Service Development and Design

(Chapter 9)
 Gap 2 - The Service Design and Standards Gap


 New Service Development

 Service Blueprinting

 Application of Service Blueprints

 2005 - Dwayne D. Gremler

 Provider GAP 2

CUSTOMER

COMPANY Customer-Driven
Service Designs and
Standards
GAP 2
Company
Perceptions of
Consumer
Expectations
Part 3 Opener

 2005 - Dwayne D. Gremler

 Key Factors Leading to Provider Gap 2

Company Perceptions of
Gap Customer Expectations
2

Key Factors Related to Service Design:

•
•
•

Customer-Driven
Service Designs and
Standards

 2005 - Dwayne D. Gremler

 Types of New Services

 2005 - Dwayne D. Gremler

 New Service Development Process
 Business Strategy Development or Review

 New Service Strategy Development

Front End
 Idea Generation
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
Figure 8-2
 Postintroduction Evaluation

Source: Booz-Allen & Hamilton, 1982; Bowers, 1985; Cooper, 1993; Khurana & Rosenthal 1997.  2005 - Dwayne D. Gremler
Gremler’s Create-a-Date Service

 2005 - Dwayne D. Gremler

 Services are...

 2005 - Dwayne D. Gremler

 Service Blueprint

 is a tool that helps address the challenges of delivering intangible

processes

 is a tool for simultaneously depicting...

 the service
 the points of
 the visible

 similar (in concept) to

 is a picture or visual of

 can facilitate common understanding across the organization of

 2005 - Dwayne D. Gremler

Key Components of a
Service Blueprint
 

 



 2005 - Dwayne D. Gremler
 Overnight Hotel Stay
EVIDENCE
PHYSICAL

Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Bill
Exterior Bags Registration Hallways Bags Amenities Tray Desk
Parking Papers Room Bath Food Lobby
Lobby Appearance Hotel
Key Exterior
Parking
CUSTOMER

Arrive Give Bags Call Check out

Go to Receive Sleep Receive
at to Check in Room Eat and
Room Bags Shower Food
Hotel Bellperson Service Leave
PROCESS (Back Stage) (On Stage)
CONTACT PERSON

Greet and
Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags

Take
Take Bags Food
to Room Order
SUPPORT

Registration Prepare Registration

System Food System

Figure 8-7
 Application of Service Blueprints

 New Service Development

 concept
 market
 Supporting a “Zero Defects” Culture
 managing
 identifying
 Service Recovery Strategies
 identifying
 conducting
 modifying

 2005 - Dwayne D. Gremler

 Blueprints Can Be Used By:

 
 creating realistic customer  empowering the human element
expectations
 job descriptions
 service system design
 selection criteria
 promotion
 appraisal systems
 
 rendering the service as  providing necessary tools:
promised  system specifications
 managing fail points  personal preference
 training systems databases
 quality control

 2005 - Dwayne D. Gremler