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What is a Service Blueprint?
A service blueprint is an artifact that visually describes the unseen — how the behind-the-scenes people, processes, and physical (or digital) resources ultimately support a specific customer journey.
Why Should You Use a Service Blueprint?
Your customer's experience does not depend on your org chart. Journey Mapping provides us with valuable insight into the customers’ emotions. This is the platform from which we can build develop improvements to enhance the customer experience, guide them through their journey and ultimately help them to achieve their goal in interacting with us or our productYet the sum of many parts in your organization are responsible for delivering this experience. A service blueprint gives employees the opportunity to identify how an experience is delivered, finding opportunities to optimize the resulting experience and to take ownership of various parts.
Some key benefits of this work and the resulting artifact(s) include:
- Uncover systemic organizational weaknesses and inefficiencies.
- Identify opportunities for optimization.
- Assign areas of ownership for the experience.
- Flatten silos by sharing responsibility for the customer experience.
- Help organizations make decisions that matter.
How Do We Do This?
There are various additions or modifications on how one can produce a Customer Journey Map. However the basic steps to developing an effective Customer Journey Map are as follows:
Since a service blueprint reflects the operations of an organization, these artifacts must be created by pulling frontstage and backstage inputs from real employee accounts and validating these inputs through internal research. This research and validation will likely need to traverse functional groups across an organization. The basic ingredients of a good serve blueprint includes:
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Persona/Point of View: A type of customer that interacts with your product/service.
Scenario/Goal: The situation which is the ultimate reason that the customer will interact with your product/service.
Touchpoint: Each instance in which a customer “touches” or interacts with your product/service during the Scenario is a touchpoint.Channel: The method of communication or interaction with which the customer is able to interact with the product or service.