1. Service Development and Design
Chapter 9

2. Provider Gap 2 Customer-Driven Service Designs and Standards
COMPANY
Customer-Driven
Service Designs and Standards
Service Design and Standards Gap
Company Perceptions of Consumer Expectations

3. Provider Gap 2 Not selecting the right service designs and standards.
Poor service design
Absence of customer-driven standards

4. Discussion Question – page 243, Question 1

5. New Service Development Process
Figure 9.2
Business strategy development or review
New service strategy development
Idea generation
Front-end Planning
Screen ideas against new service strategy
Concept development and evaluation
Test concept with customers and employees
Business analysis
Test for profitability and feasibility
Service development and testing
Conduct service prototype test
Market testing
Implementation
Test service and other marketing-mix elements
Commercialization
Postintroduction evaluation
Sources: Booz-Allen & Hamilton, 1982; Bowers, 1985; Cooper, 1993; Khurana & Rosenthal 1997.

6. Types of New Services Major or radical innovations
New services for markets not yet defined
Start-up businesses (for existing markets)
e.g., door to door airport shuttle
New services for the currently served market
Service line extensions
e.g., a new university course, mobile on-line banking
Service improvements
Enhanced hours of operation
Style changes
Improved or new logos to enhance a brand

7. Service Blueprinting Service Blueprint
Figure 9.3
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.
Service
Blueprint
Process
Points of contact
Evidence

8. Exercise 1 – Page

9. Service Blueprint What is it?
A picture, guide or map that accurately portrays the service system.
A service blueprint allows all parties in the service experience to accurately understand and deal with service situations

10. Building a Service Blueprint
Figure 9.9
Building a Service Blueprint
Step 1
Identify the process to be blue-printed
Step 2
Identify the customer or customer segment
Step 3
Map the process from the customer’s point of view
Step 4
Map contact employee actions, onstage and back-stage, and/or technology actions
Step 5
Link contact activities to needed support functions
Step 6
Add evidence of service at each customer action step

11. Benefits of Service Blueprinting
Identifies fail points in the delivery of a service
Facilitates a top down, bottom up approach
Facilitates internal communication between departments and SBUs
Helps to define customer and employee roles

12. Service Blueprint Components
Figure 9.4

13. Service Blueprints Components
Customer Actions
Steps, choices, activities, or interactions in consuming and evaluation the service.
On-stage Contact
Employee actions that are visible to the customer.
Backstage Contact
Actions not visible to the customer. Actions and interactions that support on-stage activities that customers see.
Support Processes
Steps and activities that support the contact employee.
Physical evidence

14. Points of Interaction
Line of interaction – direct interaction between the customer and the organization. Crossing of horizontal and vertical lines indicated and interaction.
Line of visibility – separates what is visible to the customer from what is not.
Line of internal interaction – separates contact employee activities from those of other service support activities and people.

15. Blueprint for Express Mail Delivery Service
Driver
Picks Up Package
Dispatch
Airport
Receives
& Loads
Sort
Packages
Load on
Airplane
Fly to
Destination
Unload
&
Load On
Truck
SUPPORT PROCESS
CONTACT PERSON
(Back Stage)
(On Stage)
CUSTOMER
PHYSICAL
EVIDENCE
Customer
Calls
Gives
Package
Packaging
Forms
Hand-held Computer
Uniform
Receive
Deliver
Service
Order
Center
Line of interaction
Line of visibility
Line of internal interaction
Figure 9.5

16. Discussion Question 4 – page 243