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MOS Assignment 3

The document discusses customer journey mapping and service blueprints. It provides an overview of customer journey mapping, its importance, and what a service blueprint is. A service blueprint visually maps customer touchpoints, employee actions, and support processes to understand a customer's experience. Key benefits of service blueprints include optimizing service processes, enabling scalability and knowledge sharing, allowing for competition comparisons, and assisting with failure analysis.

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Ritika Mangal
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56 views11 pages

MOS Assignment 3

The document discusses customer journey mapping and service blueprints. It provides an overview of customer journey mapping, its importance, and what a service blueprint is. A service blueprint visually maps customer touchpoints, employee actions, and support processes to understand a customer's experience. Key benefits of service blueprints include optimizing service processes, enabling scalability and knowledge sharing, allowing for competition comparisons, and assisting with failure analysis.

Uploaded by

Ritika Mangal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing of Services

Assignment 3
Team Members
Suraj Tiwari – 21MBAR0673
Abhay Kumar - 21MBAR0223
Raj Babel - 21MBAR0286
Karan Jaiswal - 21MBAR0235
Karan Singh – 21MBAR0275
Ronak Bhatt – 21MBAR0289
What is Customer Journey Mapping ?

Customer journey mapping (also called user journey mapping) is the


process of creating a customer journey map, a visual story of your
customers’ interactions with your brand.
This exercise helps businesses step into their customer’s shoes and see
their business from the customer’s perspective. It allows you to gain
insights into common customer pain points and how to improve those. 

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Why is Customer Journey Mapping Important?

╺ Mapping the customer journey has a host of benefits such as:


• Allowing you to optimise the customer onboarding process
• Benchmarking the customer experience desired by your customers
against what they actually receive
• Understanding the differences in buyer personas as they move from
prospect to conversion through the buying funnel.
• Creating a logical order to your buyer journey.

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What Is a Service Blueprint?

╺ 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).

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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.

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Elements of a service blueprint

╺ Service blueprints typically contain five categories that illustrate the main components
of the service being mapped out.
1. Physical evidence
╺ What customers (and employees) come in contact with. Though first in line, it’s
usually the last element added.
╺ Example: This category includes locations, like a physical store or the company
website, but also any signage, receipts, notification or confirmation emails, etc.

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Elements of a service blueprint

2. Customer actions
╺ What customers do during the service experience.
╺ Example: Customers might visit the website, talk to an employee (in person or online), make a
purchase, place an order, accept an order, or receive something.
3. Frontstage or visible employee actions
╺ What customers see and who they interact with. For tech-heavy businesses, add in or replace this
category with the technology that interacts with the customer.
╺ Example: Employees might greet a customer visiting a physical location, respond to questions
through chat, send emails, take an order, or provide status information.

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Elements of a service blueprint

4. Backstage or invisible contact employee actions


╺ All other employee actions, preparations, or responsibilities customers don’t see but that make the
service possible.
╺ Example: Employees might write content for the website/email/etc., provide approval, complete a
review process, make preparations, package an order, etc.
5. Support processes
╺ Internal/additional activities that support the employees providing the service.
╺ Example: Third-party vendors who deliver supplies, a carrier service, equipment or software used,
delivery or payment systems, etc.

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Benefits of using service blueprints

╺ Because services aren’t tangible, it can be difficult to convince decision-makers and executives that changes need to be made. It can
be even more difficult to talk about specific changes without first having a full picture of the process. Visualizing each step and each
interaction in the process takes away that vagueness and highlights areas for improvement.
╺ Service blueprints empower organizations to optimize their service processes. Additional benefits include:
• Scalability and flexibility: Service blueprints accommodate as much or as little detail as needed. They can show high-level
overviews or intricate steps.
• Cross-functionality and knowledge transferability: Employees and managers in long-standing or complex processes can easily lose
sight of the bigger picture or how each action affects other departments, fellow employees, or even the customer. Service blueprints
clarify interactions and reduce siloes.
• Competition: Service blueprints allow you to compare what you want your service to look like with what it looks like now, or you
can compare your company’s services with a competitor’s.
• Failure analysis: Once you can see who is (or should be) doing what, it’s much easier to diagnose what’s going wrong.

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Service Blueprint

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