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Staying at a hotel: • You are on a long trip, you got tired.
You see a hotel. You park, noting the building is fresh and enter the office where a friendly clerk checks you in and gives you the key. You take rest and next morning you check out.
(benefit received)
Park Car Check inSpend night
In roomCheck out
Repairing VCR• When you play VCR, picture is poor. Travel to
service store, technician examines, diagnoses problem. He asks you to come after 3 days; you leave and return to store after 3 days; pick up vcr, pay him money and later took vcr to home.
Travel to Store
Technician Examines VCR
Return After 3 days
Pick up VCR
Technician repairsVCR
Leave Store
Invisible action
Play VCRbenefit
Augmented Service Product
enquiry
Billing
Payment
InformationConsultation
Safekeeping
Order-Taking
Core
Hospitality
CORE
Augmented Service Product
enquiry
Billing
Payment
InformationConsultation
Safekeeping
Order-Taking
Core
Hospitality
CORE
Facilitating Service
• Core product
• Supplementary services
- Facilitating suppl services
- Supporting / Enhancing Suppl services
** Combination of core & suppl services is often referred to as Augmented service
• Facilitating supplementary services—are mandatory and if these are left out, the entire service would collapse.
• Where as supporting supplementary services do not facilitate the consumption of core services, but are used to increase the value, and thus, differentiate in competition
• Facilitating serv could be a supporting serv in particular market and in other it is not so.
Lets check for these…..
• Hospital• Airlines• Hotels• Life Insurance• Resort• Retail• Amazon• Movie
Creating the service product…..
1. Understand the Co Objectives… link-up Markets & your resources available ie., match Markets and Operations
2. Define the nature of service offering
-core, suppl services, delivery process
3. Documenting the Delivery sequence over time
Operating Assets(Facilities/Equipment, IT Systems, People, Op. Skills, Cost Structure)
Service Design Involves Matching Marketing with Operations
Corporate Objectivesand Resources
Service Delivery Process
Marketing Assets(Customer Base, Mkt. Knowledge,
Implementation Skills, Brand Reput.)
Service Marketing Concept
•Benefits to customer from core/ supplementary elements, style, service level, accessibility
•User costs/outlays incurred•Price/other monetary costs•Time•Mental and physical effort•-ve. sensory experiences
Service Operations Concept
•Nature of processes•Geographic scope of ops•Scheduling•Facilities design/layout•HR (numbers, skills)•Leverage (Agents, self-service)•Task allocation: front/backstage staff; customers as co-producers
Defining the nature of service offering & understand in terms of ……..
Core product
Suppl services
Delivery process
What Happens, When, and in What Sequence? The Time Dimension in the Augmented Service Product
PreVisit
Reservation
USE GUESTROOM OVERNIGHT
Parking Get car
Check in
Porter
USE ROOM
MealPay TV Room service
PhoneCheck out
Time Frame of an Overnight Hotel Stay(real-time service use)
Service Mapping/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.
ServiceMapping
Process
Points of Contact
Evidence
Service Blueprint Components
CUSTOMER ACTIONS
line of interaction
“ONSTAGE” CONTACT EMPLOYEE ACTIONS
line of visibility
“BACKSTAGE” CONTACT EMPLOYEE ACTIONS
line of internal interaction
SUPPORT PROCESSES
• Customers while taking service do perform certain actions.
• He interacts with on-stage & off-stage employees / get exposed to physical evidence
• In service delivery, we have something called Front-Stage & Back-Stage
Line that divides the above two is called as line of visibility
.
• Line of interaction is where the customer interacts with on-stage employees (visible actions)
• Customers may interact with Back-stage employees (invisible actions) probably over phone / chat
• Support Processes –operations handled by employees/IT-servers, websites/ process that take care of storing, handling supplies, maintaining facilities, etc., which will actually help out in bringing out the required service to the customer
Service Blueprint of Luxury Hotel
Blueprint for Flying
DriverPicksUp Pkg.
DispatchDriver
AirportReceives& Loads
SortPackages
Load onAirplane
Fly toDestinati
on
Unload&
Sort
LoadOn
Truck
Express Mail Delivery ServiceSU
PPO
RT
PR
OC
ESS
CO
NTA
CT
PER
SO
N(B
ack
Sta
ge)(O
n S
tage)C
USTO
ME
RPH
YSIC
AL
EV
IDEN
CE
CustomerCalls
CustomerGives
Package
TruckPackagingFormsHand-held ComputerUniform
ReceivePackage
TruckPackagingFormsHand-held ComputerUniform
DeliverPackage
CustomerServiceOrder
Fly toSort
Center
Overnight Hotel StayS
UP
PO
RT P
RO
CES
SCO
NTA
CT P
ER
SO
N
(Back
Sta
ge)(
On S
tage)C
US
TO
MER
HotelExteriorParking
Cart for Bags
DeskRegistrationPapersLobbyKey
ElevatorsHallwaysRoom
Cart for Bags
RoomAmenitiesBath
Menu DeliveryTrayFoodAppearance
Food
BillDeskLobbyHotelExteriorParking
Arriveat
Hotel
Give BagsTo
AttendantCheck in Go to
RoomReceive
BagsSleep
Shower
CallRoom
Service
ReceiveFood
EatCheck out
andLeave
Greet andTakeBags
ProcessRegistration
DeliverBags
DeliverFood
ProcessCheck Out
Take Bagsto Room
TakeFoodOrder
RegistrationSystem
PrepareFood
RegistrationSystem
PH
YS
ICA
LEV
IDEN
CE w
F
F
w
W
F
Step 1
Identify the process to be blue-printed.
Step 1
Identify the process to be blue-printed.
Step 2
Identify the customer or customer segment.
Step 2
Identify the customer or customer segment.
Step 3
Map the process from the customer’s point of view.
Step 3
Map the process from the customer’s point of view.
Step 4
Map contact employee actions, onstage and back-stage.
Step 4
Map contact employee actions, onstage and back-stage.
Step 5
Link customerand contact person activities to needed support functions.
Step 5
Link customerand contact person activities to needed support functions.
Step 6
Add evidence of service at each customer action step.
Step 6
Add evidence of service at each customer action step.
Building a Service Blueprint
Application of Service Blueprints
• New Service Development• concept development• market testing
• Supporting a “Zero Defects” Culture• managing reliability• identifying empowerment issues
• Service Recovery Strategies• identifying service problems• conducting root cause analysis• modifying processes
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– empowering the human
element• job descriptions• selection criteria• appraisal systems
• System Technology– providing necessary
tools:• system specifications• personal preference
databases