Service Blueprint Examples for Various Businesses

This text appears to be a list of examples of service blueprints for various businesses, including Cleveland Indians, Vicente Salon, Virtual PCs, Insurance, Flooring, BGSU Theater Box Office, Applebee’s, Merry Maids, Dairy Queen Special Order Cake, Showplace Cinema, FirstMerit Bank ATM, Madhatter Music, Sam B’s, Forest Creason, Panera Bread and Alberini’s Restaurant. A service blueprint is a visual representation of the service process and the interactions between the customer and the service provider. The text also includes diagrams of service blueprints for an insurance service, a flooring installation service, reserving a ticket at the BGSU Theatre Box Office and ordering a personalized DQ ice cream cake. These diagrams show the physical evidence, customer actions, contact person actions (both onstage and backstage), support processes and potential bottlenecks in the service process.

1
 2004- Dwayne D. Gremler
13
Student Service Blueprint Examples
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Cleveland Indians
ƒ
Vicente Salon
ƒ
Virtual PCs
ƒ
Insurance
ƒ
Flooring
ƒ
BGSU Theater Box Office
ƒ
Applebee’s
ƒ
Merry Maids
ƒ
Dairy Queen Special Order Cake
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Showplace Cinema
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FirstMerit Bank ATM
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Madhatter Music
ƒ
Sam B’s
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Forest Creason
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Panera Bread
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Alberini’s Restaurant
Physical Evidence
Customer
Contact Person (Onstage)
(Backstage)
Support Process
Line of Interaction
Line of Visibility
Line of Internal Interaction
Visit Office Phone Calls
to Office
Face to Face *
Meetings
Retrieval of
Documents
Payment for *
Documents File Claim Receive Claim
-Parking Lot *
-Office Building -Meeting Room -Insurance
Policy
-Money
-Receipt
-Paperwork
-Photos -Claim Check
Prepare
Policy
Agent & Policy
Writers
Information
Preparation
Employees
Answer
Questions
Secretary sets up
appointment to
meet with agent
Contact
Insurance
Co.
Mail Policy
Employee
Takes
Payment
Photos Taken
of Property
Copy of
Policy Filed
Discusses
Options
Mail
Claim
Contacts
Co. to
assure
fast
payment
Calls to
make sure
everything
is fine
-Telephone
Prepare
Billing
Insurance Service

2
Physical Work truck Work schedule Work schedule Ceramic tile Saw
Evidence Estimate on paper Work truck Sponge Pencil
Price list catalogs Grout Screws
Customer’s residence Chalk line Water
Calculator Tape measure Customer’s
Particle board Residence
Consumer
Contact Person
(Onstage)
Contact Person
(Offstage)
Support
Process
Customer calls
to get an
estimate
Customer
decides that
estimate is with
in budget
Tells company
when they would
like it
started/finished
Customer
decides to have
company do the
job
Customer has a
new floor
installed
Estimates
the job
Estimates
cost of
materials
Estimates
number of
hours/workers
needed to
complete job
Delivers final
estimate to
customer
Estimates when
the start finish
dates will be
Estimates
how long
current job
will take
Counts the
number of
future jobs
that need
completed
Delivers
start/finish date
to customer
Installs new
flooring
Gathers all
equipment and
materials for
job
Flooring Installation
Reserving a Ticket at the BGSU Theatre Box Office
Call in
reservation Arrive at theatre
at
A
Go to will-call
window
Check in w/
name
Pay for tickets Wait until
theatre opens
Take seat in
theatre
Physical
Evidence
CustomerContact Person
(onstage)(backstage)
Greet at window Find name Take Payment Usher takes to
seat
Support Process
Reservation
taken
Ticket stub
marked
Verify name in
theatre pass
system
Name envelope
filed into day
and time
Double check
system
Stub and Cash
into audit system Ushers chosen
• ticket order
form
• parking
• University Hall
• ticket envelope w/
name
• box office window
• ticket envelope w/
name
• ticket
envelope w/
name
• ticket
• cash/check/bursar/
theatre pass
• cookie cart
• programs
• benches
• snacks
• assigned seat
• inside of
theatre
LINE OF CUSTOMER INTERACTION
LINE OF VISABILITY
LINE OF INTERNAL INTERACTION
Bottleneck #1
Bottleneck #2
Bottleneck #3

