Summer School on Service Oriented Computing

1. Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

2. Objectives • Recognize the challenges associated with designing new services • Demonstrate how process flow charts and service blueprints can be used as • tools to design new services and improving existing ones • Identify the factors that should be considered when designing services • Show how designing new services can be viewed as preparing for an • onstage performance to improve both its effectiveness and efficiency

3. The Relationship between the Service Delivery Process and the Service System Service System Technology Equipment Human Resources Service Delivery Process Customer Customer Step 1 Step 2 Step 3 Step 4 Facilities Inventories Marketing

4. Service Design Challenges Four Risks Inherent to Describing Services • Oversimplification • Incompleteness • Subjectivity • Biased Interpretation Source: G. Lynn Shostack, "Designing Services That Deliver," Harvard Business Review, January-February 1984, pp. 133-139.

5. Priority Sequence for Designing the Service Delivery Process

6. Designing the Service Process • Service Concept: Focuses on • satisfying the customer • Service Content: Defines what is • included in the services itself • Service Style: Describes how the • service will be delivered

7. Service Concept • Service Operation • Service Experience • Service Outcome • Value of the Service Source: Johnston, R., Clark G., 2001. Service Operations Management, Prentice Hall, Harlow, England. Source: Clark, G., Johnston R., Shulver M., 2000. Exploiting the service concept for service design and Development. In: Fitzsimmons J., and Fitzsimmons M. (Eds), New Service Design, SAGE Publications, Thousand Oaks, CA, pp 71-91.

8. Service Content • Steps that are followed to serve customers • Points in the process at which workers • might need to make decisions • Points in the process at which customers • might need to wait

9. Service Blueprinting: Process Analysis for Services • Front-of-the-House • - Customer Service • Back-of-the-House • - Process Efficiency • Line of Visibility • Fail Points • Poka-Yoke

10. Service Blueprinting:Process Analysis for Services Back-of-the-HouseFront-of-the-House Delay Start Stage 2 Stage 1 (Customer Enters Process) End Stage 3 Stage 4 (Customer Exits Process) Line of Visibility

11. Service Blueprint Components ______ ______ ______ ______ ______ ______ Evidence Evidence Physical Physical ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ Customer Customer Line of interaction (onstage) Contact Person Contact Person Line of visibility (backstage) Line of internal interaction Processes Processes Support Support

12. Service Blueprint of a Restaurant Serving trays Serving trays Waiting Waiting Dining Dining Menu Menu, Menu Evidence Evidence Physical Physical Parking Lot Parking Lot Dishes Dishes Dishes Dishes Bill Bill area area area area Special boards Special boards Special boards Special boards Food Food Food Food Place Place Receive Receive Enter Enter Give name Give name Go to Go to Review Review Place Place Review Review Receive Receive Leave Leave Eat Eat dessert dessert Eat Eat Pay check Pay check food food Customer Customer restaurant restaurant to hostess to hostess table table Menu Menu order order Menu Menu change change restaurant restaurant order order Line of interaction Show Show Provide Provide Take Take Greet Greet Provide Provide Take Take Serve Serve Serve Serve Clear Clear Serve Serve Provide Provide Bring Bring Party to Party to dessert dessert Dessert Dessert (onstage) party party menu menu order order beverages beverages meal meal dishes dishes dessert dessert check check change change table table menu menu Order Order Line of visibility Contact Person Contact Person Place Place Place order Place order Check table Check table Pick up Pick up Pick up Pick up Process Process (backstage) order in order in in kitchen in kitchen availability availability order order order order payment payment kitchen kitchen Line of internal interaction Prepare Prepare Inform Inform Prepare Prepare Processes Processes Meal Meal waiter waiter dessert dessert Support Support

13. Provider Errors That Can be Committed Category of Error Failure to: Failure to: Work done: Types of Errors Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)

14. Customer Errors That Can be Committed Category of Error Failure to: Failure to: Failure to: Types of Errors Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)

15. Classifying Customer Emotions • Intent of Service • Source of Emotions • Variability of Emotions during the Process

16. Service as Performance • Integrating Design Processes • Ready, Aim, Fire • Efficient Design • Do it Right at First Source: Stephen F. Tax and Ian Stuart, Designing Service Performances,” Marketing Management Vol. 10, no. 2, July/August 2001