Kelsey Andersen

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Forza Coffee Company

• Kelsey Andersen
• Kirstyn Carpenter
• Nikki Kent
• Kristie Koda

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• Why Forza?
• Service company
• Provides service to PLU, businesses around
  Garfield St. and Pacific Avenue commuters
• Customer-oriented
• Established and well known business in this area.
  
• Close to PLU, which makes it relevant to us.
• Medium level of contact with the barista.

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Service Blueprint
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Key Elements of Physical Evidence

• Parking Lot When parking is easily accessible
  and available, customers are saved time and
  frustration, thus encouraging them to come again.
• Easy to access from Garfield St. or 122nd St.
• Ample spots available
• Customer does not need to walk far to Forza from
  any spot in the lot
• Exterior of Shop
• Signs

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Parking Lot and Exterior
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Key Elements of Physical Evidence

• Seating When it is easy to find somewhere to
  customers are not turned away because of lack of
  capacity.
• Plenty of seating for customers, even at busy
  times
• Customers can choose to sit at tables or on a
  couch
• Décor A pleasant and relaxed atmosphere is a
  great place to meet friends, study, or just sit
  and have a coffee.
• Fireplace gives Forza a warm and friendly feel
• Warm colors and ambient lighting

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Seating and Décor
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Key Elements of Physical Evidence

• Coffee Machines, Supplies, and Register
  Customers can see how their coffee is being made
  and this allows them to feel comfortable about
  the quality of their drink.
• Coffee is made right behind register and counter
• Cups and syrups are visible, and some are used as
  décor
• Machines and space are clean and kept-up

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Machines, Supplies, Registers
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Potential Failpoints and Bottlenecks

• Potential bottleneck person preparing beverages
  unable to keep up with the pace at which
  customers are getting through the cash register
  line
• Possible solutions
• Have more than one worker preparing beverages
• Where possible prepare ingredients in larger
  batches

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Potential Failpoints and Bottlenecks

• Failpoint When the customer gives their order
  the business could potentially be out of one of
  the necessary ingredients for a drink or out of a
  specific food item that a customer wants.
• Possible Solutions
• Attempt to always have more than enough supplies
  available
• Have a service recovery process in place in case
  this occurs

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Potential Failpoints and Bottlenecks

• Potential Failpoint Upon receiving their order
  the customer is dissatisfied or their order is
  forgotten entirely
• Possible Solutions
• Make sure the correct order is taken in the first
  place
• Repeat customers orders back to them while
  ringing them up
• Write down the order for the person making the
  drinks so as to avoid confusion
• Have a service recovery process in place (remake
  order in a timely fashion)

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Blue Print Applications for Forza Coffee Company

• Marketing
• Employees are the most valuable asset for
  marketing
• The employees of Forza are the face of the
  company, so they can be the best marketers.
• Genuine greeting
• Remembering regular customers orders
• Cross-sell (snacks, newspaper, etc.)
• Inform about new drinks
• Give 100 effort in all aspects of service

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Blue Print Applications for Forza Coffee Company

• Human Resources
• Because employees are so important to the success
  of the company, HR must
• Hire the right people
• Determine when it is time to hire more employees
• Terminate employees that do not coincide with the
  values of Forza
• Operations
• Time is money, so the organization must
• Develop a consistent coffee-making operation for
  all Forza stores

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What Did We Learn?

• The blueprint illustrated how much effort and
  visual cues go into a service.
• As customers, we do not always realize how our
  perceptions are shaped
• When we put it into blueprint form we are able to
  dissect the service.
• We can see the service from
• This allows us to understand that Forzas service
  is not only making and serving coffee, but it
  serves as a place to relax and unwind.
• Application to the Business World
• Structure and process
• Entrepreneurs can see the process and create
  their own
• Service offering
• Does the service you provide or the way you
  provide it fit with the environment?

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Questions?