introduction

advertisement
Introduction
Within the service industry, services are provided to organizations and final consumers. There
are several service firms within the service industry that provide different kinds of services to
satisfy several needs. Among such services includes computer services, restaurant services,
laundry services, tourism and transport services etc. The name of our transport business is Safe
Passage Transport which is into providing transport services, where passengers would be
provided with vehicles and drivers to convey them to their various destinations. Due to the
hassle students in the various established public universities go through in terms of their
movement in and out of their various campuses, we are concentrating on providing easy and
hassle-free transport services to students during vacation.
To be able to provide the transport services to our potential customers, in this case students,
we would develop a blueprint for the transport business. This blueprint will depict how our
services will be delivered. Furthermore, we will identify possible challenges we would face
and suggest how such challenges would be dealt with. The blueprint has been developed based
on the following assumptions;

Our target market is students form the main public universities in Ghana i.e. UCC,
KNUST, LEGON, UDS AND UEW

We have business representatives in the various universities stated above.

Our main stations will be on the various campuses of the above institutions

We serve as middlemen who link customers to travel and tour companies in Ghana and
end our transport services when each customer reaches their destination

We rent buses form the transport organization to be able to provide our transport
services to our customers.

We charge our own fares
The service blueprints
Service blueprint is a picture or map that accurately shows the service system so that
different people involve in providing the service can understand and deal with it
objectively regardless of their individual point of view. Can also be termed as A method
used in service design to describe and analyse a proposed service. The service blueprint
is basically a technique used for service design and innovation and could be applied in
diagnosing with operational efficiencies
Components of service blueprint

Customer action: This includes all the steps that customers take as part of the service
delivery process. Customers actions are depicted chronologically across the top of the
blueprint. Hence, for our transport service business, customers actions include;
o booking of ticket
o Arriving at main station
o Receiving bag tags
o Give back to caretaker
o Verification
o Waiting for departure
o Enter bus
o Take snacks whiles on board
o Alight at destination and leave

Onstage/visible contact employee actions; This constitutes the next critical component
separated from the customer by the line of interactions. Those actions of front-line
contact employees that occur as part of a face to face encounter are depicted at this
stage. By reference to our business, onstage/visible contact include;
o Greeting and providing bag tags
o Take bags
o Verify Customer registration
o Direct customers to waiting room
o Provide passenger instructions
o Serve snack
o Distribute luggage to customers upon arrival at destination
A line of interaction that links customer interaction to a contact employee, signifies a
moment of truth.
 Backstage/invisible contact employee actions. This is separated from the onstage
actions by the very important line of visibility. Anything that appears above the line
visibility is seen by the customer while everything that goes on below is invisible to the
customer. This normally includes non-interaction with customers as well as other activities
that contact employees do in order to prepare to serve customers. Hence, for our transport
business, the following are the backstage/invisible contact employee actions.
o Making reservation for customers (passenger)
o Giving directions to customers via maps
o Processing feedback
o Loading of compartment
 Support processes: This constitutes the fourth critical component of the blueprint which
is separated from employees’ internal line of interactions. These are activities carried out
by individuals and units within the business who are not contact employees but need to
happen in order for the service to be delivered. Vertical line from the support area
connecting with other areas of the blueprint shoes the inter-functional connections and
support that are essential to delivering the service to the final consumer. The following are
included in the support processes
o Reservation system
o Verification system
o Ordering of snack
o Distribution system
The diagram below depicts the service blueprint of Safe Passage transport Services
Physical
Evidence
Customer
Actions
Book tickets
Arrive at
station
Receive
Bag tags
Station
Management desk
Luggage
room
Main Station
Ad/portal
Give bag to
caretaker
Verification
Waiting
room
Bus
Wait for
departure
Enter bus
Take snacks
Alight/leave
Show waiting
room to
customer
Give
passenger
instructions
Serve Snack
Distribute
luggage
Line of interaction
Onstage/
Visible
contact
employee
Greet
and give
bag tags
Take bags
Verification
Process
Line of visibility
Back
stage/
invisible
contact
employee
actions
Support
Processes
Make reservation
for customer
Reservation
system
Give directions to
customers via map
Process
feedback
Load compartment
Verification
system
Order
Snack
Distribution
system
Terminologies
Portal: A website where customers who want to do business with us have to book a ticket after
which monies are paid electronically (mobile money, Vodafone cash, etc.). Customers then
receive verification codes and time of departure made available at the site. The portal contains
a map system that direct customers to the main station. Penalties in respect of late would be
specified on the portal.
Bag tags: A number, letter or combination of both that identifies customer bags. It is received
from the station management desk officer.
Verification: Involves the station officer checking or making sure that bag tags are actually
attached to luggage.
Waiting room: This is where customers stay for a temporal period of time before departure.
Load compartment: this is where customers bags received would be kept.
Challenges anticipated and its suggestion solutions in the delivering of our service to our
respective customers
Unexpected breakdown of vehicle: it is possible that while on the journey, the vehicle could
breakdown which will delay the journey. In order to solve this problem, we would arrange for
mechanic on board who will take of any breakdown of the vehicle. However, where the
breakdown is beyond the repair of the mechanic, we would arrange for another bus to continue
with the journey. As a first-hand measure, provisions would be made for the vehicle to be
assessed or checked before it sets off from the main station.
Hacking of the portal system: it is very possible that the portal may be hacked and we might
lose all our customers. As a result, we would keep manual records as well as electronic ones
and also ensure high internet security system. We would also engage experts who will be
monitoring the system in order to prevent it from being hacked.
Poor network system/ communication system: sometimes, poor network may prevent our
customers from logging onto the site for booking their ticket. So manual tickets would be made
available to supplement the online tickets. Therefore, customers who are unable to book their
tickets online will have an alternative by coming to our main station for their tickets.
Late arrival of customers: this happens where customers arrive at the main station later than
the specified time designated to them mostly after departure. Reminder messages would be
sent to customers a day before the due date and one-hour prior notice on the day of departure.
However, if after all these notices, the customer still fails to report on time, a moderate fee
would be charged against him/her as prescribed in the portal.
Security of passengers on board: Due to the rising level of robbery especially on roads,
customers security becomes a challenge. In order to overcome this challenge, we would make
sure that security men (at least two) are present on board.
Conclusion
To conclude, we being in a transport business does not justify our breakthrough or success even
though it is one of the most profitable business in the service industry. But we knowing what
our customers want and desire is a relevant factor which serve as the bloodstream of our
transport service being the best among the rest in the industry in which we are operating.
Therefore, we as a team took into consideration, through a service blueprint, how our service
would be delivered to meet the needs of our respective customers. Then, we anticipated some
challenges that we will face in the course of the service being rendered and suggest possible
solutions to them so as to help the smooth flow of service rendering without hindrances. Thus,
ensuring effectiveness and efficiency in our delivery.
When all these were implemented, our business was profitable and as well met the needs of
our customers.
REFERENCE
Service blueprinting: A Practical Technique for Service Innovation. Retrieved November 1,
2018, from http://www.paullalen.ca
P.J. de Jong and P.A.M. Vermeulen, “Organizing Successful New Service Development,”
Management Decision, pp. 844-858.
Download
Related flashcards

Business terms

50 cards

Labor

14 cards

Business

36 cards

Tourism in Greece

43 cards

Labor

14 cards

Create Flashcards