Service Blueprinting: Practical Technique for Service Innovation Case Solution

With an emphasis on global growth led services came greater need for practical techniques for service innovation. Services are fluid, dynamic, experience, and often co-occur in real-time by customers, employees, and technology, often with some static physical properties. However, most approaches to product innovation focuses on the design of products with relatively static physical properties. Thus, the invention and many of the techniques used to design products and technologies for physical prototypes do not work well social and interactive services. In this paper a service blueprinting technique has proven useful for service innovation is described. Service blueprinting is firmly rooted in customer experience and allows clear visualization of dynamic service processes. The technique is described in detail examples of actual cases illustrating the value and scope of their applications.
by
Mary Jo Bitner,
Amy L. Ostrom,
Felicia N Morgan
Source: California Management Review
30 pages.
Release: May 1, 2008. Prod #: CMR397-PDF-ENG
Service blueprinting: A practical technique for the solution of the case service innovation

Service Blueprinting: Practical Technique for Service Innovation Case Solution
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