C8- FINALS Flashcards
From the customer’s perspective, services are experiences, such as calling a customer contact center or visiting a library.
SERVICE PROCESS
From the organization’s perspective, services are processes that have to be designed and managed to create the desired customer experience.
SERVICE PROCESS
describe the method and sequence in which service operating systems work and specify how they link together to create the value proposition promised to customers.
Processes
are likely to annoy customers because they often result in slow, frustrating, and poor-quality service delivery.
Badly designed processes
They also make it difficult for front-line
employees to do their jobs well, resulting in low productivity, and increasing the risk of service failures.
Badly designed processes
DESIGNING AND DOCUMENTING SERVICE PROCESSES
what are the Two key tools that are used for documenting and redesigning existing service processes and designing new ones:
2 TOOLS?
FLOWCHARTING
BLUEPRINTING
is a technique for displaying the nature and sequence of the different steps involved when a customer “flows” through the service process.
Flowcharting
By _____________ the sequence of encounters that customers have with a service organization, we can gain valuable insights into the nature of an existing service.
flowcharting
___________- describes an existing process, often in a fairly simple form
Flowchart
- is a more complex form of flowcharting and specifies in detail how a service process is constructed Including what is visible to the customer and all that
goes on in the back-office.
Blueprinting
It is the key tool in service designing.
Blueprinting
map customer, employee, and service-system interactions. They show the full customer journey from service initiation to final delivery of the desired benefit, which can include many steps and service employees from different departments.
Service blueprints
show the key customer actions, how customers and employees from different departments interact (called the line of interaction), the frontstage actions by those service employees, and how these are supported by back-stage activities and systems.
Blueprints
DESIGNING AND DOCUMENTING SERVICE
PROCESS (7)
DRAWING
DEVELOPING BLUE PRINT (7)
1.Identify key activities involved in creating and delivering the service
2.Distinguish between front stage and backstage
3.Chart activities in sequence
4.Show how interactions between customers and employees are supported by backstage activities and systems
5.Establish service standards for each step
6.Identify potential fail points
7.Focus initially on “big picture” (later, can drill down for more detail in
specific areas)
DEVELOPING A SERVICE BLUE PRINT (8)
1.Front-stage activities.
2. Physical evidence of front-stage activities.
3.Line of visibility.
4.Back-stage activities.
5.Support processes and supplies
6. Fail points
7.Identifying customer waits
8.Service standards and targets
These maps the overall customer experience, the
desired inputs and outputs, and the sequence in which the delivery of that
output should take place.
Front-stage activities.
This is what the customer
can see and use to assess service quality.
Physical evidence of front-stage activities.
clearly separates what customers experience and can see front-stage, and the back-stage processes customers can’t see.
Line of visibility
These must be performed to support a particular
front-stage step.
Back-stage activities.
where support processes are typically provided by the information system, and supplies are needed for both front- and back-stage steps.
Support processes and supplies
are where there is a risk of things going wrong and affecting service quality.
Fail points
_____________ should be designed out of a process (e.g., via the use of poka-yokes), and firms should have backup plans for failures that are not preventable.
Fail points
—. These can then either be designed out of the process, or if that is not always possible, firms can implement strategies to make waits less unpleasant for customers.
Identifying customer waits
should be established for each activity to reflect customer expectations. They include specific times set for the completion of each task and the acceptable wait between each customer
activity.
Service standards and targets
DIVISION OF SERVICE PROCESS
Most service processes can be divided into three main steps:
Pre-process stage
In-process stage
Post-process stage
is where the preliminaries occur, such as making a reservation, parking the car, getting seated, and being presented with the menu.
Pre-process stage
where the main purpose of the service encounter
is accomplished, such as enjoying the food and drinks in a restaurant.
In-process stage
is where the activities necessary for the
closing of the encounter happens, such as getting the check and
paying for dinner.
Post-process stage
A good __________ should draw attention to the points in service delivery
where things are particularly at risk of going wrong.
blueprint
IDENTIFYING FAIL POINTS
From a customer’s perspective, the most serious fail points, marked in our blueprint by an F in a _____, are those that will result in the failure to access or enjoy the core product.
They involve items such as the reservation 1.(“Could the customer get
through by phone?”, 2.“Was a table available at the desired time and
date?,” or 3.“Was the reservation recorded accurately?”) 4.and seating (“Was a table available when promised?”).
circle
Since service delivery takes place over time, there is the possibility of
delays between specific actions, requiring the customers to ________.
Common locations for such waits are identified on the blueprint by _______
wait
ON A TRIANGLE
IDENTIFYING FAIL POINTS
Excessive _____ will annoy customers.
In practice, every step in the process both front-stage and back-stage has
some potential failures and delays.
waits
