Blueprint (service marketing)

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A blueprint represents a method for the visualization of service processes. The blueprinting process has been used mainly descriptively to this day , but thanks to its easy handling it can be used as a basis for the management of service companies. When comparing blueprinting with other process maps , the most significant difference is the involvement of customers and their view of the process. This corresponds to one of the constitutive characteristics of services, the integrativity of the customer in the service creation process, to a particular extent, and thus enables targeted management of services.

history

The method was developed by G. Lynn Shostack in the early 1980s . The name Blueprint (English: Blueprint = Blueprint ') goes back to being original drawings of buildings were the basis for this. The paths that the customers of the relevant service provider take to determine where the customer is integrated into the service process were drawn in. By drawing in and depicting every activity necessary for the creation of a service , a blueprint in its original form served the visual representation of customer integration as well as the integration between customers and customer contact personnel.

There are several different blueprinting concepts, each of which focuses on different aspects. Today, blueprinting is understood not only as an instrument for visualization, but also for structuring service processes.

Siding

Regardless of the definition and discussion outlined above, it is currently widespread in the crime prevention system that procedures from the Anglo-American and English fields of application are professionally and technically "translated" for the German-speaking area for the purpose of adopting effect-evaluated procedures. The prevention agents call these copies "blueprints".

Approach options for blueprinting

Blueprinting as an analysis tool

Since the graphic to be created in the blueprinting shows the different phases of a service process, the transparency of provider processes can be displayed using a blueprint, especially with regard to their customer relationship. The process allows the service to be “broken down” into its individual components and thus better analyzed. It can, for. For example, it can be seen that the customer is not integrated enough into the process.

Blueprinting as a planning tool

Blueprinting can be used as a planning tool in two ways. For example, it can be used to redesign existing and to design innovative service processes.

Web links

Individual evidence

  1. ↑ Jörg-Heinrich Sandmann: Integration of customer activities in the blueprinting of service processes . 2016, doi : 10.1007 / 978-3-658-12022-1 .
  2. ↑ G. Lynn Shostack: Designing Services That Deliver. In: Harvard Business Review . January 1984. From HBR.org. Retrieved October 17, 2019.
  3. ^ Jörg-Heinrich Sandmann: Service Blueprint (ing): Visualization of service processes . In: Integration of customer activities in the blueprinting of service processes (=  BestMasters ). Springer Fachmedien, Wiesbaden 2016, ISBN 978-3-658-12022-1 , p. 25-29 , doi : 10.1007 / 978-3-658-12022-1_3 .