Professional Documents
Culture Documents
Design 4
Design 4
Learning Objectives
l
nte na
Co izatio of new services
objective / strategy
People
xt
Te
• Idea generation
• Service design
n
am
ga
and screening
and testing
s
Or
• Concept
• Process and system
development and
design and testing Product
• Marketing program testing
design and testing
• Personnel training Technology Systems
• Service testing and
pilot run
• Test marketing Tools
Design Analysis
• Business analysis
• Project authorization
Service Blueprint of Luxury Hotel
Strategic Positioning
Through Process Structure
Limit to Four Choices Entree (15 choices) Expand to 20 Choices: Add Flaming Dishes;
Bone Fish at Table; Prepare Sauces at Table
Sundae Bar: Self-service Dessert (6 choices) Expand to 12 Choices
Coffee, Tea, Milk only Beverage (6 choices) Add Exotic Coffees; Sherbet between
Serve Salad & Entree Together: SERVE ORDERS Courses; Hand Grind Pepper
Bill and Beverage Together
Cash only: Pay when Leaving COLLECT PAYMENT Choice of Payment. Including House Accounts:
Serve Mints
Taxonomy of Service Processes
Low divergence High divergence
(standardized service) (customized service)
Processing Processing Processing Processing Processing Processing
of goods Information of people of goods Information of people
Dry Check Auto repair Computer
No Cleaning processing Tailoring a programming
Customer Restocking Billing for a suit Designing a
Contact a vending credit card building
machine
Ordering Supervision
Indirect groceries of a landing
customer from a home by an air
contact computer controller
Value
Re sults Pr oduced Pr ocessQuality
Pr ice CostsofAcquiringtheService
Discussion Questions
CONVEYOR
BELT
CONVERSATION AREA
TAKE-OUT
POSITION
ENTRANCE = CHEF
Commuter Cleaning - New Venture Proposal
1. Prepare a service blueprint for Commuter Cleaning.
2. What generic approach to service design is illustrated
by Commuter Cleaning, and what competitive
advantage does this offer?
3. Using the data in Table 4.6 calculate a break-even
price per shirt if monthly demand is expected to be
20,000 shirts and the contract with a cleaning plant
stipulates a charge of $0.50 per shirt.
4. Critique the business concept, and make
recommendations for improvement.
Golfsmith
1. Prepare a service blueprint for Golfsmith.
2. What generic approach to service design
does Golfsmith illustrate and what
competitive advantages does this design
offer?
3. Why is Golfsmith a good candidate for
Internet sales?
INTERACTIVE CLASS EXERCISE