SERVICE PROCESS

Group Members:
Ruchi

Chandan Nakhua Pillai

1005 1026 1034 1041 1051

Prafulla

Aishwariya Nikhil

Ray

Shobhita

Lakshmanan

WHAT IS SERVICE PROCESS

Processes are the architecture of services, describing the method and sequence in which service operating systems work and how they link together to create the service experiences and outcomes that customers will value.

Designing & Managing the Process

As

Delivered in real time with customers present in the service factory delivered should highly satisfy customers and operationally efficient. High need to avail marketers and operational specialists and even a human resource expert in high-contact services to design the service process

Service

Thus

Blueprinting

The objective of blue printing is to show how information, assets & customers are processed. Through blue printing, marketing & operations personnel are able to communicate with each other on paper It provides a logical flow of the whole process It is a effective tool for the managers to recognize the benefits of a changing system It helps the marketer to set target times initially based on consumers expected level of service

PROCESS Service Service Blueprint

Blueprintin g

Key Tool POINTS OF CONTACT

EVIDENCE

A tool for simultaneously depicting the service process, the points of customer contact, & the evidence of service from the customers point of view.

STEPS IN DESIGNING A BLUEPRINT

Identify Map

the process to be blueprinted

process from the customers point of view line of interaction the line of visibility

Draw Draw Map

process from customer contact persons view, distinguishing visible activities from those that are invisible. line of internal interaction. customer and contact person activities to needed support functions.

Draw Link

Blueprinting a Hotel Visit

Physical Evidence Stage

Hotel exterior, lobby, employees, key Make Customer reservation Actions Employee Actions Face-to-face Phone Contact Rep. records, confirms Parks Car Enter data Register guest data Arrive, parking Doorman greets, Customer takes car Check-in at reception Receptionist verifies, gives key to room

Elevator, corridor, room, bellhop Go to room

Line of Interaction

Front Line of Visibility Backstage

Make up Room

Service Blueprinting(Bank Lending Operation)

Loan application Branch 30min--1hr. Officer Pay book
=== ==== ==== w ===== $ 0 $ w ==== =====

Line of visibility

Decline

Notify Deny customer Issue check

Receive Payment

Final payment

F Verify income data Initial screening 1 day 2 days Credit check Accept 3 days

Confirm

F Close account

Print payment book F Verify payer Branch records

Delinquent

Employer

Credit bureau F

Bank Fail accounts

point

Customer wait

Accounting

F Employee

decision

Data base records

F
W

Strategic Positioning through process structure

COMPLEXITY HIGH TRUSTEESHIP WORKING CAPITAL LENDING

LENDING INVESTMENT PREMIUM ACCOUNTS HIGH

CREDIT CARDS

CURRENT ACCOUNTS DIVERGENCE

LOW

SAVINGS ACCOUNT GOVERNMENT BUSINESS LOCKERS LOW

LOW COMPLEXITY/ DIVERGENCE First-come-first-served banking appointments Self-seating

CURRENT PROCES

HIGH COMPLEXITY DIVERGENCE

Appointment reservation Home by phone Personal assistance bank premises Private cubicles within bank premises

No drinks except water

Serve beverages such as Serve vintage wines and coffee, tea, etc. assorted snacks Flexible savings and current accounts Appointment with bank manager to discuss statement Personal, customised premium accounts Bank employee visits customer at residence to discuss statement

Savings account and Current accounts Monthly bank statement

Servicescapes
Service

Escapes can be defined as the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service. service escapes encourages the customer to be deeply involved with the service production system. quality of service escape also influences the internal customers output

The

The

The Servicescapes Model