ALIGNING SERVICE DESIGN AND STANDARDS

Slides:



Advertisements
Similar presentations
McGraw-Hill©The McGraw-Hill Companies, Inc., 2000 Chapter 22 Simple Mail Transfer Protocol (SMTP)
Advertisements

MARKETING CHANNELS (Place)
Cost Management ACCOUNTING AND CONTROL
Operations Management
1 Copyright © 2010, Elsevier Inc. All rights Reserved Fig 2.1 Chapter 2.
NCATS REDESIGN METHODOLOGY A Menu of Redesign Options Six Models for Course Redesign Five Principles of Successful Course Redesign Four Models for Assessing.
Business Transaction Management Software for Application Coordination 1 Business Processes and Coordination.
Your business pitching templates MedVentures Awards 2010 A N INITIATIVE BY ANIMA I NVESTMENT N ETWORK & THEIR PARTNERS.
MedVentures Your business pitching templates
Jeopardy Q 1 Q 6 Q 11 Q 16 Q 21 Q 2 Q 7 Q 12 Q 17 Q 22 Q 3 Q 8 Q 13
Jeopardy Q 1 Q 6 Q 11 Q 16 Q 21 Q 2 Q 7 Q 12 Q 17 Q 22 Q 3 Q 8 Q 13
DIVIDING INTEGERS 1. IF THE SIGNS ARE THE SAME THE ANSWER IS POSITIVE 2. IF THE SIGNS ARE DIFFERENT THE ANSWER IS NEGATIVE.
Chapter 09 Employee Development
Service Blueprinting: A Practical Technique for Service Innovation
Chapter 5 – Enterprise Analysis
Negotiating With Influence & Persuasion
Managing Services. What Services have you consumed today?
Designing and Managing Services Marketing Management, 13 th ed 13.
Fifth Edition 1 M a n a g e m e n t I n f o r m a t i o n S y s t e m s M a n a g I n g I n f o r m a t i o n T e c h n o l o g y i n t h e E – B u s i.
Session 2: Introduction to the Quality Criteria. Session Overview Your facilitator, ___________________. [Add details of facilitators background, including.
TQA CONCEPTS & CORE VALUES
MANAGEMENT RICHARD L. DAFT.
Chapter 5 Test Review Sections 5-1 through 5-4.
OHT 5.1 © Marketing Insights Limited 2004 Chapter 5 E-business Strategy.
“ Deeds, processes & performances”
25 seconds left…...
Week 1.
We will resume in: 25 Minutes.
Chapter 12 Strategic Planning.
Developing and Maintaining Long-Term Customer Relationships
Chapter 11Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared.
Marketing Strategy and the Marketing Plan
Michael R. Solomon Greg W. Marshall Elnora W. Stuart
Developing leadership Skills 15-1Copyright© 2013 Pearson Education Leadership in Organizations.
Retail Organization and Human Resource Management
Organization, Implementation, and Control
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved Chapter The Future of Training and Development.
MANAGING SERVICE PROMISES
Copyright © 2004 Pearson Education Canada Inc Personal Selling Today Introduction and Overview CHAPTER.
Examining Student Work. Ensuring Teacher Quality Leader's Resource Guide: Examining Student Work 2 Examining Student Work Explore looking at student work.
Direct Response Chapter 15.
9-1 Part 4 ALIGNING SERVICE DESIGN AND STANDARDS.
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Mapping/Blueprinting A tool for simultaneously depicting the service process,
Special Topic: Strategies for Service Markets Chapter Fifteen.
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Part 4 ALIGNING SERVICE DESIGN AND STANDARDS.
McGraw-Hill© 2000 The McGraw-Hill Companies 1 S M S M McGraw-Hill © 2000 The McGraw-Hill Companies Part 3 ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS.
McGraw-Hill© 2000 The McGraw-Hill Companies 1 S M S M McGraw-Hill © 2000 The McGraw-Hill Companies Part 3 ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS.
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Marketing Management in A Tourism Destination Pertemuan 17-18
© 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece.
ALIGNING SERVICE DESIGN AND STANDARDS
Service Development and Design
Understanding Services (Contd.) Understanding Services (Contd.)
Lecture Service Development and Design.
9-1 Service Innovation and Design  Challenges of Service Innovation and Design  New Service Development Processes  Types of Service Innovations  Stages.
ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS
Part - 4 ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS.
ALIGNING SERVICE DESIGN AND STANDARDS
Service Process Blueprinting. Ultimately, one thing really matters in service encounters – the customer’s perceptions of what occurred. ~ Richard B. Chase.
MKT 5207 Service Marketing Afjal Hossain Assistant Professor Department of Marketing.
Service Development and design
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Service Development. CUSTOMER COMPANY Service Design and Standards Gap Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations.
ALIGNING SERVICE DESIGN AND STANDARDS
© 2000 The McGraw-Hill Companies
© 2000 The McGraw-Hill Companies
Provider Gap 2 CUSTOMER COMPANY Customer-driven
Physical Evidence and the Servicescape
Designing the Service.
Chapter 8:Service Innovation and Design
Presentation transcript:

ALIGNING SERVICE DESIGN AND STANDARDS Part 4 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 8-2

Key Factors Leading to Provider Gap 2 8-3

Service Innovation and Design Chapter 8 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 8-4

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 Oversimplification Incompleteness Subjectivity Biased Interpretation 8-6

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 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 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 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 Innovation and Development Process 8-11

New Service Strategy Matrix for Identifying Growth Opportunities KFC in Africa PetSmart Tide Dry Cleaners 8-12

Example: PetSmart

Example: Tide Dry Cleaners With video

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 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 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

Service Blueprint Components 8-18

Blueprint for Express Mail Delivery Service 8-19

Blueprint for Overnight Hotel Stay Service 8-20

Blueprint for DVD Rental Kiosk 8-21

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

Building a Service Blueprint 8-23

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