Service Development and Design Chapter 9

1
Service Development and Design (Chapter 9)

• Gap 2 - The Service Design and Standards Gap
• New Service Development
• Service Blueprinting
• Application of Service Blueprints

2
Provider GAP 2
CUSTOMER
Customer-Driven Service Designs and Standards
COMPANY
GAP 2
Company Perceptions of Consumer Expectations
Part 3 Opener
3
Key Factors Leading to Provider Gap 2
Company Perceptions of Customer Expectations

• Key Factors Related to Service Design

Customer-Driven Service Designs and Standards
4
Types of New Services

5
New Service Development Process

• Business Strategy Development or Review

• New Service Strategy Development

Front End Planning

• Idea Generation

Screen ideas against new service strategy

• Concept Development and Evaluation

Test concept with customers and employees

• Business Analysis

Test for profitability and feasibility

• Service Development and Testing

Conduct service prototype test

• Market Testing

Implementation
Test service and other marketing-mix elements

• Commercialization

Figure 8-2

• Postintroduction Evaluation

Source Booz-Allen Hamilton, 1982 Bowers,
1985 Cooper, 1993 Khurana Rosenthal 1997.
6
Gremlers Create-a-Date Service
7
Services are...

8
Service Blueprint

• is a tool that helps address the challenges of
  delivering intangible processes
• is a tool for simultaneously depicting...
• the service
• the points of
• the visible
• similar (in concept) to
• is a picture or visual of
• can facilitate common understanding across the
  organization of

9
Key Components of aService Blueprint

10
Express Mail Delivery Service
Truck Packaging Forms Hand-held Computer Uniform
Truck Packaging Forms Hand-held Computer Uniform
PHYSICAL EVIDENCE
Customer Calls
Customer Gives Package
Receive Package
CUSTOMER
Driver Picks Up Pkg.
(On Stage)
Deliver Package
CONTACT PERSON
(Back Stage)
Customer Service Order
Airport Receives Loads
Fly to Sort Center
Load On Truck
Dispatch Driver
Fly to Destination
Unload Sort
SUPPORT PROCESS
Load on Airplane
Sort Packages
Figure 8-6
11
Overnight Hotel Stay
Hotel Exterior Parking
Cart for Bags
Desk Registration Papers Lobby Key
Elevators Hallways Room
Cart for Bags
Room Amenities Bath
Menu
Delivery Tray Food Appearance
Food
Bill Desk Lobby Hotel Exterior Parking
PHYSICAL EVIDENCE
Arrive at Hotel
Give Bags to Bellperson
Call Room Service
Check out and Leave
Receive Bags
Sleep Shower
CUSTOMER
Go to Room
Receive Food
Eat
Check in
Greet and Take Bags
(On Stage)
Deliver Bags
Deliver Food
Process Registration
Process Check Out
CONTACT PERSON
Take Food Order
(Back Stage)
Take Bags to Room
Registration System
Registration System
Prepare Food
SUPPORT PROCESS
Figure 8-7
12
Application of Service Blueprints

• New Service Development
• concept
• market
• Supporting a Zero Defects Culture
• managing
• identifying
• Service Recovery Strategies
• identifying
• conducting
• modifying

13
Blueprints Can Be Used By

• creating realistic customer expectations
• service system design
• promotion
• rendering the service as promised
• managing fail points
• training systems
• quality control

• empowering the human element
• job descriptions
• selection criteria
• appraisal systems
• providing necessary tools
• system specifications
• personal preference databases

14
Insurance Service
Physical Evidence
-Money -Receipt
-Parking Lot -Office Building
-Paperwork -Photos
-Insurance Policy
-Meeting Room
-Claim Check
-Telephone
Customer
Phone Calls to Office
Face to Face Meetings
Retrieval of Documents
Payment for Documents
Visit Office
File Claim
Receive Claim
Line of Interaction
Contact Person
(Onstage)
Employees Answer Questions
Employee Takes Payment
Agent Policy Writers
Discusses Options
Line of Visibility
(Backstage)
Calls to make sure everything is fine
Contact Insurance Co.
Information Preparation
Copy of Policy Filed
Mail Claim
Line of Internal Interaction
Support Process
Contacts Co. to assure fast payment
Secretary sets up appointment to meet with agent
Prepare Policy
Prepare Billing
Mail Policy
Photos Taken of Property
15
Reserving a Ticket at the BGSU Theatre Box Office

• ticket order form

• parking
• University Hall
• ticket envelope w/ name

• box office window
• ticket envelope w/ name

• ticket envelope w/ name

• ticket
• cash/check/bursar/ theatre pass

• cookie cart
• programs
• benches
• snacks

• assigned seat
• inside of theatre

Physical Evidence
Customer
Call in reservation
Arrive at theatreat A
Go to will-call window
Check in w/ name
Pay for tickets
Wait until theatre opens
Take seat in theatre
LINE OF CUSTOMER INTERACTION
Bottleneck 3
Usher takes to seat
Greet at window
Find name
Take Payment
(onstage)
Bottleneck 1
Contact Person
LINE OF VISABILITY
Reservation taken
Ticket stub marked
(backstage)
LINE OF INTERNAL INTERACTION
Verify name in theatre pass system
Name envelope filed into day and time
Double check system
Stub and Cash into audit system
Ushers chosen
Support Process
Bottleneck 2
16
Blueprint for Ordering a PersonalizedDQ Ice
Cream Cake
Represents Fail points / Bottlenecks

• Store
• Appearance

• Display
• Freezer
• Pre-Made
• Cakes

• Cake Book
• Design Cards

• Order
• Form

• Receipt

• Employee
• Uniforms
• Store
• Appearance

• Cake
• Sprinkles
• Gel / Frosting
• Cake Box

Physical Evidence
Look at Display Freezer
Look Through Cake Book
Fill Out Order Form
Come into Store
Stand in Line
Pick Up Cake
Customer Actions
Pre-Pay
Line of Interaction
Greet, Take Order, Get Money
Brings Cake from Back
Freezer
(On Stage)
Line of Visibility
Contact Person
Fills Display Freezer
Makes Cake
Decorates Cake
24 hour Freezing
(Back Stage)
Line of Internal Interaction
Support Process
Micros Register System
Ice Cream Machine Maintenance
Cake Inventory
Design Projector