This document discusses service blueprinting, physical evidence, and servicescapes. It defines service blueprinting as a pictorial representation that maps the service process, customer contact points, and evidence of the service from the customer's perspective. It outlines the components of a service blueprint including customer actions, employee actions, support processes, and physical evidence. The document also discusses how service blueprints can be used for new service development, quality control, and operations management. Finally, it defines physical evidence and servicescapes, and their roles in facilitating the customer experience and differentiating service providers.

1. MBA 9061
Services Marketing
Service blueprint, Physical evidence and
the Servicescapes: types, role and its effect
on behavior
Course Instructor: Sneha Sharma (PhD*, MBA, Dip T & D)

2. MBA 906
SERVICE BLUEPRINTING
• It is a pictorial representation that accurately portrays
the service system so that it can be easily
understood.
– It visually displays the service by depicting the various
processes involved in the service delivery, points of
customer contact, the roles of customer and employees
etc.

3. MBA 906
Service Mapping/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.
Service
Mapping
Process
Points of Contact
Evidence

4. MBA 906
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

5. MBA 906
Building a Blueprint
Identify the process to be blueprinted
Identify the customer or customer segment.
Map the process from the customer’s point of view.
Map contact employee actions, onstage backstage and
technological actions.
Link contact activities to needed support functions.
Add evidence of service at each customer action step.

6. MBA 906
Service Blueprint

7. MBA 906
Application of Service Blueprints
• New Service Development
• concept development
• market testing
• Supporting a “Zero Defects” Culture
• managing reliability
• identifying empowerment issues
• Service Recovery Strategies
• identifying service problems
• conducting root cause analysis
• modifying processes

8. MBA 906
Blueprints Can Be Used By
• Service Marketers
– creating realistic customer
expectations
• service system design
• promotion
• Operations Management
– rendering the service as
promised
• managing fail points
• training systems
• quality control
• Human Resources
– empowering the human
element
• job descriptions
• selection criteria
• appraisal systems
• System Technology
– providing necessary
tools:
• system specifications
• personal preference
databases

9. MBA 906
Benefits of Blueprinting
• Clarifies elements of the service.
• Shows the sequence of delivery.
• Separates onstage from backstage
– customer contact from support component.
• Identifies likely fail points.
• Identifies capacity bottlenecks.
• Allows management of the whole rather than the
pieces.

10. MBA 906
Physical Evidence and the
Servicescape

11. MBA 906
Physical Evidence
• “The environment in which the service is
delivered and where the firm and the
customer interact, and any tangible
commodities that facilitate performance or
communication of the service.”
11

12. MBA 906
Elements of Physical Evidence

13. MBA 906
Examples of Physical Evidence from the Customer’s
Point of View

14. MBA 906
Types of Servicescapes
Servicescape
Usage
Self Service
Interpersonal
Serivces
Remote
Service
Complexity of
the Servicescape
Elaborate
Lean

15. MBA 906
Types of Servicescapes

16. MBA 906
Roles of the Servicescape
Package
• conveys
expectations
• influences
perceptions
Facilitator
• facilitates the
flow of the
service delivery
process
• provides
information
(how am I to
act?)
• facilitates the
ordering
process (how
does this
work?)
• facilitates
service
delivery
Socializer
• facilitates
interaction
between:
• customers
and
employees
• customers
and fellow
customers
Differentiator
• sets provider
apart from
competition in
the mind of the
consumer

17. MBA 906
Framework For Understanding
Servicescape Effects On Behavior

18. MBA 906
Guidelines for Physical Evidence
Strategy
• Recognize the strategic impact of physical
evidence
• Map the physical evidence of service
• Clarify the roles of the servicescape
• Assess and Identify the physical evidence
opportunities
• Be prepared to update and modernize the
evidence
• Work Cross Functionally