Creating a human-centred organisation using your service blueprint We also look closely at the transitions between the employees or departments (where one department takes over the customers’ experience from another). In order to gather the data for a service blueprint, we may conduct interviews with employees, facilitate workshops with internal staff (both front and back-stage employees), conduct observations or run diary studies. It also works particularly well for omnichannel experiences and those that have multiple touchpoints with a customer. We often find ourselves running a workshop with teams who all contribute to the same customer journey, but rarely communicate with each other. The service blueprint is particularly useful for businesses who have different departments all working towards the same customer experience. Which journeys benefit from creating a service blueprint and how do we go about it? Behind the scenes includes all the rules, regulations, policies and budgets that dictate what can and can’t be done.Back stage includes all the behind the scenes work that isn’t visible to the customer (warehouse employees, employees organising deliveries for the customer, designers of a website etc.).Front stage are the actors on the stage that are in full view of the customer (the customer service staff, apps, webchat etc.).The audience of a theatre production is the customer (this is where the customer journey map exists).Service blueprints are often described like a theatre stage: A poor customer experience can be down to issues that are deep-rooted within the organisation, and only by fully understanding where these issues lie can you improve the customer experience. It is about documenting a business’ processes and procedures to understand what is allowing that customer journey to happen and what could be obstructing it. So once the customer journey is mapped, how is what’s happening behind the scenes (within the business) affecting what the customer is experiencing? There will be many different customers and many different journeys, but there is only one business working behind the scenes and a service blueprint aims to uncover this. You could call it the sequel to the customer journey map. And that’s where the service blueprint comes in. Whilst a customer is experiencing a product or service, something is happening behind the scenes –the business is doing it’s thing to allow a customer to have this experience. Where does the service blueprint come in? It will be based on user research and the knowledge of subject matter experts within the organisation. Along the way, it maps their highs and lows to create a narrative. But essentially, a customer journey map visualises the process that your customer goes through and the actions they take to complete their task or goal. Firstly, what is a customer journey map?Īs always, there are slightly differing definitions and nuances between customer journey maps/user journey maps/ experience maps etc. However, far fewer clients take their customer journey map one step further and create a service blueprint. I love tapping into the knowledge that the client already has about their customers, building on that insight with research and creating a visualisation of a customer journey which becomes the source of truth for that client, at that moment.Ĭustomer journey mapping is a popular client request, and many now have their maps displayed in their office, built into their roadmaps and have their UX metrics linked to the map. The online and offline interactions that users have with the service which includes the people, places, objects which users interact with.One of my favourite type of projects is working with a client to research, build and design a customer journey map. The primary action someone takes when interacting with the service.ĭecide and look up how to get to the restaurant The remaining rows describe different parts of the service and the support provided at each step in the customer’s journey. Each column is a different step in the customer's journey. The top row is the journey of a customer ordering and eating a burger at a restaurant. This is a table showing an example service blueprint.
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