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Omni鄄channel Service Blueprint: Research from Perspective of
Customer Experience and Service Channel Evolution

LI Fei
(School of Economics and Management, Tsinghua University, Beijing 100084, China)

Abstract: In the era of omni - channel integration and experiential marketing, more and more attention has been paid to the
evolution and improvement of service blueprint tools, which has a history of 37years. Based on the perspective of customer experi鄄
ence and service channel evolution, the evolution of the service blueprint can be divided into 4 stages: the stage of offline single
channel service blueprint focusing on time鄄saving experience (1982 - 1992), the stage of both offline and online channel service
blueprint focusing on sensory experience (1993 - 2008), the stage of offline and online cross channel integration service blue鄄
print focusing on emotional experience (2009 - 2018), and the stage of omni鄄channel service blueprint focusing on integrated ex鄄
perience (since 2019). On that basis, this paper builds a new basic framework for omni鄄channel service blueprint, including 6
items such as support system of omni鄄channel tangible presentation, omni鄄channel tangible presentation, omni鄄channel customer
behavior, front鄄end staff omni鄄channel behavior, back鄄end staff behavior and support system of omni鄄channel behavior,with 2 ex鄄
ternal interaction lines, 2 internal interaction lines and 2 visible lines used for segmentation. Finally, the application of omni鄄
channel service blueprint is illustrated with an example.
Key Words: service blueprint; omni鄄channel; customer experience; service marketing; channel integration

(本文责编摇 邓摇 艳)

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