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Business Leadership Design: Outlining the Customer Experience ASU

Whether your company offers products or services, every touchpoint with your customers matter. Learn a new tactic called service blueprinting to plan a better experience for your business' customers.

About This Course

Examine a new method of improving the customer experience called service blueprinting. You will learn to recognize moments of truth and customer pain points and discover how to detect opportunities to improve every aspect of the customer experience in your business. By the end of the course, you will be able to describe the differences between products and services, list the three things that customers want in a service, draw a blueprint of a best-in-class customer service process and a lot more.

This course is especially beneficial to managers or individual who are responsible for customer interactions (e.g., customer experience, operations, support, sales and marketing).

This is a sample unit of a course offered as part of a certificate program through the Center for Services Leadership. For more information on the Center for Services Leadership, please visit our website at or contact us at or 480 965-6201.

This course will take you approximately 2 hours to complete.

Learners who complete this course will earn a digital certificate of completion and a digital badge.


English proficiency

Meet Your Instructor

Course Staff Image #1

Nancy J. Stephens
Associate Professor of Marketing
W. P. Carey School of Business
Arizona State University

Nancy J. Stephens is Associate Professor of Marketing Emeritus at the W. P. Carey School of Business at Arizona State University. She is a member of the Center for Services Leadership faculty network and regularly conducts workshops on services blueprinting.

Nancy taught marketing management to working adult MBA students in the evening, on weekends, and online, as well as in ASU’s partner schools in Shanghai, Sweden, France and Mexico City. Her latest research publication was entitled, “Beliefs of Chinese Buyers of Pirated Goods” (Journal of Consumer Behaviour, 2013).

Nancy received her Ph.D. from the University of Texas at Austin and her B.S. (with Honors) and M.S. degrees from the University of Illinois at Urbana.

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