Service Blueprints: Definition

What Is a Service Blueprint? 

Definition: A service blueprint is a diagram that visualizes the relationships between different

service components — people, props (physical or digital evidence), and processes — that are
directly tied to touchpoints in a specific customer journey.

Think of service blueprints as a part two to customer journey maps. Similar to customer-journey
maps, blueprints are instrumental in complex scenarios spanning many service-related offerings.
Blueprinting is an ideal approach to experiences that are omnichannel, involve multiple
touchpoints, or require a crossfunctional effort (that is, coordination of multiple departments).

A service blueprint corresponds to a specific customer journey and the specific user goals
associated to that journey. This journey can vary in scope. Thus, for the same service, you may
have multiple blueprints if there are several different scenarios that it can accommodate. For
example, with a restaurant business, you may have separate service blueprints for the tasks of
ordering food for takeout versus dining in the restaurant.

Service blueprints should always align to a business goal: reducing redundancies, improving the
employee experience, or converging siloed processes.

Benefits of Service Blueprinting

Service blueprints give an organization a comprehensive understanding of its service and the
underlying resources and processes — seen and unseen to the user — that make it possible.
Focusing on this larger understanding (alongside more typical usability aspects and individual
touchpoint design) provides strategic benefits for the business.

Blueprints are treasure maps that help businesses discover weaknesses. Poor user experiences
are often due to an internal organizational shortcoming — a weak link in the ecosystem. While
we can quickly understand what may be wrong in a user interface (bad design or a broken
button), determining the root cause of a systemic issue (such as corrupted data or long wait
times) is much more difficult. Blueprinting exposes the big picture and offers a map of
dependencies, thus allowing a business to discover a weak leak at its roots.

In this same way, blueprints help identify opportunities for optimization. The visualization of
relationships in blueprints uncovers potential improvements and ways to eliminate redundancy.
For example, information gathered early on in the customer’s journey could possibly be
repurposed later on backstage. This approach has three positive effects: (1) customers are
delighted when they are recognized the second time — the service feels personal and they save
time and effort; (2) employee time and effort are not wasted regathering information; (3) no risk
of inconsistent data when the same question isn’t asked twice.

Blueprinting is most useful when coordinating complex services because it bridges

crossdepartment efforts. Often, a department’s success is measured by the touchpoint it owns.
However, users encounter many touchpoints throughout one journey and don’t know (or care)
which department owns which touchpoint. While a department could meet its goal, the big-
picture, organization-level objectives may not be reached. Blueprinting forces businesses to
capture what occurs internally throughout the totality of the customer journey — giving them
insight to overlaps and dependencies that departments alone could not see.
Key Elements of a Service Blueprint
Service blueprints take different visual forms, some more graphic than others. Regardless of
visual form and scope, every service blueprint comprises some key elements:

 Customer actions

Steps, choices, activities, and interactions that customer performs while interacting with a
service to reach a particular goal. Customer actions are derived from research or a
customer-journey map.

In the our blueprint for an appliance retailer, customer actions include visiting the
website, visiting the store and browsing for appliances, discussing options and features
 with a sales assistant, appliance purchase, getting a delivery-date notification, and finally
receiving the appliance.

 Frontstage actions

Actions that occur directly in view of the customer. These actions can be human-to-human
or human-to-computer actions. Human-to-human actions are the steps and activities that
the contact employee (the person who interacts with the customer) performs. Human-to-
computer actions are carried out when the customer interacts with self-service technology
(for example, a mobile app or an ATM).

In our appliance company example, the frontstage actions are directly linked to
customer’s actions: the store worker meets and greets customers, a chat assistant on the
website informs them which units have which features, a trader partner contacts customers
to schedule delivery.

Note that there is not always a parallel frontstage action for every customer touchpoint. A
customer can interact directly with a service without encountering a frontstage actor, like
it’s the case with the appliance delivery in our example blueprint. Each time a customer
interacts with a service (through an employee or via technology), a moment of
truth occurs. During these moments of truth, customers judge your quality and make
decisions regarding future purchases.

 Backstage actions

Steps and activities that occur behind the scenes to support onstage happenings. These
actions could be performed by a backstage employee (e.g., a cook in the kitchen) or by a
frontstage employee who does something not visible to the customer (e.g., a waiter
entering an order into the kitchen display system).

