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Part 4. ALIGNING SERVICE DESIGN AND STANDARDS. 8- 1. Provider Gap 2. CUSTOMER. Customer-driven service designs and standards. COMPANY. Gap 2: The Service Design and Standards Gap. Company perceptions of customer expectations. 8- 2. Key Factors Leading to Provider Gap 2. 8- 3.

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slide1

Part 4

ALIGNING SERVICE DESIGN AND STANDARDS

8-1

provider gap 2
Provider Gap 2

CUSTOMER

Customer-driven

service designs and standards

COMPANY

Gap 2: The Service Design and Standards Gap

Company perceptions of customer expectations

8-2

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

Chapter

8

Service Innovation and Design

8-4

objectives for chapter 8 service innovation and design
Objectives for Chapter 8:Service Innovation and Design
  • Describe the challenges inherent in service innovation and design.
  • Present an array of different types of service innovations, including service offering innovation, innovating around customer roles, and innovation through service solutions.
  • Discuss the importance of engaging customers and employees and employing service design thinking in service innovation.
  • Present the stages and unique elements of the service innovation and development process.
  • Demonstrate the value of service blueprinting and how to develop and read service blueprints.

8-5

risks of relying on words alone to describe services
Risks of Relying on Words Alone to Describe Services
  • Oversimplification
  • Incompleteness
  • Subjectivity
  • Biased Interpretation

8-6

important considerations for service innovation
Important Considerations for Service Innovation
  • Involve customers and employees
  • Employ service design thinking and techniques
  • http://www.youtube.com/watch?v=s62DROeCUDU

8-7

types of service offering innovations
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

8-8

types of service offering innovations1
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

important considerations for service innovation1
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

8-10

service concepts
Service Concepts
  • Examples
  • Vedia_Finland
  • Next Gen TV_US
  • Smart Store _India
  • Source:
    • http://www.youtube.com/watch?v=zFbMZb1h9m4
    • http://www.youtube.com/watch?v=m5BPX4mEGG8
    • http://www.youtube.com/watch?v=m81yIvU3sfc
service blueprinting
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.

8-16

service blueprint components
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

8-17

benefits of service blueprinting
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.

8-22

regarding midterm exam
Regarding Midterm Exam
  • What I expect you to know
    • The differences between good and services
    • The Gap Model
    • The service quality
    • The strategies firms use to build relationship with customers
    • The strategies firms use to recover from service failure