Service Marketing – Answer Script

Quiz # 1 (Final Term) Spring 2019-2020 Section: A Marks: 20

Name: Ahmed, Abid ID 18-38000-2

Questions
1. Find and discuss your own choice of the different types of service innovations that
Olwel BD Limited have applied which is presented in the “Types of Service
Innovation” sector in this chapter. Give proper logic to your choice of answer.
[6 marks]

Answer: Olwel BD Limited have applied “Major or Radical Innovations”. Because of in BD there were not
this kind of medical service. Olwel is the first or new service provider which came up with its new idea in BD.

Major or Radical Innovations: Are new services for markets as yet undefined. Many innovations now and in
the future will evolve from information, computer and internet based technologies. Radical innovation creates
such a dramatic change in processes, products, or services that they transform existing markets or industries,
or create new ones.

Olwel is a Finland based startup working in Bangladesh. They are coming up with an essential doorstep
healthcare service for patients who prefer to receive medical consultation at their home. Their service are
ideal for patients with movement difficulties and anyone who wants to avoid the traffic jam and the long
queues at a doctor’s office. Their aim is to improve the healthcare system in developing countries. They have
selected the Dhaka city as their first operating location in Bangladesh. They have studied the healthcare
system in Bangladesh and found that the absence of general practitioners is creating a huge load on specialist
doctors. They have developed an innovative service platform to tackle this problem. Such platform connects
qualified and trained general practitioners with patients so the service can be delivered directly to patients
home.
Olwel created such a dramatic changed in process and services that they transform medical services in a new
form. They provide start-up connects patients to doctors. The startup, essentially, connects patients to doctors
nearby by way of its website, hotline, and app. It provides essential doorstep healthcare service for patients
who prefer to receive medical consultation at their home for a service charge of Taka 600. The doctor gives
about 30 minutes to each patient, runs some general tests and if needed refers him/her to specialists for the
ailment. The patients also get follow-up calls from their doctors to ensure whether the prescribed treatment is
working or not. They also provide take home essential tests, medical delivery and ambulance service.

SERVICE MARKETING – HOME TASK 1 – ANSWER SCRIPT 1

 2. Among the different factors of the “New Service Strategy Development Matrix”,
which of the possible strategies that Olwel BD Limited, can undertake in the near future for
having identifying growth opportunities. Explain the factor/s in details with appropriate
strategies. [6 marks]

Answer: Olwel BD Limited can undertake “Share Building”, “Market Development” and “Service
Development” strategy in the new future for having identifying growth opportunities.

Share Building: Its strategy focuses on providing the more existing services to the currents customers.

Olwel should extend their service around the whole Dhaka. So that mane people can take their service and
also know about their service. Besides it will create the share building by the company to the people

Olwel also can come up promotional offer based to create promotion and awareness about their company.

Market Development: Its strategy focuses on entering a new market by using existing services.

Olwel should focus to extend their service to the whole BD. So that it will create new subscriber and also
peoples liking preference about their company and services.

Service Development: Its strategy on introducing new services to the current customers.

Olwel also have android app but they should focus to create an iOS app. Because there are lot of iOS users in
BD. So if they create iOS app then it will be quite easier for every people to contact them easily.

They should focus nursing service also. Because doctors cannot take regular proper care to the patients. And
in BD there are lot of parents whose children’s and other family members live in abroad. So they need proper
take care.

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 3. Develop a Service Blueprint Design for Olwel BD Limited mentioning all the Service
Blueprint Components such as Physical Evidence, Onstage Employee Actions, Backstage
Employee Actions, and Support Processes including the Line of Interaction, Line of
Visibility and Line of Internal Interaction) and explain in details the whole service process
[8 marks]

Answer:

Service Blueprint Design of Olwel BD Limited

SMS/Emails/
Website/ App Medicine
Physical Evidence Phone Call

Identification Download
Customer Actions Book
Feedback
of problem/ app/Visit Appointment
Diseases Website
Line of interaction

Onstage Contact
Representative to Treatment Medicine
Employee Actions Process
Schedule by doctor Prescription
Registration
Appointment
Line of visibility

Backstage Contact Doctor

Employee Actions Check Slot Availability
Availability with Doctor
Offline/ Online
Line of Internal Interaction

Customer
Support Processes Database Ambulance
Support/
Storage
Helpline

SERVICE MARKETING – HOME TASK 1 – ANSWER SCRIPT 3

 Explaining

Physical Evidence: The actual physical evidence of the service. In Olwel service we can see it like website,
apps. And tangible goods like medicine.

Customer Actions: It includes steps, choices activities and interactions that consumer performs in the process
of purchasing, consuming and evaluating the service. In Olwel service we can get appointment by the service
provider through online. And also we can give our feedback.

Line of Interaction: Direct interactions between the customer and organization. In Olwel service we can
directly talk to the doctor. And we can give feedback to the doctor.

Onstage Employee Actions: Steps and activities that the contact employees performs are visible to us. In
Olwel service like we get the service by doctors.

Line of Visibility: This line separates all service activities that are visible to the customers from those that are
not visible. In Olwel service like we cannot see or hear between doctors and backstage employee interactions.

Backstage Employee Actions: Steps and activities that occur behind the scene to support onstage activities.
They check the slot availability of doctor and directly interact with doctor.

Line of Internal Interaction: Separates contact employee’s activities from those of other service support
activities and people.

Support Processes: Covers the internal services, steps and interactions that take place to support the contact
employee’s in delivering the service. In Olwel service we can easily get help and also get appointment by the
apps and Olwel give us customer help line service through online. They also provide ambulance service.

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