Professional Documents
Culture Documents
Operational Service
Blueprint & GAP
Analysis
RADCOM
Submitted By:
Karan Mathur 242007
Table of Contents
Executive Summary.....2
INTRODUCTION ....................................................................................................................................... 3
1.1 Company Overview ....................................................................................................................... 3
1.2 Support and Project Paths............................................................................................................. 5
METHODOLOGY ...................................................................................................................................... 6
2.1 Universe of Study .......................................................................................................................... 6
2.2 Locale of Study .............................................................................................................................. 6
2.3 Sample Size/Technique ................................................................................................................. 6
2.4 Data Collection ............................................................................................................................. 7
LITERATURE REVIEW ............................................................................................................................... 8
ANALYSIS ............................................................................................................................................... 11
CONCLUSION..13
APPENDIX 1A QUESTIONNAIRE ............................................................................................................. 15
APPENDIX 2A REFERENCES ................................................................................................................... 16
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EXECUTIVE SUMMARY
Service blueprint is a way to visually explain and map the system supporting a service. Through
literature review, this report addresses the core of Service Blueprinting by analysing the
organization RADCOM and trying the figure the GAP Model. It also tries to analyse the
overall customer satisfaction level by making use of a Questionnaire and circulating it among
the customers. It also discusses the Blueprint components and the applications of Service
Blueprints.
There has been a significant change in the content of the blueprint, which now includes more
information on the customer experiences. A potential for improvement of the service blueprint
can be found to be its communicative properties, now being very complex and with missing
information hierarchy.
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INTRODUCTION
Company Overview
RADCOM has served communication service providers for over 25 years, partnering with them
Founded in 1991
RADCOM offers a service assurance and customer experience management (CEM) solution
for virtual, hybrid, and physical networks. RADCOMs software-based NFV ready assurance
associated with traditional physical probe-based deployments, and future-proof their assurance
solution that offers an immediate revolutionary change in the sizeable costs associated with
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The world's largest service providers and telecommunications operators use RADCOM's
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Support and Project Paths
Both groups are involved in the transition period and lead by projects
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METHODOGY
This part describes the methodology for the pilot study done on RADCOM. First, the use of
pilot study data in pretesting questionnaires, the characteristics of the study sample and the
India is currently the worlds second-largest telecommunications market and has registered
strong growth in the past decade and half. The deregulation of foreign direct investment (FDI)
norms has made the sector one of the fastest growing and a top five employment opportunity
This study is conducted by keeping the Telecom Industry in mind. It comprises of various
operators and vendors which provide services, software and infrastructure in the
communication technology.
This report is based on the GAP Analysis of RADCOM and also covers the Operational
Support Blueprint. The questionnaire was prepared after keeping the above criteria in mind and
Sample Size
The sample size is an important feature of any study in which the goal is to make inferences
about a population from a sample. In practice, the sample size used in a study is determined
based on the expense of data collection, and the need to have sufficient statistical power.
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However, due to approval constraints, in this study, sample is limited to one organization and
Data Collection
Primary research consists of a collection of original primary data collected by the researcher.
It is often undertaken after the researcher has gained some insight into the issue by reviewing
Secondary research involves the summary, collation and/or synthesis of existing research rather
than primary research, where data is collected from, for example, research subjects or
experiments.
The research used in this study is primary research which has been accomplished using
questionnaire (attached in the Appendix). The questionnaire consists of both open-ended and
closed-ended questions.
For closed-ended questions, the following response scales have been used:
The administrative mode used for the questionnaire was computerized, where the items were
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LITERATURE REVIEW
Berry (1995), in somewhat broader terms, also has a strategic viewpoint about CRM.
He stresses that attracting new customers should be viewed only as an intermediate step
in the marketing process. Developing closer relationship with these customers and
turning them into loyal ones are equally important aspects of marketing. Thus, he
marketing.
historical antecedents going back into the pre-industrial era. Much of it was due to direct
artisans often developed customized products for each customer. Such direct interaction
led to relational bonding between the producer and the consumer. It was only after
industrial eras mass production society and the advent of middlemen that there were
oriented marketing. The production and consumption functions got separated leading
general oriented towards economic aspects of buying since the largest cost is often the
decision making to the study of consumer choice may not be suitable for all situations,
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evaluation of alternatives led to a situation in which consumer choice is also driven by
Kingman-Brundage expressed that The design of a service blueprint should meet two
criteria: economy and symmetry (Kingman-Brundage, 1988, p. 33). Bitner et al. (2007)
explained that the goal of the service blueprint is to capture the entire customer service
experience from the customers point of view. These statements express very different
discussed in this article: What is the purpose of making a service blueprint? How is the
service blueprint used today compared to when the tool was developed? Is there a
potential for further development of the service blueprint? By searching for answers to
these questions the article aims at exploring the persistent qualities and future potential
Spraragen and Chan (2008) tried to visualize the information in the blueprint in a
more graphic sense than what was done before, and found that pictorial representations
best captured the meanings they wanted to express. They used icons and charts, and
differentiated between emotional states by facial expressions on the icons, how close
Shimomura et al. (2009) criticized the original blueprint for the lack of design relevant
information. They argued that the blueprint (with its flowchart style diagram
framework) did not give enough information about the customer, and customers with
different points of view. Also, they criticized the insufficient normative notation. They
felt that the meanings of symbols were often ambiguous and inconsistent.
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ANALYSIS
The data gathered through the use of the questions in the questionnaire aims to highlight the
Before looking at the GAPs, below is the Support Blueprint highlighting the workflow:
CUSTOMER PERCEPTIONS
o The quality of the end result is not at par with the customer expectations as the
o Focus is more on new technology and customers rather that retaining old
customers
SUPPORT DESIGN
o CRM is not well managed and transition phase to new CRM software
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SERVICE DELIVERY
EXTERNAL COMMUNICATION
o SNOW Ticketing Tool and E-Mails are used alternatively causing confusion
o RCA does not satisfy the customer and delayed in many cases
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CONCLUSION
RADCOM should look into to increase the usage and customer loyalty/trust.
The results of the questionnaire shown below clearly indicate that there is a delay in
environment.
RADCOM is not having a good word of mouth as the score is very low of further
recommendations. This means that customers are not overall happy with the services
provided to them.
Usage
16
14
12
10
0
Daily Once/Twice a Week Once a Month Do not Use
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APPENDIX
Questionnaire
2) Are you satisfied with how the Engineer handled your query?
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REFERENCES
https://www.radcom.com/
Berry, L.L. (1995), Relationship marketing of services: growing interests, emerging
perspectives, Journal of the Academy of Marketing Science, Vol.23, No.4, pp.236-
45
Storbacka, Kaj (2000), Customer Profitability: Analysis and Design Issues, in
Handbook of Relationship Marketing,Jagdish N. Sheth and Atul Parvatiyar, Eds.,
Thousand Oaks, CA: Sage Publications, pp. 565-586
Dhar, Ravi and Klaus Wertenbroach92006), Consumer choice between hedonic and
utilitarian goods, Journal of consumer research ,37 (Feb.), pp.60-71
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