3
Physical
Evidence
Customer
Contact
Person
Onstage
Backstage
Support
Processes
Service Blueprint
Restaurant
exterior
Parking
Lot
Entry
Way
Interior
Design
Host/Hostess
Stand
Waiting
Area
Table or
Booth Menu Drinks
Food
Food
Appearance
Bill
Hostess Stand
Entry Way
Parking
Restaurant Exterior
Arrive
at
Apple-
bee’s
Walk in Put
name
on
wait
list
Sit
and
wait
Go
sit at
table
Order
drinks
and
food
Receive
drinks
Receive
food
Eat
Get Bill
Pay Bill
Leave
restaurant
Call
customer’s
name
Take to their
table
Take drink
and food
orders
Deliver
drinks
Deliver
food
Process
bill
Registration
system
Cook food
Receive
food
order
Waiting List
Meredith Hazel - Marketing 405
Greet
Customer Take
Customer’s
name
Other
customers
waiting
Long
Wait
Poor
service
Unsatisfactory
food
= Potential bottlenecks
Prepare
drinks

4
Blueprint for Ordering a Personalized
DQ Ice Cream Cake
Come into
Store
Look at
Display
Freezer
Stand
in Line
Look
Through
Cake Book
Fill Out
Order
Form
Pre-Pay Pick Up
Cake
Customer
Actions
Physical
Evidence
• Store
Appearance
• Display
Freezer
• Pre-Made
Cakes
• Cake Book
• Design Cards
• Order
Form
• Receipt• Employee
Uniforms
• Store
Appearance
• Cake
• Sprinkles
• Gel / Frosting
• Cake Box
Contact Person
(On Stage)(Back Stage)
Greet,
Take Order,
Get Money
Brings
Cake
from Back
Makes
Cake
Decorates
Cake
Support
Process
Line of Interaction
Line of Visibility
Line of Internal Interaction
Cake
Inventory
Micros
Register
System
Ice Cream
Machine
Maintenance
Design
Projector
Represents
Fail points / Bottlenecks
Fills
Display
Freezer
Freezer
24 hour
Freezing
Blueprint for the Cinema
Physical
Evidence
Customer
Contact
Person
(back stage) (on stage)
Support
Process
™
Parking Lot
™
Exterior of actual
building
Arrive at
theater
™
Signs with
titles and start
times
* Decide on what
movie to see and
what time to see it
™
Line
Holders
Get in
line
™
Employee
™
Money
™
Actual ticket
™
Computer
* Receive ticket
Employee greets you,
gives you the ticket, and
takes your money
On line ticket
sales
Computer
processing
™
Refreshment stand
™
Actual refreshments
™
Employees
™
Money
™
Interior of restroom
* Get refreshments,
and use the restroom
Employee takes money
and gives you
refreshments
Preparation of
refreshments
(line of interaction)
(Line of visibility)
(Line of internal interaction)
* Has possible failpoints
Telephone
“hotline”

