Week 6

Managing Customer Satisfaction

Service Blueprinting
A tool for simultaneously depicting the service
process, the points of customer contact, and the
evidence of service from the customer’s point of
view.

Process

Service Points of contact

Blueprint
Evidence
Service Blueprint Components
1. Physical Evidence
2. Customer Actions
line of interaction

3. “Onstage” Contact Employee Actions

line of visibility

4. “Backstage” Contact Employee Actions

line of internal interaction

5. Support Processes
Service Blueprint Components
Building a Service Blueprint
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Identify the Identify the Map the Map contact Link contact Add
process to customer process employee activities to evidence of
be blue- or customer from the actions, needed service at
printed segment customer onstage and support each
point of back-stage, functions customer
view and/or action step
technology
actions
 Blueprint for Overnight Hotel Stay Service

EVIDENCE
PHYSICAL
Hotel Exterior Cart for Desk Elevators Cart for Room Menu Delivery Food Bill
Parking Bags Registration Hallways Bags Amenities Tray Desk
Greeting Papers Room Bath Food Lobby
Empathy Lobby Appearance Hotel Exterior
CUSTOMER Key Parking

Arrive Give Bags Call Check out

Go to Receive Sleep Receive
at to Check in Room Eat and
Room Bags Shower Food
Hotel Bellperson Service Leave

Line of Interaction
(On Stage)

Greet and
Process Deliver Deliver Process
CONTACT PERSON

Take
Registration Bags Food Check Out
Bags

Line of Visibility
(Back Stage)

Take
Take Bags Food
to Room Order

Line of Internal Interaction

SUPPORT PROCESS

Registration Prepare Registration

System Food System