Service Blueprint Layout

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This diagram shows the layout of the Service Blueprint. This is the next level of detail beneath the Overview Diagram for a process module. One way of viewing the blueprint is to consider it as a storyboard for service delivery. Through the use of a process map as the story-telling vehicle, the Service Blueprint depicts the flow of the service as value is delivered to the customer.

The Service Blueprint is a swim-lanes style process map – the information on the diagram is arranged into rows (the “swim lanes”) to provide additional context about how the symbols are related. Since the Service Blueprint documents workflow delivered over time, it is generally read from left to right.

Key swim lanes in the Service Blueprint layout are explained below.

Physical Evidence

The first two "swim lanes" document the customer experience for the service. Physical Evidence represents tangible items - documents, service artifacts, and systems, that the customer sees over the course of service delivery. Because customers place a disproportionate weight on tangible evidence when evaluating service value, you will want to make sure that all of these items are high-quality deliverables.

Customer Experience

The Customer Experience swim lane includes the events, tasks, and outcomes experienced by the customer. In some cases, these will be tasks performed by the customer. In other cases, these will be outcomes you should achieve in working with the customer. For example, ensuring that they understand the content of a deliverable.  Because this swim lane documents customer value - it's the most important swim lane on the diagram.

Onstage Actions

Onstage actions are those tasks performed by the service provider when in contact with the customer. These could be performed on site or remotely during a conference call or webinar. These tasks all require some degree of customer management skill since you are interacting with the customer.

Backstage Actions

Backstage actions are those tasks performed outside the direct view of the customer. You have more control over the execution of these tasks because you don't have the variability introduced by customer participation.