Ch8

Question 1

What Is a Service Process From the customer’s perspective?

Answer 1

services are experiences.

Question 2

What Is a Service Process From the organization’s perspective?

Answer 2

services are processes that have to be designed and managed to create the desired customer experience making it the architecture of services.

Question 3

What is The first step in designing or analyzing any process?

Answer 3

documenting or describing it

Question 4

What is the Key tools used for documenting?

Answer 4

Flowcharting
And
Blueprinting

Question 5

What is Flowcharting?

Answer 5

Flowcharting is A technique for displaying nature and sequence of different steps involved when a customer “flows” through the service process.

Question 6

What is customer journey offers?

Answer 6

customer journey offers a powerful metaphor that brings teams together.
And It helps to explore what a service process looks like from the customer’s perspective.

Question 7

What is Blueprinting?

Answer 7

Blueprinting is a Service blueprints map customer, employee and service system interactions.
Its Show full customer journey from service initiation to final delivery of desired benefit.
And it Show key customer actions, such as how customers and employees interact (the line of interaction), the front-stage actions by those service employees, and how these are supported by back-stage activities and systems.

Question 8

What is the benefits of use Blueprinting?

Answer 8

Blueprinting Show interrelationships among employee roles, operational processes, supplies, IT, and customer interactions. And it’s Help bring together marketing, operations, and HRM within a firm.
And Develop better service processes, designing fail points and excessive customer waits out of processes and setting service standards and targets for service delivery teams.

Question 9

What do you need for developing a service blueprint?

Answer 9

On developing a service blueprint, you need to:
• Identify all key activities involved in creating and delivering service.
• Specify linkages between activities.
• Develop a simple flowchart documenting process from customer’s perspective.
• Add more details (design characteristics of a service blueprint).

Question 10

In Blueprint what is the Front-stage activities?

Answer 10

Front-stage activities map overall customer experience.

Question 11

What is the Four main purposes of servicescapes:

Answer 11

1. Shape customers’ experiences and behaviors
2. Signal quality and position, differentiate, and strengthen brand
3. Be a core component of value proposition
4. Facilitate service encounter and enhance both service quality and productivity

Question 12

Blueprinting is Show full customer journey from service initiation to final delivery of desired benefit.
T OR F

Answer 12

True

Question 13

There are three Levels of customer participation what is it?
With example

Answer 13

• Low Participation Level
  E.g., visiting a movie theater, taking a bus, etc.
• Moderate Participation Level
  E.g., visiting a stylist, filing tax returns, etc.
• High Participation Level
  E.g., marriage counseling, educational services, etc.

Question 14

There are three Levels of customer participation what is it?
With example

Answer 14

– Low Participation Level -E.g., visiting a movie theater, taking a bus, etc.
– Moderate Participation Level -E.g., visiting a stylist, filing tax returns, etc.
– High Participation Level -E.g., marriage counseling, educational services, etc.