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Identify key activities in creating and delivering service Define “big picture” before “drilling down” to obtain a higher level of detail Advantages of Blueprinting Distinguish between “frontstage” and “backstage” Clarify interactions and support by backstage activities and systems Identify potential fail points take preventive measures prepare contingency Pinpoint stages where customers commonly have to waitĭefine standards for frontstage activities Specify physical evidence Identify principal customer actions Line of interaction Frontstage actions by frontline personnel Line of visibility Backstage actions by customer contact personnel Support processes involving other personnel Support processes involving IT Objectives: Identify fail points & risks of excessive waits Set service standards Fail-proof processġ0 Blueprinting the Restaurant Experience: Act 1ġ1 Blueprinting the Restaurant Experience: A Three-Act PerformanceĪct 1: Prologue and Introductory Scenes Act 2: Delivery of Core Product Cocktails, seating, order food and wine, wine service Potential fail points: Menu information complete? Menu intelligible? Everything on the menu actually available? Mistakes in transmitting information a common cause of quality failure Customers may not only evaluate quality of food and drink, but how promptly it is served or serving staff attitudes Act 3: The Drama Concludes Remaining actions should move quickly and smoothly, with no surprises at the end Customer expectations: accurate, intelligible and prompt bill, payment handled politely, guest are thanked for their patronageġ2 Improving Reliability of Processes Through Fail-Proofing
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Technique for displaying the nature and sequence of the different steps in delivery service to customers Offers way to understand total customer service experience Shows how nature of customer involvement with service organizations varies by type of service: People processing Possession processing Mental Stimulus processing Information processingĥ Flowcharts for People and Possession Processing ServicesĦ Flowcharts for Mental Stimulus and Information Processing Servicesħ Blueprinting Services to Create Valued Experiences and Productive Operations Presentation on theme: "Chapter 8: Designing and Managing Service Processes."- Presentation transcript:ġ Chapter 8: Designing and Managing Service ProcessesĢ Overview of Chapter 8 Flowcharting Customer Service Processesīlueprinting Services to Create Valued Experiences and Productive Operations Service Process Redesign The Customer as Co-Producer Self-Service Technologiesģ Flowcharting Customer Service ProcessesĤ Flowcharting Service Delivery Helps to Clarify Product Elements