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

Risks of Relying on Words Alone to Describe Services Oversimplification Incompleteness Subjectivity Biased Interpretation 8-4

Important Considerations for Service Innovation Involve customers and employees Employ service design thinking and techniques 8-5

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 8-6

Types of Service Offering Innovations Major or radical innovations Start-up businesses New services for the currently served market Service line extensions Service improvements Style changes 8-7

New Service Strategy Matrix for Identifying Growth Opportunities 8-8

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. 8-9

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 8-10

Service Blueprint Components 8-11

Blueprint for Overnight Hotel Stay Service 8-12

Building a Service Blueprint 8-13