This post was created because of the need to organize in one place all the elements of customer journey planning. In addition to one of the basic elements such as building a persona or creating a customer journey map, we also distinguish designing a customer service path (blueprint).
Why start a project by creating a blueprint?
In order to improve the company’s operations, provide better quality services or understand the customer’s attitude, it is worth considering the company’s operations from the customer’s perspective. Blueprint’s task is to force us to make a checklist of the functioning of a given service and also to identify potential sources of the so-called bottleneck. The key to success in using this tool lies in its simplicity. It is enough to consider four key indicators that comprise the service and everything that is behind it as well as potential support in solving problems that may appear at any stage of service delivery.
I invite you to take a look at the short video “4 Key Components of Service Blueprints” by NNGroups agency, which explains the importance of each key component of the customer path.
The uniqueness of this technique compared to others is the focus on the customer as the center and foundation of innovation, service improvement, and experience design.
This does not mean that customers are the source of innovation, but rather that customer value (broadly defined) is the main focus of innovation.
One of the methods of measuring the effectiveness of individual service processes is the so-called – already mentioned – service blueprinting, a method by which services can be analyzed, and even visualized, from the customer’s perspective.
Designing customer experience
The discussed technique is supposed to be a kind of a roadmap for companies that want to meticulously plan as many customer-brand interactions as possible, in the best possible quality. It is thus inscribed in client-centrism, which is the basis of marketing 4.0 – as defined by Kotler himself.
It is worth adding by way of commentary that the 4 key elements discussed in the above video have been developed more extensively over time, resulting in the following steps that should be taken into account when designing services.
Elements of blueprint service design
- customer actions
- onstage/visible contact employee actions
- backstage/visible contact employee actions
- support processes
- physical evidence
Despite the complex nomenclature, designing and planning services is not a difficult activity.
The core of the process is to visualize the moments of contact between the customer and the company and to think about potential service scenarios at each stage of the purchase from the customer’s perspective.
The goal is to identify weaknesses that can disrupt the entire process, as well as moments that are key to the entire process and those that are completely unnecessary links. The key is to look at the process from a perspective that has not been thought of before in terms of your role.
This method doesn’t seem to have many limitations, and analysts and managers can use it even for internal services. The biggest advantage of blueprint mapping is the unlimited creativity and many possible variations to which our plan can be adapted according to the needs of the company.
To test or not to test Blueprint?
A map of the service may prove to be an effective tool in the whole process of designing Customer Experience. It allows for tracking all touchpoints with a brand and verifying elements which may not be of appropriate quality in the whole process.
Certainly blueprint is a good tool to build a basic map of customer journey and it is also a kind of audit of internal activities. I apologize for any possible ambiguity in this text, it is extremely difficult to put in order such a complex and extensive issue from materials mainly in English.
I encourage you to read more on this subject: