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Part 3

Part 3. ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS. The Customer Gap. Expected Service. GAP. Perceived Service. Part 1 Opener. Gaps Model of Service Quality. Expected Service. CUSTOMER. Customer Gap. Perceived Service. External Communications to Customers.

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Part 3

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  1. Part 3 ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS

  2. The Customer Gap Expected Service GAP Perceived Service Part 1 Opener

  3. Gaps Model of Service Quality Expected Service CUSTOMER Customer Gap Perceived Service External Communications to Customers Service Delivery COMPANY GAP 4 GAP 1 GAP 3 Customer-Driven Service Designs and Standards GAP 2 Part 1 Opener Company Perceptions of Consumer Expectations

  4. Gaps Model of Service Quality • Provider Gap 1: • not knowing what customers expect • Provider Gap 2: • not having the right service designs and standards • Provider Gap 3: • not delivering to service standards • Provider Gap 4: • not matching performance to promises Part 1 Opener

  5. Provider GAP 2 CUSTOMER Customer-Driven Service Designs and Standards COMPANY GAP 2 Company Perceptions of Consumer Expectations Part 3 Opener

  6. Chapter Service Development and Design 9 • Challenges of Service Design • Service Blueprinting • Quality Function Deployment

  7. 欢乐谷的顾客留言及回复 • 我要投诉欢乐谷完美风暴08/12/30的主持人，那男的让我们这帮在上面连翻了四个循环，近10分钟，不顾少数人反对，听见有人叫好就再来一次，致使下来后好几个游客都呕吐了。包括我，后面的游戏都没办法玩了。那个完美风暴的主持人好像今天很兴奋，问还要不要来一次，听见有人叫可以，就按按钮，要知道人和人不一样的。 • 王明 12-30 23:00:38

  8. 欢乐谷的顾客留言及回复 • RE 王明: 您好，感谢您对我司的信任和支持，希望您将具体情况反映至游客服务中心26949184，EMAIL：kfzx@happyvalley.com.cn 以便我们能调查了解。谢谢！ Webmaster 12-31 14:17:02

  9. 我亲身经历的不满意的服务接触 • 深圳的公交车 • 人工售票 • 自动投币

  10. Mapping Brainstorming • When do people use maps ? • Why do people use maps?

  11. Mapping

  12. Mapping/Blueprinting

  13. Service Mapping/Blueprinting

  14. Brainstorming • What are the risks of attempting to describe services in words alone?

  15. Figure 8.1Risks of Relying on Words Alone to Describe Services • Oversimplification • Incompleteness • Subjectivity • Biased interpretation

  16. Figure 8.5Service Mapping/Blueprinting (p.196) • 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. • 从顾客角度详细描画服务系统，顾客接触点以及服务证据的图片或地图。

  17. Figure 8.5Service Mapping/Blueprinting Process Service Mapping Points of Contact Evidence

  18. Service Blueprint Components (p.197) CUSTOMER ACTIONS 顾客行为 line of interaction 互动线 “ONSTAGE” CONTACT EMPLOYEE ACTIONS 前台 line of visibility 可视线 “BACKSTAGE” CONTACT EMPLOYEE ACTIONS 后台 line of internal interaction 内部互动线 SUPPORT PROCESSES 后勤支援

  19. Figure 8.6Service Blueprint Components

  20. Express Mail Delivery Service 快递服务蓝图 Truck Packaging Forms Hand-held Computer Uniform Truck Packaging Forms Hand-held Computer Uniform PHYSICAL EVIDENCE Customer Calls Customer Gives Package Receive Package CUSTOMER Driver Picks Up Pkg. (On Stage) Deliver Package CONTACT PERSON (Back Stage) Customer Service Order Airport Receives & Loads Fly to Sort Center Load On Truck Dispatch Driver Unload & Sort Fly to Destination SUPPORT PROCESS Load on Airplane Sort Packages

  21. Figure 8.8Overnight Hotel Stay 夜宿旅店服务蓝图 Bill Desk Lobby Hotel Exterior Parking Hotel Exterior Parking Cart for Bags Desk Registration Papers Lobby Key Elevators Hallways Room Cart for Bags Room Amenities Bath Menu Delivery Tray Food Appearance Food PHYSICAL EVIDENCE Arrive at Hotel Give Bags to Bellperson Call Room Service Check out and Leave Receive Bags Go to Room Sleep Shower Receive Food CUSTOMER Eat Check in Greet and Take Bags Deliver Bags Deliver Food Process Registration Process Check Out (On Stage) CONTACT PERSON Take Food Order (Back Stage) Take Bags to Room Registration System Registration System Prepare Food SUPPORT PROCESS

  22. Brainstorming • Please compare and contrast the blueprints in Figures 8-5 and 8-6， and tell the differences between these two kinds of services?

  23. Figure 8.9 Building a Service Blueprint Step 6 Add evidence of service at each customer action step. Step 4 Map contact employee actions, onstage and back-stage. Step 3 Map the process from the customer’s point of view. Step 1 Identify the process to be blue-printed. Step 2 Identify the customer or customer segment. Step 5 Link customer and contact person activities to needed support functions.

  24. Exercises in class课堂练习 • Please read the case of “DIETS TO YOU”. • Develop a service blueprint of “DIETS TO YOU”. • Identify and explain the key points to make the customers satisfied.

  25. QFD: Quality function deployment

  26. Figure 8.10House of Quality for Village Volvo

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