Service Blueprints

Service Blueprints are an attempt to describe the on-stage interations between the service provider and service consumer. They consist of a set of use cases which follow both on-stage and off stage support for the service delivery.

"Blueprints" follow the concept of architectural blueprints in providing a detailed artifact to allow analysis of interactions. The issue with such an approach is it encourages analysts to see interactions as following a script, rather than their being a conversation between the on-stage actors. Variations should be seen as part of the richness of the interactions, rather than anologies (or ignored.) Blueprints used as scripts should be seen as examples or exemplars, rather than true descriptions of service interactions.

From a Sensemaking viewpoint, interactions only become interesting once they depart from the standard script.

Proponent of this approach include the Centre for Services Leadership

Shostack developed this idea of Service Blueprints from analysis of how services differ from products [1], and how services can be broken down into molecular components [2, 3], until seeing the blueprints as what almost becomes workflows or activity diagrams [4]

1. Shostack, G.L. 1977, 'Breaking free from product marketing', Journal of Marketing, no. April.
2. Shostack, G.L. 1982, 'How to design a service', European Journal of Marketing, vol. 16, no. 1.
3. Shostack, G.L. 1984, 'Designing services that deliver', Harvard Business Review.
4. Shostack, G.L. 1987, 'Service positioning through structural change', Journal of Marketing, vol. 51, pp. 34-43.
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