Provider Gap 2 CUSTOMER COMPANY Customerdriven service designs

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 -1

Key Factors Leading to Provider Gap 2 8 -2

Risks of Relying on Words Alone to Describe Services § Oversimplification § Incompleteness § Subjectivity § Biased Interpretation 8 -3

New Service Strategy Matrix for Identifying Growth Opportunities 8 -4

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 -5

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 -6

Service Blueprint Components 8 -7

Blueprint for Express Mail Delivery Service 8 -8

Blueprint for Overnight Hotel Stay Service 8 -9

Blueprint for DVD Rental Kiosk 8 -10

Building a Service Blueprint Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Identify the process to be blueprinted Identify the customer or customer segment Map the process from the customer’s point of view Map contact employee actions, onstage and back-stage, and/or technology actions Link contact activities to needed support functions Add evidence of service at each customer action step Copyright © 2007 Mc. Graw-Hill Ryerson Limited. ,

Benefits of Service Blueprinting § Recognizes roles and interdependencies among functions, people, and organizations. § Designs moments of truth from the customer’s point of view. § Suggests critical points for measurement and feedback in the service process. § Provides understanding of the ideal customer experience. Copyright © 2007 Mc. Graw-Hill Ryerson Limited. , 8 -12

Blueprints Can Be Used By: § Service Marketers creating realistic customer expectations: § service system design § promotion § Operations Management rendering the service as promised: § managing fail points § training systems § quality control § Human Resources Management empowering the human element: § job descriptions § selection criteria § appraisal systems § System Technology providing necessary tools: § system specifications § personal preference databases Copyright © 2007 Mc. Graw-Hill Ryerson Limited. ,