part 4 aligning service design and standards 8-1
TRANSCRIPT
Part 4
ALIGNING SERVICE DESIGN AND STANDARDS
ALIGNING SERVICE DESIGN AND STANDARDS
8-1
CUSTOMER
COMPANY
Gap 2: The Service Design and Standards Gap
Customer-drivenservice designs and standards
Company perceptions of customer expectations
Provider Gap 2
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Key Factors Leading to Provider Gap 2
8-3
Service Innovation and Design
Challenges of Service Innovation and Design Important Considerations for Service InnovationTypes of Service InnovationsStages in Service Innovation and DevelopmentService Blueprinting: A Technique for Service
Innovation and Design
Chapter
8
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Objectives for Chapter 8:Service Innovation and Design Describe the challenges inherent in service innovation and
design. Present an array of different types of service innovations,
including service offering innovation, innovating around customer roles, and innovation through service solutions.
Discuss the importance of engaging customers and employees and employing service design thinking in service innovation.
Present the stages and unique elements of the service innovation and development process.
Demonstrate the value of service blueprinting and how to develop and read service blueprints.
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Risks of Relying on Words Alone to Describe Services
Oversimplification
Incompleteness
Subjectivity
Biased Interpretation
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Important Considerations for Service Innovation
Involve customers and employeesEmploy service design thinking and techniqueshttp://www.youtube.com/watch?v=s62DROeCU
DU
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Types of Service Offering Innovations
Major or radical innovations FedEx overnight shipping
Start-up businesses door-to-door airport shuttle
New services for the currently served market Retailers offer play area or coffee bar
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Types of Service Offering Innovations
Service line extensions A restaurant adding new menu An airline offering a new route
Service improvements The addition of wireless Internet connection to a hotel room
Style changes Revising a logo, redesigning a website
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Important Considerations for Service Innovation
The five principles of service design thinking: User-centered: Services should be experienced and designed
through the customers eyes Cocreative: All stakeholders should be included in the service
design process Sequencing: A service should be visualized as a sequence of
interrelated actions Evidencing: Intangible services should be visualized in terms
of physical artifacts Holistic: The entre environment of a service should be
considered
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Service Innovation and Development Process
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New Service Strategy Matrix for Identifying Growth Opportunities
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KFC in Africa
PetSmart Tide Dry Cleaners
Example: PetSmart
Example: Tide Dry Cleaners
With video
Service Concepts Examples Vedia_Finland
Next Gen TV_US
Smart Store _India
Source: http://www.youtube.com/watch?v=zFbMZb1h9m4 http://www.youtube.com/watch?v=m5BPX4mEGG8 http://www.youtube.com/watch?v=m81yIvU3sfc
Service Blueprinting
A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view.
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Service Blueprint Components
Customer Actions
line of interaction
Visible Contact Employee Actions
line of visibility
Invisible Contact Employee Actions
line of internal interaction
Support Processes
Physical Evidence
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Service Blueprint Components
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Blueprint for Express Mail Delivery Service
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Blueprint for Overnight Hotel Stay Service
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Blueprint for DVD Rental Kiosk
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Benefits of Service Blueprinting Provides a platform for innovation. Recognizes roles and interdependencies among functions,
people, and organizations. Facilitates both strategic and tactical innovations. Transfers and stores innovation and service knowledge. Designs moments of truth from the customer’s point of
view. Suggests critical points for measurement and feedback in
the service process. Clarifies competitive positioning. Provides understanding of the ideal customer experience.
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Building a Service Blueprint
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Regarding Midterm Exam
What I expect you to know The differences between good and services The Gap Model The service quality The strategies firms use to build relationship with
customers The strategies firms use to recover from service
failure