Upload
martina-wright
View
216
Download
2
Tags:
Embed Size (px)
Citation preview
Assoc. Prof. Dr. Aykan CANDEMIR
Service DesignA.Yigit İnce 1508-1422
Johannes Kirsch Erasmus
Aydın Öztürk 1312-1111
Ezgi Tabak 1510-201
Context
1. Definition of Service Design Differences service and product based marketing
2. Classification of service design Characteristics of Service
3. How do consumers choose the brands? Factors that influence the development of the service
4. Deficits of Service Judgement of service in 5 dimensions
5. Service Design Practices
Definition of Service Design
Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.
Concept of Service Design
Core Product: accomodation
service
Tangible Product: front office
service, bar&restaurant
service
Enriched Service: cleaning service, decoration, etc.
Classification of Service Design
Technology Based Services
Full mechanization
like a radiograph
Expertize and Mechanization
Computer services
Partial mechanization
theather
Human Based Services
Not required expertise
house cleaning
Required professionalism
advocacy
Specialistic
barber
Classification of Service Design
Based on Human
Tangible: • Beauty salon• Restaurant
Intengible:• Education• Museum• Theater
Based on Goods
Tangible:• machine repair• building
maintenance• dry cleaning
Intengible:• Bank• Security• Insuarance
Characteristics of Service
intangibility
inhomogeneity
concurrence
weakneess
challenges on
forecasting
non-transferable ownership
How do consumers evaluate and choose the brands?
Total Valu
e
The value of
self-service
Personel value
Image value
The value of
the service
• Factors that influence the development of the service sector
Fragmentation of Production
Communication Services
Rapid Aging of Goods
• Factors that influence the development of the service sector
Globalization
Increased quality of educational services
Increased stress in social life
Deficits of ServiceDeficit 1 Deficit 3
Insufficent marketing research Research not focused on quality Research editing incorrectly
Ineffective recruitment and placement Uncertainties role and role conflict Incompatibility between the staff and physical environment Inappropriate pay and assessments Authorization and audit deficiencies
Insufficent communication Insufficent relationship Lot of the number of hierarchical levels between manager and
staff Target customer definition of insufficent Focus on process rather than relationship Focus on finding new customers rather than current customer
Can’t do balance of supply- demand
Incompatibility of customer profile Give excessive importance to price for edit demands Insufficiency information to necessary for role and functions of
customer The adverse affect on other customers
Deficit 2 Deficit 4
Lack of customer service standards İnsufficient on process management Impossible and unnecessary perception Management and staff not enough dedication yourself Unsystematic new service design Uncertain and undefined services Not to be careful to relationship between design and positioning
Contact incompetance in managing customer expectations Not to help customers and can’t educated them Excessive promises by promotion methods Can not be made personal sales for give promise Creating the impression that no promises can not be fulfilled
• Judgement of service in 5 dimensions
service reliability responsibility confidence empaty Physical conditions
Car repair İdentified problem anddelivered on deadline
Not waited me and greeted my need on politely
Really information about mechanics
Remember me. Know my ex-problems
Have waiting room and have all of equipment
Air line company Fits commitment to departure and arrival time
Have careful and fast systems for ticket,baggage service
Have reliable and specialist employees and owners good name
Focus on customer’s special need and wants
There are appropriate places for all kind of needs in air
Hospital Be careful appointment
Willing to listen to patient without waiting
Knowledgeable specialists
Remember my previous visit. Knowledge for my sickness and complaint
Waiting room, changing cubicle and equipment are perfect
Architecture Do project for promise budget and time
Return to change and listen to good advice and knows me
have Specialist knowledge and different style. Love research
Patient for satisfy special wants. Collaborater for clearly assessment ever alternative
Office and equipment are perfect
hotel Records of reception are perfect. Reception is reliable
Willing docustomer’s wants even loss
Have special information system for customer. Remember customer
Focus on customer’s wants and do them
Comfort, cleaning and communication item are perfect
Service Design made by Germany
Service Sector—> key pillar of the GDP: 70%
72% of the (working) population works in the service sector
Service Export Ranking: 2nd place world wide
13
69%
26%
5%1%- Service: 69%- Manufacturing: 26%- Construction Industry: 5%- Agriculture: 1%
ThinkMoto Practical Example:Menshealth
„The redesign should open doors for new target groups“
Redesigning the german Website+ implementing a new sub-branch
binding customers through easy navigation
emphasize on our classics
14
Practical Example: BMW DriveNOW
DriveNow specialized for big cities
Service Design: easy access, always present, no extra payments, never waiting
https://www.youtube.com/watch?v=2mt19JukTrk
15
Fjord Practical Example: TeliaSonera
„We selected Fjord for their deep knowledge of digital design across platforms, and leading experience in international markets.“ new group wide brand-
identity showing rich heritage +
innovations strategic work + digital
identity + User experience
16
Fjord Practical Example: Citibank
„We wanted to fundamentally rethink customer interactions.“
more than just an App with data
supply detailed informations
enrich customers understanding
smooth and simple Online Banking 17