Tide Dry Cleaners: after-hours service blueprint
Fiona van Iersel
MSc Marketing — King's College London
Module: E-Services Marketing (7QQMO519X)
Date: 27 May 2025
https://keats.kcl.ac.uk/mod/data/view.php?id=8687920

Tide Dry Cleaners: after-hours service blueprint
Last edited: 27 May 2025 Time not recorded

1. Physical Evidence

(what the customer sees/touches)

Branded signage at the store

After-hours drop box kiosk

Keypad or touchscreen interface

Printed receipts or digital confirmations (SMS/email)

Secure locker system for pick-up

Branded garment bags

Tide app or website

2. Customer Actions

(top row of the blueprint)

Arrives at the store and uses drop box

Inputs customer ID via keypad or app

Confirms drop-off and receives notification

Later receives message that clothes are ready

Returns to pick up items from secure locker

Enters code or scans app to open locker

3. Line of Interaction

This is where the customer interacts with technology (e.g., touchscreen or app). It’s between Customer Actions and Technology Actions.

4. Onstage Technology Actions

(visible to customers)

Verifies customer identity using app or kiosk

Confirms drop-off and logs time/date

Sends automatic notification to system and customer

Unlocks locker for pick-up when customer enters code

Updates service status in customer app

Emotion:

Happy/Confident when the system confirms drop-off or pick-up successfully.

5. Onstage Contact Employee Actions

(None during after-hours; this is a self-service system)

6. Line of Visibility

This separates what the customer can see (technology interface, lockers) from backstage employee and support activity.

7. Backstage Contact Employee Actions

Retrieves clothes from drop-off box during business hours

Tags and processes clothing

Places finished items in secure lockers with customer ID

Emotions:

Neutral to Happy when systems are working smoothly

Frustrated if drop-off info is missing or technology malfunctions

8. Line of Internal Interaction

This separates contact employee actions from support processes such as IT and logistics.

9. Support Processes

IT system maintaining kiosk and locker function

Back-end database logging customer activity

Notifications engine sending messages

Maintenance team servicing kiosks and lockers

Dry-cleaning operations tracking garments

10. Summary of Emotions Along the Journey

Customer: Happy (automated and fast); Anxious if confirmation fails

Employee: Frustrated (malfunction/missing tags); Happy when system runs smoothly

Technology: Functions positively when synced (green smiley from blueprint)



References