Service Blueprint

Come eseguirlo

1. 1

   Start with a customer journey map as your horizontal spine — the sequence of steps a customer takes.

2. 2

   Add a Line of Interaction: what happens visibly between customer and service.

3. 3

   Add a Line of Visibility: above this line = what customers see; below = what they don't.

4. 4

   Map Frontstage Actions: employee actions the customer directly sees or interacts with.

5. 5

   Map Backstage Actions: employee actions that support the service but are invisible to the customer.

6. 6

   Map Support Processes: internal systems, tools, and processes that enable both frontstage and backstage.

7. 7

   Add Evidence: what physical or digital artefacts does the customer encounter at each step?

8. 8

   Mark Pain Points: where do failures occur? Where are handoffs dropped? Where does waiting happen?

9. 9

   Use the blueprint to prioritise improvements — usually at handoffs and backstage failures.

Suggerimenti

• Build the blueprint with cross-functional teams — no single person knows all the layers.

• Don't start from scratch — use an existing journey map and add layers.

• The line of visibility is where the most interesting insights live.

• Blueprint one scenario at a time. Trying to blueprint the whole service at once creates unusable complexity.

Variazioni

Simplified Blueprint: just customer actions, one employee touchpoint layer, and systems — works for simpler services. Experience Blueprint: combines service blueprint with emotional journey to show where emotional highs and lows connect to service failures.

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