5
Cinema Blueprint (continued)
Physical
Evidence
CustomerContact
Person
(on stage)(back stage)
Support
process
™
Sign of movie
™
Doors to theater
Finds the right theater
™
Interior of theater;
steps, seats, lights and
screen
™
Other movie- goers
* Find a seat
Ushers and other
movie- goers
™
Lights dim
™
Movie begins
* Watch movie
Employee dims the
lights and starts
movie projector
Projection
system
™
Lights brighten
™
Credits roll
Put jacket on
and exit theater
Employee
brightens lights
™
Parking Lot
™
exterior of
building
Leave building and
get into car
Employee
cleans the
theater
Deposit check
through
ATM
Records in
register
Use debit
card through
the month
Withdrawals
money from
ATM
Reconciles
statement to
register
Call 1-800
number with
questions
Receives
statement
Answers
questions & looks
up information
Documents
picked up &
driven to Akron
Final manual
process Of
checks
Electronically
processed
Network
Checks are
stored
Update
account
information
Information collected &
generated Into a monthly
statement & sent
Check/add
cash &
receipt paper
Transactions
balanced at
end of day
Deposit slip
Check
Receipt
ATM, Cash
Receipt
Register
Debit Card
Receipt
Debit Card
Receipt
ATM
Cash
Phone Statement Statement
Register
Blueprint for ATM Customer of FirstMerit Bank

6
Arrive Give
clerk disc
Greet &
evaluate
disc
Decide
disc can
be fixed
Make
service
request
Take disc
& record
order
File with
other
orders
Give
clerk disc
Give
clerk disc
Disc
repair
machine
File with
other
repairs
Leave Return Pick up
discs
Pay for
service Leave
Find
discs for
customer
Give
discs to
customer
CUSTOMER PHYSICAL
EVIDENCE
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
CONTACT PERSON
(BACKSTAGE) (ONSTAGE)
SUPPORT PROCESSES
Building
exterior,
Parking
Clerk’s
counter,
Disc
Order
ticket Parking
Order
ticket
Discs,
Receipt
FAILPOINT: DISC MAY NOT BE FIXED ADEQUATELYBOTTLENECK: MULTIPLE ORDERS MAY SLOW SERVICE
FAILPOINT: DISC MAY NOT BE FIXABLE
MADHATTER MUSIC
Physical
Evidence
Customer
(line of
interaction)
Onstage
Contact
Person
Backstage
Contact
Person
Support
Processes
Sam B’s Restaurant
Restaurant
parking
Hostess Desk
Lobby
Uniform
Eating Area Food
Appearance
Delivery tray
Food
Order drinks
& meals
Bill/ReceiptClean Table
Reservation
confirmed
by hostess
Arrive at
restaurant
Menu
Seated
at table
Greeted
by hostess,
reservation
confirmed
Collect
Payment,
Return receipt
Clear dishes
& trash
Seated by
hostess,
Given menus
Eat Receive &
pay bill
Receive food
& drinks
Deliver food
& drinks
Order
taken
Process bill
Reservation
System
Kitchen
Receives
order
Prepare food
(Food prep
System)
Server
Notified of
New table
Clean-up
system
Wash
dishes
Notify server
Order is ready
Cash register
system
***Red lines indicate areas where fail points may occur
***Green lines indicate areas where bottlenecks may occur

7
Forrest Creason Golf Course
Physical
Evidence
Customer Arrive at
course
Call for
tee time
Pay for
the round
Play the
course
Purchase snacks
from snack
cart
Wait for turn
to tee off Finish round
Return cart
Parking
Club house
Club house
interior
Cash register
Receipt
First tee
Tee boxes
Fairways
Greens
Snack
cart
Money Parking
Score card
Contact
Person
(Onstage)
Employee
takes
payment
Employee drives
cart and receives
payment
(Backstage)
Employee
reserves
tee time
Support
Processes Course
maintenance
Registration
system
Line of Interaction
Line of Visibility
Line of Internal Interaction
Obtain
golf cart
Cart keys
Cart
maintenance Cart
maintenance
Employee
distributes
cart keys
Employee
stocks cart
Fail
Point
Fail Point Fail Point
Decide
what to order
Arrive at Panera Place Order Receive Food ExitEat
Support Process:
Physical Evidence:
Customer:
Contact Person
Onstage:
Backstage:
•Parking Lot
•Building Exterior
•POP Signs
•Menu
•Display Case
•Music
•Building Interior
•Uniform
•Receipt
•Delivery tray
•Food appearance
•Condiments
•Drinks
•Dining Room
•Table Tents
•Uniform
•Parking Lot
•Trash Can
•Building
Exterior
Sandwich Makers
and Food Preppers
are informed of order
Via computer
Dishwashers
clean the dishes
Assistant Manager
Daily Inventory Dishwashers
Clean Kitchen
Bakers cook
and bake pastries
General Manager
Orders Food
•Clean dining room
•Ask if Customer
is satisfiedGreet Cashier
Takes Order
Deliver food at
Pick Up counter

