service design methodology for "systematically
managing the customer experience" and "promotes a conscious
decision on what consumers see and which employees should be in
contact at each moment of truth“
 It is a design methodology for services that have an interface with an
actual customer through technology or interpersonal interactions, but
doesn't seem appropriate for purely computational services
 Appropriate for services that are "dynamic, unfolding over time
through a sequence or constellation of events and steps"
 Allows firms to visualize their service processes, points of customer
contact, and the physical evidence associated with their services from
their customers' perspective
Methodologies
 A methodology's process describes the work to be
done and the order in which it is to be done
 Many methodologies prescribe a Sequential process --
the "waterfall” model
 Other methodologies are more iterative or recursive --
like the "spiral” model of progressive refinement or
"agile" modeling
 Other methodologies are loose about the modeling
activities but emphasize the results that must be
obtained at each step or phase
Methodologies
A methodology can contain or define:
 Meta-models
 Processes / Activities / Steps
 Notations
 Tools
 and how these are applied or fit together to produce:
Artifacts
Necessity
 "Firms can no longer compete solely on creating superior
value through their core products"
 "They must move into the realm of customer experience
management,
 creating long-term, emotional bonds with their customers
through the co-creation of memorable experiences"
 ...not only in consumer markets, but also in business-to-
business contexts where research shows meaningful
customer experiences and the resulting emotional bonds
between customers and suppliers are more important than
rational motivations for creating customer loyalty"
Amreen
The Service Encounter / Moments
of Truth
 "Service encounters are critical moments of truth in which
customers often develop indelible impressions of a firm...
From the customer's point of view, these encounters ARE
the service" (Bitner, Brown & Meuter, 2000)
 "In most services, quality occurs during service delivery,
usually in an interaction between the customer and contact
personnel of the service firm" (Zeithaml, Berry, &
Pararsuraman, 1988)
 Encounters can take place face-to-face in a "service setting,"
over the phone, through the mail, or over the Internet
Why Service Encounters Matter
 Every encounter is an opportunity for the firm to satisfy the
customer, to reinforce the value of its offerings, and to sell
the customer on the benefits of a long-term relationship
 Service encounters immediately impact customer
satisfaction and also shape longer-term factors like
intention to return, likelihood of communicating positively
about the service, and customer loyalty
 Customers need to have as many as twelve positive
experiences with a service provider in order to overcome
the negative effects of one bad Experience
 The expense of acquiring customers and their potential
lifetime value means that losing a customer because of a
negative encounter can have staggering cost
"Moments of Truth" and Customer
Loyalty
 Studies at a bank found a 50% difference between best
and worst performing branches in terms of "share of
wallet” and customer retention
 All of the branches were providing the "same" services,
but the differed greatly on how well they took a
customer orientation in the moments of truth
 For example, aggressive selling tactics create negative
moments of truth
Designing the "Touch Points" and
"Moments of Truth"
 Every customer-facing business should identify the
points where it interacts with customers
 In businesses with complex services (hospitals,
airlines, hotels...) there may be dozens of these touch
points or service encounters
 The service provider needs to distinguish between
ordinary "humdrum” transactions that don't have the
potential for creating an emotional bond with the
customer and those that do... but "many companies
make the mistake of overinvesting in the former and
thus don't differentiate themselves on the latter
Danish
Blueprinting Methodology: Activities
 Identify customer types
 For each customer, specify customer actions
 Specify the "contact employees" and their activities
 Add links that connect the customer to contact
employee activities and to needed support functions
 (For services that do not have any onstage contact
employee activities, replace the employee action row
and replace it with an onstage technology row)
 Add physical evidence
Waseem
Armeen
A Service Blueprint of
SERVICE BLUEPRINT
Chhagul
KEY PHYSICAL ELEMENTS
 DECORUM:
 Granite Countertops & Wood Floors
 Reflects the price range of services
 Classic/Bronze Art
 Emanates Traditional Vibe; appeals to many
 Comfortable/chic furniture
 Comfortable & High Class/Movie Star (Makeup)
 Elaborate Bouquets/Plants
 Adds flair and color
 Stone tiling in spa areas
 Nature theme; hot springs; revitalization
 Odd Shaped Mirrors
 Bold shapes add style
 LIGHTING:
 Very Dim in Spa Waiting Area (Fireplace):
 Relaxing
 Comfortable & cozy
 Not focused on imperfections
 Bright in Salon Area:
 Sunlit Room with many mirrors—very natural
 Allows Clients to see true dye colors
 Reveals how makeup will look in natural light

 EMPLOYEE APPEARANCE:
 Stylish Appearance; No Jeans
 Hair/Makeup/Nails
 MUSIC:
 Spa Area:
Water falls, slow melodies, nature sounds
Calming effect
Slows breathing
May induce sleep
 Salon Area:
Radio Station: STAR 101.5
Upbeat rhythms; Appeals to many

 SCENT: Aromatherapy Candles Per Clients Request

 Induced feelings depend on aroma
 Common Aromas:
Lavender: to Sooth, Calm & Relax
Chamomile: to Sooth, Calm & Relax
Lemongrass/Citronella: Stress-Reliever
Eucalyptus/Peppermint: Relieves Congestion
Wasim Shah
POTENTIAL FAILPOINTS
 1. Front desk greetings

 2. Wait time and Reception area

 3. Adequate consultation

 4. Cut, Color, and Style

 5. Thank customers & remind them to come back

 6. Bill accuracy
Mohasir
SOLUTIONS
 1. Front desk greetings:
 Require Smile, polite demeanor & courteous script

 2. Wait time and Reception area:

 Keep on schedule for all appointments

 3. Adequate consultation:
 Give personal attention to each customer

 4. Cut, Color, and Style:

 Make sure to ask customers exactly what they want & do not rush

 5. Thank customers & remind them to come back:

 Don’t skip this step!—promotes customer loyalty

 6. Bill accuracy:
 Check payment twice for accuracy
PRACTICALITY OF BLUEPRINT
 Marketing:
 Helps to identify key areas for marketing campaign ads
 Visually determine if a redesign is necessary

 Human Resource Management:

 Identify fail points & correct these accordingly
 Determine hiring/firing needs
 How to delegate jobs/resources

 Operations:
 Maps out visual flow of service operations
 Determine how a redesign would affect flow
QUESTIONS?