TY - JOUR
T1 - Service blueprinting
T2 - A practical technique for service innovation
AU - Bitner, M J
AU - Ostrom, Amy
AU - Morgan, Felicia N.
PY - 2008
Y1 - 2008
N2 - With the global focus on service-led growth has come increased need for practical techniques for service innovation. Services are fluid, dynamic, experiential, and frequently co-produced in real time by customers, employees, and technology, often with few static physical properties. However, most product innovation approaches focus on the design of relatively static products with physical properties. Thus, many of the invention and prototype design techniques used for physical goods and technologies do not work well for human and interactive services. This article describes one technique - service blueprinting - that has proven useful for service innovation. Service blueprinting is securely grounded in the customer's experience and it allows the clear visualization of dynamic service processes. The technique is described in detail including real case examples that illustrate the value and breadth of its applications.
AB - With the global focus on service-led growth has come increased need for practical techniques for service innovation. Services are fluid, dynamic, experiential, and frequently co-produced in real time by customers, employees, and technology, often with few static physical properties. However, most product innovation approaches focus on the design of relatively static products with physical properties. Thus, many of the invention and prototype design techniques used for physical goods and technologies do not work well for human and interactive services. This article describes one technique - service blueprinting - that has proven useful for service innovation. Service blueprinting is securely grounded in the customer's experience and it allows the clear visualization of dynamic service processes. The technique is described in detail including real case examples that illustrate the value and breadth of its applications.
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U2 - 10.2307/41166446
DO - 10.2307/41166446
M3 - Review article
AN - SCOPUS:46049090761
SN - 0008-1256
VL - 50
SP - 66
EP - 94
JO - California Management Review
JF - California Management Review
IS - 3
ER -