Professional Documents
Culture Documents
Chap 008
Chap 008
Part 4
ALIGNING
SERVICE DESIGN
AND STANDARDS
8-2
Provider Gap 2
CUSTOMER
COMPANY Customer-driven
service designs and
standards
Gap 2: The Service
Design and Standards
Company
perceptions of Gap
customer
expectations
8-3
Key Factors Leading to Provider Gap 2
8-4
Chapter
8-5
Objectives for Chapter 8:
Service Innovation and Design
Describe the challenges inherent in service innovation and
design.
Present an array of different types of service innovations,
including service offering innovation, innovating around
customer roles, and innovation through service solutions.
Discuss the importance of engaging customers and employees
and employing service design thinking in service innovation.
Present the stages and unique elements of the service
innovation and development process.
Demonstrate the value of service blueprinting and how to
develop and read service blueprints.
8-6
Risks of Relying on Words Alone to
Describe Services
Oversimplification
Incompleteness
Subjectivity
Biased Interpretation
8-7
Important Considerations for Service
Innovation
Involve customers and employees
Employ service design thinking and techniques
8-8
Important Considerations for Service
Innovation
The five principles of service design thinking:
User-centered: Services should be experienced and designed
through the customers eyes
Cocreative: All stakeholders should be included in the service
design process
Sequencing: A service should be visualized as a sequence of
interrelated actions
Evidencing: Intangible services should be visualized in terms
of physical artifacts
Holistic: The entre environment of a service should be
considered
8-9
Types of Service Offering Innovations
Start-up businesses
Service improvements
8-11
New Service Strategy Matrix for Identifying
Growth Opportunities
8-12
Service Blueprinting
8-13
Service Blueprint Components
Physical Evidence
Customer Actions
line of interaction
Support Processes
8-14
Service Blueprint Components
8-15
Blueprint for Express Mail Delivery Service
8-16
Blueprint for Overnight Hotel Stay Service
8-17
Blueprint for DVD Rental Kiosk
8-18
Benefits of Service Blueprinting
Provides a platform for innovation.
Recognizes roles and interdependencies among functions,
people, and organizations.
Facilitates both strategic and tactical innovations.
Transfers and stores innovation and service knowledge.
Designs moments of truth from the customer’s point of view.
Suggests critical points for measurement and feedback in the
service process.
Clarifies competitive positioning.
Provides understanding of the ideal customer experience.
8-19
Building a Service Blueprint
8-20