In our appliance-company example, numerous backstage actions occur:  A warehouse

employee inputs and updates inventory numbers into the point-of-sale software; a shipping
employee checks the unit’s condition and quality; a chat assistant contacts the factory to
 confirm lead times; employees maintain and update the company’s website with the newest
units; the marketing team creates advertising material.

 Processes

Internal steps, and interactions that support the employees in delivering the service.

This element includes anything that must occur for all of the above to take place.
Processes for the appliance company include credit-card verification, pricing, delivery of
units to the store from the factory, writing quality tests, and so on.

In a service blueprint, key elements are organized into clusters with lines that separate them.
There are three primary lines:

1. The line of interaction depicts the direct interactions between the customer and the
organization.
2. The line of visibility separates all service activities that are visible to the customer from
those that are not visible. Everything frontstage (visible) appears above this line, while
everything backstage (not visible) appears below this line.
3. The line of internal interaction separates contact employees from those who do not
directly support interactions with customers/users.
Secondary Elements to Include in a Service Blueprint
Blueprints can be adapted to context and business goals by introducing the additional elements as
needed: 
Arrows 

Arrows are a key element of service blueprinting. They indicate relationships, and more
importantly, dependencies. A single arrow suggests a linear, one-way exchange, while a double
arrow suggests the need for agreement and codependency.

Time

If time is a primary variable in your service, an estimated duration for each customer action
should be represented in your blueprint.

Regulations or Policy

Any given policies or regulations that dictate how a process is completed (food regulations,
security policies, etc.) can be added to your blueprint. This information will allow us to
understand what can and cannot be changed as we optimize.

Emotion

Similar to how a user’s emotion is represented throughout a customer-journey map, employees’

emotions can be represented in the blueprint. (Emotion is shown through the green and red faces
in the example below.) Where are employees frustrated? Where are employees happy and
motivated? If you already have some qualitative data regarding points of frustration (possibly
obtained from internal surveys or other methods), you can use them in the blueprint to help focus
the design process and more easily locate pain points.

Metrics

Any success metric that can provide context to your blueprint is a benefit, especially if buy-in is
the blueprint’s goal. An example may be the time spent on various processes, or the financial
costs associated with them. These numbers will help the business identify where time or money
are wasted due to miscommunication or other inefficiencies.
Servicescape: Meaning, Examples, Elements, Approach, and Roles

Servicescape is defined as the physical environment where a service can take place. It helps to

analyze and identify the impact of a good environment on the service-based industry.

Servicescape deals in the settings where a service is consumed or delivered and the place where
both the company and customer interactions with each other. It has a powerful impact on the
assessment, perception, and response of the customer.

Meaning of servicescape

Servicescape is a model that puts its onus on explaining the behavior of customers and clients
within the service environment. It is a popular concept from Booms and Bitner that categorically
states that ambiance has a direct impact on the customers.

When a consumer visits a place for a particular service or product, it is the surroundings that
encourage or discourages him from following a set course of action.

It is the first aspect of service perceived by the client or customer and the impression that forms
pave the way for further services.

The founders of Servicescape have explained the concept as a necessity if you are interested in
improving your relationship with customers to felicitate better sales figures and larger revenues.

Aspects of servicescape

It is the role of a service provider to create an environment that will appeal to its customer and
ease any discomfort. The important aspects of servicescape are-

1. Spatial layout and functionality

Spatial layout is about the way you arrange the furnishings, equipment and machinery, their
shape and size and of course, the spatial relationship which exists amongst them. Functionality is
about the ability of those items to accomplish customer satisfaction.

The aspect of spatial layout and functionality is much needed in self-service settings where the
customers themselves handle the services.

You will generally not find employees or workers helping you to deal with them. Some
important examples are the ATM, self-service restaurants, internet shopping, etc.

2. Signs, symbols, and artifacts

The sign is one of the most explicit signals that can communicate directly with a customer in a
physical environment. These are prominently displayed on both exterior and interior of a place
and generally act as communicators.

The signs can be used as labels like the name of a department and company, for a directional
purpose like entrance and as rules for specific behavior like no smoking. Symbols and artifacts
are also effective in giving the implicit cue to the reader.

Some important examples are artwork, floor coverings, photographs on the wall, and display of
prominent artifacts that have symbolic meaning and manage to connect and communicate with
its reader.

