![]() ![]() Interaction lines come in three flavors: The line of interaction designates the separation between activities that are directly between the customer and the company (all those above it) and those that are between employees and customers (below it). ![]() The next step in designing a Service Blueprint is drawing your horizontal interaction lines. Make sure to also analyze these “employee touchpoints” so as not to miss out on possible improvements. While the main provider of a Support Activity might not be a direct employee of the company, the interactions between Support Actions and employees are much like the interactions between customers and the company. Certain Frontstage activities might require a Support activity in order to function. Support actions are not necessary only tied to Backstage actions. They include interactions with third-party service providers like delivery cycles, payment processing, and quality assurance. These activities are the steps that need to occur in order for employees to be able to take Backstage and Frontstage actions within a given service. Their opinions on friction and frustration can help optimize unseen activities. Make sure to do an in-depth analysis of how your employees interact with the process as well. Gaining customer insight is essential for activities they can see, but a lot of redundancy and efficiency loss occurs within internal procedures. Within your Blueprint, they go directly below Frontstage Actions and have lines connecting them to their respective counterpart. These can be performed either by employees that have no interaction with customers or by Frontstage employees that are simply doing something out of sight. ![]() Consider color-coding these experiences to determine how customers feel and use different shapes between each stage to signify a new line of information.Īs you might have already guessed, these activities occur behind the scenes and support Frontstage Actions. You can extract these feelings in your interviews, and they can later be used to identify where the most friction is occurring. It’s a good idea to indicate not only what your customer sees throughout these actions but also how they feel during them. They are displayed directly below your Customer Actions and are connected to them by a line. They can be human-to-human interactions or human-to-machine. These are actions that occur directly in view of the customer. Identifying how users feel throughout the process can help pinpoint sections of the journey that are ripe for improvement. Rely on empathy and good questions to get the most out of your customer interviews. Oftentimes, mapping out a customer journey from the provider’s perspective can cause your journey to miss out on crucial information regarding how your users think and feel throughout the process. The key element here is talking to actual customers about their experience with a particular service. These actions are organized chronologically across the top of your Service Blueprint. It’s essentially your customer journey map and includes the choices, interactions, actions, and steps that a customer takes while evaluating, purchasing, or using the service you plan to map out. This component is the most crucial aspect of the puzzle. Service Blueprints are handy tools for identifying opportunities for optimization and are used regularly by Designers and Design Thinkers, as it ties in nicely within the Design Thinking Process. A retailer, for example, may have a different Service Blueprint for their physical store and their online shopping experience. Services that take place over multiple touchpoints are omnichannel or require coordination between various departments.Ī single service may have multiple Service Blueprints. Since Blueprinting acts as a sort of magnifying glass for the customer journey, the best place to use it is within highly complex experiences. Creating a Service Blueprint allows companies to visualize interactions within that journey to create more adherent experiencesĪ service blueprint is essentially a diagram that visualizes the relationships between different service components (people, physical or digital evidence, and processes) that are directly tied to touchpoints throughout the customer journey. 5 min read Service Blueprint: get a bird’s-eye view of your customer journeyĭesigning an excellent user experience is tied directly to the customer journey. ![]()
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