Want to keep learning?

This content is taken from the RMIT University's online course, Online Business: Customer Profiling for Success. Join the course to learn more.
Image of a customer journey.
Creating a service blueprint

Creating a service blueprint - step 1: build a scenario

This type of scenario is based on the steps the customer or consumer may take in the decision to purchase process. However, the process may extend beyond the purchase phase to include post purchase activities.

Here’s an example of an extended purchase decision making process and activities broken into two discrete areas: purchase phases and post purchase phases.

Purchase phases:

  • Awareness: customer is exposed to your product or service through media. For example, was it a billboard, TV advert, internet advert etc. that made them aware of the category or your product or service?
  • Search: the customer or consumer now actively seeks products or services and information that will solve their problem. For example, did the customer or consumer contact your online chat service for assistance in finding the product, or did they complete their search by themselves etc.?
  • Evaluation: the customer or consumer may now evaluate all the choices they discovered based on the criteria they have developed in their minds as to how the product or service must satisfy and resolve their problem or need. For example, did you give them download fact sheets on your website, or comparison tables that look at differences between products or services?
  • Selection: now the customer or consumer has evaluated their choices, they will need to select a product or service to proceed to purchase (or if no products or services met their needs they will return to searching again). Let’s assume they have selected a product or service to purchase. Have you offered them a trial offer or discount to lower their risk if it’s a moderate to high risk involvement category? Are you offering free shipping, or any deals for multiple unit purchases?
  • Purchase: is concerned with will they return to the website to make their purchase and if they do, what type of service will they receive? For example, how many clicks do they need to make in order to get to the product or service and place it in the shopping cart? Have you streamlined the shopping cart purchase experience by having pre-filled fields for returning visitors? Have you made processing the order easy through payment gateways?

Post purchase phases:

  • Receiving: this stage of the purchase process is concerned with the customer or consumer receiving their products or experiencing their service. For example, was the product delivered by post or courier? Did they pick it up from a ‘click and collect’ location? Did they access it via software or online to use the service etc.?
  • Usage: this stage is concerned with the usage and how the customer or consumer goes about using or installing the product or service. For example, have you provided support for someone to install the product for them, or walk them through the installation? Did you give them instructions and a user manual to troubleshoot potential issues etc.?
  • Post-purchase contact: what type and frequency of contact do you have to stay in contact with your customer? For example, are you intending to send SMS or emails, post letters etc.? What type of purchase history do you have easily and readily available for when they next make contact to purchase or they have an enquiry?

Share this article:

This article is from the free online course:

Online Business: Customer Profiling for Success

RMIT University