Designing the customer service blueprint

Hospitality, Tourism and Flights Program

Assignment Criteria: Please read all of the following information before you begin the assignment.

A customer service blueprint is an operational planning tool that provides guidance on how a service will be provided, specifying the physical evidence, staff actions, and support systems / infrastructure needed to deliver the service across its different channels.

Assignment requirements (what you are required to do)

In your teams (3-5 members per team. See Groups in your course menu to sign up for your group/team) you are to design a customer service blueprint for a /service offering in tourism, hospitality or flights. Use the design characteristics we discussed in class (use the excel template that is provided) to develop your customer service blueprint.

Structure of the customer service blueprint: You are to use the excel blueprint template in the weekly lesson folder.  You must add arrows, text and coloured boxes.

Format your customer service blueprint using the following four steps on the excel template provided:

Step 1 – Identify the service process to be blueprinted, (for example: reservations, check in, room service, concierge). (Write this part directly on the excel template)

Step 2 – Identify the target customer of the service (what is the age range/gender/occupation of the customer, for example: GENDER: Male/Female, CUSTOMER AGES RANGE: 18-??, OCCUPATION:  full time/part time,
ETHNICITY IF APPLICABLE, EDUCATION, INCOME) details are provided in the Target Customer Profile example below, please identify/include the target customer directly on the excel template.

Step 3 – Create the customer service blueprint process from the customer’s point of view (using the excel template provided)

Step 4 – Blueprint ONE fail (F) and multiple wait (W) points in the customer service process directly where it occurs in the process on the blueprint with an F or a W.

Target customer profile Example:

• Gender: male/female
• Age: 18 – 25
• Ethnicity: Asian
• Income: $0 – $15,000/year
• Education: full time college student

Choose ONE from the following six scenarios to blueprint.

Hospitality

1. Blueprint a Spa experience either at a hotel or a separate spa facility. Start with booking the appointment, then proceed with arriving at the location, checking in, spa service provided, after the spa service and finally ending the appointment.  Break down each step of the customer experience by indicating the Physical Evidence, Customer Actions, Contact Employee Onstage Actions, Contact Employee Backstage Actions, Support Processes, and Self Service Technology Actions.

OR

2. Blueprint a restaurant dining experience. Start with booking the reservation, then proceed with arriving at the restaurant, checking in, the dining experience, and finalizing the experience. Break down each step of the customer experience by indicating the Physical Evidence, Customer Actions, Contact Employee Onstage Actions, Contact Employee Backstage Actions, Support Processes, and Self Service Technology Actions.

OR

Tourism 

1. Blueprint a visit to the CN Tower for the Edge walk Experience. Start with booking your experience, arriving at the CN Tower, checking in, preparation for the experience, the actual Edge walk, and the conclusion of the experience. Break down each step of the customer experience by indicating the Physical Evidence, Customer Actions, Contact Employee Onstage Actions, Contact Employee Backstage Actions, Support Processes, and Self Service Technology Actions.

OR

2. Blueprint a visit to Canada’s Wonderland. Start with the purchase of your one-day ticket, continue with arriving at the park, the customer experience for one ride and one food venue purchase, ending the visit. Break down each step of the customer experience by indicating the Physical Evidence, Customer Actions, Contact Employee Onstage Actions, Contact Employee Backstage Actions, Support Processes and  Self Service Technology Actions.

OR

Flight Services

1. Blueprint booking a flight on an airline. Detail the customer experience from booking to the point where the customer takes their seat on the aircraft.  Be sure to include the airline, the flight sequence (departure city to arrival city), airport experience and then the gate and boarding experience. Break down each step of the customer experience by indicating the Physical Evidence, Customer Actions, Contact Employee Onstage Actions, Contact Employee Backstage Actions, and Support Processes.

OR

2. Blueprint a flight experience with an airline on an overseas flight. Begin from the point where the customer takes their seat onboard the airplane, detail the inflight experience/services, to arrival at the destination to the point of exiting the airport and getting into a taxi.   Indicate the flight routing (departure city to arrival city).  Break down each step of the customer experience by indicating the Physical Evidence, Customer Actions, Contact Employee Onstage Actions, Contact Employee Backstage Actions, and Support Processes.

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