服务营销Chap009.ppt

9-1Part 4ALIGNING ALIGNING SERVICE DESIGN SERVICE DESIGN AND STANDARDSAND STANDARDS9-2Provider Gap 29-3Key Factors Leading to Provider Gap 29-4Service Innovation and DesignChallenges of Service Innovation and DesignNew Service Development ProcessesTypes of Service InnovationsStages in Service Innovation and DevelopmentService BlueprintingHigh-Performance Service InnovationsChapterChapter9McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies,Inc.All rights reserved.9-6Risks of Relying on Words Alone to Describe ServicesOversimplificationIncompletenessSubjectivityBiased Interpretation9-7Describing the Complexity of a Service Offering:9-8Types of Service Innovationsmajor or radical innovationsstart-up businessesnew services for the currently served marketservice line extensionsservice improvementsstyle changes9-9New Service Development Process？9-10New Service Strategy Matrix for Identifying Growth Opportunities9-11Service BlueprintingA tool for simultaneously depicting the service process,the points of customer contact,and the evidence of service from the customers point of view.9-12Service Blueprint ComponentsCustomer Actionsline of interactionVisible Contact Employee Actionsline of visibilityInvisible Contact Employee Actionsline of internal interactionSupport Processes9-13Service Blueprint Components9-14Blueprint for Express Mail Delivery Service9-15Blueprint for Overnight Hotel Stay Service9-16Building a Service Blueprint9-17Application of Service BlueprintsNew Service Developmentconcept developmentmarket testingSupporting a“Zero Defects”Culturemanaging reliabilityidentifying empowerment issuesService Recovery Strategiesidentifying service problemsconducting root cause analysismodifying processes9-18Blueprints Can Be Used By:Service Marketerscreating realistic customer expectations:service system designpromotionOperations Managementrendering the service as promised:managing fail pointstraining systemsquality controlHuman Resources Managementempowering the human element:job descriptionsselection criteriaappraisal systemsSystem Technologyproviding necessary tools:system specificationspersonal preference databases9-19Benefits of Service BlueprintingProvides a platform for innovation.Recognizes roles and interdependencies among functions,people,and organizations.Facilitates both strategic and tactical innovations.Transfers and stores innovation and service knowledge.Designs“moments of truth”from the customers point of view.Suggests critical points for measurement and feedback in the service process.Clarifies competitive positioning.Provides understanding of the ideal customer experience.9-20Common Issues in BlueprintingClearly defining the process to be blueprintedClearly defining the customer or customer segment that is the focus of the blueprintWho should“draw”the blueprint?Should the actual or desired service process be blueprinted?Should exceptions/recovery processes be incorporated?What is the appropriate level of detail?SymbologyWhether to include time on the blueprint9-21Blueprinting the Restaurant Experience9-229-239-249-25SUPPORTPROCESSCONTACT PERSON(Invisible)(Visible)CUSTOMERParkingExterior BuildingWaiting AreaOutdoor SeatingInterior DesignHostess StandAppearance of StaffDrink StationAppearance of Bar and BartendersCleanliness of TableSilverwareNapkinsSaucesCenterpieceMenuPlatesGlassesPresentationFoodDrinks“Buzz”CustomerArrive atRestaurantApproachHostessStandWait/OrderDrinksat BarConsumeDrinksBe Seatedat TableOrderDrinks/AppetizersSpecify“Spiciness”of SauceReceiveDrinks/AppetizersDeliverDrinks/AppetizersGreet andGive BuzzerGreet andTakeDrink OrderDeliverDrinksPrepareSauceat TableProcessSeatingRequestsTake Drink/AppetizerOrderComputerizedSeatingSystemPrepareDrinks/AppetizersPHYSICALEVIDENCEPrepareDrinksEscortto TableInput Orderat Bar/KitchenReceiveOrderOrderEntreeNext SlideCheckAccuracyof OrderMenu9-26SUPPORTPROCESSCONTACT PERSON(Invisible)(Visible)CUSTOMERRefillDrinks,Extra SauceOrderEntreeReceiveEntreeEatFoodConsumeRefills,Extra SauceFinishMealAsk forDoggieBagOrderDessertEnterDessert OrderInto ComputerTakeOrderDeliverOrderOfferRefills,Extra SauceShowDessertMenuBringBoxes toCustomerPrepareFoodPHYSICALEVIDENCEPick-upEmptyPlates/Clean offTableTake Platesto KitchenPack upFoodTakeEntreeOrderMenuEnter OrderintoComputerReceiveFood OrderPlatesFoodPresentationReceive Order/PrepareDessertDeliverDessertEatDessertAsk forBillTotal BillatComputerPrintBillDeliverBill andFortuneCookiesPayBillDoggie BagsMenuNew SilverwarePlatesFoodPresentationPortfolio with Check EnclosedFortune CookiesDeliverDrinks,Extra SauceWashDishes9-27Tangible Cues or Indicators of QualityExterior and Interior DesignPresentation of Food/DrinksAppearance of StaffCleanliness of Tables,UtensilsCleanliness of RestroomsLocation of RestaurantAppearance of Surrounding Customers9-28Possibility of StandardizationHostess GreetingPre-Prepared Sauces(Mild,Medium and Hot)Time StandardsFood and Drink Quality StandardsBill Standards9-29Potential Fail Points and FixabilityBartrain to make drinks;create ample seating space for wait area overflowFoodrevise food presentation;create quality control checks to ensure order is correct before delivering to customerStafftraining;set number of times to check-in on customers;behavioral and attitude guidelines;dress codeBillingstandards for when to bring bill,how to deliver,when to pick-up,how quickly to process transaction;ensure one fortune cookie per customerCleanlinessstandards for amount of time it takes to clear and clean tables;regular restroom checks此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！