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Service blueprints

Type 3: service blueprints

Service blueprints illustrate the customer or consumer interactions and how they align to the systems that sit behind the customer interaction. These are often called front of house and back of house blueprints. They are often used by businesses that have a service component to their offering and that are focused on aligning process, points of contact and evidence of the customer’s or consumer’s experience.

Although both the customer journey map and the service blueprint discuss the customer’s or consumer’s interaction with the business, they are different in a number of ways. Service blueprints focus on looking at the customer from an inside out perspective (thinking of the company processes first, and then how the customer is engaging in the process). Conversely, customer journey maps look at the customer from an outside in perspective (looking at the journey from the customer perspective and then how the business operates or contributes to the journey).

Service blueprints are developed by typically incorporating five components:

  1. Physical evidence: the item that makes the service tangible to the customer or consumer.
  2. Customer action: includes anything that the customer or consumer has done in the decision making process.
  3. Front of stage: any activities that are part of the website or that employees of the business have done that is visible to the customer or consumer.
  4. Back of stage: any activities or system processes that will support the front of stage activities.
  5. Support processes: the business’ internal processes or activities that support the delivery of the service.

They can also be built using a two step process:

Step 1: Build a scenario and identify the journey that your customer or consumer takes.

Step 2: Align customer or consumer experience with service delivery.

Take a look at the related link on service blueprints - it provides an interesting example to help you understand how the five components work together.

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This article is from the free online course:

Online Business: Customer Profiling for Success

RMIT University