Why doesn’t service design cover the split?
The gap is not just an oversight by two blog authors. Service
blueprinting — the technique Bitner, Ostrom and Morgan set out for
designing service processes — draws its boundaries in a way that
helps explain it.
Bitner, Ostrom and Morgan described service blueprinting in
California Management Review in 2008. A blueprint has five
components: customer actions, onstage contact employee actions, backstage
contact employee actions, support processes, and physical evidence.
Customer actions run chronologically across the top, and are laid out
first — the customer is the organizing spine of the whole diagram.
Separating customer actions from onstage employee actions is what the
authors call the line of interaction, and their
definition of the critical event is precise:
Every time the line of interaction is crossed via a link from the customer
to a contact employee (or company self-service technology), a moment of
truth has occurred.
Read that against the split. Four guests negotiating who owes what is
a customer action. It sits above the line of visibility, in plain
sight, unambiguously part of the service experience. But it never
crosses the line of interaction, because the other party is not a
contact employee or a self-service terminal. It is the other
guests.
The direction of the authors’ claim matters here, and it is worth
not overstating. They say every crossing of that line produces a moment
of truth — not that only crossings qualify. So nothing in
blueprinting rules that the split does not matter. What it does is leave
the split sitting in a row of the diagram with no employee counterpart
opposite it, and the onstage row is where service scripts get written
from. The technique does not forbid designing something here. It simply
does not hand you one.
The takeaway, in one line. Service scripts get written
from the onstage row — the employee’s side of a
customer-employee encounter. A group splitting a bill has no employee on
the other side of it, so the diagram gives that moment no onstage row to
write from. That is a gap in what the tool produces, not a rule against
filling it.
The same shape shows up in the empirical literature the field was
built on. Bitner, Booms and Tetreault collected 700 critical
incidents from customers of airlines, hotels and restaurants for
their 1990 Journal of Marketing paper. They categorized the
incidents to isolate — in their own words —
“the particular events and related behaviors of contact
employees”. That is what separates very satisfactory
encounters from very dissatisfactory ones. A study that sets out to
isolate contact-employee behavior will return contact-employee
behavior.
The limit of that last point. This piece works from the
published abstract of the 1990 paper, not its full text, so it is a claim
about what that study set out to isolate — not evidence that service
research has ignored guests’ effect on one another. It plainly has
not: the very next paragraph is a 1989 paper devoted to it.
Which is exactly the gap Martin and Pranter had named a year
earlier. Their 1989 Journal of Services Marketing paper on
compatibility management described how customers
influence the satisfaction and dissatisfaction of other
customers. It argued that service and operations marketers should be
aware of the impact of these customer-to-customer relations. And
— the part that matters here — it explored how the way
customers affect each other can be positively influenced. That was an
exploration, not a proven playbook, and it was not about bill splitting.
But the question is over three decades old. The steps of service still
stop at drop check.