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Aligning Service Design and Standards-1

This document discusses aligning service design and standards. It notes that there can be a gap between a company's perceptions of customer expectations and the actual customer-driven service designs and standards. Key factors that can lead to this gap include challenges in service innovation and design such as oversimplification, incompleteness, and subjectivity. Important considerations for service innovation include involving customers and employees and employing service design thinking principles. Service blueprinting is presented as a technique to help with service innovation and design by mapping out the customer experience.

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Aritra Banerjee
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331 views23 pages

Aligning Service Design and Standards-1

This document discusses aligning service design and standards. It notes that there can be a gap between a company's perceptions of customer expectations and the actual customer-driven service designs and standards. Key factors that can lead to this gap include challenges in service innovation and design such as oversimplification, incompleteness, and subjectivity. Important considerations for service innovation include involving customers and employees and employing service design thinking principles. Service blueprinting is presented as a technique to help with service innovation and design by mapping out the customer experience.

Uploaded by

Aritra Banerjee
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ALIGNING SERVICE DESIGN AND STANDARDS

8-1
Provider Gap 2
CUSTOMER

COMPANY Customer-driven
service designs and standards
Gap 2: The Service
Design and
Standards Gap
Company perceptions of
customer expectations
Key Factors Leading to Provider Gap 2
Service Innovation and Design
• Challenges of Service Innovation and Design
• Important Considerations for Service Innovation
• Types of Service Innovations
• Stages in Service Innovation and Development
• Service Blueprinting: A Technique for Service
Innovation and Design
Challenges of Service Innovation and Design

• Oversimplification

Largely Intangible • Incompleteness


Process Oriented
• Subjectivity

• Biased Interpretation
Important Considerations for Service Innovation

• Involve customers and employees


• Employ service design thinking and techniques
Important Considerations for Service Innovation
• The five principles of service design thinking:
– User-centered: Services should be experienced and designed
through the customers eyes
– Co creative: 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
Types of Service Offering Innovations
• Major or radical innovations
– FedEx overnight shipping

• Start-up businesses
– door-to-door airport shuttle

• New services for the currently served market


– Retailers offer play area or coffee bar
Types of Service Offering Innovations
• Service line extensions
– A restaurant adding new menu
– An airline offering a new route

• Service improvements
– The addition of wireless Internet connection to a hotel room

• Style changes
– Revising a logo, redesigning a website

8-9
Stages in Service Innovation and
Development
• Focus on actual steps in service innovation and
development.
• Crucial for development of new service.
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.
Ultimately, one thing really matters in
service encounters – the customer’s
perceptions of what occurred.

~ Richard B. Chase and Sriram Dasu


What is a Service Blueprint?
• A picture or map that accurately portrays the
service system so that the different people involved
in providing it can understand and deal with it
objectively regardless of their roles or their
individual points of view

• It visually displays the service by simultaneously


depicting the service process, the points of
customer contact, and the evidence of service from
the customer’s point of view
“Service Script” for Haircut
• Recognize need for hair cut
• Make appointment
• Arrive at salon/beauty parlour
• Enter salon/parlour doors
• Greeting by receptionist
• Possible wait time (hair magazines available)
• Greeting by hair stylist
• Questions about desired hair cut
• (Optional) go to hair wash station
• Go to hair cutting chair
• Hair is cut/styled/permed
• Casual conversation occurs
• Hair is dried
• Mirror is provided to evaluate haircut (chair spin)
• Stylist escorts you to cashier
• Tip is given
• Pay for services
• Gather belongings, say good-bye to all
• Exit store
• Get comments from relatives/friends
Service Blueprint Components

Physical Evidence
Customer Actions
line of interaction

Visible Contact Employee Actions


line of visibility

Invisible Contact Employee Actions


line of internal interaction

Support Processes
Service Blueprint Components
Blueprint for Express Mail Delivery Service
Blueprint for Overnight Hotel Stay Service
Blueprint for DVD Rental Kiosk
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.
Building a Service Blueprint

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