Upload
annabella-merriwether
View
229
Download
1
Tags:
Embed Size (px)
Citation preview
McGraw-Hill © 2000 The McGraw-Hill Companies
1
SMSM
McGraw-Hill © 2000 The McGraw-Hill Companies
Part 3
ALIGNING STRATEGY, SERVICE DESIGN
AND STANDARDS
McGraw-Hill © 2000 The McGraw-Hill Companies
2
SM
CUSTOMER
COMPANY
GAP 2
Customer-Driven Service Designs and
Standards
Company Perceptions of
Consumer Expectations
Provider GAP 2Provider GAP 2
Part 3 Opener
McGraw-Hill © 2000 The McGraw-Hill Companies
3
SMSM
McGraw-Hill © 2000 The McGraw-Hill Companies
Chapter 8
SERVICE DEVELOPMENT AND DESIGN
McGraw-Hill © 2000 The McGraw-Hill Companies
4
SM
Figure 8-1Figure 8-1
Risks of Relying on Words Risks of Relying on Words Alone to Alone to
Describe ServicesDescribe Services
Oversimplification Incompleteness Subjectivity Biased Interpretation
McGraw-Hill © 2000 The McGraw-Hill Companies
5
SM
Figure 8-2 Figure 8-2
New Service Development ProcessNew Service Development Process
Source: Booz-Allen & Hamilton, 1982; Bowers, 1985; Cooper, 1993; Khurana & Rosenthal 1997.
Business Strategy Development or Review
New Service Strategy Development
Idea Generation
Concept Development and Evaluation
Business Analysis
Service Development and Testing
Postintroduction Evaluation
Commercialization
Market 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
Front End Planning
Implementation
McGraw-Hill © 2000 The McGraw-Hill Companies
6
SM
Figure 8-3Figure 8-3
New Service Strategy Matrix New Service Strategy Matrix for Identifying Growth for Identifying Growth
OpportunitiesOpportunities
Markets
Offerings
ExistingServices
NewServices
Current Customers New Customers
SHARE BUILDING
DIVERSIFICATION
MARKETDEVELOPMENT
SERVICEDEVELOPMENT
McGraw-Hill © 2000 The McGraw-Hill Companies
7
SMThe Structure of Service ProductionThe Structure of Service Production
• Interactive Part– customer contact with– contact personnel– systems– physical components
--------------------LINE OF VISIBILITY----------------------------
• Support– Management Support– Support Functions– Technological/Knowledge Support
Figure 8-4Figure 8-4
Service Mapping/BlueprintingService Mapping/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.
ServiceMapping
Process
Points of Contact
Evidence
McGraw-Hill © 2000 The McGraw-Hill Companies
McGraw-Hill © 2000 The McGraw-Hill Companies
9
SM BlueprintingBlueprinting
• Looks at the basic systems of your organization ---- “a process”
• Answers the questions: Who does what, to whom, how often, and under what conditions?
McGraw-Hill © 2000 The McGraw-Hill Companies
10
SM Service Blueprint ComponentsService Blueprint Components
CUSTOMER ACTIONS
line of interaction
“ONSTAGE” CONTACT EMPLOYEE ACTIONS
line of visibility
“BACKSTAGE” CONTACT EMPLOYEE ACTIONS
line of internal interaction
SUPPORT PROCESSES
McGraw-Hill © 2000 The McGraw-Hill Companies
11
SMSymbols Used In Symbols Used In
BlueprintingBlueprinting• Rectangles --- process symbol
• Flow of lines --- how often
• Boxes with fans --- a range of potential actions which can occur
• Circles with fans --- a range of potential events that may occur
• Line of Visibility --- onstage from backstage
McGraw-Hill © 2000 The McGraw-Hill Companies
12
SM
DriverPicksUp Pkg.
