The service blueprint has become one of the most useful tools in the services marketer's repertoire. Potential bottlenecks and/or fail points.Line of Order Penetration which separates customer-induced activities from customer-independent activities.

Yet other scholars and practitioners have recommended adding different lines including If satisfaction is a factor to consider, mapping out the emotional state of the user or stakeholder may help provide context to the overall customer and/or employee journey.

Emotions: Customer or Stakeholder feelings.

If timing of the service is a factor to consider, include the estimated time for each customer phase.

A single arrow will indicate a one-way relationship/dependency while a double-sided arrow will indicate a two-way relationship/co-dependency. Arrows: Relationships between stakeholders.That is management are responsible for planning and controlling while support activities include preparation. Line of Implementation which separates management zone from the support zone.Line of Internal Interaction which separates the back office and the support process.Line of Interaction which separates customer actions from service provider actions.Optional inclusions – depending on intended application: Line of Visibility: Line that separates front-stage and back-stage actions.Inventory (if required): the amount of inventory build up required for each step.Physical Evidence: Tangible elements associated with each step that has the potential to influence customer perceptions of the service encounter e.g.Support Processes: Activities carried out by employees who are not contact employees, but whose actions are required for the service to be delivered.taking a hotel or restaurant reservation by telephone. Non-visible steps taken by contact employees behind the line of visibility. Back-stage (Invisible Contact Employee) Actions: (The 'line of visibility' separates the front-stage and back-stage actions).Front-stage (Visible Contact Employee) Actions: Steps taken by contact employees as part of the face-to-face service encounter.Customer Actions: The steps that customers take as part of the service delivery process.Support Processes: Activities carried out by employees who are not contact employees, but whose actions are required for the service to be delivered.ĭiscuss the results and write up the key outcomes from this exercise.Service blueprints include actions and the amount of discretion for varying each stepĪ service blueprint is always constructed from the customer's perspective. taking a hotel or restaurant reservation by telephone.ĥ. Back-stage (Invisible Contact Employee) Actions: Non-visible steps taken by contact employees behind the line of visibility. The ’line of visibility’ separates the front-stage and back-stage actions.Ĥ. Front-stage (Visible Contact Employee) Actions: Steps taken by contact employees as part of the face-to-face service encounter. User Actions: The steps that users take as part of the service delivery process.ģ.

Physical Evidence: Tangible elements associated with each step that has the potential to influence user perceptions of the service encounter e.g. Ask each participant or groups of participants to fill the Service Blueprint template, which includes:ġ. Think about what expectations will be set up-front, how you will start and end the workshop, and how much time participants are expected to dedicate to this activity.Ī service blueprint is always constructed from the user’s perspective. Print enough Service Blueprint sheets in A3 or bigger, or draw a large one on a whiteboard. Organize a meeting with the selected participants, and gather the necessary resources and supplies. State the selected “How Might We” statement or a sub-focus area of it.īased on your HMW statement or the focus of what you are interested in, define the criteria and select the suitable participants. Entrepreneurship and business developmentĪs a graphical tool, service blueprints displays the process functions above and below the line of visibility to the user: all the touchpoints and the back-stage processes are documented and aligned to the user experience.

Hotel service blueprint