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Service Blueprint
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A service blueprint is a diagram that displays the entire process of service delivery, by listing all the activities that happen at each stage, performed by the different roles involved.
The service blueprint is built by first listing all the actors involved in the service process on a vertical axis, and all the steps required to deliver the service on the horizontal axis. The resulting matrix allows to represent the flow of actions that each role needs to perform along the process, highlighting the actions that the user can see (above the line of visibility) and the ones that happen in the back-office (below the line of visibility). Roles can be performed by human beings or other types of entities (organisations, departments, artificial intelligences, machines, etc.).
The iterative innovation process can be divided into four phases: Discovery, Ideation, Validation and Scaling. The service blueprint is an a document that can move through the entire process however typically it use to document learnings in after the discovery phase.
Wie funktioniert diese Methode?
Service blueprints take different visual forms, some more graphic than others. Regardless of visual form and scope, every service blueprint comprises some key elements:
- Customer Actions: Steps, choices, activities, and interactions that customers perform while interacting with a service to reach a particular goal. Customer actions are derived from research or a customer-journey map.
- Frontstage Actions: Actions that occur directly in view of the customer. These actions can be human-to-human or human-to-computer actions. Human-to-human actions are the steps and activities that the contact employee (the person who interacts with the customer) performs. Human-to-computer actions are carried out when the customer interacts with self-service technology (for example, a mobile app or an ATM).
- Backstage Actions: Steps and activities that occur behind the scenes to support onstage happenings. These actions could be performed by a backstage employee (e.g., a cook in the kitchen) or by a frontstage employee who does something not visible to the customer (e.g., a waiter entering an order into the kitchen display system).
- Processes: Internal steps, and interactions that support the employees in delivering the service.
Lines
In a service blueprint, key elements are organised into clusters with lines that separate them. There are three primary lines:
- The line of interaction depicts the direct interactions between the customer and the organization.
- The line of visibility separates all service activities that are visible to the customer from those that are not visible. Everything frontstage (visible) appears above this line, while everything backstage (not visible) appears below this line.
- The line of internal interaction separates contact employees from those who do not directly support interactions with customers/users.
The last layer of a service blueprint is evidence, which is made of the props and places that anyone in the blueprint has an exchange with. Evidence can be involved in both frontstage and backstage processes and actions.
Schritt-für-Schritt Anleitung
Creating a service blueprint is a structured process that involves mapping out the various components and interactions of a service to understand and improve its delivery. Here's a step-by-step guide to creating a service blueprint:
Identify the Service: Clearly define the service you want to blueprint. Understand its scope, objectives, and key components.
Define Customer Journey: Map out the customer journey by identifying each step a customer takes when interacting with the service. This includes touchpoints, actions, and emotions experienced at each stage.
Identify Frontstage and Backstage Activities:
- Frontstage: Outline the customer-visible activities and interactions. This includes customer interactions with staff, technology, and physical elements.
- Backstage: Identify the behind-the-scenes activities that support the service but are not visible to the customer. This involves employee actions, processes, and systems.
Map Service Elements:
- Use visual elements such as swimlanes to differentiate between different actors in the service (e.g., customers, employees, systems).
- Indicate the flow of activities horizontally, showing the sequence of events.
Include Physical Evidence: Incorporate physical evidence like brochures, websites, or any tangible elements that customers encounter during the service.
Highlight Touchpoints: Identify key touchpoints where customers interact with the service. These are critical moments that influence the overall experience.
Specify Customer Actions and Emotions:
- Note customer actions at each stage and how they might feel during the process.
- Highlight pain points, positive experiences, and areas for improvement.
Add Time Element:
- Show the timeline of activities to understand the duration of each step.
- Indicate dependencies and timing between different stages.
Include Service Providers and Systems:
- Incorporate the roles of service providers, employees, and any relevant systems in the process.
- Highlight interactions and dependencies between different components.
Validate and Iterate:
- Share the blueprint with stakeholders, including employees and customers, to gather feedback.
- Use feedback to refine and improve the service blueprint iteratively.
Creating a service blueprint is a collaborative process that involves input from various stakeholders to ensure a comprehensive and accurate representation of the service. The blueprint serves as a valuable tool for identifying opportunities for improvement and optimizing the overall service delivery
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