BluePrinting
To map the customer experience, it takes the right tool!
Have you ever tried to map a support process or a direct customer service? If so, you've probably noticed some weaknesses in traditional tools. Today we present a mapping tool adapted to customer experience mapping, Service Blueprinting.
The use of mapping is an essential part of any improvement project. Several mapping tools are available: VSM, Flowchart, Swimlane, SIPOC, etc. These different mapping methods allow for portraits at a higher or lower level while integrating different elements into the mapping (activities, information, added value, stakeholders, etc.). These mapping tools can all provide you with additional knowledge of your processes, but none of them can provide you with information on the customer experience. This is a critical element in many support processes and services, yet it is not absent from all mapping tools. That is why we are presenting Service Blueprinting today.
The structure of BluePrint
In many processes, the customer is an integral part of the process. The customer may have to interact with the process or even in some cases perform certain steps, so the customer must be an important part of the mapping. This could be possible through the use of Swimlane. This is the basic structure of a BluePrint, but it has specific corridors added to it that make the BluePrint unique. These corridors are:
- The physical evidence (the printed elements used by the client, the displays, etc.)
- Customer actions (the core of the mapping)
- The customer contact elements (the actions of frontline employees, the technologies used by the customer and/or frontline employees)
- Hidden elements (actions taken by the organization that are not visible to the customer and the processes that support the execution of these actions).
As with any other mapping, you can easily add additional elements. In the case of BluePrinting, it is easy to add relevant times and/or indicators at the top throughout the various client actions.
The BluePrint is similar to the swimlane in its corridors, but the corridors illustrate the possible relationship with the client rather than a simple separation of stakeholders.
The various corridor separations represent the customer interaction line, the line of visibility, and the internal interaction line. In addition, BluePrint also considers the physical evidence and technology used by the customer. In a customer experience context, these last two elements are often critical to customer satisfaction. By doing so, you can ensure that no contradictions are present and that the various objects in contact with the customer support the latter in the execution of the tasks he has to perform.
The line of sight
The concept of line of sight offers an interesting thought: all activities or objects above this line can influence the customer's perceptions and therefore the perceived quality. It is therefore critical to control the interactions with the staff. These, as well as the various objects in contact with the customer, must respect minimum standards in order to create or maintain a brand image.
By focusing on improving the various elements above the line of sight, you can quickly improve the perception of quality. Of course, this does not mean that you should neglect other activities, but the image you project is probably as important as what you do and there is no point in improving your processes if you neglect your image.
BluePrinting in action
To learn more about the Blueprinting Service and its realization, I invite you to visit the following link: https://miro.com/guides/service-blueprints/ You will find there, in addition to the complete process, some concrete examples as well as various templates allowing you to quickly attempt a mapping.
