The paper "Linking Service Design to Value Creation" Is a great example of a Marketing Case Study. The quality of services offered by a business can only be improved if there is a clear understanding of the service delivery process and the interactions between the organization and its customers. A service Blueprint is a technique used to understand the interactions between customers and organizational employees and how such interactions are affected or supported by the existing activities and systems. According to (Bitner, Ostrom, & Morgan, 2008), a service blueprint can be used to diagnose problems in the service delivery process.
It can also be used to provide solutions to such problems innovatively in order to enhance efficiency in service delivery. This paper will discuss a service blueprint for a pharmacy (Drug Store) that retails prescription drugs to customers. The store’ s main service is to fill prescriptions for customers who present prescriptions from authorised medical practitioners. The efficiency and quality of service delivery in pharmacy business is highly critical in the success of such a business as the firms operate in a perfect competition market.
In such a market, businesses can compete effectively through differentiation efforts meant to improve service quality and efficiency (Holdford, & Kennedy, 1998). Understanding how service delivery in drug retail stores is key to unlocking growth and success for firms operating in the industry. Three key customer actions depicted in the blueprint, and why they are so critical to a successful service experience The first action that the customer takes in the service blueprint is to enter the pharmacy and wait to be served in the waiting area.
A customer is likely to judge a service business by the first impression he/she makes gets in the first minute he interacts with employees. Customers may rate the service of a pharmacy negatively if they always find long queues of customers waiting to be served. Equally, they may rate the place positively if they do not have to endure long queues and unfriendly welcome from the staff. The second customer action is to verify if the pharmacy can fill the subscription in time and within their budget. Customers should be made to feel comfortable and valued when they seek to gain such valuable feedback from the frontline contact employees.
If they feel unvalued and disrespected, they are likely to rate the service experience negatively. The third customer action is the payment of the prescription, pick up the subscription and exit from the pharmacy. The payment process should be convenient for the customer. The customer’ s prescription should be properly packed and handed to them. At the point where the service session ends, the customer should feel they received value for money in terms of service quality and efficiency. Three key front-stage contact employee actions depicted in the blueprint and why they are so critical to a successful service experience Welcoming and directing customers is the first key front-stage contact employee action in the pharmacy.
This action can be executed by a receptionist of a pharmacy assistant in the store. It is critically important for front-stage contact employees to understand how they should make customers feel they are in the right place where they can expect high-quality service. For instance, a friendly smile, greetings, and a verbal assurance that the customer shall be served within the shortest is an effective way to welcome a customer in the pharmacy.
The second key act by the front-stage contact employees is the collection of the prescription receipts, identification documents. The front-stage contact employee should also respond to customers' inquiries regarding the availability and price of the prescription drugs and the duration it will take to have them ready to be picked by the customer. This action is very critical to the quality of service in a pharmacy as it determines whether a customer feels comfortable sharing their private information with the pharmacist.
Depending on the body and verbal language of the front-stage contact employee, a customer will be able to conclude whether or not they are a valuable asset to the business.
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