Question 1

If the purpose of the service blueprint is service redesign,the blueprint should be examined:
A) As a whole
B) Vertically,from the top to the bottom
C) From left to right
D) Vertically from the bottom to the top
E) From right to left

Accepted Answer

When redesigning a service using a service blueprint, it is important to look at the entire process as a whole. This will allow for a comprehensive understanding of all the steps involved in the service delivery and identify areas that need improvement or optimization. Examining the blueprint vertically, horizontally, or in any other direction may provide insight into specific aspects of the service, but it may miss the bigger picture. Therefore, the best choice is to examine the blueprint as a whole.

Question 2

Words alone are often more than adequate for describing services such as financial portfolio management.

Accepted Answer

While words can be helpful in describing financial portfolio management services, they may not be sufficient to fully convey the complex strategies and analysis involved. Visual aids, graphs, and charts may be necessary to truly understand and compare different management approaches.

Question 3

New service development is typically a linear process.

Accepted Answer

New service development is typically an iterative process, where multiple stages may be revisited or repeated until the desired outcome is achieved. It is not a linear process from idea generation to launch.

Question 4

On the service blueprint,the line of visibility separates all contact employee actions that are visible to the customer from those that are not.

Accepted Answer

The line of visibility in a service blueprint is a horizontal line that separates all contact employee actions that are visible to the customer (above the line) from those that are not visible (below the line).

Question 5

If the purpose of the service blueprint is to understand the integration of the various elements of the service process,the blueprint should be examined:
A) As a whole picture of the service process
B) Vertically
C) From left to right only
D) Horizontally
E) From right to left only

Accepted Answer

The answer of If the purpose of the service blueprint...

Question 6

The last step in building a service blueprint is to:
A) Draw the line of interaction and visibility
B) Identify the physical evidence needed to support service quality
C) Map the service process from the customer contact person's point of view
D) Link customer and contact person activity to needed support function
E) Add evidence of service at each customer step

Accepted Answer

The last step in building a service blueprint is to add evidence of service at each customer step, ensuring that all aspects of the service are visible and tangible to the customer.

Question 7

Vertical lines cutting across the line of internal interaction represent internal service encounters.

Accepted Answer

This is correct. Vertical lines cutting across the line of internal interaction do represent internal service encounters.

Question 8

When a hospital with formerly monochromatic walls added murals honoring fire fighters and police officers,it would be an example of a service improvement.

Accepted Answer

Adding murals is an aesthetic enhancement or environmental improvement, not a direct improvement to the medical or healthcare services provided by the hospital.

Question 9

If the purpose of the service blueprint is to understand the customer's view of the process,the blueprint should be analyzed:
A) As a whole
B) Vertically,from the top to the bottom
C) From left to right
D) Vertically,from the bottom to the top
E) From right to left

Accepted Answer

Analyzing the blueprint from left to right aligns with the customer's journey through the service process, reflecting the sequence of their experience.

Question 10

In the post introduction evaluation stage of the new-service development process information gathered during commercialization of the service can be reviewed and changes made based on actual market response to the offering.

Accepted Answer

During the post introduction evaluation stage, actual market response to the new service is reviewed and changes can be made based on the information gathered during commercialization.

Question 11

In a service blueprint,the line of visibility separates:
A) Customer actions from onstage contact employee actions
B) Backstage contact employee actions from support processes
C) Onstage contact employee actions from backstage contact employee actions
D) Onstage contact employee actions from support processes
E) Customer actions from backstage contact employee actions

Accepted Answer

The line of visibility separates the onstage contact employee actions from the backstage contact employee actions in a service blueprint. This is because actions that take place onstage are visible to the customer, while backstage actions are not visible to the customer.

Question 12

Service providers need some formal mechanism to ensure ongoing idea generation.

Accepted Answer

Service providers need a formal mechanism such as innovation programs, suggestion boxes or brainstorming sessions to continually generate new ideas and stay competitive in the market. Without a structured approach, innovation may be limited, and creativity may stagnate over time.

Question 13

When a day care center added an after-school program for first through third graders,it was an example of a service line extension.

Accepted Answer

Service line extension refers to adding products or services to an existing line. In this case, the day care center added an after-school program for first through third graders, which is a service line extension.

Question 14

When creating a blueprinting for a technology-delivered self service,a row labeled "onstage technology" can be added to the blueprint:
A) Only in place of the onstage contact employee action row
B) Only in addition to the onstage contact employee action row
C) Either in place of or in addition to the onstage contact employee action row
D) Above the physical evidence row
E) Below the support process row

Accepted Answer

The "onstage technology" row can be added either in place of or in addition to the "onstage contact employee action" row depending on whether the self-service technology completely replaces employee interaction or is used in conjunction with it. This allows for a more comprehensive blueprint that takes into account the role of technology in the service encounter.

Question 15

After a service firm maps the service process from the customer's point of view,the next step in building a service blueprint is to:
A) Draw the lines of interaction and visibility
B) Link customer and contact person activity to needed support function
C) Map the service process from the customer contact person's point of view
D) Identify the physical evidence needed to support service quality
E) Add evidence of service at each customer step

Accepted Answer

Drawing the lines of interaction and visibility is the next step after mapping the service process from the customer's perspective. This helps in visually distinguishing between the front-stage and back-stage activities and interactions in the service process.

Question 16

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service,it was an example of a service development growth strategy.

Accepted Answer

Extending hours of operation to provide 24-hour service is an example of a market development strategy, as it aims to attract new customers or serve existing customers in a new way, rather than developing a new service.

Question 17

The loading of passengers' baggage onto an airplane by baggage handlers is a backstage contact employee action.

Accepted Answer

The answer of The loading of passengers' baggage onto an...

Question 18

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

Accepted Answer

Market testing is indeed used to test the operation of a new service before launching it fully to the public. It helps to identify potential issues and make necessary adjustments before an official launch.

Question 19

In a service blueprint,the line of internal interaction separates:
A) Customer actions from onstage contact employee actions
B) Backstage contact employee actions from support processes
C) Onstage contact employee actions from backstage contact employee actions
D) Onstage contact employee actions from support processes
E) Customer actions from backstage contact employee actions

Accepted Answer

The line of internal interaction in a service blueprint separates backstage contact employee actions from support processes, indicating the division between internal service interactions and support functions.

Question 20

Which of the following is NOT a demonstrated benefit of service blueprinting?
A) Providing a platform for innovation
B) Recognizing roles and interdependencies among functions,people,and organizations
C) Designing moments of truth from the customer's point of view
D) Clarifying competitive positioning
E) All of the above are demonstrated benefits of blueprinting.

Accepted Answer

All the options listed are demonstrated benefits of service blueprinting, so none of them is NOT a benefit.

Quiz 8: Service Innovation and Design

If the purpose of the service blueprint is service redesign,the blueprint should be examined:

Words alone are often more than adequate for describing services such as financial portfolio management.

New service development is typically a linear process.

On the service blueprint,the line of visibility separates all contact employee actions that are visible to the customer from those that are not.

If the purpose of the service blueprint is to understand the integration of the various elements of the service process,the blueprint should be examined:

The last step in building a service blueprint is to:

Vertical lines cutting across the line of internal interaction represent internal service encounters.

When a hospital with formerly monochromatic walls added murals honoring fire fighters and police officers,it would be an example of a service improvement.

If the purpose of the service blueprint is to understand the customer's view of the process,the blueprint should be analyzed:

In the post introduction evaluation stage of the new-service development process information gathered during commercialization of the service can be reviewed and changes made based on actual market response to the offering.

In a service blueprint,the line of visibility separates:

Service providers need some formal mechanism to ensure ongoing idea generation.

When a day care center added an after-school program for first through third graders,it was an example of a service line extension.

When creating a blueprinting for a technology-delivered self service,a row labeled "onstage technology" can be added to the blueprint:

After a service firm maps the service process from the customer's point of view,the next step in building a service blueprint is to:

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service,it was an example of a service development growth strategy.

The loading of passengers' baggage onto an airplane by baggage handlers is a backstage contact employee action.

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

In a service blueprint,the line of internal interaction separates:

Which of the following is NOT a demonstrated benefit of service blueprinting?