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chap008.pptxCopyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Part 4
ALIGNING SERVICE DESIGN AND STANDARDS
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CUSTOMER
COMPANY
Gap 2: The Service Design and Standards Gap
Customer-driven
service designs and standards
Company perceptions of customer expectations
Provider Gap 2
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Key Factors Leading to Provider Gap 2
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Service Innovation and Design
Challenges of Service Innovation and Design
Important Considerations for Service Innovation
Types of Service Innovations
Stages in Service Innovation and Development
Service Blueprinting: A Technique for Service Innovation and Design
Chapter
8
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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.
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Risks of Relying on Words Alone to Describe Services
Oversimplification
Incompleteness
Subjectivity
Biased Interpretation
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Important Considerations for Service Innovation
Involve customers and employees
Employ service design thinking and techniques
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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
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Types of Service Offering Innovations
Major or radical innovations
Start-up businesses
New services for the currently served market
Service line extensions
Service improvements
Style changes
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Service Innovation and Development Process
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New Service Strategy Matrix for Identifying Growth Opportunities
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Service Blueprinting
A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view.
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Service Blueprint Components
Customer Actions
line of interaction
Visible Contact Employee Actions
line of visibility
Invisible Contact Employee Actions
line of internal interaction
Support Processes
Physical Evidence
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Service Blueprint Components
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Blueprint for Express Mail Delivery Service
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Blueprint for Overnight Hotel Stay Service
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Blueprint for DVD Rental Kiosk
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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.
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Building a Service Blueprint
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