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Chapter-9 - Service Innovation and Design

The document discusses challenges and strategies for service innovation and design. It describes how services are difficult to define because they are intangible processes delivered variably by employees. New service development requires understanding customer needs across markets and developing major innovations, extensions, or improvements. Service blueprinting is introduced as a technique to map customer and employee interactions and support processes to objectively depict a service from different perspectives. Components of a blueprint include customer actions, visible and invisible employee actions, physical evidence, and support processes separated by lines of interaction, visibility, and internal interaction. Examples of blueprints for express mail delivery and overnight hotel stay are provided.

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Shams Istehaad
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379 views

Chapter-9 - Service Innovation and Design

The document discusses challenges and strategies for service innovation and design. It describes how services are difficult to define because they are intangible processes delivered variably by employees. New service development requires understanding customer needs across markets and developing major innovations, extensions, or improvements. Service blueprinting is introduced as a technique to map customer and employee interactions and support processes to objectively depict a service from different perspectives. Components of a blueprint include customer actions, visible and invisible employee actions, physical evidence, and support processes separated by lines of interaction, visibility, and internal interaction. Examples of blueprints for express mail delivery and overnight hotel stay are provided.

Uploaded by

Shams Istehaad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Service Innovation and Design

Chapter # 9
Challenges of Service Innovation
and Design
Because services are largely intangible and
process oriented (such as hospital stay, cricket
lesson, a football game or a sophisticated
information technology consulting service), they
are difficult to describe and communicate.
Because services are delivered by employees to
customers, they are variable. Rarely are two
services are alike or experienced in the same way.
Because services cannot be touched, examined or
easily tried out, people have historically resorted
to words in their efforts to describe them.
Risks Involved
Oversimplification: Words are simply inadequate
to describe a whole complex service system.
Incompleteness: In describing services, people
tend to omit details or elements of the service with
which they are not familiar.
Subjectivity: Any one person describing a service
in words will be biased by personal experience and
degree exposure to the service.
Biased Interpretation: No two people will define
responsiveness, quick, or flexible in exactly the
same way.
New Service Strategy
Development
Markets Offerings

Markets Existing New Services


Services
Current Share Building Service
Customers Development
New Customers Market Diversification
Development
Types of Service Innovations
Major or Radical Innovations
Start-up Businesses
New Services for the currently Served
Market
Service Line Extensions
Service Improvements
Style Changes
Service Blueprinting
A Service Blueprint is a picture or map that
portrays the service system so that the different
people involved in providing it can understand
and deal with it objectively, regardless of their
roles or their individual points of view.
Blueprints are particularly useful at the design
stage of service development.
A Service Blueprint visually displays the service by
simultaneously depicting the process of service
delivery, the points of customer contact, the roles
of customers and employees and the visible
element of the service.
Service Blueprinting
A technique for simultaneously depicting the
service process, the points of customer contact,
and the evidence of service from the customers
point of view.
Process

Service Points of Contact


Mapping
Evidence
Service Blueprint Components

Basic components of Service Blueprint are:


Customer actions
Onstage contact employee actions
Backstage contact employee actions
Support processes
Service Blueprint Components
Physical Evidence

Customer Actions

Line of Interaction

Onstage Contact
Employee Actions

Line of Visibility

Employee Actions
(Backstage/ Invisible

Line of Internal Interaction

Support Processes
Service Blueprint Components

Customer Actions: it includes steps, choices,


activities and interactions that customer
performs in the process of purchasing,
consuming and evaluating the service.
Onstage Employee Actions: steps and
activities that the contact employees performs
that are visible to the customer.
Backstage Employee Actions: steps and
activities that occur behind the scene to
support onstage activities.
Service Blueprint Components

Support Processes: covers the internal


services, steps and interactions that take
place to support the contact employees in
delivering the service.
Service Blueprint Components
Physical Evidence: above each point of contact
the actual physical evidence of the service is
listed.
Line of Interaction: direct interactions b/w the
customer and organization.
Line of Visibility: this line separates all service
activities that are visible to the customers from
those that are not visible.
Line of Internal Interaction: separates
contact employees activities from those of other
service support activities and people.
Blueprint Express Mail Delivery
Service
Truck, Packaging, Forms, Truck, Packaging, Forms,
Hand-held Computer Hand-held Computer
Uniform Uniform
PHYSICAL
Customer Receive
EVIDENCE Customer
Gives
Calls Package
Package

Driver
(On Stage) Picks Deliver
Up Pkg. Package

CUSTOMER

(Back Stage) Customer


Service
Order

Airport Fly to
Dispatch Fly to Unload Load
Receives Sort
Driver & On
& Loads Center Destination
SUPPORT Sort Truck
Load on
PROCESS Airplane

Sort
Packages
Blueprint Overnight Hotel
Stay
Bill
PHYSICAL Hotel Cart for Desk Cart for Room Menu Delivery Food Desk
EVIDENCE Exterior Bags Registration Bags Amenities Tray Lobby
Parking Papers Elevators Bath Food Hotel
Lobby Hallways Appearance Exterior
Key Room Parking
Arrive Give Bags Call Check out
CUSTOMER at to Check in
Go to Receive Sleep
Room Receive Eat and
Room Bags Shower Food
Hotel Bellperson Service Leave

(On Stage) Greet and


Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags
CONTACT
PERSON
Take
(Back Stage) Take Bags Food
to Room Order

Registration Prepare Registration


SUPPORT System Food System
PROCESS
END OF THE CHAPTER

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