essay
Blue Print Part 1
Marks: Total 15 marks
Assignment Criteria
A 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.
Purpose of the assignment: The purpose is to bring together your understanding, application and
demonstration of a service blueprint. You are to demonstrate that you know about blueprinting by
providing and completing the two part assignment below.
Designing a service Blueprint
Blueprinting: Visit a service environment in the hospitality, tourism or flights industry of your choice and
observe a service process (e.g. lunch, dinner, inquiring about a banquet function, seeking information
about a tour, going to a theme park or checking in a hotel etc.). Create a service blueprint based on the
service experience that you observed. Use the design characteristics we discussed in class to develop
your blueprint.
Structure of the blueprint: You may use any blueprint template that was presented during the class
lecture such as hierarchy or table format. Use your creativity to design and present your blueprint. You
may add images, shapes, arrows, text and colors.
Format your service blueprint using the following steps:
Step 1 – Identify the service process to be blueprinted.
Step 2 – Identify the customer or customer segment (i.e. target market)
Step 3 – Create the service process blueprint from the customer’s point of view.
Step 4 – Blueprint the service contact employee(s) actions onstage and backstage.
Step 5 – Link the customer and contact person activities to the needed support functions (i.e.
technology).
Blue Print Part 2
Marks: Total 15 marks
Prepare a presentation using your choice of technology: (You may use Power Point, Prezi, paper
handouts, flip charts, white board). Your presentation is expected to last for 15 minutes.
Format your presentation for each of the following sections:
i. Introduction and brief overview of the business your team chose for your Assignment #1
ii. Introduce the service process your team choose.
iii. Tell us why did your team choose this service process
iv. Describe briefly your team’s observation of the customer contact with the employee.
v. Identify the touch points between the employee and the customer that could be improved or
modified.
vi. What recommendation(s) would the team suggest to improve the service process and why is the
team making this recommendation(s).
vii. Summary and Conclusion.
Note: You should spend 80% of your time in the recommendations.
Blue Print Part 1 - Rubric
Student name and student #:_______________________
Date: _________________________________________
Section: _______________________________________
Criteria Possible marks
Marks Received
Comments/feedback
Description of the process
5
Identified the customer 5
Description of the physical evidence
10
Describe your actions 10
Describe front stage staff’s actions
10
Describe back stage staff’s actions
10
Describe support processes
10
Inclusion of the three lines (i.e. line of visibility; line of interaction; & line of internal interaction)
5
Relationship of the elements of the map with each other
15
Visual of blueprint using graphics, images, text, color, shapes, arrows
20
Total points 100 /100
Blue Print Part 2 (Presentation) - Rubric
Criteria Possible marks
Marks Received
Comments/feedback
Introduced business 5
Made recommendations - value
20
Made recommendations – information
20
Made recommendations – timing
20
Made recommendations - convenience
20
Effective presentation and technology is used
15
Total Points 100
If your presentation is shorter than 14 minutes or longer than 18 minutes, 20% of the marks will be
deducted.