Service Blueprint

Category: Strategic Planning

Service Blueprint ("Service Map" or "Service Diagram")

Service Blueprint is a visual tool or diagram that maps the entire service delivery process from the customer's perspective. It shows all components of the service (people, processes, physical evidence), how they interact and where they touch each other.

Think of it as a "blueprint" or "roadmap" of your business, focused on the customer experience.

Main Components of Service Blueprint

The map is divided into horizontal lines that clearly separate different levels of the process. From top to bottom, they usually include:

  • Physical Evidence: These are all material elements that the customer interacts with. For example: website, application, service desk, displayed product, invoice, employee uniforms. This is what the customer sees and uses.
  • Customer Actions: These are all the steps that the customer takes in their journey (Customer Journey) – from problem-solving to departure. For example: "searching for information online", "placing an order", "receiving the product", "calling for support".
  • Line of Interaction: This is the imaginary line that separates customer actions from those of the front office. It shows the points of contact between the customer and the business.
  • Frontstage Actions: These are all actions performed by employees or systems that are visible to the customer. For example: a waiter taking the order; call center operator; courier delivering the package.
  • Line of Visibility: The line that separates customer-visible actions (front office) from those hidden behind the scenes (back office).
  • Backstage Actions: These are actions performed by employees or systems that are not visible to the customer, but are essential for the service. For example: chef in the kitchen, software developer, accountant processing payment, warehouse logistics.
  • Support Processes: These are internal processes, systems, and departments that support employees in front and back office. They are not directly related to the customer, but without them the service would not exist. For example: customer relationship management system (CRM), payroll software, HR department, IT support.

    • Why is Service Blueprint Important in Marketing?

    Marketing is no longer just about advertising and sales; it's about the overall customer experience. That's why this tool is invaluable:

    • Holistic View: Shows how marketing, sales, operations, and support work together to create an experience for the customer.
    • Identifying Weak Points: Reveals "pains" and gaps in the process where the customer experience can fail (e.g., customer waits too long because the back office process is inefficient).
    • Quality Improvement: Helps standardize the service and ensures that every customer receives the same high quality of service.
    • Innovation: By seeing the entire process, you can easily identify opportunities for improvement and innovation.
    • Team Alignment: Helps different departments (marketing, sales, operations, IT) "see" their role in the big picture and work more effectively together.

    Practical Example: Serving Dinner at a Restaurant

    ComponentExample
    Physical EvidenceMenu, food presentation, table cleanliness, waiter's uniform.
    Customer Actions1. Make a reservation. 2. Arrive at the restaurant. 3. Order food. 4. Eat. 5. Pay. 6. Leave.
    Frontstage ActionsWaiter takes the reservation, leads customer to table, takes order, serves food, brings the bill.
    Backstage ActionsChef prepares food, dishwasher cleans dishes, manager orders supplies.
    Support ProcessesReservation system, table ordering software, accounting system for billing.

    In conclusion: Service Blueprint is a powerful strategic tool that translates the abstract "customer experience" into a concrete, actionable visual map. It helps businesses design, manage, and improve their services while always keeping the customer at the center of attention.