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Part 4

Part 4. ALIGNING SERVICE DESIGN AND STANDARDS. 8- 1. Provider Gap 2. CUSTOMER. Customer-driven service designs and standards. COMPANY. Gap 2: The Service Design and Standards Gap. Company perceptions of customer expectations. 8- 2. Key Factors Leading to Provider Gap 2. 8- 3.

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Part 4

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  1. Part 4 ALIGNING SERVICE DESIGN AND STANDARDS 8-1

  2. Provider Gap 2 CUSTOMER Customer-driven service designs and standards COMPANY Gap 2: The Service Design and Standards Gap Company perceptions of customer expectations 8-2

  3. Key Factors Leading to Provider Gap 2 8-3

  4. Risks of Relying on Words Alone to Describe Services • Oversimplification • Incompleteness • Subjectivity • Biased Interpretation 8-4

  5. Important Considerations for Service Innovation • Involve customers and employees • Employ service design thinking and techniques 8-5

  6. 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 8-6

  7. 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 8-7

  8. New Service Strategy Matrix for Identifying Growth Opportunities 8-8

  9. 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. 8-9

  10. Service Blueprint Components Physical Evidence Customer Actions line of interaction Visible Contact Employee Actions line of visibility Invisible Contact Employee Actions line of internal interaction Support Processes 8-10

  11. Service Blueprint Components 8-11

  12. Blueprint for Overnight Hotel Stay Service 8-12

  13. Building a Service Blueprint 8-13

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