Marketing Exam 2 Flashcards
Service Design
An approach to designing services that balances the needs of the customer with the needs of the company
service design objective
to create quality customer service experience and deliver seamless service
components of service design (3)
people, artifacts, processes
service design principles(6)
human centered
collaborative
herative
sequential
real
holistic
collaborative
service design is a collaborative effort with staff, engineers, marketers, etc
herative
service design is a herative process that should include exploration, adapting, and experimental approaches
attempting new service design elements can be done even when they fail
true
sequential
visualize the service as a sequence of interrelated actions
frontstage and backstage
real
needs are researched and prototyped in reality, intangible services are evidenced into physical reality
holistic
consider the entire environment of the service, addressing all stakeholder needs
includes values, culture
personas
fictional profiles of specific types of customers representing a broader customer segment
personas include
profile
priority initiatives
success factor
perceived barriers
decision criteria
customer journey
customer journey map
a tool for diagramming all the steps of the entire experience customers have. Visualizes the complete experience from the frontstage view.
service blueprint
a diagram showing the entire customer journey from front to back
service blueprint includes
physical evidence
customer actions
fall points
lines
frontstage actions
backstage actions
support processes
5 phases of service design process
service design initiation
planning
execution
monitoring
evaluation
Many components of the customer service experience require correct design, optimization and BLANK
Integration
personas summarize psychographics, preferences and ..
Values
Service Standards
a set of metrics, policies and expectations companies create and adopt
customer defined service standards
translate customer expectations into specific service quality standards
help close the service design and standards gap
company defined service standards
the company defines and creates to reach internal company goals for productivity, profitability and efficiency
goal of standardization
to achieve a high level of consistency with service processes and practices
informal standards
not easily quantifiable and are often subjective
will respond to customers quickly
formal standards
precise and always based on what we know our customers expect, measurable
core values
fundamental, uncompromising principles that help guide all employees of a firm to work together
all companies have difficulty with functional integration where marketing and operations work together…
false
1st step of creating customer defined standards
identifying path of customer encounters
3 main touchpoint around customer’s 1st impression
employees
facilities and equipment
technology
impression management
leveraging the physical evidence of their service to create the best possible customer perception
physical evidence contributes to 3 things
context, process, satisfaction and loyalty
service environment complexity
the amount of physical evidence, people, level of participation, tech and equipment needed
roles of a service environment
embodies the service experience
enables service performance
encourages interaction btw participants
emphasizes what is different/better
service environment responses
cognitive response
emotional
physiological
management strategy
clarify goals
audit regularly
update and refresh
even in high levels of service quality, there is still some tolerance when it comes to managing service environments
FALSE
front line employees
those who directly interact with customers and frontline employees
deliver value
represent the brand
showcase the product/service
service profit chain
demonstrates the chain of relationships btw happy engaged employees and profits
51 percenters
51% emotional skills
49% technical skills
hiring strategies
fit
observe candidate behavior
hire for a service mindset
utilize assessments
service mindset
an outlook focused on creating customer value and trust
characteristics of a preferred employer
they have an extraordinary work environment
many applicants want to work there
employee retention is high
employee empowerment
how an org provides employees with a sense of freedom and control in day to day activities
trainings
service culture training
being with sharing company values
products and services training
employees need a deep knowledge of the products and services they rep
internpersonal comm training
training employees on the level of personal interaction the co expects
when using a personality assessment it is important to measure candiate results to top and bottom 10% of employees
True
