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Part 4
ALIGNING
SERVICE DESIGNAND STANDARDS
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CUSTOMER
COMPANY
Service Design andStandards Gap
Customer-DrivenService Designs and
Standards
Compan Perceptionso! ConsumerE"pectations
Provider Gap 2
Part 4 Opener
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O'(ectives for Chapter &)
Service Development and Design
Descri'e the challenges inherent in service design*
Present the stages and ni+e elements of the new$
service development process*
Demonstrate the vale of service 'leprinting and how to
develop and read service 'leprints*
Present lessons learned in choosing and implementing
high$performance service innovations*
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"igre &*,
-is.s of -elying on /ords 0lone to
Descri'e Services
Oversimplification
%ncompleteness
S'(ectivity
Biased %nterpretation
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Types of New Services
ma(or or radical innovations
start$p 'sinesses
new services for the crrently served mar.et
service line e1tensions
service improvements
style changes
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"igre &*2
New Service Development Process
Sources) Boo$0llen 3 #amilton ,&526
Bowers ,&576 Cooper ,&&86 9hrana 3
-osenthal ,&&:*
#usiness strateg deve$opment or revie%
Ne% service strateg deve$opment
&dea generation
Concept deve$opment and eva$uation
#usiness ana$sis
Service deve$opment and testing
Postintroduction eva$uation
Commercia$i'ation
Mar(et testing
Screen ideas against new service strategy
Test concept with customers and employees
Test for profitability and feasibility
Conduct service prototype test
Test service and other marketing-mix elements
"ront$end
Planning
%mplementation
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"igre &*8
New Service Strategy ;atri1 for
%dentifying Growth Opportnities
Mar(ets
O!!erings
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"igre &*7
Service Bleprinting
0 tool for simltaneosly depicting the service process the
points of cstomer contact and the evidence of service
from the cstomer=s point of view*
Service
Bleprint
Process
Points o! contact
Evidence
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Service Bleprint Components
Customer Actions
line of interaction
)Onstage* Contact Emp$oee Actions
line of visibility
)#ac(stage* Contact Emp$oee Actions
line of internal interaction
Support Processes
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"igre &*>
Service Bleprint Components
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"igre &*:
Bleprint for
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"igre &*5
Bleprint for Overnight #otel Stay Service
SUPPORTPROCESSC
ONTACTPERSON
ABac.Stage
AOnStage
C
USTOMER
#otel
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Step .
%dentify the
process to 'e
'le$printed
Step .
%dentify the
process to 'e
'le$printed
Step /
%dentify the
cstomer or
cstomer
segment
Step /
%dentify the
cstomer or
cstomer
segment
Step 0
;ap the
process from
the
cstomer=s
point of view
Step 0
;ap the
process from
the
cstomer=spoint of view
Step 1
;ap contact
employee
actions onstage
and 'ac.$stageandor
technology
actions
Step 1
;ap contact
employee
actions onstage
and 'ac.$stageandor
technology
actions
Step 2
@in. contact
activities to
needed
spport
fnctions
Step 2
@in. contact
activities to
needed
spportfnctions
Step 3
0dd evidence
of service at
each cstomer
action step
Step 3
0dd evidence
of service at
each cstomer
action step
"igre &*&
Bilding a Service Bleprint
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0pplication of Service Bleprints
New Service Development
concept development
mar.et testing
Spporting a Eero DefectsF Cltre
managing relia'ility
identifying empowerment isses
Service -ecovery Strategies
identifying service pro'lems
condcting root case analysis
modifying processes
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Bleprints Can Be ?sed By)
Service Mar(eters
creating realistic cstomere1pectations) service system
design
promotion
Operations Management
rendering the service as
promised) managing fail points
training systems
+ality control
+uman Resources Management
empowering the hman
element)
(o' descriptions
selection criteria
appraisal systems
Sstem Tec4no$og
providing necessary tools)
system specifications
personal preference data'ases
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"igre &*,
#ose of Service !ality for Hillage Holvo
Source) I* 0* "itsimmons and ;* I* "itsimmons Service anagement!
8rd ed* ANew Jor.) %rwin ;cGraw$#ill 2 p* 75*
