Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.

Service Blueprint

Editor's Note: Take a look at our featured best practice, Design Thinking - Poster (printable in A0, A1, A2) (1-page PDF document). Design Thinking poster gives a detailed description of a Design Thinking process. It is great as introduction to design thinking, an overview of a possible design thinking project, encouraging innovation and design thinking. Poster presents some typical tools for design thinking: Problem [read more]

* * * *

Service represents an intricate, multi-tiered procedure encompassing numerous individuals and technologies that collaborate harmoniously or encounter issues.  In order to foster Innovation and enhance Customer Satisfaction, visualizing every step and participant, from customers to third-party vendors, is essential.

This is where Service Blueprints play a crucial role.  Just as the name implies, the Service Blueprint assists in crafting a blueprint for the service process.

Service Blueprints serve as an extremely effective approach to Service Design.  They enable organizations to visualize, analyze, and optimize their Customer Experiences systematically.  Service Blueprints provide a holistic view of a service by depicting not only the customer-facing elements but also the underlying processes, interactions, and touchpoints that make up the entire service ecosystem.

Service Blueprint has emerged as one of the most precious tools in the toolkit of service marketers.  First applied in the field of Service Design, the method was subsequently applied to analyze drawbacks in Operational Efficiency.  Among the most extensively employed instruments, the Service Blueprint has been employed for overseeing Service Operations, shaping Service Design, and improving Service Delivery.

Service Blueprint comprises a practical process diagram that illustrates the service delivery procedure from the customer’s point of view.  Typically, creating a Service Blueprint will have the following 7 steps:

  1. Differentiate activities, order, and relationships.
  2. Identify criteria, variations, instructions, guidelines, services, and stock.
  3. Depict extra lines.
  4. Determine line of visibility.
  5. Provide timeframes and identify responsible individuals.
  6. Identify failure points and waiting periods.
  7. Manage divergence and complexity.

A Service Blueprint process basically encompasses raw materials in the form of inputs, a process that transforms the inputs, and finished goods as outputs.

Let us dig a little deeper into some of the steps.

1. Differentiate activities, order, and relationships.

Regardless of whether a new process is being initiated or an existing one is being mapped out, the process is kicked off by examining the customer service scenario.  The customer’s actions are organized in chronological order.  Activities, their order, and the relationships between them are examined separately.

2. Identify criteria, variations, instructions, guidelines, services, and stock.

The next step involves identification and incorporation of criteria and acceptable variations, written instructions, operational guidelines, supplementary services, and stock for each stage into the service blueprint.

Identification is carried out after establishing a comprehensive customer service encounter and incorporating sections to the customer actions such as:

  • Front-stage activities.
  • Backstage activities.
  • Support processes.
  • Tangible materials.
  • Timeframes.

3. Depict extra lines.

The extra lines are depicted next, e.g., the physical interaction line or the line of IT interaction, if necessary.  When handling complex services, it is advisable to depict supplementary lines.

Interested in learning more about Service Blueprint?  You can download an editable PowerPoint presentation on Service Blueprint here on the Flevy documents marketplace.

Do You Find Value in This Framework?

You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro LibraryFlevyPro is trusted and utilized by 1000s of management consultants and corporate executives.

For even more best practices available on Flevy, have a look at our top 100 lists:

225-slide PowerPoint presentation
[NOTE: Our Design Thinking presentation has been trusted by an array of prestigious organizations, including industry leaders such as Apple, MIT, NASA, Ford, Boeing, Fujitsu, Syngenta, Palo Alto Networks, and Mercer, to name just a few.] Design Thinking is [read more]

Readers of This Article Are Interested in These Resources

71-slide PowerPoint presentation
Design thinking is a human-centered, iterative problem-solving process of discovery, ideation, and experimentation that employs various design-based techniques to gain insight and yield innovative solutions for virtually any type of organizational or business challenge. This method combines both [read more]

324-slide PowerPoint presentation
32-slide PowerPoint presentation

About Mark Bridges

Mark Bridges is a Senior Director of Strategy at Flevy. Flevy is your go-to resource for best practices in business management, covering management topics from Strategic Planning to Operational Excellence to Digital Transformation (view full list here). Learn how the Fortune 100 and global consulting firms do it. Improve the growth and efficiency of your organization by leveraging Flevy's library of best practice methodologies and templates. Prior to Flevy, Mark worked as an Associate at McKinsey & Co. and holds an MBA from the Booth School of Business at the University of Chicago. You can connect with Mark on LinkedIn here.

, , , , , , ,

Complimentary Business Training Guides

Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function






The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.

Connect with Flevy:


About Flevy.com   /   Terms   /   Privacy Policy
© . Flevy LLC. All Rights Reserved.