Part 4 ALIGNING SERVICE DESIGN AND STANDARDS 8

Part 4 ALIGNING SERVICE DESIGN AND STANDARDS 8 -1

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

Key Factors Leading to Provider Gap 2 8 -3

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

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

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

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

New Service Strategy Matrix for Identifying Growth Opportunities 8 -8

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

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

Service Blueprint Components 8 -11

Blueprint for Overnight Hotel Stay Service 8 -12

Building a Service Blueprint 8 -13