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Creating a service blueprint – step 2: alignment

In this step we will take a look at the scenario and map the customer experience.
Image of a customer journey
© RMIT University 2017
The business looks at the scenario and maps the customer experience – examples provided in Step 1, against the operational aspects of the delivery of the service. Specifically, the business is interested in the interaction between all five components in each stage of the decision making process (i.e. physical evidence, customer action, front of stage, back of stage, support processes).
The business will look at the customer decision process and, in each stage of the process, align it with the physical evidence the customer or consumer experiences. For example, at the awareness stage of the decision making process, the customer or consumer will go to the home page of the website. Following are some examples of physical evidence for an online business:
  • Website (home page, microsite landing pages, product pages)
  • Social media (Facebook, Pinterest, Twitter etc.)
  • Registration confirmation when signing up to the site
  • Incentives (gifts, coupons, welcome packs etc.)
  • Contact (emails, SMS etc.).
From here the business will look to identify the specific customer actions within each stage of the decision making process, paying close attention to what is known as the line of interaction.
The line of interaction is what the customer or consumer passes through in their direct interactions with the business in the front of stage environment. Some examples of front of stage once the customer or consumer crosses the line of interaction are:
  • Website links to other pages on site
  • Social media links to website
  • Shopping cart
  • Account pages on the website
  • Confirmation pages.
Once the front of stage has been aligned, the business will then turn its focus to the ‘line of visibility’.
The line of visibility is the line that separates the service activities that are visible to customers from the activities that are not visible to customers.
When the customer continues their journey to purchase they cross to the back of stage. Examples of back of stage are:
  • Social media updates to pages
  • Marketing activities (sending flyers and pamphlets to get customers to the website or to advertising online)
  • Customer service (online chat, call centre).
From here the business is interested in the support processes that will help deliver the interaction.
It is important to note here that a Service Blueprint will be different for every business as the services and systems underpinning the delivery of the service will also vary.
Refer to the related links area below for a visual representation of what a service blueprint looks like.
© RMIT University 2017
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