New service design (Service blueprint)

New service design

Execution elements Customer facing elements

New service design (Key attributes)

Touch
Product Process Outcome
point

Technology Customer

Product Performance

Task Employee
New service design factors
Design factor Mapping to “Bricks” book retailer “Clicks” book retailer
attributes
Facility location Task, Employees Multiple locations close to Centralized location
customers
Facility layout Task, Customers Customer’s needs and Back-office (shipping,
shopping experience receiving, information
systems management)
Product design Customer, Product Store design emphasizes Website designed for
book shopping experience customer experience
such as book-seller tables, designed for seamless
cozy furnishings etc. experience
Scheduling Employee, Task Workers are scheduled to Workers are scheduled to
meet peak customer meet completion date
demand (lumpy schedules) and daily requirements
(relatively flat schedule)
New service design factors
Design factor Mapping to attributes “Bricks” book retailer “Clicks” book retailer

Worker skills Employee, Technology People oriented with knowledge Technology and task
of books oriented

Quality control Performance More difficult to measure and Easy to measure website-
develop standards variabilities in related quality and time
service transactions issues
https://www.youtube.com/watch? https://
v=XUBeW_NFggM www.youtube.com/
watch?v=rksCTVFtjM4
Demand/capacity Task, performance Capacity must match peak Capacity must match
planning demand requirements

Industrialization Employee Low substitution of technology for High substitution of

level people technology for people

Standardization Task Store is standardized; interaction Customer webpage can

is customized be customized, rest
(checkout etc.) is
standardized

Customer contact Employee, Customer High Relatively low

time
New service design factors
Design factor Mapping to “Bricks” book retailer “Clicks” book retailer
attributes
Frontline Employee, High discretion in interactions Minimal employee
personnel Customer with customers discretion (often
discretion scripted)
Sales Performance More opportunities for selling Less opportunities for
opportunity additional books and selling additional
merchandize (coffee, pastries, merchandise
music)
Customer Customer, Employee Mix of self-service and Mostly-self service
participation assisted sales
New Service design
Consider any “Bricks” vs “Clicks” situation

Consider any five work design factors and contrast

the “Brick” vs. “Click” situation. Also explain how
the contrasts manifest

Worker skills
Facility location
Quality control Frontline personnel
Facility layout discretion
Demand/capacity planning
Product design Sales opportunity
Industrialization level
Scheduling Customer
Standardization
participation
Customer contact time
New Service design – Central theme
Service “A store selling paints, tools and other
organization
items for home improvement”

“Enabling the
Organizing “Providing the cheapest customers to carry out
idea/Central
theme
hardware in town” high-quality home
improvements”
“Investment in skilled
Operational “No sales staff to provide
implications frills/Efficiency/Economy”guidance to carryout do-it-
yourself (DIY) projects
Are these enough? (Service organization vs.
Customers)
New Service design

 Customers do not simply buy elements of services, but look

for much greater and intangible experience

- Educational experiences vs.

lectures/food/accommodation/books

 Service organizations need to create a central

theme/organizing idea
New Service design

 Customers do not simply buy elements of services, but look

for much greater and intangible experience

- Educational experiences vs.

lectures/food/accommodation/books

 Service organizations need to create a central

theme/organizing idea
New Service Design – Service concept
Service organization: NayaRaipur theme park

Organizing idea: A great day out at the theme park

Service concept (summary): A theme park providing an

inclusive package of over 100 rides and attractions to suit all
ages and tastes with thrills, fun, fantasy, historic heritage and
magnificent gardens

Service experience Service outcomes

Service operations Service value

Service experience
o Quick and easy to buy ticket
o Exhilarating and entertaining
o Fun and lively for all ages
o Range of attractions

Customers’ direct experience of service offering

Service outcome
o Great day out
o Never a dull moment
o Thrilling rides
o Exhausting

The result for the customer of the service

Service Operations
o Good signage to the park areas
o Large parking
o Clear site maps
o Efficient queuing system

The way in which service would be delivered

Service value
• All inclusive price
• Value for money

The benefits the customers perceive weighed against cost

of the service
Exercise
Service organization: ??

Organizing idea:??

Service concept (summary): ??

Service experience Service outcomes

?? ??

Service operations Service value

?? ??

 Service concept need to be well defined

Service concept
In what ways the establishing service concept is helpful?
 Mechanism that links both operations and marketing
 Regular reviews to help prevent service organizations
slipping into “Provider mentality”
- Service providers’ thinking that customers love us since
we know what we provide is good.
 Good trackability (measurable)
 Scope of future scope as well
 Service concept summary needs to have clear
emphasis on benefits (too much and too less to be
avoided)