DispatchDriver
AirportReceives& Loads
SortPackages
Load onAirplane
Fly toDestinati
on
Unload&
Sort
LoadOn
Truck
Express Mail Delivery ServiceExpress Mail Delivery ServiceSU
PPO
RT
PR
OC
ESS
CO
NTA
CT
PER
SO
N(B
ack
Sta
ge)(O
n S
tage)C
USTO
ME
RPH
YSIC
AL
EV
IDEN
CE
CustomerCalls
CustomerGives
Package
TruckPackagingFormsHand-held ComputerUniform
ReceivePackage
TruckPackagingFormsHand-held ComputerUniform
DeliverPackage
CustomerServiceOrder
Fly toSort
Center
McGraw-Hill © 2000 The McGraw-Hill Companies
13
SMOvernight Hotel StayOvernight Hotel Stay
SU
PPO
RT P
RO
CESS
CO
NTA
CT P
ER
SO
N
(Back
Sta
ge)(
On S
tage)
CU
STO
MER
HotelExteriorParking
Cart for Bags
DeskRegistrationPapersLobbyKey
ElevatorsHallwaysRoom
Cart for Bags
RoomAmenitiesBath
Menu DeliveryTrayFoodAppearance
Food
BillDeskLobbyHotelExteriorParking
Arriveat
Hotel
Give Bagsto
BellpersonCheck in Go to
RoomReceive
BagsSleep
Shower
CallRoom
Service
ReceiveFood
EatCheck out
andLeave
Greet andTakeBags
ProcessRegistration
DeliverBags
DeliverFood
ProcessCheck Out
Take Bagsto Room
TakeFoodOrder
RegistrationSystem
PrepareFood
RegistrationSystem
PH
YSIC
AL
EV
IDEN
CE
McGraw-Hill © 2000 The McGraw-Hill Companies
14
SMBlue Print for the Corner Blue Print for the Corner
Shoeshine StandShoeshine Stand
McGraw-Hill © 2000 The McGraw-Hill Companies
15
SMFlowchart of a Discount Flowchart of a Discount
BrokerageBrokerage
McGraw-Hill © 2000 The McGraw-Hill Companies
16
SMBlueprint of a General Blueprint of a General Practitioner ServicesPractitioner Services
McGraw-Hill © 2000 The McGraw-Hill Companies
17
SMAn Auto Dealer’s Service An Auto Dealer’s Service
DepartmentDepartment
McGraw-Hill © 2000 The McGraw-Hill Companies
18
SM Figure 8-8Figure 8-8
Building a Service BlueprintBuilding a Service Blueprint
Step 1
Identify the process to be blue-printed.
Step 1
Identify the process to be blue-printed.
Step 2
Identify the customer or customer segment.
Step 2
Identify the customer or customer segment.
Step 3
Map the process from the customer’s point of view.
Step 3
Map the process from the customer’s point of view.
Step 4
Map contact employee actions, onstage and back-stage.
Step 4
Map contact employee actions, onstage and back-stage.
Step 5
Link customerand contact person activities to needed support functions.
Step 5
Link customerand contact person activities to needed support functions.
Step 6
Add evidence of service at each customer action step.
Step 6
Add evidence of service at each customer action step.
McGraw-Hill © 2000 The McGraw-Hill Companies
19
SMApplication of Service Application of Service
BlueprintsBlueprints
• New Service Development• concept development
• market testing
• Supporting a “Zero Defects” Culture• managing reliability
• identifying empowerment issues
• Service Recovery Strategies• identifying service problems
• conducting root cause analysis
• modifying processes
McGraw-Hill © 2000 The McGraw-Hill Companies
20
SMBlueprints Can Be Used By:Blueprints Can Be Used By:
• Service Marketers– creating realistic customer
expectations• service system design• promotion
• Operations Management– rendering the service as
promised• managing fail points• training systems• quality control
• Human Resources– empowering the human element
• job descriptions• selection criteria• appraisal systems
• System Technology– providing necessary tools:
• system specifications• personal preference databases
McGraw-Hill © 2000 The McGraw-Hill Companies
21
SMDifferences Between Differences Between
Manufacturing and ServicesManufacturing and Services
• Intangibility
• Perishability
• Inseparability
• Variability
McGraw-Hill © 2000 The McGraw-Hill Companies
22
SM Benefits of BlueprintingBenefits of Blueprinting
• Clarifies elements of the service.• Shows the sequence of delivery.• Separates onstage from backstage
– customer contact from support component.
• Identifies likely fail points.• Identifies capacity bottlenecks.• Allows management of the whole
rather than the pieces.
McGraw-Hill © 2000 The McGraw-Hill Companies
23
SM Using BlueprintsUsing Blueprints
• For Service Design
• For internal communication
• For measurement design