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5.aligning Service Design & Standards

This document discusses service design, standards, and innovation. It covers topics like service blueprints, customer-defined standards, physical evidence, and the servicescape. Service blueprints map customer and employee touchpoints to identify potential issues. Standards can be hard metrics like timing or soft perceptions. The servicescape includes physical surroundings and facilitates roles like portraying image and socialization. Developing new strategies requires understanding types of innovations and using tools like blueprints to meet customer-defined standards.

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Neha Rajput
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507 views

5.aligning Service Design & Standards

This document discusses service design, standards, and innovation. It covers topics like service blueprints, customer-defined standards, physical evidence, and the servicescape. Service blueprints map customer and employee touchpoints to identify potential issues. Standards can be hard metrics like timing or soft perceptions. The servicescape includes physical surroundings and facilitates roles like portraying image and socialization. Developing new strategies requires understanding types of innovations and using tools like blueprints to meet customer-defined standards.

Uploaded by

Neha Rajput
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Aligning Service Design &

Standards
Dr. Arijit Bhattacharya
Context of today’s topic
1. Service innovation and
design
– Service blueprint
2. Customer-defined
service standards
3. Physical evidence and
the Servicescape
What are the types of How to develop New
Service Innovations ? Service Strategies?

1. Radical innovations
2. Start-up businesses
3. New services for
currently served market
4. Service-line extensions
5. Service improvements
6. Style changes
Service Blueprint
How to use it?
Definition
• A picture/map to provide an• Identification of potential fail
overview so employees can points
relate “what I do” to the • Line of interaction
overall – Between external customers and
service. employees
• Line of visibility
What does it do? – what customers should see and
• Helps to identify and assess which employees will be in
contact with customers
cost for each elements
• Basis for internal and • Line of internal interaction
external marketing. – Interdependency among different
departments
Service Blueprint Components
Activity
• Design a service blueprint of any service e of your
choice. The blueprint should include the following:
1. Physical evidence
2. Customer actions
3. Line of interaction
4. Onstage contact employee actions
5. Line of visibility
6. Backstage contact employee actions
7. Line of internal interaction
8. Support processes
Building a Service Blueprint
Blueprint for Overnight Hotel Stay
Service Standards
Customer Defined
Service Standards - Types
Hard customer-defined standards Soft customer-defined standards

• Things that can be counted, • Opinion-based measures


timed, or observed through (Perceptions, beliefs) and
audits cannot be directly observed.
• On-time delivery, complaint • Interpersonal skills,
handling, answers phone courtesy, attention, respect
• Measure by mechanical • Measure by transaction-
counts or technology- based/relationship surveys
enabled measurement of
time/errors
One-Time Fixes
• Technology, policy, or procedure changes, that,
when done, address customer requirements.
Physical Evidence & Servicescape:
Elements of Physical evidence
Types of Servicescape
Strategic roles of Servicescape
1. Package 1. To portray a particular
image.
2. Facilitator
2. To help in the performance
3. Socializer of persons in the
4. Differentiator environment.
3. To help in the socialization
of both employees and
customers
4. To differentiate a firm
from its competitors and
signal the desired market
segment.

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