the customers needs. Alternatively, service provider failures may be caused by mismanagement. For example, an employee, who chooses to deviate from the script, may fail to serve the customer correctly. Finally, failures can be caused by customers who do not understand the process and do not know what they should be doing. For example, a customer might fail to provide appropriate documents to an appointment with a bank manager or lawyer. It is important to spend time diagnosing the reasons for fail points before implementing solutions. Failures attributable to customers are often due to misinformation. In such cases, the service firm could, for instance, provide customers with information checklists at the time when they make an appointment. Failures due to lack of resources may require short-term solutions to alleviate the immediate problem while long-term solutions including resource acquisition can be pursued. See also Service design Services marketing Servicescapes References Further reading Service Blueprinting: A Practical Technique for Service Innovation, by MJ Bitner, AL Ostrom, FN Morgan A Key to Service Innovation: Services Blueprinting Ceric, A., D'Alessandro, S., Soutar, G. and Johnson, L., "Using Blueprinting and Benchmarking to Identify Marketing Resources that Help Co-create Customer Value," Journal of Business Research, Vol. 69., 2016, pp 5653-5661 External links Service Design Network – Portal for issues relating to service design, hosted by Service Design Network Service Design – Glossary of terms, hosted by Service Design Network Innovation Services marketing