Does Customer Journey Map Equal Service Blueprint?

When creating a personalized and human-centered experience for your users, we recommend using both methods. Yes, these are different ones! Why? Let’s explore the difference and best practices!


Illustration by Ulan Duo


What Is a Customer Journey Map (CJM)?

Literally, it’s a journey your customer takes from the first click on the button to their conversion or any other action. CJM reveals:


  • How a customer finds out about your product
  • What they think about it while making their first steps in using the product
  • How they feel while using it
  • How they interact with its features


This map allows you to look at the product from the customers’ perspective and understand how they perceive it, what’s great and what can be enhanced.

CJM Tool by Flowmapp


CJM is a story with a plot, emotions, feelings, internal dialogs, ups and downs. It’s empathic. So, it’s a good idea to collect details from real users who can share their experience. Based on that, you can even forecast how will your users react to new features in the future.

Keep in mind that CJMs are created not based on one user’s feedback but global customer research. They represent the unified experience.


Why Are CJMs Worth Your Attention?

  • They help understand your target audience, as you take a look at the product with their eyes
  • Customer journey maps allow defining priorities, goals, and tasks, according to research, so you eliminate the guessing game
  • They help teams see possible issues and fix them before your audience gets discouraged


If you’re going to create a CJM for your product, check out this step-by-step guide:

What Is a Service Blueprint?

It is a diagram that reflects all the necessary steps you need to take to make the ideal customer journey happen. Literally, it is the backstage of a CJM. It depicts:


  • What happens behind the scenes, which means different organizational scenarios, changes in the product, etc.
  • All the features of your product and the way they work
  • How users interact with it. Still, unlike a CJM, a service blueprint doesn’t show what users think and feel
Service Blueprint by Section


It looks more like a plain diagram and serves a slightly different goal - documenting how your professionals will make a customer journey real. Explore more details about service blueprints in our glossary.


Why Should You Use This Method?

  • It will allow you to build effective internal processes and set responsible people for every stage of implementation
  • You will notice possible pitfalls of delivering an ideal user experience, which will make it possible to fix issues even before going live!
  • A glance from above will show you areas where you can reduce costs or, on the contrary, invest more to make UX more effective


Illustration by Ulan Duo


Tips & Tricks for Using Both Methods

  1. Place research on the top of priorities. These tools reveal the reality and help you analyze it. If you have only hypotheses, they might show an imaginary situation that might give you false expectations.
  2. Set priorities and make changes while creating diagrams. When you see your plans in pictures, not just in text, it allows you to see what’s worth taking a closer look at. It’s never too late to enhance your product.
  3. Test them with real users. These might be your colleagues, friends, or relatives who use similar products. Since you are not always representing your target audience, find the most relevant person and ask their opinion.
  4. Use them to track success. If things in real life go the same way you planned in a CJM or service blueprint, then your analysis was strong enough. Continue walking the same path!
  5. Collaborate with the team at every stage. They say, two heads are better than one. Be sure you won’t miss anything important! Brainstorm and open new horizons together!


Your Smart Helper for Creating Any Diagram

No matter if you want to start with a detailed customer journey map or super-granular service blueprint, Flowmapp is always ready for new challenges!


Will you start with a CJM?

Great, then check out our special tools for that:

  • Create bright and clear user personas based on research
  • Fill your map with preset blocks and save time
  • Become an author and tell a story with emotions and feelings
  • Customize your map, move modules, experiment with combinations

Want to proceed with a service blueprint?

We recommend using this simple flowchart tool:

  • Choose symbols you will use for depicting core actions or features
  • Draw connections between them
  • Add text explanations and details to the blocks


What’s The Ideal Option?

Though both methods have their advantages, we can’t say that it’s a great idea to choose just one of them. Using both is the perfect option, as they complement each other.


Create service blueprints to connect the dots between creators and users, strengthen it with an empathic customer journey map to see if everything would work, or vice versa.


Start right now and feel the power of these methods! Start with a free plan on Flowmapp or log into your account to try these tools. :)

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