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International Business Management
Year: 2012  |  Volume: 6  |  Issue: 3  |  Page No.: 294 - 298

Service Blueprint; An Effective Tool for Designing and Specifying Intangible Service Processes: An Outlook

B. Sumathisri    

Abstract: Customer demand is ever changing unpredictable and also immeasurable with accuracy. It is also complex and very intricate. Marketing policies, programmes and strategies are planned, organized and executed with the main objective of customer satisfaction and service. Service refers to social efforts which include even government to fight five giant evils, e.g., want, disease, ignorance, squalor and illness in the society. In the 21st century, the business environmental conditions are likely to be more volatile. The globalization and liberalization has opened new vistas for the development of service generating organization. It should make sincere efforts to make them stronger and stronger if they have to survive and thrive. It is against this background the study follows about the service blueprinting, a useful tool for designing and specifying intangible service processes. A service blueprint is a schematic diagram that represents all the details of a service from the customer and organization’s perspective. It maps out chronologically and in sequence all the various interactions and actions that occur in parallel when customer and company meet it shows all the interactions by and with the customer. A company that works toward implementing these strategies will be well on its way in delivering service quality through its people thereby diminishing Gap 2.

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