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    SMT_11-12

    Uploaded by

    Iam akash
    SERVICE MARKETING

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    SMT_11-12

    Uploaded by

    Iam akash
    2 views18 pages
    SERVICE MARKETING

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    © © All Rights Reserved

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    PPTX, PDF, TXT or read online from Scribd

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    SERVICE MARKETING

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2 views18 pages

    SMT_11-12

    Uploaded by

    Iam akash
    SERVICE MARKETING

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    Session 11-12

    Service Innovation and Design


    Important Considerations for Service
    Innovation

    • Involve customers and employees


    • Employ service design thinking and techniques
    Principles of Service Design Thinking

    • Human-centered
    • Focus on the experience and needs of all individuals who are impacted by the service.
    • Collaborative
    • All stakeholders should be actively engaged in the service design process
    • Iterative
    • Employ a flexible, experimental approach, continually refining the service through repeated cycles of testing
    and improvement.
    • Sequential
    • A service should be visualized as sequence of interrelated actions
    • Real
    • Ground the design in practical, real-world needs, using tangible prototypes and solutions to validate ideas.
    • Holistic
    • Services should sustainably address the needs of all stakeholders
    Service
    Innovation
    and
    Developmen
    t Process
    New Service
    Strategy
    Matrix for
    Identifying
    Growth
    Opportunities
    Service Blueprinting
    Step1 Identify the process to be blueprinted

    Step 2 Identify the customer or customer segment

    Building a Step 3 Map the Process from the customer’s point of


    view
    Service
    Blueprint Step 4 Map contact employee actions and/or
    technology actions

    Link contact activities to needed support


    Step 5 functions

    Add evidence of service at each customer


    Step 6 action step
    Service
    Blueprint
    Component
    s
    Overnight
    Hotel Stay
    Blueprint
    Benefits of Service Blueprinting

    • Provides 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
    • Suggests critical points for measurement and feedback in the service process
    • Provides understanding of the ideal customer experince
    Customer Defined Service Standards

    • Operational standards based on pivotal customer requirements identified by


    customers.

    • These standards are deliberately chosen to match customer expectations and to be


    calibrated the way the customer views and expresses them
    Types of Customer-Defined Service
    Standards

    Hard standards and measures


    • Things that can be counted, timed, or observed through
    audits.

    Soft standards and measures


    • Opinion-based measures that be directly observed. They must
    be collected by talking to customers, employees, or others.
    Hard-
    Standards
    and
    Measure
    Soft-
    Standard
    and
    Measures
    Process of
    Setting
    Customer-
    Defined
    Standards
    What
    Customer
    Expects:
    Getting to
    Actionable
    Steps
    Criteria for Creating Appropriate Service
    Standards

    • The standards are based on behaviors and actions that are very important to
    customers
    • The standards cover performance that needs to be improved or maintained.
    • The standards cover behaviors and actions employees have control over and can
    improve.
    • The standards are understood and accepted by employees.
    • The standards are predictive rather than reactive—based on current and future
    • customer expectations rather than past complaints.
    • The standards are challenging but realistic.
    Risk of Relying on Words Alone to
    Describe Services

    • Oversimplification
    • Incompleteness
    • Subjectivity
    • Biased Interpretation

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