Despite the dominance of services in modern economies, and their rapid growth worldwide, it is surprising how little research and how few methods and techniques exist to address the unique challenges of service innovation. Here we have presented practical information and instructions, successful cases studies, and the benefits of one such customer-focused service innovation technique-service blueprinting. This technique, the basics of which were first introduced over twenty years ago, has evolved significantly in the intervening years. This is a useful and versatile approach for organizations of all sizes and for strategic as well as tactical decisions. The uniqueness of the technique when compared to other process techniques is its unrelenting focus on the customer as the center and foundation for innovation, service improvement, and experience design. That doesn't mean that customers are the source of innovation, but rather that value to the customer (broadly construed) is the central purpose of innovation.
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