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The service blueprint for successful service delivery is divided in three main sections: Customer, Onstage and Backstage. Customer represents the Customer Journey, Onstage is where the customer interactions take place. And in the Backstage you visualize the internal processes and operations the customer doesn’t see. Backstage is often referred to as under the Line of Visibility. Finally, at the bottom of the map you’ll find development lanes for improvements.

The service blueprint template is designed to provide a clear and balanced overview. It is not too overwhelming (which means it works well when presenting at a decision group), but can still contain all the deeper insights and details in the sub-lanes.

Service blueprint lanes and how to use them to create value

Customer

• Customer phases: Represents the overall phases in the customer journey, most often stated as before, during and after using a service or a product.
• Customer journey: In this lane, describe all the activities or situations that the customer goes through. To learn more about how to think about levels of details read about how to create a journey map part 3. Sub-lanes are customer activities, goals and needs.
• Customer emotional state: Describe the customer’s emotional state. If the customer is happy the curve goes up, and vice versa. To explain the emotional state – use the sub-lane for customer experience explanations. Sub-lanes are customer quote, experience, thinking, feeling and insight evidence. The purpose with the insight evidence is to help your team to make notes about what kind of customer insights you rely on. Are they true, research based or assumptions and wishful thinking? It’s totally okay to mix, as long as you are aware of it.

Onstage – The Interaction

• Service evidence: Describe the tangible evidence, (physical or digital) of the service from the customer’s perspective. Regardless of channel, what makes the service visible for the customer
• Touchpoints: Digital, phone, physical and print. All organisations have their unique mix of interaction channels. Add and remove to suit your needs.
• Competitors and substitutes: What is the alternatives for the customer in each journey step? What interactions does the customer have with other solutions?
• Metric and data: Use data to illuminate the importance of the steps.

Backstage – Behind the line of visibility

• Organisations activities: What operational activities do we perform here?
• Organisations processes: What processes are the activities parts of? Tip: use links to connect in both directions with process mapping tools. Place links in Custellence pointing to process maps and grab Custellence cards URL links and place them in the process tools.
• Organisations support systems: What IT systems do we have to support the processes?
• Policies and rules: Describe if there is any rules or policies that dictate why something is a certain way.

Development

• Main challenges: What are the main challenges to solve? Articulate this to make sure you are solving the challenge and not something else. It’s a common mistake to slide of the target as the project is moving forward.
• Development priority: What challenges are more and less important to solve? Look for places where the emotional curve is low. If solving this customer need while also benefiting the business or solve business needs, you have a perfect opportunity to create customer centric change and profitability. Bingo!
• Objective and Vision: Before generating ideas its super powerful to form a vision. “What if” it was like this?
• Solutions and ideas: Its ideation time! In these lanes, place all the ideas and solutions you can you come up with to solve the prioritized challenges to reach the vision. Duplicate this lane as you come up with several amazing improvements.

Service blueprinting for successful service delivery is a time-consuming work. Try spending most of the time on the areas that is crucial to your service´s profit.

Here’s some other service blueprint examples:

Service blueprint for organizing a conference

Source: Service Blueprint on Wikipedia

Service blueprint for Uber

Source: Studio Watr – Optimize your business with Service Design

Service blueprint for table catering (with video explainer)

How to build a service blueprint for a student enrollment in a college program

In this video George Zakher has put together a great step-by-step guide on how to build a service blueprint for a great service delivery from the ground up. In the video all the parts of the blueprint is covered. Also you get to see in what order the parts of blueprint is put together.

Read more about different types of Customer Journey Maps and when to use what here.

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Explore the template in the app

About the professional journey map template

This template works for most industries and organizations and will enable you to quickly get valuable and actionable customer insights.

This is not a pre-filled template for a specific industry. Instead, you will build your own map while we will guide you. Look inside the map, where you find pro-tips and answers to the most common questions. Follow the steps 1-6 to create a professional journey map that suits your organization and customers or users.

