Blueprinting in service operations

Customer involvement in service production processes, whether active or passive, underscores the need for adjustments in consumer scripts when changes occur in the service factory, highlighting the impact of process modifications on customer experiences.

Flowcharting, commonly known as blueprinting in service operations, is a technique used to analyze complex production processes. It helps identify process flow directions, time durations, costs, inventory buildup, and bottlenecks.

Blueprints are essential tools for both operations and marketing managers in service firms. They facilitate a systematic understanding of the service delivery process, including visible components affecting consumer perceptions.

Identifying all points of contact between the firm and customers is crucial, as many firms may overlook certain interactions, such as those involving telephone operators or janitorial staff.

The design of the service process is paramount in delivering the desired customer experience, whether in physical environments like theme parks or natural settings like lawn care. The visible process that consumers interact with shapes their perceptions, but it must be supported by an invisible process, as illustrated by the servuction model.

While striving for operational efficiency is essential, changes in service operations may affect the quality of consumer interaction. For example, automated registration systems in universities increase efficiency but may reduce the quality of student-advisor interactions.

Detailed blueprints serve as communication tools between operations and marketing, allowing potential problems to be identified and addressed before they impact real-time service delivery.

The service blueprinting process begins by eliciting scripts from both employees and consumers to understand the sequence of events in the service encounter.

Process of Constructing the Service Blueprint

1. Elicit Scripts: Gather input from both employees and consumers to understand their perspectives and sequences of actions during service interactions.
2. Develop Convergent Scripts: Identify common sequences of actions that align between employees and consumers, enhancing the likelihood of customer satisfaction and positive service experiences.
3. Analyze Scripts: Use gathered scripts to analyze consumer and employee perceptions of the service encounter, identifying potential problems and areas for improvement.
4. Identify Fail Points: Focus on events or stages in the service process that may lead to dissatisfaction or service failures, and develop strategies to mitigate these risks.
5. Specify Timeframe: Establish standard execution time norms for each event or activity within the service encounter to optimize efficiency and resource allocation.
6. Analyze Profitability: Assess the profitability of the service delivery system based on standard execution times and input costs, and evaluate the potential impact of system changes on profitability.
7. Test Assumptions: Use the constructed blueprint to test assumptions and identify any shortcomings before implementing changes, ensuring alignment with customer needs and operational efficiency

Additional Reading; Key Terms:

Technical Core: The central component of a production or service system where the primary value-adding activities occur, typically involving specialized skills, equipment, or processes. In a car manufacturing plant, the assembly line where cars are built represents the technical core. Here, skilled workers and specialized machinery come together to assemble vehicles, adding value to the final product. Without this core component, the production of cars would not be possible.

Plant-Within-A-Plant (PWP): A concept where a smaller, self-contained production unit or department operates within a larger manufacturing facility, often with its own distinct processes and management structure. Within a large chocolate factory, there might be a separate department dedicated to producing premium truffles. This smaller unit operates independently within the larger facility, with its own specialized equipment and trained chocolatiers, allowing for focused production of high-quality confections while still benefiting from the resources of the main factory.

Buffering: The process of creating reserves or stockpiles of materials, components, or finished goods to absorb variability in demand or production rates and maintain a steady flow of output. Example: A clothing retailer maintains a buffer stock of popular items in their warehouse to accommodate fluctuations in customer demand. By keeping extra inventory on hand, they can quickly fulfill orders during peak seasons or unexpected spikes in sales without experiencing delays or stockouts, ensuring a smooth flow of products to customers.

Blueprinting: A systematic method used to analyze and visualize service processes, interactions, and touchpoints, highlighting the sequence of events and identifying opportunities for improvement. Example: A hotel uses blueprinting to map out the guest experience from check-in to check-out. By identifying each touchpoint, such as booking a room, receiving a room key, and accessing amenities, the hotel can optimize its service delivery, streamline processes, and enhance the overall guest experience.

One-Sided Blueprint: A service blueprint that focuses solely on the perspective of either the service provider or the customer, potentially overlooking important aspects of the service encounter. Example: In a call center, a one-sided blueprint might only consider the actions and processes performed by the customer service representatives. While this provides insights into employee tasks and efficiency, it may overlook crucial customer interactions and experiences, leading to gaps in service quality.

Two-Sided Blueprints: Service blueprints that integrate perspectives from both service providers and customers, providing a comprehensive understanding of the service encounter and facilitating improvement opportunities. Example: A restaurant creates a two-sided blueprint that includes both the kitchen staff's processes for food preparation and the customer's journey from entering the restaurant to enjoying their meal. By considering both perspectives, the restaurant can identify areas for improvement in both food quality and customer service, ultimately enhancing the dining experience.

Script Norms: Established patterns or standards of behavior derived from consumer and employee scripts, guiding service delivery and interaction protocols within the organization. Example: In a retail store, script norms dictate how employees greet customers, assist them in finding products, and handle transactions. By following these established guidelines, employees ensure a consistent and positive shopping experience for customers, reinforcing the store's brand image and customer satisfaction.

References: 

Hoffman, K. D., & Bateson, J. E. (1997). Essentials of services marketing. 

Wirtz, J. (2012). Essentials of services marketing. FT press.