Lecture 7 Flashcards
Gap 2
Company perceptions of consumer expectation
Customer driven service design and standards
Determinants of gap 2
Bad standardization of behavior and actions
absence of formal process and quality standards
not enough attention for the consumer
new service development
new adjustments
based on new techonlogies (customer - employee learning)
Hard and soft measures
NSD process cycle
Design (formulation of new services objective/strategy
Idea generation and screening
concept development and testing)
Analysis (business analysis, project authorization)
Development (service design and testing, process and system design and testing, marketing program design and testing, personnel training, service testing and pilot run, test marketing)
Full launch (full scale launch, post launch review)
Service performance indices
Identify important standards and measures
Determine performances
Determine weight of standards and measures
Calculate SPI
SPI formula
Sum of (weight * performance)
Federal Express SPI
Right day late delivers (1)
Wrong day late delivery (5)
Traces not answered (1)
Complaints reopened (5)
Missing proofs of delivery (1)
Invoice adjustments (1)
Missing pickups (10)
Damaged packages (10)
Lost packages (10)
aircraft delay minutes (5)
Abandoned calls (1)
International (1)
Importance performance matrix
high performance & low importance
De-emphasize
High performance & high importance
Maintaing leverage
Low performance & low importance
Ignore
Low performance & high importance
Improve trouble
advantages and disadvantages of performance matrix
Advantages:
easy to interpret
Overall view with clear picture for company
easy and cheap
Disadvantages:
Influence of importance
Performance - importance correlation
Average scores (no segmentation)
Choices of axes
service blueprinting (design en re-design of services)
View = from organization
Limits = start - finish client transaction
Content = all steps
Level = competitive distinctions
Sequence = left-right
blueprint signals
Rectangle = activity
Arrow = sequence
circle with A ninety° left = range of possible outcoes
Rectangle with A ninety°left = choice opportunities for the service
Line = line of visibility for the customer
Rectangle thin lines = supply, facilitating goods
t = average time for activity
f with circle = bottleneck, potential problem point
Pictogram = every person, object, activity that can be represented with a symbol
Triangle with w = (possible) waiting point
the complex
Number of steps weighted by their difficulty
Divergence
Extent of personnel discretion to fulfill client desire / solve client problems
Positioning service processes
Low divergence and high complexity = forensic testing lab
Low complexity and low divergence = Retailer of orthopedic shoes
Low complexity and high divergence = medical advice
High complexity and high divergence = general practitioner or hospital service
service deliery process strategic options
Decrease divergence
–> Standardization
–> higher volume, lower costs price, francize but also, inflexibility, less customization and less freedom personnel
