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1. 13
Student Service Blueprint Examples
Cleveland Indians Dairy Queen Special Order Cake
Vicente Salon Showplace Cinema
Virtual PCs FirstMerit Bank ATM
Insurance Madhatter Music
Flooring Sam B’s
BGSU Theater Box Office Forest Creason
Applebee’s Panera Bread
Merry Maids Alberini’s Restaurant
 2004 - Dwayne D. Gremler
Insurance Service
Physical Evidence
-Parking Lot * -Money -Paperwork
-Insurance
-Telephone -Meeting Room -Receipt -Claim Check
-Office Building Policy -Photos
Customer
Phone Calls Face to Face * Payment for * Retrieval of
Visit Office File Claim Receive Claim
to Office Meetings Documents Documents
Line of Interaction
Contact Person (Onstage)
Employees Employee
Agent & Policy Discusses
Answer Takes
Line of Visibility Writers Options
Questions Payment
(Backstage)
Calls to
make sure
Contact everything
Information Copy of Mail is fine
Insurance
Preparation Policy Filed Claim
Co.
Line of Internal Interaction
Support Process
Contacts
Secretary sets up
Prepare Prepare Co. to
appointment to Mail Policy
Billing Policy assure
meet with agent
fast
payment
Photos Taken
of Property
1

2. Flooring Installation
Physical Work truck Work schedule Work schedule Ceramic tile Saw
Evidence Estimate on paper Work truck Sponge Pencil
Price list catalogs Grout Screws
Customer’s residence Chalk line Water
Calculator Tape measure Customer’s
Particle board Residence
Consumer Customer calls Customer Tells company Customer Customer has a
to get an decides that when they would decides to have new floor
estimate estimate is with like it company do the installed
in budget started/finished job
Delivers final Delivers Installs new
Contact Person
estimate to start/finish date flooring
(Onstage)
customer to customer
Estimates Estimates when
Contact Person the job the start finish
(Offstage) dates will be
Estimates Estimates Estimates Counts the Gathers all
cost of number of how long number of equipment and
Support materials hours/workers current job future jobs materials for
Process needed to will take that need job
complete job completed
Reserving a Ticket at the BGSU Theatre Box Office
•parking •box office window •ticket •ticket •cookie cart •assigned seat
Evidence
Physical
•ticket order
form •University Hall •ticket envelope w/ envelope w/ •cash/check/bursar/ •programs •inside of
•ticket envelope w/ name name theatre pass •benches theatre
name •snacks
Customer
Call in Arrive at theatre Go to will-call Check in w/ Pay for tickets Wait until Take seat in
reservation at window name theatre opens theatre
A
LINE OF CUSTOMER INTERACTION Bottleneck #3
(onstage)
Greet at window Find name Take Payment Usher takes to
Bottleneck #1 seat
Contact Person
LINE OF VISABILITY
(backstage)
Reservation Ticket stub
taken marked
LINE OF INTERNAL INTERACTION
Support Process
Verify name in Name envelope Double check Stub and Cash Ushers chosen
theatre pass filed into day system into audit system
system and time
Bottleneck #2
2

3. Food Bill
Restaurant Entry Host/Hostess Waiting Table or
Menu Drinks Food Hostess Stand
Way Stand Area Booth
Physical exterior Appearance
Entry Way
Evidence Interior Other
Parking
Design customers Parking
Unsatisfactory
Lot waiting food Restaurant Exterior
Sit Order Get Bill
Walk in Put Go Receive Receive
Customer Arrive and drinks
name sit at drinks food Pay Bill
at wait and
on table
Apple- food Eat Leave
wait
bee’s Long restaurant
list Wait
Call
Greet Take drink Deliver Deliver Process
Take customer’s
Contact Customer and food drinks food bill
Customer’s name
Person orders
name
Take to their
Onstage table Poor
service
Receive
Backstage food
order
Support Prepare
Waiting List Cook food Registration
Processes drinks
system
= Potential bottlenecks
Service Blueprint Meredith Hazel - Marketing 405
3

