ISSD Fall 2010 School of Information, UC Berkeley

• Assigned: November 3, 2010 (Wednesday)
• Due: November 17, 2010 (Wednesday) [EXTENDED DUE DATE]
• References you may find useful:
  • L18R1. Mary Jo Bitner, Amy L. Ostrom & Felicia N. Morgan, "Service Blueprinting: A Practical Technique for Service Innovation", California Management Review, 2008

Analyze and discuss how your different service offerings come together to
form a cohesive customer experience.

Depending on the revised scope of your project, please select one of the
two following options for this assignment.

Option 1: Service Blueprints
Create at least 2 service blueprints of different customer journeys
through your services that depict the touch points and value creation in
the service system. Make sure to indicate the line of visibility to
delineate the frontstage from the backstage.

Option 2: Process Models
Creating an as-is process model for your service. Analyze this as-is
process model to determine improvements that will enhance efficiency,
appropriateness, overall value, or other attributes of the service.
Remodel the ideal/should-be state and then discuss the changes required
for the As-Is to become Should-Be. Also discuss the feasibility of these
changes in light of the current state of your industry.