Business Report and Service Blueprint Assignment

Assignment Task

Assessment Explanation

Service blueprints are visual maps of the relationships between different service components - people, props (physical or digital) and processes - that are directly tied to touchpoints in a specific customer journey. Importantly, a service blueprint corresponds to a specific customer journey and the goals associated with that journey. Further, service blueprints provide a comprehensive understanding of an organisation's service and the underlying resources and processes - both seen and unseen to the customer - that make it possible. Focusing on this broader and more granular understanding provides a range of strategic benefits to the firm.

The assignment is designed to build and assess your skills in developing a service blueprint for a service organisation from the customer’s point of view.

Task

Blueprint an end-to-end service process based on a typical customer's experience journey.

Instructions

1. Select one of the following service processes available to Swinburne students and self-assign into the group on Canvas Links to an external site.

2. Identify target customers (e.g. student personas or segments) and select one target group to profile and describe their typical journey (included/ represented as component (2) 'customer actions' in your blueprint) throughout the service process.

3. Develop a visual blueprint of the service process for your one target customer group (including a rational for why you have selected this group), including all five components: (1) physical evidence, (2) customer actions, (3) onstage employee actions, (4) backstage employee actions, (5) support processes.

4. Demonstrate your ability to use the service blueprinting tool by developing key insights (i.e., findings/ learnings) about the service process.

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