Service Design

Development,
Standards
and
Physical Evidence
 TYPES OF NEW SERVICES

Major Innovations
Broadcasting- transition, Over-night courier delivery

Startup Businesses

New service for currently served market

Service line extensions
Service improvement
Style Change
 New Service Strategy Matrix

Current New
Customers Customers

Existing Share Market

Services Building Development

New Service
Diversification
Development
Services
 Blueprint format
A service blueprint is a picture or map that accurately portrays
the service system so that the different people involved in
providing it can understand and deal with it objectively

It is a mapping of process, point of contact and physical

evidence

Process

Service
Blueprint Point of Contact

Physical Evidence
 Blueprint format
Physical Evidence
Customer Actions
Line of Interaction

Onstage Contact
Employee Action

Line of visibility

Backstage Contact
Employee Action

Line of Internal
Interaction

Support Function
Blueprint format
Blueprint for overnight stay service
Blueprint for Express mail delivery service
Benefits of Service Blueprint

Provides overview, so the employee can translate- “what I do”

Facilitates top-down, bottom-up approach to quality improvement

Can assess and anticipate Time & money factor in new services
Identifies the fail points

FAQ

1. What process should be mapped?

2. Can multiple market segments be included in one Blueprint?
3. Who should draw the Blueprint?
4. Should the actual or desired service process be Blueprinted?
5. Should time and cost be included on the Blueprint?
 Customer Defined Service Standards

Expected Service

GAP 1
Customer

Perceived Service

Customer Driven Service

Designs & Standards

Company GAP 2

Company Perceptions
of Consumer Expectation
Process for setting Service Standards

Identify Existing or desired service encounter sequence

Translate customer Expectations into behaviors / Actions

Select behavior/ Actions for standards

Set Hard and Soft standards

Develop feedback mechanisms

Track Measures against Standards

Update levels
Single line vs Multiple lines