SERVICE BLUEPRINTING

Deliver better customer experiences by systemically mapping the value exchange between frontstage customer interactions and backstage operations

Does Your Organization Have a Shared Sense of How Operational Activities Actually Impact Customers?

Initiatives aimed at improving customer experiences and/or transforming capabilities are often derailed due to internal gridlock. Many teams reach a point where they realize that their colleagues from other departments—even though they’re accountable for serving the same customers and executing the same strategies—are running in completely different directions.

This misalignment isn’t driven by animosity or haste—but rather confusion and siloed point of view of what is important to customers. Most associates do not really grasp the linkages between their work, the work of their colleges and the experiences of customers—which makes it difficult to put opinions aside and actually take action on real customer pain points and market opportunities.

Service Blueprinting brakes these patterns of bias by bringing together an integrated view of backstage operations and unifying it with a rigorous customer-centered perspective. The process aligns stakeholders around a holistic vision so they can clearly visualize synergies and navigate new ways to create value for customers.

Service Blueprinting Can Help You:

Prioritize Backstage Investments
Present a clear view of which operational activities drive the most customer value— exposing leadership to areas where they’re losing money and describing how they can generate more revenue
 
Leverage Existing
Capabilities
Capitalize on digital transformation investments by uncovering unique ways  to leverage the capabilities of new systems in order to deliver better, more compelling experiences
 
Operationalize New Customer Experiences
Streamline development by conveying the tangible activities, systems and processes needed to deliver a new, complex customer experience/service

No One Fully Owns the Customer Experience—
It Takes Multiple Functions to Build a Bridge.

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Rally Departments Together Around a Holistic View of Customer Value Creation

Service Blueprinting draws connections between internal company workflows, customer touchpoints and support systems to establish a common perspective of how value is delivered to and experienced by customers.

By linking together customers’ feelings, thoughts and perceptions with the operational chain of events responsible for creating those experiences, you can mobilize internal teams to focus on critical customer experiences and streamline the backstage activities needed to deliver them. This process lets you visualize what is really happening as your organization interacts with customers—identifying communication breakdowns, service gulfs between departments or unanticipated areas of strength.

Service Blueprinting can also enable you to explore future iterations of a service—like how to transform touchpoints with new technologies, navigate changes in behavior due to shifting demographics or prototype a new post-purchase interaction.

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Key Deliverables:

Service Blueprint
Detailed visual map that documents the exchange of customer value within a service and clearly delineates linkages between internal systems, staff actions, support structures and how they manifest as individual experiences, emotions and perceptions in the lives of customers. This can be used for mapping the current state or a desired future state.
 
Drivers of Customer Value
Prioritized list of critical customer touchpoints that outline key activities and systems driving their delivery; opportunities to improve experiences by filling in gaps, leveraging underutilized capabilities or expanding the scope of services; points of operational and/or experiential loss impacting the organization, customers and/or employees.
 
Socialization Toolkit
Series of communications tools for alignment and training that provide a clear understanding of the interconnections between the frontstage activities and backstage operations of a particular service and departments can work in conjunction with others to optimize operations using a customer-centric focus.

Are your operations, marketing, customer service and UX teams on the same page?

Learn more about how service blueprinting can synchronize perspectives, streamline operations and help deliver on what matters most to customers

Getting Around

Blueprint for Co-designing Customer Journeys

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614.300.7989 

Stratos.Admin@thestratosgroup.com

The Stratos Innovation Group, LLC 
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