Service Design

Service Design Services require an operating and delivery system in order to function, which has to be designed in such a way as to offer effective customer service Service is a process where people interact with the production and delivery of an experience.

Challenges of Service Design Services are difficult to describe and communicate as they are intangible and process oriented This becomes all the more difficult when services are delivered over a long period Again, as services are delivered by employees to customers, they are variable

Planning and Creating Services A service product comprises all elements of service performance, both tangible and intangible, that create value for customers The service concept is represented by: A core product Accompanied by supplementary services

Designing a Service Concept Core Product Central component that supplies the principal, problem-solving benefits customers seek Supplementary Services Augment the core product, facilitating its use and enhancing its value and appeal Delivery Processes Used to deliver both the core product and each of the supplementary services

Core and Supplementary Services at Luxury Hotel Reservation Valet Parking Reception Baggage Service Cocktail Bar Restaurant Entertainment/ Sports/ Exercise Internet Wake-up Call Room Business Center Cashier A Bed for the Night in an Elegant Private Room with a Bathroom

Designing a Service Concept Service concept design must address the following issues: How the different service components are delivered to the customer The nature of the customer’s role in those processes How long delivery lasts The recommended level and style of service to be offered

Documenting Delivery Sequence Over Time Must address sequence in which customers will use each core and supplementary service Determine length of time for each step Information should reflect good understanding of customers, especially their: Needs Habits Expectations Question: Do customers’ expectations change during service delivery in light of perceived quality of each sequential encounter?

Flowcharting Service Delivery Offers way to understand totality of customer’s service experience Useful for distinguishing between core product itself and service elements that supplement core Restaurants: Food and beverage (core) Reservations (supplementary services) Helps clarify product elements

Customer journey and experience for an airline Stress level Booking Check- in Security Boarding Take- off Meal movie Landing Baggage Claim Foley – Cockerille 2009. The media you own versus the media you rent. DMI Review vol 20, 4, 2009.

“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