This document discusses service design and development. It covers key aspects of service design like planning infrastructure and interactions to improve quality. The document also outlines the service life cycle stages of introduction, growth, maturity and decline. It then discusses elements of new service development like market analysis, concept generation and service blueprinting. Service blueprinting maps customer and employee interactions and support processes to visualize the entire service process. Overall, the document provides an overview of concepts important for designing, developing and maintaining high quality services.
This document discusses service design and development. It covers key aspects of service design like planning infrastructure and interactions to improve quality. The document also outlines the service life cycle stages of introduction, growth, maturity and decline. It then discusses elements of new service development like market analysis, concept generation and service blueprinting. Service blueprinting maps customer and employee interactions and support processes to visualize the entire service process. Overall, the document provides an overview of concepts important for designing, developing and maintaining high quality services.
This document discusses service design and development. It covers key aspects of service design like planning infrastructure and interactions to improve quality. The document also outlines the service life cycle stages of introduction, growth, maturity and decline. It then discusses elements of new service development like market analysis, concept generation and service blueprinting. Service blueprinting maps customer and employee interactions and support processes to visualize the entire service process. Overall, the document provides an overview of concepts important for designing, developing and maintaining high quality services.
This document discusses service design and development. It covers key aspects of service design like planning infrastructure and interactions to improve quality. The document also outlines the service life cycle stages of introduction, growth, maturity and decline. It then discusses elements of new service development like market analysis, concept generation and service blueprinting. Service blueprinting maps customer and employee interactions and support processes to visualize the entire service process. Overall, the document provides an overview of concepts important for designing, developing and maintaining high quality services.
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UNIT III
SERVICE DESIGN AND
DEVELOPMENT
Service Design Activity of Planning & Organizing People,
Infrastructure, Communication and Material
Components of a Service. To improve its Quality Interaction between Service Provider & Customers. Gathering Service needs and mapping them to the requirements. It helps to create new services or improve the existing services It differentiate the company from the competition
Elements of Service Design
Structural
Delivery System Facility Design Location Capacity Planning
Managerial
Service Encounter Quality Managing Capacity & Demand
Service Life Cycle
Stages:
Introduction Growth Maturity Decline
Introduction 1. 2. 3. 4. 5. 6.
Cost are very high
Slow sales volume to Start Little or no Competition Demand has to be Created Customers have to be Prompted to try the Product Makes no money at this stage.
Growth` Cost reduced due to economies of scale Sales volume increase Significantly Profitability begins to rise Public Awareness Increase Competition Begins Due to Competition price decreases.
Maturity Cost Low Production Increase Sales volume Peaks Market Saturation Reached Competitor Increases Brand differentiation and Feature
diversification is maintain Industrial Profits go down.
Decline Costs become Optimal Sales volume decline or Stable Prices, Profitability Diminish Profit become more Challenge
New service development
Growing an Enterprise Through a
Number of Marketing Techniques
How
do we Find, Reach and Approach
Customers? How do we keep these Customers Satisfied with new possible Services?
Types Style Change Service Improvements Supplementary Service Innovation Process Line Extensions Product Line Extensions Major Process Innovations Major Service Innovations
Pre- Requisites for New Service
Development Market Analysis Business Case Development & Pricing Service Description Requirements Definition
New Service Development Process
Concept Generation Concept Screening Preliminary Design Design Evaluation and Improvement Prototyping & Final Design Developing the Operations Process
Service Blueprinting A service blueprint depicts the entire service process on a map Shows the various stages of customer interaction with the
service provider, and provides minute details of the service
delivery processes The tangible evidence of the service Helps in breaking up the service delivery process into a series
of logical steps Blueprinting can be used in either designing or redesigning
service products
Elements of Blueprinting Customer role Onstage / Visible Contact Employee
Actions Backstage / Invisible Contact Employee Actions Support processes
Blueprinting the Restaurant Experience: Act 1
(Fig
8.1)
Timeline
Back
- Stage
Front -
Stage
Service Standards and Scripts Physical Evidence
Support Processes
Act 1 Make Reservation
Valet Parking
W Coat Room
Line of interaction
Accept reservatio n Check availability, insert booking Maintain reservatio n system
Greet customer, take car keys
Take car to parking lot
Maintain (or rent) facilities
Greet, take coat, coat checks Hang coat with visible check numbers Maintain facilities/ equipment
Contact person (visible actions) Line of visibility Contact person (invisible actions) Line of internal physical interaction
Developing a Service Blueprint
Identifying processes Identification of the customer segment Mapping the customer's view Mapping the onstage and backstage employee
actions Identification of support activities Adding physical evidence wherever possible in the
service process
CATEGORIES FOR NEW SERVICE DEVELOPMENT
Major innovations New services for existing markets Improvements in offerings
Service Blueprinting for New
Services Depiction of the Service Process from
the Clients Point of View
Identification of Client Contact Points Identification of Front and Back End Integration Resource Definition, Time Standards and Tolerance
SERVICE QUALITY Quality means the degree of excellence in
service performance.
Expected Quality vs Experienced Quality
Market communication Image Word-of-mouth communication Customer needs
