Face to Face Banking - Money Withdraw Transaction- Service Blue Print - Taxonomy - Structural alternatives

1. Assignment on Service Blue Print, taxonomy and structural alternatives.
Service Marketing
Nirav Khandhedia
PRN: 12030242017
Questions:
1. Select any service of your choice
a. Draw a blue print for service processes including physical evidence, point of contact, line of direct and indirect interaction.
b. Identification of hard standards for these processes.
2. Draw taxonomy of the services selected including divergence as well as direct/indirect/no customer contact.
3. Draw a diagram for structural alternatives for the services.

2. Answers:
Answer 1.
Service under consideration for the assignment:
Money withdrawal transaction as part of face to face banking service. a case when customer doesn’t carry cheque book or ATM card, but carries passbook and
necessary ID Cards only.
Customer Actions:
1. Arrive at Bank
2. Undergoing security check at the entrance
3. Contacting front Desk staffs for inquiry about withdraw process etc.
4. Generating Token number through Automated Machine
5. Collecting withdraw form from the forms kiosk.
6. Waiting for the turn for withdraw
7. Inquiring to cashier for available cash amount
8. Filling up the withdraw amount accordingly and handing over the form to cashier.
9. Collecting money
10. Exiting from the bank
Interactions involved in the entire service transaction:
1. Customer interacting with Security Personnel at entrance (Direct Interaction)
2. Customer interacting with Front Desk staffs (Direct Interaction)
3. Customer using Automated Machine (Direct Interaction)
4. Automated machine interacting with backend system to generate the token number, posting database entries about customer visit and purpose, making queue
entry for specific counter, etc. (Indirect Interaction)
5. Customer interacting with Ground staff while waiting for queue. (Direct Interaction)
6. Customer interacting with Cashier to request the account (available balance) information. (Direct Interaction)
7. Cashier interacting with Customer to request account number. (Direct Interaction)
8. Customer interacting with Cashier to provide account number. (Direct Interaction)
9. Cashier interacting with computer terminal to provide account number and request account information. (Indirect Interaction)
10. Computer terminal interacting with backend system to retrieve necessary account information. (Indirect Interaction)
11. Computer terminal interacting with cashier to provide necessary account information. (Indirect Interaction)
12. Cashier interacting with customer to provide necessary account information. (Direct Interaction)

3. 13. Customer filling up the form using the desk support provided at cashier window and handing over the withdraw form to cashier. (Direct Interaction)
14. Cashier interacting with Customer to demand for ID Proofs and Passbook. (Direct Interaction)
15. Customer providing necessary information and showing documents to Cashier. (Direct Interaction)
16. Cashier validating documents and information and initiating withdraw transaction by requesting debit to computer terminal, from customer’s current balance, by
expected amount. (Direct Interaction followed by Indirect Interaction)
17. Collecting money from locker, counting it and handing over the amount to Customer, requesting customer to verify the amount. (Direct Interaction)
18. Customer verifying the amount collected, giving confirmation. Saying thanks to cashier. (Direct Interaction)
19. Cashier greeting a good day and saying bye. (Direct Interaction)

4. Answer 1 (A) : Blue print for face to face banking service:
x`
Bank
exterior
, sing boards
and Parking
Security
Personnel
Uniform
Front Desk
outlook and
staff uniform
Automated
Machine
Neatness, Fri
endlyness
and Guide
Notes
Kiosk outlook
and form
organisation
Lobby /
Waiting area
Cashier
Counter
Desk Support
facility at
Cashier
counter
Money
Counting
Machine
Display
Exiting from
the bank
Arrive at
Bank
Security
check at
Entrance
Contacting
Front Desk
staff for
Inquiry
Generating
Token
number
through
Automated
Machine
Collecting
withdraw
form from
the forms
kiosk
Waiting for
the turn for
withdraw
Inquiring to
cashier for
available
cash amount
Filling up the
withdraw
amount
accordingly
and handing
over the
form to
cashier
Collecting
money
Exiting from
the bank
Security
check by
Security
Personnel
Inquiry about
Process of
withdrawing
amount
Generating
Token
number
through
Automated
Machine for
withdraw
Serving staff
offering
water/ cold
drinks
Inquir about
available
balance in
account
Form
amount fill
up and form
submitted to
Cashier
Collecting
money and
counting it
Security
check by
Security
Personnel
Inquiry about
Process of
withdrawing
amount
Database
Pantry/
Kitchen staff
Security
check by
Security
Personnel
Inquiry about
Process of
withdrawing
amount
Automated
Machine
Serving staff
offering
water/ cold
drinks
Computer
Terminal
Computer
Termainal
Money
Locker and
Counting
machine
Exiting from
the bank
Physical
Evidence
Onstage
Contact
Person
Customer
Actions
Backstage
contact
person
Support
Processes
Line of Interaction
Line of Visibility
Line of internal
Interaction