8
Call and Make
Reservation
Arrive at
Restaurant
Give Name to
Host Walk to Table Order Food Eat
Look at Menu
(create your
own dish) DrinkOrder Drinks
Customer
Contact Person(Backstage) (Onstage)
Support Processes
Lead Guests to
Table
Greet/Confirm
Reservation
Give Menus
To Guest
Take Order
For Drinks Serve Drinks Take Order
For Food Serve Meal
Take Reservation
See if Table
Is Ready
Place Order
On Computer
(To Bar) Pick Up Drinks
Place Order on
Computer
(To Kitchen) Pick up Meal
Dishwasher cleans
Tableware, laundry
personnel clean linens
Executive Chef
Creates Specials
for the Day
F&B Manager
Orders Alcohol F&B Manager
Orders Food
Physical Evidence
Make Drinks Cook Meal
Parking Lot,
Awning,
Restaurant
Building
Host Podium,
Waiting Area
Main Dining
Room and
Terrace Room
Menu,Specials
Sheet
Servers
Notepad,
dress
Drink and
Wine Glasses,
Bottles(table
setting)
Servers
Notepad
Food Plate,
Silverware,
Napkin
Line of Interaction
Line of Visibility
Line of Internal
Interaction
Alberini’s Restaurant
Physical EvidenceCustomer(Onstage)Contact Person(Backstage)Support Processes
Order Dessert Pay Check Get Change
Back Exit Restaurant
Look at Dessert
Menu Eat
Give Dessert
Menu
Take Dessert
Order
Place Order on
Computer
(To Kitchen)
Make Dessert
Pick up Dessert
Serve Dessert Give Check
Process Check
Give change
(if due)
Computer System
Line of Interaction
Line of Visibility
Line of Internal
Interaction
Potential Fail Point
Potential Bottleneck
Menu Servers notepad The dessert,
plates,
silverware
The
check,
money
money Parking lot
Alberini’s Restaurant

Line of Interaction
Line of Visibility
Line of Internal Interaction
A customer calls VPC
with a computer issue,
asking for advice.
VPC employee listens
to the customer and
gives a rough cost esti-
mate. Tells customer to
bring their PC and any
other necessary materi-
als to the store.
Customer brings his PC
to the store.
Computer Check-In
Process. Customer
provides personal infor-
mation, and detailed PC
problem description.
Technician diagnoses
the problem.
Technician contacts 3rd party
vendors, if necessary.
Technician calls cus-
tomer with diagnosis,
asks for permission to
proceed.
Customer is told the
diagnosis, and gives
permission to fix the
problem.
Technician performs
the needed service.
Te
cu
him
is c
Special-order parts
are ordered if neces-
sary.
Customer learns that
PC is fixed, and is to
the final balance.
Physical Evidence
Phone conversation
Appearance of store
Appearance of employee
Receipt Phone conversatioPhone conversation
Technician installs
requested hardware
or software.
Special parts are
shipped.
Store receives spe-
cial parts.
Customer ActionsOnstage EmployeesOffstage EmployeesInternal Services
Service Blueprint: Virtual PCs
Technician calls
customer with
progress report.
Customer
is updated
on progress
and costs.
F = Failpoint
B = Bottleneck
F
B
F
B
B
Phone conversation