Developing a Service Blueprint for Broadburger Canberra in Kingston - Case Study Example

Table of Contents Introduction 2 Reason for choosing the organization 2 Three key elements of physical evidence 3 Three potential fail points or bottlenecks 5 Alternative Solution 5 Manner in which service blueprint helps 6 Learning’s 8 Conclusion 8 Introduction This report looks to develop a service blueprint for Broadburger Canberra in Kingston where it will look to identify the complete blueprint by highlighting the different elements of physical evidence; the different bottlenecks that is present in the system; an alternative mechanism to deal with the bottlenecks; manner in which blueprint will help to bring a change in marketing, human resource and operations; and finally the important learning and its applicability in the real world scenario. The entire framework will thereby help to improve the service quality and bring the required transformation in carrying out the business. Reason for choosing the organization The prime reason for choosing Broadburger Canberra in Kingston is that the organization works completely in the field of a service sector. Since, the organization provides food and works in the healthcare industry which is totally service based and the customer expectation and experience is influenced by the different perception and satisfaction level they undergo so developing a blueprint based on it would be better. This will help to analyze the different factors which have a role on the service quality and standard for organization and will help to develop a blue print based on it so that better customer satisfaction can be enriched. This is supported by the fact that Broadburger is easily accessible and near to the place which provides an opportunity to visit the outlet number of time and understand about the different aspect of service marketing in a better manner. Three key elements of physical evidence The three key elements of physical evidence which have been identified are as The first major component is the exterior facility which is characterized by signage, parking, layout of the building and the external condition. Having proper exterior facilities helps to satisfy the customers as it provides a sense of belonging and creates the urge to visit the store and lays down the stone for the service standards. The second component for physical evidence is The second component highlights the interior facilities which include interior design, equipment, layout, air temperature, menu design, kitchen layout and cleanliness and others. This aspect helps the customers to determine the manner in which the different aspect of service quality is being lain stress on and helps to create the required framework based on which the service standards can be measured. The third component of physical evidence is as The third aspect of physical evidence tends to include management of the resources, the employees dress, the final bill and stationery used like plates and others. This is one of the most important components as the overall delivery standard and the manner in which customer satisfaction is enhanced is identified. This thereby helps to develop the required framework based on which the service blueprint is determined. Three potential fail points or bottlenecks The three different potential fallout or bottlenecks which might be present and would hamper the service standard are as Inability to understand the customer needs and requirements clearly which will have an impact on the service standard as despite having the required resources the business won’t be in a position to be able to deliver on the high standards as determined in the blueprint. Presence of bottlenecks in the interior facilities regarding the interior layout and design of the kitchen. This might arise due to the fact that incorrect positioning of the kitchen might render it difficult to carry out the different services and might have an impact and hinder the entire process of providing services to its customers Inability to hire the best employees who are able to deliver service standards based on the blueprint so that every aspect of customer satisfaction which has been identified in the blueprint provides the same advantage. This will thereby create the required bottleneck through which providing the required service standard will become difficult. Alternative Solution To deal with the different issues and bottlenecks which has been highlighted it is important to look towards the following so that the bottlenecks and problems can be better handled and are as Developing the interior in such a manner that the layout supports the service blueprint which has been developed. Designing a proper layout will ensure that the employees will be able to carry out the different services and having a proper layout will ensure that the service standards will be carried out effectively. This will help to develop the required standards and layout through which service standard will be developed and better services can be rendered Hiring the best employees who understand the customer needs and requirements. This will ensure that the customers’ service standard will be raised and will help to develop a standard through which better services will be provided. This will also ensure that the aspect of physical evidence which deals with human satisfaction and service level is delivered and better satisfaction for customers is ensured Developing the exterior facility in a manner which ensures ease in parking and location of the service provider. This will help easy accessibility and provide an opportunity to the customers to be able to visit the store at any time (. The overall framework will help to develop a high service standard and will multiply the effectiveness of rendering services. Manner in which service blueprint helps The blueprint which has been developed will help the service provider in different ways as the different areas of operations will improve and will thereby multiply the effectiveness of carrying out services. The manner in which service blueprint will help in the different areas are as Marketing: The service provider through the blue print will be able to understand the different directions and areas based on which services have to be provided. The blueprint will highlight the different areas which will help to improve the service standards and will thereby highlights the manner in which marketing will be stressed on. This will help to ensure the best possible use of resources and will multiply the chances of being able to provide better services. Human Resource Management: It will help the service provider to employ and hire the employees who are best fit for the organization. This will thereby ensure that the customer needs and expectations are better understood so that service standard can be developed accordingly. The process of using blueprint will ensure that the quality of services improves and will provide the direction through which expectations of the customers are better met. Operations: the blueprint will act as a plan which will help the service provider to make the necessary arrangements to carry out its different functions. This will thereby help to improve the overall style of carrying out operations and will provide the required framework through which effectiveness will be gained. This will also help the service provider to understand the manner in which services will be provided and will thereby ensure that the necessary arrangements are being made early on and will help to ensure maximum customer satisfaction. Learning’s The report thereby helped to understand the manner in which service blueprint has a role in determining the manner in which service standards will be set. Developing a blueprint and using the same for a real life scenario helped to understand the manner in which the learning is actually applied to the real business. This has also helped to identify the framework and has helped to understand the manner in which different aspects are important. The learning from it is so immense that it has helped to find out the manner in which a service blueprint helps to develop the required fundamentals through which better service standards can be delivered. The overall framework that thereby been strong and has transformed the process of learning and has helped to realize the manner in which the learning is applied to the real world scenario. Conclusion The report thereby analyzed the service blue print for Broadburger Canberra in Kingston where by highlighting the different elements of physical evidence; the different bottlenecks that is present in the system; an alternative mechanism to deal with the bottlenecks; manner in which blueprint will help to bring a change in marketing, human resource and operations; and finally the important learning and its applicability in the real world scenario. This has thereby helped to understand the manner in which service provider looks at different aspects of services so that better standards can be established. Read More