Chapter 8 Flashcards
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
that are used for documenting and redesigning existing service processes and designing new ones
Two key tools
is a technique for displaying the nature and sequence of the different steps involved when a customer “flows” through the service process.
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.
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.
Service blueprints
show the key customer actions, how customers and employees from different departments interact (called the line of interaction),
Blueprints
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
are where there is a risk of things going wrong and affecting service quality.
Fail points
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
coined the acronym
OTSU (“opportunity to screw up”) to stress the importance of thinking through all the things that might go wrong in the delivery of a particular service.
David Maister
human failures during contact with customers
treatment errors
failures in physical elements of service
tangible errors
include measures to prevent omission of tasks or performance of tasks in the wrong order, incorrectly and too slowly.
Fail-safe procedure
methods in manufacturing is the application of poka-yokes or fail-safe methods to
prevent errors in the manufacturing processes.
Total Quality Management (TQM)
roughly means “avoid unexpected surprises” or “avoid blunders” in Japanese.
In English, a poka-yoke is sometimes referred to as
“mistake-proof” or “foolproof.”
Poka-yokes
introduced this concept to fail-safe service processes.
Richard Chase and Douglas Steward
Revitalize the process that has become outdated.
Redesign
refers to the actions and resources supplied by customers during service production, including mental, physical, and even emotional inputs.
Customer participation
employees and systems do all the work. Service products
tend to be standardized.
Low Participation Level
customers’ inputs are required to assist the firm in creating and delivering the service, and in providing a degree of customization.
Moderate Participation Level
customers work actively with the provider to co-produce
the service.
High Participation Level
is the ultimate form of
customer involvement in service production
Self-service
are also part of
self-service to divert customers from direct contact of the customers
Internet-based services
A customer who behaves in a
thoughtless or abusive fashion,
causing problems for the firm itself, employees, or other customers
Jaycustomer
seeks to avoid paying for
service/ manipulates
The Thief
ignores rules of
social behavior and/or procedures for safe,
efficient use of service.
The Rule breaker
fails to pay bills on time
The Deadbeat
angrily abuses service personnel physically or emotionally
The Belligerent
arguments with other customers mostly their own
family members, and spoil the scene around
The Family Feuders
consciously damages
physical facilities, furnishings, and equipment
The Vandal
