SERVICE BLURPRINT OF PVR CINEMAS Service blueprints are maps or pictures that precisely portray how a service process

is built up. It is used to provide individuals, which are involved in the process, help to understand and to deal sober with certain circumstances. Blueprints are especially useful, when it comes to developing and designing new services. It visualizes the service simultaneously depicting the visible components of the service, the roles of employees and customers, the intersections of customer contact, and the process of service delivery. The blueprint provides a way to divide a service into logical elements and to picture the tasks or steps in the process, the guideline how customer experience a service, and the instruments by which the tasks are accomplished. Blueprinting is already used in different techniques and fields, including computer systems analysis .The service blueprint consists of 5 components: 1. 2. 3. 4. 5. Customer Actions Onstage / Visible Contact Employee Actions Backstage / Invisible Contact Employee Actions Support Processes Physical Evidence

In case of PVR cinemas the service blueprint would be as follows: Customer Actions This component contains all of the steps that customers take as part of the service delivery process. This element is always on top of the service blueprint. Customers actions in case of PVR are as follows: Arrive at PVR cinemas Checking the movie schedule Buying the ticket from the booking counter or desk Going to the respective movie hall Searching for the respective seat mentioned on the ticket Watching the movie Going to food counter during interval Exit Onstage / Visible Contact Employee Actions This element is separated from the customer actions by a line of interaction. These actions are face-to-face actions between employees and customers which includes the following: Booking at the counters Helping the customers in finding their seats Interaction at the food counters

Checking before entering the movie hall

Backstage / Invisible Contact Employee Actions The line of visibility separates the Onstage from the Backstage actions. Everything that appears above the line of visibility can be seen by the customers, while everything under the line of visibility is invisible for the customers. A very good example of an action in this element is a telephone call; these are an action between an employee and a customer, but they dont see each other. This would include the following: Querying about the movie timings on phone Internet ticket-booking Telephonic booking of tickets

Support Processes The internal line of interaction separates the contact employees from the support processes. These are all the activities carried out by individuals and units within the company who are not contact employees. These activities need to happen in order for the service to be delivered. Ticket-booking system Movie schedule Food preparation at food counters

Physical Evidence For each customer action, and every moment of truth, the physical evidence that customers come in contact with is described at the very top of the service blueprint. These are all the tangibles that customers are exposed to that can influence their quality perceptions. Some of the physical evidences are as follows: PVR external parking Waiting lobby Movie tickets Elevators to movie halls Display screen to show movie timings Movie screen and seats

SERVICE BLUEPRINT OF PVR

Physical Evidence Custome r Actions Exterior Parking Arriving Cinema Waiting Lobby Movie Display Looking for Movie Booking Counter Buying ticket Elevators to Hall Way to Hall Movie Hall Entering Hall Food Counter Order Food Accurate Bill

Food

Entrance

Eat

Watching Movie & Exit

Line of interaction

Onstage contact person

Greet and park

Buying Tickets

Watching Movie

Food Delivery

Exit

Line of Visibility

Backstage Contact Person

Take food orders

Line of internal interaction

Take Food Order

Support Process

Booking System

Prepare Food