A service blueprint documents how the company works and its internal operations.
It maps out the entire process of service delivery, above and below the line of visibility.“If you consider a customer journey map to be a movie, the service blueprint will be its perfect sequel”
Fresco says:
If you consider a customer journey map to be a movie, the service blueprint will be its perfect sequel.
When to use a service blueprint
Use service blueprints for existing services. A service blueprint should not be used for new services or as an ideation tool.
The contents of a service blueprint
As a diagram, a service blueprint lists all the activities that happen at each stage, performed by the different roles involved.
By mapping the steps by different user groups, the resulting matrix shows the relationship between what the user experiences, and what happens inside the organisation, helping to align the business processes to the user journey.
Source: Service Blueprint Example from Neilsen Norman Group
This example shows the line of visibility. This line lies between what the customer sees and what happens behind the scenes. This ensures that the processes, actions and content are considered and designed, not left to chance.