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Comprehensive Customer Journey Mapping Process for Service Blueprint Design

This guide outlines a structured approach to creating customer journey maps and service blueprints to improve customer experience. Learn five steps for each process and how to address pain points effectively. Understand the touchpoints, emotional responses, channels, and staff actions involved in the journey.

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Comprehensive Customer Journey Mapping Process for Service Blueprint Design

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  1. STAGE

  2. Focus-group design sprint • Goal: To create the fewest solutions for the most problems • __________________________________________________ • Questions to start brainstorming: • What would this experience look like if every touchpoint was delightful? • What needs to change for this to happen? • What supports would you need as staff for this to happen?

  3. Five Steps to Customer Journey Map • What do you hope to learn from the project? • What will you focus on? • Identify journey steps and touch points • Aggregate data • Include steps of the journey; touchpoints; and expectations • Recruit • Observe • Interview • Explore further to improve CX

  4. Five Steps to Service Blueprint • Evaluate potential solutions • Logistical Constraints • Identify staff actions; internal support; and external support • What do you hope to learn from the project? • What will you focus on? • Recruit • Focus Groups • Interview • Aggregate data and build blueprint

  5. FEELING DELIGHTFUL SATISFYING NEUTRAL PAINFUL CHANNELS

  6. The steps on the journey: • Pre-Touch: Interactions that happen before explicitly starting the journey with the library. • First Touch: First interactions that participants have with the library. • Core Touch: Interactions that take place throughout the journey. • Last Touch: The final interactions with the library before the end of their journey. • In-Touch: Interactions that take place after the journey has ended. • The emotional response (what the customer is feeling) to the touchpoint: • DELIGHTFUL: This touchpoint surprises, delights, and makes a customer’s day. These go above and beyond a customer’s expectations. • SATISFYING: This touchpoint meets a customer’s expectation and satisfies their desires or needs. • NEUTRAL: This touchpoint is neither good nor bad for the customer. • PAINFUL: The customer’s expectations are not met. • Channels:Visualize which different channels customers use or come across at each stage. • Doing & Saying:A description of what customers are doing or quotes from customers that sum-up their experience on each stage. • Thinking:What a customer is expecting from this stage of the experience • Customer Journey Map Components

  7. Template Service Blueprint CUSTOMER PAIN POINTS EPL EMPLOYEE ACTIONS (FRONTSTAGE) INTERNAL SUPPORT & INFLUENCES (BACKSTAGE & SUPPORT) EXTERNAL INFLUENCES (SUPPORT) IDEAS & QUESTIONS TO EXPLORE FURTHER

  8. Customer Pain Points • The pain points from a specific CJM consolidated into a manageable number of pain points. • Employee Actions (Front Stage): • Consists of the employee actions that the customers can observe directly and that contribute to the pain point. • Internal Support and Influences (Back Stage): • Consists of the EPL specific practices, procedures, projects, and workflows that influence the employee actions and contribute to the pain point. • External Influences (Outside the Organization): • Consists of external influences that contribute to the pain point. Many of the external influences are not conditions that a public library has control over such as BiblioCommons control of the catalog interface and customer expectations related website content. • Ideas and Questions to Explore Further: • Consolidate ideas and questions presented in the focus groups and meetings related to addressing painful touchpoints. Use these comments as a starting point to explore potential recommendations. • Service Blueprint Components

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