How to use this template

This template is made to help you save time and focus on the things that matters. Note that you can delete elements in the template that you don’t need (for instance the instructions or tips when you are finished). Just follow the instructions in step 1 – 6 in the map, and you are on the right track to a customized professional journey map that will work for you:

Step 1 to 3 – Customer journey
Where to start? Trying to figure out the starting point of a customer journey can sometimes be tricky. We recommend you to start in the during phase, and then work your way back and forth from there as you map the journey.

Step 4 – Phases
The phases can be your customer lifecycle adapted to your industry, scope or customer journey. In health care for instance, “Getting admitted” may be more relevant than “Purchase” which suits the retail industry better.

Step 5 – Emotional curve
In the emotional curve, describe the pain or gain points your customer is experiencing. To capture emotions easier, ask yourself what the customer is doing, thinking and feeling.

Insights can be based on either assumptions or research. This matters, and that’s why we recommend you to take notewhether an insight is validated or not. You may also want to upload a piece of field research or data in the map.

Step 6 – Touchpoints
Think about the touchpoints you have in your organization, ie the channels, devices, or specific points of contacts where your organization meets the customer. Here are four common touchpoints: social media, email, phone, website. You can change, copy, or add lanes to suit your customer journey.

Connecting the customer journey with your backstage

When you are finished mapping your customer journey by following the steps in this professional journey map template, congrats! You have now completed the customer journey part of your map.

Depending on the purpose of your journey mapping, you can now take some different steps. If you stop where you are, you can use the journey map to:

1. Analyze and iterate your research in order to establish validated insights. Customer journey mapping is an ongoing activity and the map is probably never a finished product. It needs continuous work!
2. Innovate and develop your product, service or business model. Use the journey map to understand what areas are important for the customer, and why these areas need to change or be removed. Use the map to get coherence in your organization – unite departments in focusing on creating the best customer experience!
3. Follow up with KPIs and metrics that support your business goals, and the customer experience.

If your goal is to create customer journey based development or change, you will need to connect the customer journey to your backstage, the processes, departments and workflows on the inside of your organization.

To do so, use the backstage lanes in this professional journey map template (orange color), Internal activities, Supporting systems and KPIs and metrics.

Explore all our customer journey templates here and if you want ot learn more about how to create a customer journey map, check out our step-by-step guide.

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Download a pdf version of the template

Explore the template in the app

The main focus of this map is to enable ideation and creation of solutions. Therefore it contains the additional lanes for “Potential opportunities” and one for “Ideas and Solutions”.

Using Map Lanes to Drive Value

Customer Phases

Represents the overall phases in the Customer Journey, most often stated as Before, During and After using or experiencing a service or a product.

Customer Journey

In this lane, describe all the activities or situations that the customer goes through. To learn more about how to think about levels of details read about how to create a journey map part 3.

Customer Needs

Connected to each activity above, describe the customer’s need during this activity.

Emotional Curve

Describe the customer’s emotional state connected to each activity. If the customer is happy the curve goes up, and vice versa. To explain the emotional state – use the sub-lane in your map for Customer Experience Explanations.

Potential Opportunities

After having mapped the Customer Journey, the Needs and Emotions, you can start to map Potential Opportunities. Where are the opportunities for change and improvements? Look for places where the emotional curve is low. If solving this customer need while also benefiting the business or solve business needs, you have a perfect opportunity to create customer centric change and profitability. Bingo!

Ideas

It’s ideation time! In these lanes, place all the ideas and solutions you can come up with to solve the opportunities you discovered in the lane above.

How to Optimize Your Customer Journey When Working in Custellence 

Try to be to the point and write “headlines” in the card (no novels here!). Instead use the sublanes for details and to explain the cards. This way you will have a map with both a great overview and with all the deeper data well documented.

This template is also great for workshops. Either you print this version to work IRL, or just work straight in Custellence with your team. You don’t have to be at the same site anymore if you don’t want to. Custellence is made for real time workshopping.

How to Run the Workshop Based on the Customer Journey Map Ideation Template

Read more about the Customer Journey workshop.

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