Blueprinting Project (Exam 2)

Due in class 28 April

Throughout this semester, each of us has been keeping a diary of service encounters.  Some of these encounters have been good, some of these have been less than good.  Throughout the course, we have studied concepts related to what can be done to help ensure that a service encounter has a positive outcome.  The ultimate goal of our discussions has been towards constructing a service blueprint with the goal of maximizing the likelihood of a positive service outcome and appropriately responding to service failures.

One encounter from a class member's diary included the following text:

"Encounter: I went to [national fast food chain] to eat and ordered food in the drive-thru.

"Comments: I ordered coffee and ice cream.  The coffee was not ready so I had to wait for it.  The man at the drive-thru window handed me the coffee and the sack without saying a word.  I looked into the sack and there was one package of sugar, coffee creamer, and nothing to stir with.  I had to get out and go inside to get a coffee stir stick.  The workers never apologized or said anything. 

"Analysis: I felt that the workers were very rude and not helpful at all.  I think they could use a little common sense to figure out that you need a stir stick for coffee.  The managers need to train them on common courtesy to customers.  Overall, I was extremely displeased with the service."

Write a report that does an analysis of this entire service encounter from the time that a customer places an order to the time that the customer drives off of the parking lot.  The report must include a discussion of what can be done to minimize the chances of service failures and minimize the chances of an unhappy customer.  Your report must necessarily include a blueprint that identifies critical points, moments of truth, etc. 

Class members may work in teams of any size up to 3, including working as an individual.  All members of the team will receive the same score for a single report and presentation. 

All reports are expected to include the following basic elements, even though it is expected that reports will vary in structure:

  1. INTRODUCTION
    • objective of the report

  2. METHOD
    • how blueprinting works
    • what blueprinting can tell us
    • blueprinting / report limitations

  3. SITUATION ANALYSIS
    • physical facility, relevant equipment / resources
    • service process (abbreviated)

  4. CUSTOMER SCRIPT
    • wants
    • needs
    • expectations

  5. CUSTOMER FLOWCHART
    (all front room activities what the customer sees/ perceives/ does)

  6. BACKROOM SUPPORT ACTIVITIES
    • resources
      • physical
      • human
      activities
      • prior to encounter/event
      • during encounter/event
      • after encounter/event

  7. CRITICAL POINTS
    • customer contact points
    • moments of truth - critical incident opportunities for satisfaction - points for dis-satisfaction
    • fail points
    • tangible evidence and reminders

  8. CONCLUSIONS AND RECOMMENDATIONS

  9. APPENDIX
    • fishbone chart(s) - maybe
    • blueprint - absolutely must be included
      • timeline
      • critical points (above)
    • abbreviated blueprints for sub-processes


Supporting materials:

fishbone chart (.pdf)
fishbone chart (.gif)
blueprint document (.doc)