service management

COURSE CODE BBA223 COURSE NAME SERVICE MANAGEMENT Task brief & rubrics

Task

Individual service design project – 35%

Students undertake a service design project. It should be submitted in poster format which the student will present in class.

Definitions:

Service design defines and develops the processes that create great customer experiences. Developing a Service Design creates a customer experience map for a utility service. The general principles of service design are to focus the designer’s attention on generic requirements of all services.

Task:

Identify the key players in the service encounter. Explain in detail the service concept (purpose of the service; please define target market and customer experience) and service specifications (performance specifications, design specifications, delivery specifications).

Create a visual representation of the service experience. This is called a service blueprint which shows the customer journey map for your chosen service design.

A service blueprint is a visual representation (for this task, in poster format) that visualizes the relationships between different service components: the “people, props (physical or digital evidence), and processes” that are directly tied to touchpoints in a specific customer journey. Nielsen Norman Group, https://www.nngroup.com/articles/service-blueprints-definition/

The poster depicting the service design will show the customer journey map, a diagram or several diagrams that depict the stages customers go through when interacting with a company.

This customer’s journey details the different processes customers go through to when they: become aware of; consider and evaluate; and finally decide to purchase a new product or service. Important in this journey are the different touchpoints that customers use to interact with a product / service.

Clearly identify the strategic importance of your Service Design in gaining competitive advantage. What types of service encounters are most prevalent/important in your service design?

Formalities:

Structure of the task:

· The task is preparing and submitting a poster detailing the service design project. The final document will be uploaded to Moodle in in poster format, and this poster will be presented in class by the student.

· Cover page: The first page must contain the full name of the student, the logo of the school as well as the name of the course, the task (with company title) and the name of the professor.

· The second page will be the service design in poster format.

· Use figures, tables, etc. as you see fit. These will be included in an appendix.

· Bibliography: You should use the Harvard Referencing System.

· Appendix (if needed)

· The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Week 7 – Via Moodle (Turnitin). Sunday 13th March 23.59. The presentation will be in class time during Week 8.

Weight: This task is a 35% of your total grade for this subject.

It assesses the following learning outcomes:

· Outcome 1. Ability to identify and describe the customer journey in their encounter with the service.

· Outcome 2: Ability to depict and communicate to the other students the relationships between different service components

Rubrics

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Knowledge & Understanding (20%)	Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.	Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.	Student understands the task and provides minimum theory and/or some use of vocabulary.	Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%)	Student applies fully relevant knowledge from the topics delivered in class.	Student applies mostly relevant knowledge from the topics delivered in class.	Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.	Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.
Critical Thinking (30%)	Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.	Student critically assesses in good ways, drawing conclusions from relevant authors and references.	Student provides some insights but stays on the surface of the topic. References may not be relevant.	Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)	Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck	Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck	Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.	Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.