Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Part 4

ALIGNING SERVICE DESIGN AND STANDARDS

ALIGNING SERVICE DESIGN AND STANDARDS

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CUSTOMER

COMPANY

Gap 2: The Service Design and Standards Gap

Customer-drivenservice designs and standards

Company perceptions of customer expectations

Provider Gap 2

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Key Factors Leading to Provider Gap 2

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Risks of Relying on Words Alone to Describe Services

Oversimplification

Incompleteness

Subjectivity

Biased Interpretation

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Important Considerations for Service Innovation

Involve customers and employeesEmploy service design thinking and techniques

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Important Considerations for Service Innovation

The five principles of service design thinking: User-centered: Services should be experienced and designed

through the customers eyes Cocreative: All stakeholders should be included in the service

design process Sequencing: A service should be visualized as a sequence of

interrelated actions Evidencing: Intangible services should be visualized in terms

of physical artifacts Holistic: The entre environment of a service should be

considered

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Types of Service Offering Innovations

Major or radical innovations

Start-up businesses

New services for the currently served market

Service line extensions

Service improvements

Style changes

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Types of new services

Major innovations New services for markets as yet undefined.

Federal Express’s introduction of nationwide, overnight small package delivery.

Start-up businesses New services for a market that is already served by

existing products that meet the same generic needs. Online banking for financial transactions, and door-to-door

airport shuttle services that compete with traditional taxi and limousine services

Types of new services…

New services for the currently served market Attempts to offer existing customers of the

organization a service not previously available from the company. Barnes and Noble offering coffee service, a health club

offering nutrition classes, and airlines offering fax, phone, and Internet service during flights.

Service line extensions Represent augmentations of the existing service

line. Restaurant adding new menu items, an airline offering

new routes, a university adding new courses or degrees.

Types of new services….

Service improvement Changes in features of services that are already

offered. Faster service process, extended hours of service,

augmentation such as added amenities in a hotel room

Style changes Represent the most modest service innovations.

Can have significant effects on customer perceptions, emotions and attitudes.

Changing the color scheme of a restaurant, website redesign

Service Innovation and Development Process

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New Service Strategy Matrix for Identifying Growth Opportunities

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Service 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.

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Service Blueprint Components

Customer Actions

line of interaction

Visible Contact Employee Actions

line of visibility

Invisible Contact Employee Actions

line of internal interaction

Support Processes

Physical Evidence

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Service Blueprint Components

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Blueprint for Express Mail Delivery Service

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Blueprint for Overnight Hotel Stay Service

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Blueprint for DVD Rental Kiosk

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Benefits of Service Blueprinting

Provides a platform for innovation. Recognizes roles and interdependencies among functions,

people, and organizations. Facilitates both strategic and tactical innovations. Transfers and stores innovation and service knowledge. Designs moments of truth from the customer’s point of view. Suggests critical points for measurement and feedback in the

service process. Clarifies competitive positioning. Provides understanding of the ideal customer experience.

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Building a Service Blueprint

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