A Guide to Service Blueprinting
Service Blueprinting is the most
commonly used tool in association with Service Design. Used to highlight
avenues of efficiencies within current service experiences, Service
Blueprinting offers a visual avenue to enhance the customer and employee
experience.
A service blueprint is essentially the extension of a customer journey map that includes the support pieces necessary to deliver the customer facing experience. Native to every service blueprint, this then requires a few components.
Service Design starts with the goal
of increasing satisfaction in the quality and efficiencies between services and
customer expectation utilizing both the front stage (customer facing) players
and backstage (behind the line of visibility) players.
This ties together your customer
touchpoints with the internal infrastructure, process, culture, and employee
experience that holistically impact a service experience.
Intrinsically from there, we begin
to then understand the Service Blueprint offers the visualization of the Service
Design process.
A Service Blueprint graphically maps
the holistic process of a customer’s service experience inclusive of both the
point of interaction, customer facing touchpoints, and the actions behind the
line of visibility that interact continuously to offer the service experience.
A service blueprint allows for more
transparency in current service processes, but is also a way to be able to
create new services and identify potential challenge areas by testing the
process on paper before implementation.
To begin to understand service
blueprinting, we must understand the core components of a Service Blueprint
including:
1. The Scope of a Service Blueprint--
2. Customer Facing Touchpoints--
3. The Backstage Players--
4. Qualitative & Quantitative Measures--The customer interactions in organizations are equivalent to the tip of the iceberg sticking out of the water. There may be a whole mountain of information and process below that provides the pathway to that experience.
To learn more around the above pieces of a Service Blueprint and additional references, download the full report here.