The Benefit of Service Blueprint to Marketing,human Resource and Operation Management

Discuss how such a service blueprint might be used in each of the following areas in this organization: marketing, human resource management, and operations

Service blueprints are process flow charts that are used specifically for designing service operations. (A process flow chart is a very effective tool for depicting the different steps required in the completion of in a process.) Once participants understand blueprint and its potential, it is a great time to brainstorm how blueprint can be used within the organization.

Marketing department

Universities Utara Malaysia (UUM) offer self-service options to students, for example online enrolment, e-learning environments and so on. In order to offer a quality student experience, universities need to ensure that it does not feel like a burden, but as an experience that adds value, or one that is so simple and straightforward that it appears effortless. The experiences and expectations of students need to be clearly understood and managed. Application of service design techniques, particularly blueprinting, challenges the extent to which institutions truly place the student at the heart of what they do.

Successful application of service design and improvement techniques requires effective collaboration between academics, support and administrative staff. Such collaboration is not only required during the consultation stage to explore and plot the ‘As Is’ service blueprint, but also in the identification of improvement strategies and development of any ‘To Be’ processes. Quality services, designed with students, can offer an experience that distinguishes the institution, exceeds expectations and fosters long-term relationships.

Human resource management

A service blueprint can help the education system of UUM to understanding the strengths and weaknesses of their human resourse management.

Workforce Configuration. The workers who interact with the customers

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