Professional Documents
Culture Documents
SM7 S06 Process RK
SM7 S06 Process RK
Chapter 8:
Designing and Managing
Service Processes
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 1
Overview of Chapter 8
Self-Service Technologies
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 2
Flowcharting Customer
Service Processes
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 3
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 4
Flowcharts for People and Possession
Processing Services – physical processes
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 5
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 6
Blueprinting Services to
Create Valued Experiences
and Productive Operations
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 7
Developing a Blueprint
Developing a Blueprint
Identify key activities in creating and delivering service
Define “big picture” before “drilling down” to obtain a higher level
of detail
Advantages of Blueprinting
Distinguish between “frontstage” and “backstage”
Clarify interactions and support by backstage activities and
systems
Identify potential fail points; take preventive measures; prepare
contingency
Pinpoint stages where customerscommonly have to wait
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 8
Key Components of a Service
Blueprint
Define standards
Specify physical Identify principal
for front stage
evidence customer actions
activities
Objectives:
Identify fail
points & risks
of excessive Front stage
actions by
waits Line of visibility Line of interaction
frontline
personnel
Set service
standards
Fail-proof
process
Backstage Support
Support
actions by processes
processes
customer contact involving other
involving IT
personnel personnel
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 9
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 10
Blueprintingthe Restaurant
Experience: AThree-Act
Performance
Act 1: Prologue and Introductory Scenes
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 11
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 12
Setting Service Standards and
Targets
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 13
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 14
Setting Standards and Targets for
Customer Service Processes
Service Service
Service Performance
Process Process
Attributes Targets
Indicators Standards
• Responsiveness
• Reliability Processing time to
24 hours 80% of all applications
• Competence approve
in 24 hours
• Accessibility applications
• Courtesy
• Communication
• Credibility Creates a Base to Define/Process
Define Service Quality
• Confidentiality Measure Customer Departmental Service
Goals for Staff
• Listening to the Satisfaction Goals
customer
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 15
Redesigning Service
Processes
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 16
Why Redesign?
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 17
Why Redesign?
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 18
Why Redesign?
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Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 20
Process Redesign: Approaches and
Potential Benefits
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 21
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 22
Levels of Customer Participation
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 23
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 24
Managing Customers
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 25
Self-Service Technologies
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 26
Self-Service Technologies (SSTs)
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 27
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 28
What Aspects Of SSTs Please Or
Annoy Customers?
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 29
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 30
Managing Customer’s Reluctance to
Change
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 31
Summary
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 32
Summary
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 33
@RamyKhodeir
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 8– Page 34