Service Blueprints Give Marketing Students Real-World Perspective
Each semester students in MKT405 (Services Marketing) classes apply what they learned about providing customer service through a real-world project and contest. Student teams create what is called a “service blueprint” which is a flowchart or layout sequence of an organization’s activities that customers can see and service activities that are behind the scenes, out of the customers’ view.
Teams of students select local community service providers and develop a representative blueprint for them. The students work with their provider and learn about the flow of service and then create a PowerPoint with 10-15 images. These images represent either physical evidence of what comes along with the service or other components needed to complete the activity, such as a form or questionnaire. Students also identify if there are places in the service flow where failure points could occur.
Dr. Dwayne Gremler, professor of marketing, has taken this project a step further and created a contest among the MKT405 team projects and identified which service blueprints are the best. This spring the top service blueprint involved Serenity Spa, and the second place team blueprinted Aardvark Screen Printing.
With this project, Dr. Gremler says that students get a "much better understanding of all the processes needed to provide service." He adds that the blueprints pull the pieces of the course together.