Design Effective Service Blueprints

Learning Outcome

After completing this unit, you will be able to:

1. Understand the objective of the Service Blueprint (SBP) you are creating.
2. Understand from what viewpoint a Service Blueprint (SBP) is designed from.
3. How to efficiently design and populate your SBP.
4. Add an appropriate and enough detail to your SBP Cards.
5. Understand the difference between Active Analytic depiction, with Descriptive Support and Evidence.

Keep it Customer Centric

When creating a Service Blueprint (SBP), remember to base any Staff Action or Standard Operating Procedure, on the Customer Action of that column. This ensures seamless customer centricity and promotes a holistic customer experience. Take advantage of the Description Box in the Customer Action to uncover a customer’s cognitive, sensory, emotional and social responses, to further your understanding of their experience and perfect customer centricity.

Design your SBP vertically

The most effective way to design your SBP is to fill in the Cards vertically, always following this order:

1. Customer Action
2. Physical Evidence
3. Employee Front Action
4. Employee Back Action
5. Support System
6. Pain Points
7. Finally, Upload an Image and a Statement of Action, to create a compelling, inspiring SBP that onboarding staff can quickly adhere to.

Detail is Key

As opposed to the Customer Journey Map, the SBP requires as much detail as possible. Succinct and concise information is the most effective way to populate your SBP Cards. As detail is optimised over time, it is a good habit to build on the detail of your SBP, review your work and enhance the powers of your SBP, by creating new versions of your SBP.

Action V Description

Each Action box (e.g. Customer Action, Employee Front Action and Employee Back Action) requires a detailed, concise active voice. The wording in these boxes needs an actionable, analytical depiction that can lead to descriptive material in the non-active boxes, such as Physical Evidence, Support System and Pain Points Cards. These latter cards, provide descriptive and detailed data on the actions of the column they belong to.