Service design involves planning people, infrastructure, communication, and materials to improve the quality of interactions between service providers and customers. It helps organizations create new services or improve existing ones to differentiate themselves from competitors. The key elements of service design include structural components, delivery systems, facility design, location, capacity planning, service encounters, quality management, and balancing capacity and demand. New service development follows a process from concept generation to final design and implementation to help organizations grow by finding and satisfying new customers. Service blueprinting maps the customer experience and service delivery process to improve design.
Service design involves planning people, infrastructure, communication, and materials to improve the quality of interactions between service providers and customers. It helps organizations create new services or improve existing ones to differentiate themselves from competitors. The key elements of service design include structural components, delivery systems, facility design, location, capacity planning, service encounters, quality management, and balancing capacity and demand. New service development follows a process from concept generation to final design and implementation to help organizations grow by finding and satisfying new customers. Service blueprinting maps the customer experience and service delivery process to improve design.
Service design involves planning people, infrastructure, communication, and materials to improve the quality of interactions between service providers and customers. It helps organizations create new services or improve existing ones to differentiate themselves from competitors. The key elements of service design include structural components, delivery systems, facility design, location, capacity planning, service encounters, quality management, and balancing capacity and demand. New service development follows a process from concept generation to final design and implementation to help organizations grow by finding and satisfying new customers. Service blueprinting maps the customer experience and service delivery process to improve design.
Infrastructure, Communication and Material Components of a Service. To improve its Quality Interaction between Service Provider & Customers. Gathering Service needs and mapping them to the requirements. It helps to create new services or improve the existing services It differentiate the company from the competition
Elements of Service Design Structural Delivery System Facility Design Location Capacity Planning Managerial Service Encounter Quality Managing Capacity & Demand
Service Life Cycle Stages: Introduction Growth Maturity Decline
Introduction 1. Cost are very high 2. Slow sales volume to Start 3. Little or no Competition 4. Demand has to be Created 5. Customers have to be Prompted to try the Product 6. Makes no money at this stage. Growth` Cost reduced due to economies of scale Sales volume increase Significantly Profitability begins to rise Public Awareness Increase Competition Begins Due to Competition price decreases.
Maturity Cost Low Production Increase Sales volume Peaks Market Saturation Reached Competitor Increases Brand differentiation and Feature diversification is maintain Industrial Profits go down.
Decline Costs become Optimal Sales volume decline or Stable Prices, Profitability Diminish Profit become more Challenge
New service development Growing an Enterprise Through a Number of Marketing Techniques How do we Find, Reach and Approach Customers? How do we keep these Customers Satisfied with new possible Services? Types Style Change Service Improvements Supplementary Service Innovation Process Line Extensions Product Line Extensions Major Process Innovations Major Service Innovations Pre- Requisites for New Service Development Market Analysis Business Case Development & Pricing Service Description Requirements Definition
New Service Development Process Concept Generation Concept Screening Preliminary Design Design Evaluation and Improvement Prototyping & Final Design Developing the Operations Process Service Blueprinting A service blueprint depicts the entire service process on a map Shows the various stages of customer interaction with the service provider, and provides minute details of the service delivery processes The tangible evidence of the service Helps in breaking up the service delivery process into a series of logical steps Blueprinting can be used in either designing or redesigning service products Elements of Blueprinting Customer role Onstage / Visible Contact Employee Actions Backstage / Invisible Contact Employee Actions Support processes Blueprinting the Restaurant Experience: Act 1 (Fig 8.1) Make Reservation Coat Room Valet Parking Accept reservation Greet customer, take car keys Greet, take coat, coat checks Check availability, insert booking Take car to parking lot Hang coat with visible check numbers Maintain reservation system Maintain (or rent) facilities Maintain facilities/ equipment Line of interaction Line of visibility Line of internal physical interaction Contact person (visible actions) Contact person (invisible actions)
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Timeline Act 1 Physical Evidence Service Standards and Scripts Support Processes W W W Developing a Service Blueprint Identifying processes Identification of the customer segment Mapping the customer's view Mapping the onstage and backstage employee actions Identification of support activities Adding physical evidence wherever possible in the service process
CATEGORIES FOR NEW SERVICE DEVELOPMENT Major innovations New services for existing markets Improvements in offerings Service Blueprinting for New Services Depiction of the Service Process from the Clients Point of View Identification of Client Contact Points Identification of Front and Back End Integration Resource Definition, Time Standards and Tolerance
SERVICE QUALITY Quality means the degree of excellence in service performance.
Expected Quality vs Experienced Quality Market communication Image Word-of-mouth communication Customer needs