chapter 8 Flashcards
risks when trying to describe a service with words alone
oversimplification: words are simply inadequate to describe a complex service system such as a finanical portfolio
Incompleteness: people tend to omit details or elements of the service which they are not familiar with.
Subjectivity: any one person describing a service in words will be biased by personal experiences and degree of exposure to the service. There is a natural (and mistaken) tendency to assume that because all people have gone to fast food restaurant, they all understand what that service is
Biased interpretation: No two people will define responsive, quick or felxible in exactly the same way
types of new services:
as we describe the service innovation and developemnt process, remember that not all new services are “new” tot he same degree. New service options can run the gamut from major innovations to minor style changes
major or radical innovations: are new services for markets as yet undefined. Past examples include the first broadcast televisions ervice and the creation of eBay internet based auction sites.
Start-up business: consiste of new services for a market that is already served by existing products that meet the same generic needs
New services for the current served market: represents attempts to offer existing customers of the organization a service not previously available from the company
Service line extentions: represents augmentations of the existing service line, such as a restaurant adding new menu items, an airline offering new routes etc.
Service improvements: (most common) Changes in features of services that are already offered might involve faster execture, augmentation
Style changes: represent the most modest service innovations, although they rae often highly visible and can have significant effects on customer perceptions, emotions and attitudes.
basic principles and steps in new service development
business strategy development or review
New service strategy development
Idea generation
Concept development and evaluation
Business analysis
Serviec development and testing
Market testing
Commercialization
post introduction evaluation
what is a service blueprint
a service blueprint is apicture, or a map, that accurately portrays the service system so that the different people involved in providing it can understand and deal with it objectively , regardless of their roles or their individual points of view. Blueprints are particularly useful at the design stage of service development.
on stage contact employee actions
the steps and activities that the contact employee performs that are visible to the customer are the onstage contact employee actions
building a service blueprint (steps)
1) identify the process to be blueprinted (
2) identify the customer or customer segment
3) map the process from the customers point of view
4) map contact employee actions, onstage and backstage, and/or technology actions
5) Link contact activities to needed support functions
6) add evidence of service at each customer action step