5. Answer 1 (B) : Hard standards for the processes
Process Hard Standard
Security Check by Security Personnel Customer should not wait for more than 1 min for security check. Security check time should not be more than 20
seconds.
Front desk inquiry and response Front desk should be able to attend the customer within 90 seconds. Engagement time with customer should not
exceed 30 seconds average. Customers waiting to be attended by Front desk people should not exceed 3.
Generating Token number Token number generation machine should be so friendly that token number generation transaction should not
take more than 20 seconds for any person.
Ground staff should reach to assist the customer, within 1 minute, if he needs any help in operating the
automated token generation machine.
Collecting Withdrawal form Kiosk should look well organised at any time. All types of forms should be available in enough quantity. Ground
staff must check the status of forms availability and neatness at every 30 minutes.
Waiting for the turn in queue for money withdrawal.
Sitting in lobby area.
Customer should not be made to wait for more than 10 minutes in a queue. To achieve this, engagement time of
bank counter executive with customer should not exceed 2 minutes average. At any given time, there should not
be more than 10 customers waiting for a specific bank operation counter.
Serving water/cold drinks. Water/Cold drinks serving staff should reach the waiting customer within 2 minutes of time of his arrival in
waiting area. To maintain cleanliness and hygiene in bank premises, pantry staff should check the premises at
every 30 minutes. Any spilling of the cold drink/water should be cleaned within 3 minutes of time.
Obtaining Account/Balance Information Customer should be provided account/balance information in not more than 60 seconds of time.

6. Answer 2: Taxonomy of services:
Low Divergence (Standardized services) High Divergence (Customized services)
Processing of
Goods
Processing of
Information
Processing of
People
Processing of
Goods
Processing of
Information
Processing of
People
No Customer Contact
Parking area
management
Automated
machine
maintenance
Kiosk organisation
and maintenance
Token generation
and database
updates
Account
information
retrieval and
updates in
database
Bank exterior
maintenance
Bank interior,
lobby area
maintenance
Indirect Customer Contact
Direct Customer
Contact
No customer -
service worker
interaction
Operating
Automated
machine
Collecting form
from kiosk
Money counting
machine display
Customer – service
worker interaction
Preparation of
water/cold drink in
pantry
Security check by
security personnel
Water/cold drink
service by ground
staff
Inquiry to cashier
for account info
Front desk inquiry
about process
Treatment by
Front desk people
and cashier

7. Answer 3: Structural alternatives for the face to face banking service:
Lower Complexity/Divergence Current Process Higher Complexity/Divergence
No security check, just enter the bank premises. Security Check by Security Personnel Security checks involving manual body check, metal
detector check and luggage check.
No specific front desk facility, but various
posters/stickers mentioning the details of processes.
Front desk inquiry and response In addition to front desk people sitting on desk,
executives are present on ground and continuously
monitoring if any customer needs any sort of help.
No token number functionality, just make a queue
against the bank counters.
Generating Token number Instead of manually generating token number using
automated machine, ground staff (executives) to take
care of generating token and provide the token to
customer wherever he is standing or sitting.
No specific kiosk to collect withdrawal forms from. Just
reach appropriate bank counters, collect form, fill up
right there and submit.
Collecting Withdrawal form Single form for all the various utilities. Automated
machine to fill up most of necessary details, just
signatures to be done by customer.
No lobby area or proper waiting place. Just queue up
against the bank counters.
Waiting for the turn in queue for money withdrawal.
Sitting in lobby area.
Priority banking queues. Television sets, slow music
being played.
No water/cold drinks to being served. Serving water/cold drinks. Ask the customer about their choice. Provide different
cold drinks, ice creams or snacks based on his demand.
Wait in a separate queue to obtain account information
for a long time.
Obtaining Account/Balance Information Automated machines, ground staffs to help obtaining
account information. No need to wait at the bank
counter to get such basic information.