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Module 1: Marketing of Services

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Designing and Managing Service Processes - Part 1

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MODULE OVERVIEW

Know difference between a service experience and a service process.
Differentiate between flowcharting and blueprinting.
Develop a blueprint for service process with all typical design elements in place.
Understand how to use fail-proofing to design fail points from service processes.
Know how to set service standards and performance targets for customer service processes.
Appreciate the importance of consumer’s perceptions and emotions in designing service processes.

INTRODUCTION

Service Process vs. Service experience
From the customer’s perspective, services are experiences. From the organization’s perspective, services are processes that have to be designed and managed to create the desired customer experience.
Processes are the architecture of services.
Processes describe the method and sequence in which service operating systems work.
Poor processes make it difficult for front-line employees to do their jobs well, thus, resulting in low productivity, and increasing the risk of service failures.

FLOWCHARTING

A technique for displaying nature and sequence of different steps involved when a customer “flows” through the service process.
Describes an existing process in a fairly simple form.
An easy way to quickly understand the total customer service experience.

BLUEPRINTING

Map customer, employee and service system interactions.
Show full customer journey from service initiation to final delivery of desired benefit.

STAGES IN SERVICE PROCESSES: RESTAURANT EXPERIENCE

Most service processes can be divided into 3 main steps:
Pre-process stage - the preliminaries occur

g. making a reservation, parking the car, getting seated, and being presented with the menu


In-process stage - main purpose of service encounter is accomplished

g. enjoying the food and drinks in a restaurant


Post-process stage - activities necessary for closing of encounter happens

g. getting the check and paying for dinner



FAIL-PROOFING

Tools commonly used for fail-proofing: poka-yokes
Poka-yokes or fail-safe methods are Total Quality Management (TQM) methods in manufacturing to prevent errors in the manufacturing processes.
Derived from the Japanese words poka (inadvertent errors) and yokeru (to prevent).
Richard Chase and Douglas Steward introduced this concept to fail-safe service processes.

CONCLUSION

Started with the differentiation between service experience and Service Process.
Defined the concepts of flowcharting and blueprinting.
Characteristics of a service blueprint were also discussed.
Fail-points identification and application of fail-proofing to design fail points out of service processes was also emphasised upon.
Finally, we discussed the consumer perceptions and emotions in service process design.