Service blueprinting has its roots in service quality and customer satisfaction research.

It is a basic method to understand and to describe service processes.

In service blueprint the service processes and interactions are visualized as a flowchart which includes the interaction with the customer in the front stage, separated from the back stage service production.

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According to Pires et al. (1999) the challenge is to effectively capture customer experiences. They propose a 9-stage process to meet this challenge:

1. Research customer experiences. 2. Use the information gathered to construct a comprehensive step-by-step

flowchart.3. Analyze every step. Identify critical positive steps and fail points.4. Ensure that critical positive steps are consistently performed during service

delivery.5. Analyze fail points with reference to the company vision / mission and

capabilities. Decide on whether any such points are beyond capabilities, hence justified.

6. Develop scenario planning to minimize negative outcomes.7. Develop step-by-step corrective actions for unjustified fail points.8. Finalize a comprehensive service delivery blueprint.9. Plan for effective implementation.

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Service blueprinting is credited with creating an understanding of service creation and delivery systems through a comprehensive description of the service process

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Bigné, E., Moliner, M.A., Sánchez, J. (2003) Perceived quality and satisfaction in multiservice organisations: the case of Spanish public services, in: Journal of Services Marketing, Vol. 17 No.4, pp.420-42.Kingman-Brundage, J. (1989) The ABC’s of service system blueprinting, in: M.J. Bitner and L.A. Crosby (Eds.) Designing a Winning Service Strategy, Chicago: American Marketing Association.Koljonen, E.L.-P.L., Reid, R.A. (2000) Walk-through audit provides focus for service improvements for Hong Kong Law Firm, in: Managing Service Quality. Vol. 10 No. 1, pp. 32-46.Pires, G., Stanton, P., Stanton, J. (2004) The role of customer experiences in the development of service blueprints. Australia and New Zealand Marketing Academy Proceedings.Shostack, G.L. (1984). Designing services that deliver. in: Harvard Business Review 62, pp. 133-140. 61.

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