4. Blueprint for Ordering a Personalized
DQ Ice Cream Cake Represents
Fail points / Bottlenecks
Evidence
• Store • Display • Employee • Cake Book • Order • Receipt • Cake
Physical
Appearance Freezer Uniforms • Design Cards Form • Sprinkles
• Pre-Made • Store • Gel / Frosting
Cakes Appearance • Cake Box
Customer
Look at Look Fill Out
Actions
Come into Stand Pre-Pay Pick Up
Store Display in Line Through Order Cake
Freezer Cake Book Form
Line of Interaction
(Back Stage) (On Stage)
Greet, Brings
Freezer Take Order, Cake
Contact Person
Get Money from Back
Line of Visibility
Fills Makes 24 hour Decorates
Display Cake Freezing Cake
Freezer
Line of Internal Interaction
Support
Process
Cake Micros Ice Cream Design
Inventory Register Machine Projector
System Maintenance
Blueprint for the Cinema
Physical
Evidence
Parking Lot Signs with Employee Refreshment stand
Line
titles and start
Exterior of actual Money Actual refreshments
times Holders
building Actual ticket Employees
Computer Money
Interior of restroom
Customer
* Decide on what Get in
Arrive at * Get refreshments,
movie to see and * Receive ticket
line and use the restroom
theater what time to see it
(line of interaction)
(back stage) (on stage)
Employee greets you, Employee takes money
gives you the ticket, and and gives you
Person
Contact
takes your money refreshments
(Line of visibility)
On line ticket
Telephone
“hotline” sales
(Line of internal interaction)
Process
Support
Computer Preparation of
refreshments
processing
* Has possible failpoints
4

5. Cinema Blueprint (continued)
Interior of theater;
Sign of movie Parking Lot
Evidence
steps, seats, lights and Lights dim
Physical
Lights brighten
Doors to theater screen exterior of
Movie begins
Credits roll building
Other movie- goers
Customer
Put jacket on Leave building and
Finds the right theater * Find a seat * Watch movie and exit theater get into car
(back stage) (on stage)
Ushers and other
movie- goers
Contact
Person
Employee dims the
Employee
lights and starts Employee
cleans the
movie projector brightens lights
theater
Support
process
Projection
system
Blueprint for ATM Customer of FirstMerit Bank
Deposit slip Receipt Debit Card Debit Card Phone Statement Statement
Check Register Receipt Receipt Register
Receipt ATM
ATM, Cash Cash
Deposit check Use debit Withdrawals Call 1-800 Reconciles
Records in Receives
through card through money from number with statement to
register statement
ATM the month ATM questions register
Transactions Check/add Answers
balanced at cash & questions & looks
end of day receipt paper up information
Documents
Electronically
picked up & Information collected &
processed
driven to Akron generated Into a monthly
statement & sent
Update
Final manual
Checks are account
process Of
stored Network information
checks
5

6. MADHATTER MUSIC
EVIDENCE
CUSTOMER PHYSICAL
Building Clerk’s
exterior, counter, Order Order Discs,
Parking Disc ticket Parking ticket Receipt
Give Make Give Pick up Pay for
Arrive clerk disc service clerk disc Leave Return Leave
discs service
request
LINE OF INTERACTION
FAILPOINT: DISC MAY NOT BE FIXABLE
Greet & Decide Take disc Find Give
(ONSTAGE)
PERSON
evaluate disc can & record discs for discs to
disc be fixed order customer customer
LINE OF VISIBILITY
(BACKSTAGE)
CONTACT
File with File with
other other
orders repairs
LINE OF INTERNAL INTERACTION
SUPPORT PROCESSES
Disc
repair
machine
BOTTLENECK: MULTIPLE ORDERS MAY SLOW SERVICE FAILPOINT: DISC MAY NOT BE FIXED ADEQUATELY
Sam B’s Restaurant
Physical Food
Restaurant Hostess Desk Eating Area Menu Food Clean Table Bill/Receipt
Evidence parking Lobby Appearance
Uniform Delivery tray
Customer Arrive at Reservation Seated Order drinks Receive food Receive &
Eat
(line of restaurant confirmed at table & meals & drinks pay bill
by hostess
interaction)
Onstage Greeted Seated by Order Deliver food Clear dishes Collect
by hostess, hostess, taken & drinks & trash Payment,
Contact
reservation Given menus Return receipt
Person confirmed
Backstage Server Kitchen Notify server Wash Process bill
Contact Notified of Receives Order is ready dishes
New table order
Person
Prepare food Clean-up Cash register
Support Reservation
(Food prep system system
Processes System
System)
***Green lines indicate areas where bottlenecks may occur
***Red lines indicate areas where fail points may occur
6

