Service blue printing is a technique that management uses to innovate and improve services in a company. Its aim is to improve customer service in a company. It can be used for any company. The essence of this technique is to come up with several models of a line of activity in a company. These lines need to be customer centric. From the several models, the company needs to choose what will work best. Service blue printing divides a process in four parts. These parts are line of interaction with customer, line of internal interaction, line of visibility and support processes. This paper attempts to come up with a service blueprinting for McDonald Corporation.
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About McDonald Corporation
McDonald Corporation is incorporated in the United States. It is a world leader in provision of a variety of fast food services. It services over 58 million customers daily. McDonald Company owns restaurants across the world. These restaurants are either as corporations or partners. Key success factors that propels growth of the company are quality and affordable products served quickly.
Service blueprint for customers orders in a drive through restaurant
Theory based analysis of the service firm
The diagram drawn above shows the four stages of a service blue printing for McDonalds drive through restaurant. These stages are the line of interaction with the customers, line of visibility, line of internal interactions, and support processes. All these stages are vital for any business. Emphasis should be put on line of interaction with customers. This is because it helps to attract and retain customers. In addition, all internal processes and interactions should be efficient. This is because they either directly or indirectly support line of interaction with customers.
Opportunity for service innovation and improvement
From the above diagram, there are various opportunities for innovation and improvement for the company. For instance, at the point of customer interaction, the company can increase the number of ways it interacts with the customers. For example, it can introduce online ordering. This allows customers to put orders online in advance and pick the orders while driving through. Secondly, the company needs to continuously adjust the menu. This attracts more customers to the restaurants. At the line of visibility, the Company needs to increase the number of staff members that handle online orders received from customers.
This makes service delivery faster. At the line of internal interaction, the company needs to continuously motivate employees in the organization. This enhances team spirit and in turn improves quality customer service. Finally, in support processes, the company should come up with service level agreements within the organization. For instance, the duration for processing orders in the back office, duration for processing customer complaints and getting back to them, and duration of processing internal systems down times or machine failures. This enhances efficiency in the organization.
Companies should come up with service blueprints for customer facing services in the organization. This should be done on a periodic basis since it enables a company to improve their processes from time to time. In addition, when launching a new product, it is also necessary to come up service blueprints. This ensures that products are launched after putting in place proper structures.