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CHAPTER 8
DesigningandManagingService Processes
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Overview of Chapter 8
Flowcharting Service Delivery
Blueprinting Services to Create Valued Experiencesand Productive Operations
Service Process Redesign
The Custoer as Co!Producer
Sel"!Service Technologies
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Flowcharting
Service Delivery
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Flowcharting Service DeliverHelps to Clarif Prod!ct Ele"ents
Techni#ue "or displaying the nature andse#uence o" the di""erent steps in deliveryservice to custoers
O""ers way to understand total custoerservice experience
Shows how nature o" custoer involveentwith service organi$ations varies %y type o"service&
People processing
Possession processing
'ental Stiulus processing
(n"oration processing
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Si"ple Flowchart for Deliver of aPeople#Processing Service $Fig. 8.2a)
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Si"ple Flowchart for Deliver of aPossession#Processing Service $Fig. 8.2b)
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Si"ple Flowchart for Deliver of a MentalSti"!l!s Processing Service $Fig. 8.2c)
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Si"ple Flowchart for Deliver of an%nfor"ation#Processing Service $Fig. 8.2d)
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Blueprinting Services to
Create Valued
Experiences andProductive Operations
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Developing a Blueprint
(denti"y )ey activities in creating and delivering service
De"ine *%ig picture+ %e"ore *drilling down+ to o%tain ahigher level o" detail
,dvantages o" Blueprinting
Distinguish %etween *"rontstage+ and *%ac)stage+
Clari"y interactions %etween custoers and sta""- andsupport %y %ac)stage activities and systes
(denti"y potential "ail points. ta)e preventive easures.prepare contingency
Pinpoint stages in the process where custoercoonly have to wait
&l!eprinting
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'e Co"ponents of a Service &l!eprint
/0 De"ine standards "or "ront!stage activities
10 Speci"y physical evidence
20 (denti"y ain custoer actions
30 4ine o" interaction 5custoers and "ront!stage personnel6
70 Frontstage actions %y custoer!contact personnel
80 4ine o" visi%ility 5%etween "ront stage and %ac)stage6
90 Bac)stage actions %y custoer contact personnel
:0 Support processes involving other service personnel
;0 Support processes involving (T
- Identify fail points and risks of excessive waits
- Set service standards and do failure-proofing
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&l!eprinting The Resta!rant E(perience) A
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&l!eprinting The Resta!rant E(perience) AThree#Act Perfor"ance
,ct /& (ntroductory Scenes
,ct 1& Delivery o" Core Product
Coc)tails- seating- order "ood and wine- wine service
Potential "ail points& 'enu in"oration coplete< 'enu intelligi%le9o"ten as closeas nearest coputerG
O%taining detailed in"oration and copleting transactions can %e done"aster than through "ace!to!"ace or telephone contact
People in awe o" what technology can do "or the when it wor)s well
People hate SSTs when
SSTs "ail = syste is down- P(? nu%ers not accepted- etc
Poorly designed technologies that a)e service processes di""icult tounderstand and use
they ess up ! "orgetting passwords. "ailing to provide in"oration asre#uested. siply hitting wrong %uttons
C!sto"ers- $*.
,hat Aspects Of SSTs Please Or Anno
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C!sto"ers- $/.
Hey wea)ness o" SSTs& Too "ew incorporate service
recovery systes
Custoers still "orced to a)e telephone calls or personal
visits
P!tting SSTs to Test +
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Does the SST work reliably?
Firms must ensure that SSTs are dependable and user-friendly
Is the SST better than interpersonal alternatives?
Customers will stick to conventional methods if SSTdoesnt create benefits for them
If it fails, what systems are in place to recover?
Always provide systems, structures, and technologies thatwill enable prompt service recovery when things go wrong
As2ing a Few Si"ple 3!estions
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Flowcharting helps clari"y delivery eleents0 (t also shows how nature o"custoer involveent with service organi$ations varies %y type o"service
Service %lueprinting can %e used to design a service and create asatis"ying experience "or custoers0 Hey coponents o" the %lueprintinclude
De"inition o" standards "or each "ront!stage activity
Physical and other evidence "or "ront!stage activities
Principal custoer actions
4ine o" interaction
Front!stage actions %y custoer!contact personnel
4ine o" visi%ility
Bac)stage actions %y custoer!contact personnel
Support processes involving other service personnel
Support processes involving in"oration technology
Managing Service Processes $*.
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Blueprinting a restaurant 5or other service6 can %e a three!actper"orance
Prologue and introductory scenes
Delivery o" the core product
Conclusion o" the draa
Failure proo"ing can %e designed into service processes to iprove
relia%ility
Service process redesign can %e categori$ed into "ive )inds
Eliinating non!value!adding steps
Shi"ting to sel"!service
Delivering direct service
Bundling services
Redesigning the physical aspect o" service processes
Managing Service Processes $/.
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Managing Service Processes $0.
Ihen the custoer is a co!producer- issues to consider are
4evels o" custoer participation
Custoers as partial eployees
Ihen deciding to use Sel"!service Technologies 5SSTs6- "irsshould consider
Psychological "actors related to the use o" SSTs
,spects o" SSTs that please or annoy custoers