Читать книгу Digital Marketing - Annmarie Hanlon - Страница 80

Understanding customer journeys means understanding the process customers take from identifying a need or desire for an item, to the conclusion and purchase. This considers a single track, the customer view. Service blueprinting is another form of process modelling but considers all the actors involved: the customers, staff, delivery – any people or processes that contribute to the overall customer action.

In ‘Service Blueprinting: A Practical Technique for Service Innovation’ Mary Jo Bitner (the professor who increased the 4Ps to the 7Ps) and her colleagues identified five specific components for a service blueprint (Bitner et al., 2008), which are shown in Table 2.5 with examples.

Table 2.5