7. Forrest Creason Golf Course
Club house Snack
interior Tee boxes
Parking cart Parking
Physical Cash register Cart keys First tee Fairways
Club house Money Score card
Evidence Receipt Greens
Call for Arrive at Pay for Obtain Wait for turn Play the Purchase snacks
Finish round
Customer tee time course the round golf cart to tee off course from snack
Return cart
cart
Line of Interaction
Employee Employee Employee drives
(Onstage) takes distributes cart and receives
payment cart keys payment
Contact Line of Visibility
Person
Employee Fail
(Backstage) reserves Point Employee
tee time stocks cart
Line of Internal Interaction
Support Registration Cart Course Cart
Processes system maintenance maintenance maintenance
Fail Point Fail Point
Physical Evidence:
•POP Signs
•Delivery tray
•Menu •Dining Room •Parking Lot
•Uniform •Food appearance
•Parking Lot •Display Case •Table Tents •Trash Can
•Receipt •Condiments
•Building Exterior •Music •Uniform •Building
•Drinks
•Building Interior Exterior
Customer:
Arrive at Panera Decide Exit
Place Order Receive Food Eat
what to order
•Clean dining room
Cashier Deliver food at •Ask if Customer
Contact Person Greet Takes Order Pick Up counter is satisfied
Onstage:
Backstage:
Sandwich Makers
Dishwashers
and Food Preppers
clean the dishes
are informed of order
Via computer
Support Process: Bakers cook
and bake pastries
Assistant Manager
Daily Inventory
Dishwashers
Clean Kitchen
General Manager
Orders Food
7

8. Alberini’s Restaurant
Physical Evidence
Parking Lot, Host Podium, Main Dining Menu,Specials Servers Drink and Servers Food Plate,
Awning, Waiting Area Room and Sheet Notepad, Wine Glasses, Notepad Silverware,
Restaurant Terrace Room dress Bottles(table Napkin
Building setting)
Look at Menu
(create your
Customer
Call and Make Arrive at Give Name to
Walk to Table own dish) Order Drinks Drink Order Food Eat
Reservation Restaurant Host
Line of Interaction
(Onstage)
Greet/Confirm Lead Guests to Give Menus Take Order Take Order
Serve Drinks Serve Meal
Reservation Table To Guest For Drinks For Food
See if Table
Contact Person
Is Ready
Line of Visibility
(Backstage)
Place Order Place Order on
Take Reservation On Computer Pick Up Drinks Computer Pick up Meal
(To Bar) (To Kitchen)
Line of Internal
Make Drinks Cook Meal
Interaction
Support Processes
Dishwasher cleans
Executive Chef F&B Manager
Tableware, laundry F&B Manager
Creates Specials Orders Alcohol
personnel clean linens Orders Food
for the Day
Alberini’s Restaurant
Physical Evidence
The dessert, The money Parking lot
Menu Servers notepad
plates, check,
silverware money
Customer
Look at Dessert Get Change
Order Dessert Eat Pay Check Exit Restaurant
Menu Back
Line of Interaction
(Onstage)
Give Dessert Take Dessert Give change
Serve Dessert Give Check
Menu Order (if due)
Contact Person
Line of Visibility
Place Order on
(Backstage)
Computer Pick up Dessert Process Check
(To Kitchen)
Potential Fail Point
Make Dessert
Line of Internal
Interaction
Support Processes
Potential Bottleneck
Computer System
8

9. Service Blueprint: Virtual PCs F = Failpoint Ross Metcalf
B = Bottleneck
Appearance of store
Physical Evidence
Appearance of store Appearance of employees
Appearance of employee Receipt
Phone conversation Receipt Phone conversation Phone conversation Phone conversation Repaired PC
Customer Actions
Customer is told the
A customer calls VPC Customer Customer learns that PC Check-out process.
Customer brings his PC diagnosis, and gives
with a computer issue, is updated PC is fixed, and is told Customer picks up his
to the store. permission to fix the
asking for advice. on progress the final balance. PC, pays his balance.
B problem. B
and costs.
Line of Interaction
Onstage Employees
Computer Check-In
Collect payment. Inform
Process. Customer
customer of any relevant in-
provides personal infor-
formation such as warranty.
mation, and detailed PC
problem description.
Line of Visibility
Technician calls cus- Technician performs
VPC employee listens tomer with diagnosis, the needed service.
Offstage Employees
Technician diagnoses
to the customer and asks for permission to Technician calls
the problem.
gives a rough cost esti- proceed. customer to inform
mate. Tells customer to him that the service
bring their PC and any Store receives spe- is complete.
other necessary materi- Technician installs Technician calls
requested hardware customer with cial parts.
als to the store. F
or software. progress report.
Line of Internal Interaction
Internal Services
Technician contacts 3rd party Special-order parts Special parts are Special parts arrive.
vendors, if necessary. are ordered if neces- shipped. B
sary. F