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E X P L O R A T I O N
A service blueprint builds on the customer journey and puts equal weight on the customer and the business. It illustrates how the customer interacts with the service (front-stage) and the necessary elements for a service to take place, e.g. people, processes and technology (back-stage). The service blueprint is the tool that unifies the design process along the initiative: customer research feeds into the creation of personas, the customer journey is created from the personas, and the blueprint is created from the customer journey.
A service blueprint builds on the customer journey and puts equal weight on the customer and the business. It illustrates how the customer interacts with the service (front-stage) and the necessary elements for a service to take place, e.g. people, processes and technology (back-stage). The service blueprint is the tool that unifies the design process along the initiative: customer research feeds into the creation of personas, the customer journey is created from the personas, and the blueprint is created from the customer journey.
A blueprint incorporates the voice of the customer along the journey acknowledging their desires throughout. It also provides a shared understanding, big picture and vision for all stakeholders to navigate through the complexity. Another purpose of a blueprint is analysis – looking at the service from many different perspectives to identify process breakdowns and improvements.
A blueprint incorporates the voice of the customer along the journey acknowledging their desires throughout. It also provides a shared understanding, big picture and vision for all stakeholders to navigate through the complexity. Another purpose of a blueprint is analysis – looking at the service from many different perspectives to identify process breakdowns and improvements.
Step-by step guide
Decide who to co-create with
Decide who you need to invite to the service blueprinting. These should be people that know the customers well (e.g. call centre staff, customers, sales staff, clients). You may also want to invite different people from the business that own different parts e.g. the tech owners.Start with the as-is journey map and persona exercise
It’s recommended that you complete the as-is journey mapping and personas method before this exercise. If you’ve already done as-is journey maps, let the group familiarise themselves with them and the research behind them.Choose a scenario and map the customer actions
You can extract these straight from the as-is customer journey you’ve already created. Focus on the as-is before the to-be. Service blueprints are a tool to figure out where the company is at the minute and helps uncover where the back-stage (the necessary elements for a service to take place, e.g. people, processes and technology) could be changed to improve the customer experience.Map the front-stage actions
These are actions that happen in front of the customer. They are usually either human-to-human (for example, a customer interacting with an employee at a cash register) or human-to-computer (for example, a customer dealing with an ATM transaction) interactions.Map the back-stage actions
Behind-the-scenes activities to support front-stage activities, which can either be carried by a backstage employee (a head chef in the kitchen) or a front-stage employee who completes a task not visible to the customer (printing out a bill before bringing it to the table).Map the support processes
These are a series of steps and interactions that support employees in delivering a service to their customers.Map the physical evidence
This is the proof that the interaction actually happened. Examples can include the product itself, receipts as proof of purchase, physical store-fronts, or websites.
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