3. Ambient conditions

The background conditions of an environment like color, noise, music, sound, lighting, etc. are
included in ambient conditions. These are important factors as they affect one or other of our five
senses and can change the mindset and perception of a person.
In some cases, we hear a soothing background score to relieve stress. The effect of the strong
scent, for instance of coffee or cookies, act as great tempting force and can easily draw people in.
Remember, the ambient condition has proved itself as an influential aspect of servicescape.

Examples of servicescape

Impressions matter a great deal, and it is the ambiance that proves a deciding factor for most
customers. Do you want to conduct any type of service at a place where you are not comfortable
in the settings?

Sometimes the product value of two companies is the same, but what separates from others is its
physical environment. A person will feel comfortable in one place and not so in another.

This can be a deal-breaker for him. For example, if you have the option of having dinner in a
plain room with only basic amenities and the other place with the soothing ambiance, you will
always choose the latter instead of the former.

Elements of servicescape

The various elements influencing servicescape are

Facility Exterior

 Landscape
 Exterior design
 Surrounding environment
 Parking
 Signage

Facility Interior

 Music
 Layout
  Equipment
 Air quality temperature
 Interior design

Others

 Virtual servicescape
 Brochures
 Employee dress
 Billing Statements
 Web pages
 Uniforms
 Reports
 Stationary
 Business cards

Roles of servicescape

The servicescape can play various roles like-

1. Facilitator

Servicescape acts as a facilitator to help people in their surroundings.

A well-designed place creates a pleasurable ambiance that relates to peace and harmony, whereas
an inefficient design can cause frustration and pessimistic attitude in the minds of both
employees and customers.

2. Socialiser

The servicescape design acts as a perfect socializer between both customers and employees.
It also helps to depict the expected behavior and roles like an employee can understand his
position in a team through his cubicle placement, the quality of office furnishings and office
assignments.

The design also suggests to customers where they are not allowed and where they are
encouraged and welcomed through servicescape.

3. Package

The servicescape helps to convey the internal image through its outward appearance.

Product packages are one of its primary examples where you can easily know about the wrapped
product by viewing and reading the matter. It acts as a visual metaphor for building a specific
image.

4. Differentiator

Servicescape acts as a differentiator by separating designs of a company from its competitor. It

helps to reposition a company and attract new segments.

Types of servicescape environment

The two types of service environment identified on servicescape are –

1. Lean servicescape

Designing this type of environment is straightforward and includes fewer interactions, elements,
and spaces between employees and customers.

Some important examples are fast-food outlets, vending machine, and kiosks.

2. Elaborate servicescape
Designing this type of servicescape requires teams that are skilled in their work and are fully
aware of the corporate vision and desired outcome. The elaborate servicescape includes multiple
spaces, elements, and interactions between employees and customers.

Some important examples include restaurants, gym, swimming pool, bars, ocean liners,
and international hotels.

Functions of servicescape

The functions of servicescape are as follows-

1. Image, differentiation, and positioning

Servicescape is an integral part of value proposition and service experience as it can attract

attention very easily.

It delivers leisure as well as a contact service, for instance, in shopping malls, the staff and the
environment jointly makes an effort to please its customers.

2. Facilitating service encounter and increasing productivity

designing plays an important part in servicescape if you want to facilitate service encounter and
maximize productivity.

Several shopping malls have included small playhouse type of enclosures within its innovative
design so that mothers can avail the services, keep their child over there, and peacefully continue
with their shopping.

Approach of servicescape

The approach adopted by servicescape includes-

1. Direct observation
Trained observers are hired to observe and make a detailed note of the behavior and reactions of
both the employees and customers. Depth interviews and direct observation has helped to
explore the reactions and interactions of participants.

The findings have proved useful in comparing and redesigning the servicescape for better results.

2. Environment surveys

An environment survey asks both the employees and customers to put across their preferences
and needs by answering predetermined queries in a particular format. It measures perceptions of
three different factors like social condition, design, and ambiance.

The most important advantage of this survey is the interpretation and administration of the
derived result to create better servicescape.

3. Photographic blueprint

The visual and photographic blueprint can help to know the point of view of a customer. It acts
as a tool to assess the service process.

4. Experiments

Experimental methods help to assess particular reactions of both customer and employee
regarding environmental changes. The real perceptions and reactions can be assessed and
implemented through it very easily