What is service blueprinting
A key tool to design new services or redesign existing ones
A more sophisticated version of flowchart
A picture or map that portrays the customer experience and the service
The process of
Key Components of Blueprint
Definition of standards for each front stage activity
Physical and other evidence for front-stage activities
Principle customer actions
Line of interaction
Front Stage actions by customer-contact personnel
Line of visibility
Back stage actions by customer-contact personnel
Support process involving other service personnel
Support processes involving I.T
Building A Blue print
• Identify the
• Identify the
• Map the
• Map contact
Identifying Fail points
Fail points are points in service delivery where things are particularly at risk
of going wrong.
From customer perspective of points are those that will result in failure to
access or enjoy the core product.
Delays in specific action
Requiring the customer to wait
Waits for customer
Benefits and Uses
Providing a platform for innovation
Recognizing roles and interdependencies among functions, people, and
Facilitating both strategic innovation and service knowledge.
Transferring and storing innovation and service knowledge.
Designing moments of truth from the customers point of view
Suggesting critical points for measurement and feedback in the service
Clarifying competitive positioning.
Understanding the ideal customer experience.
Zeithamal V .A, Bitner M.J et al (2013), Services Marketing: integrating
Customer Focus Across the Firm 6th ed., TMH, New Delhi.
Christopher L, Wirtz J et al (20130, Services Marketing : People , Technology ,
Strategy , 7th ed., Pearson, New Delhi.