Processbeskrivning genom tjänstekartan. Möjligheter och begränsningar i personintensiva tjänster

Sammanfattning: The aim of this study is to contribute to the understanding of process mapping in highly interactive services. The interest is focused on possibilities and limitations of a process map, as well as on the process of making the maps. The study analyzes maps of two highly interactive social services and explores the mapmaking process itself.



In the service literature the Ôservice blueprintÕ process map has been described as a useful tool for analyzing services. At the same time, critics think that the map is too reductionist to capture the interaction between people. This study shows that the activities and the interactions of actors and different aspects of time can be visualized with the help of a map, which contributes to the understanding of the interactive service processes. There are, however, several limitations. It is more difficult for a map to convey information about spontaneous events, the dynamics of interaction between people, or the emotional aspects all of which are central to interactive services.



In earlier service research the topic of creating process maps has received little attention. This study shows that the process is far more complex than previously assumed. To abstract and transform information for process maps, qualitative analysis methods are needed. For instance, both actors and activities are categorized in several steps in order to describe the process. To understand the process of mapmaking better, a frame of reference is developed, which presents different ways of viewing service processes and various steps involved in creating process maps.



Keywords: process mapping, service process, service blueprint, service management, interactive services, process management, service development