How do you define the scope and goals of a service blueprint?

1 Understand the customer journey

The first step is to map out the customer journey, which is the sequence of steps and emotions that a customer goes through when using your service. You need to understand what the customer needs, wants, expects, and feels at each stage of the journey, from awareness to loyalty. You can use research methods such as interviews, surveys, observations, and personas to gather customer insights.

2 Define the service components

The next step is to define the service components, which are the elements that make up your service offering. These include the physical and digital resources, the people and roles, the policies and rules, and the value propositions and outcomes. You need to specify what each component does, how it relates to other components, and how it supports the customer journey.

3 Align the frontstage and backstage

The third step is to align the frontstage and backstage, which are the two sides of your service delivery. The frontstage is what the customer sees and interacts with, such as the website, the app, the staff, or the environment. The backstage is what the customer does not see, but enables the frontstage, such as the systems, the processes, the data, or the suppliers. You need to ensure that the frontstage and backstage are coordinated and consistent, and that they deliver the desired customer experience.

4 Identify the pain points and opportunities

The fourth step is to identify the pain points and opportunities, which are the problems and potentials in your service delivery. You need to analyze your service blueprint and look for the gaps, the bottlenecks, the errors, or the inefficiencies that affect the customer journey. You also need to look for the strengths, the innovations, the best practices, or the differentiators that enhance the customer journey. You need to prioritize and address the pain points and opportunities based on their impact and feasibility.

5 Set the goals and metrics

The final step is to set the goals and metrics, which are the objectives and indicators of your service improvement. You need to define what you want to achieve with your service blueprint, such as increasing customer satisfaction, reducing costs, or improving quality. You also need to define how you will measure your progress and success, such as using surveys, feedback, analytics, or benchmarks. You need to align your goals and metrics with your customer needs and expectations, and your business strategy and vision.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?