A Service Blueprint is an extension of the customer journey map, but goes a bit deeper and looks at all the interactions both physical and digital that support those customer interactions and adds a little more detail to the mix.
Service Blueprints may take different forms – some more graphic than others – but should show the different means/channels through with services are delivered and show the physical evidence of the service, front line staff actions, behind the scene staff actions, and support systems.
They are completed using an iterative process – that considers findings from personas, journey maps, storyboards, wireframes, location planning, etc. Keep coming back to the blueprint to refine it over time.
What a customer can see, hear, smell or touch. Not restricted to stores or websites but should include signs, material, modes of information, products, etc.
All the customer’s touch-points with your service. Without their action, you would not have a service or interaction with them for that matter.
All the activities, people and physical evidences that a customer will be able to observe and interact with, after each action.
All the activities, people that are necessary to deliver the service, that the customer cannot see or interact with directly, but impact his/her perception of the service.
SUPPORT PROCESS AND SYSTEMS
All unique activities that support the service.
LINK activities together for natural flow in order that they occur. Ensure that you have identified the evidence and KPIs for a successful outcome.
One blueprint should be created for each core service, with the right level of detail for each. Identify the process to be blueprinted. Identify the customers to be served by the process. Examine the customer’s perspective of the service (the customer journey). Identify the actions on the service by employees, technology and other actors (suppliers, etc.).
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