FINALS WEEK 2 Flashcards
services are experiences, such as
calling a customer contact center or visiting a library.
From the customer’s perspective
services are processes that
have to be designed and managed to create the desired customer
experience.
From the organization’s perspective
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
The first step in designing or analyzing any process is documenting or
describing it.
DESIGNING AND DOCUMENTING SERVICE
PROCESSES
Two key tools that are used for documenting and redesigning existing
service processes and designing new ones:
FLOWCHARTING & BLUEPRINTING
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.
LUEPRINTING
map customer, employee, and service-system
interactions
Service blueprints
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
Blueprints
the key customer actions, how customers and
employees from different departments interact
the line of
interaction
show the frontstage actions by those service employees, and how
these are supported by back-stage activities and systems.
Blueprints
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 ACTIVITES
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 ste
SUPPORT PROCESS 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 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.
SERVICE STANDARDS AND TARGETS
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 (3)
- 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 blueprint should draw attention to the points in service delivery
where things are particularly at risk of going wrong. (T OR F)
t
From a customer’s perspective, the most serious fail points, marked in
our blueprint by an _______, are those that will result in the failure to
access or enjoy the core product
F IN A CIRCLE
Common locations for such waits are identified on the blueprint by
W IN A TRIANGLE
he coined the acronym OTSU
David Maister
OTSU MEANS?
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.
OTSU
a single failure committed front stage is
relatively more serious than a high-contact service.
for low-contact service
often reveals opportunities for failure
proofing to reduce/eliminate the risk of errors
ANALYSIS OF REASON FOR FAILURE
ERROR (2)
TREATMENT ERROR & TANGIBLE ERROR
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.
Also doing work that wasn’t requested in the first place.
Fail-safe procedure
One of the most useful Total Quality Management (TQM) methods in
manufacturing is the application of _______________ to
prevent errors in the manufacturing processes.
poka-yokes or fail-safe methods
The term poka-yokes is derived from the _______ words
Japanese
POKA means
inadvertent
errors
YOKERU means
to prevent
roughly means “avoid unexpected surprises” or “avoid
blunders” in Japanese.
Poka-yokes
In English, sometimes referred to as
“_______” or “_______.”
“mistake-proof” or “foolproof.”
a safeguard that
prevents a process from proceeding to the next step until the proper
conditions have been met.
poka-yoke
ensure that service employees do things correctly, as
asked, in the right order and at the right speed.
Server poka-yokes
They introduced this concept to fail-safe
service processes.
Richard Chase and Douglas Steward
Revitalize the process that has become outdated
Redesign
Changes in the external environment make existing practices obsolete and require
redesign of underlying processing.
Redesign
Opportunity exists to achieve a quantum leap in productivity and service quality
Redesign
Key Measurements
- Reduce cycle failures
- Reduce cycle time
- Enhance productivity
- Increase customer satisfaction
refers to the actions and resources supplied by customers
during service production, including mental, physical, and even emotional inputs.
CUSTOMER PARTICIPATION
LEVEL OF CUSTOMER PARTICIPATION (3)
1.Low Participation Level
2. Moderate Participation Level
3.High Participation Level
employees and systems do all the work.
Service products
tend to be standardized
Low Participation Level
In situations where customers come to the service factory, all
that is needed is the customers’ physical presence e.g visiting a movie theater or
taking a bus
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
These
inputs may include the provision of information,personal effort, or even physical
possessions e.g when getting their hair washed and cut, customers must let the stylist
know what they want and cooperate during the different steps in the process.
Moderate Participation Level
customers work actively with the provider to co-produce
the service.
High Participation Level
Service cannot be created without the customer’s active participation e.g
marriage counseling and educational services
High Participation Level
the ultimate form of
customer involvement in service
production
Self-service
Customer directly uses the system and
facilities available and avail the services
thereby
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
Why do Jaycustomer matter?
-Can disrupt processes.
-Affect service quality.
-May spoil experience of other
customers.
seeks to avoid paying for
service/ manipulates
The Thie
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 (and sometimes other
customers) physically and/or emotionally
The Belligerent
a sub-category
of belligerents who get into 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
