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Unit 2

SERVICE DESIGN

New Service Development


New Service Development Process Service Innovation Service System Design and Innovation Service System Design Tools

New Service Development Process


Formalized Service Development Process consists of 4 key steps: Design Analysis Development Full Launch

Design Stage
Formulation of New Service Objective and

Strategy Idea Generation and Screening Concept Development and Testing

Analysis Stage
Business Analysis Project Authorization

Development Stage
Complete Service Design and Testing Process and System design and Testing Marketing program Design and Testing Personnel Training Service Testing and Pilot Run Test Marketing

Launch Stage
Full Scale Launch Post launch Review

Service Innovation
1. Radical Innovations Major Innovations Start-up Business New Services for Market Presently served

2. Incremental Innovations

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