Post on 22-Dec-2015
© 2010 Davis and Heineke
Summer School on
Service Oriented Computing
Designing the Service Delivery Process
27 June – 3 July 2011Hersonissos Crete Greece
© 2010 Davis and Heineke
Objectives
• Recognize the challenges associated with designing new services
• Demonstrate how process flow charts and service blueprints can be used as tools to design new services and improving existing ones
• Identify the factors that should be considered when designing services
• Show how designing new services can be viewed as preparing for an onstage performance to improve both its effectiveness and efficiency
© 2010 Davis and Heineke
The Relationship between the Service Delivery Process and the Service System
Step 2 Step 1 Step 3 Step 4
Service Delivery Process
Customer Customer
Service System
Human Resources
Facilities
Equipment
Marketing
Technology
Inventories
© 2010 Davis and Heineke
Service Design Challenges
Four Risks Inherent to Describing Services
Source: G. Lynn Shostack, "Designing Services That Deliver," Harvard Business Review, January-February 1984, pp. 133-139.
• Oversimplification
• Incompleteness
• Subjectivity
• Biased Interpretation
© 2010 Davis and Heineke
Priority Sequence for Designing the Service Delivery Process
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Designing the Service Process
• Service Concept: Focuses on satisfying the customer
• Service Content: Defines what is included in the services itself
• Service Style: Describes how the service will be delivered
© 2010 Davis and Heineke
Service Concept
• Service Operation
• Service Experience
• Service Outcome
• Value of the Service
Source: Clark, G., Johnston R., Shulver M., 2000. Exploiting the service concept for service design and Development. In: Fitzsimmons J., and Fitzsimmons M. (Eds), New Service Design, SAGE Publications, Thousand Oaks, CA, pp 71-91.
Source: Johnston, R., Clark G., 2001. Service Operations Management, Prentice Hall, Harlow, England.
© 2010 Davis and Heineke
Service Content
• Steps that are followed to serve customers
• Points in the process at which workers might need to make decisions
• Points in the process at which customers might need to wait
© 2010 Davis and Heineke
• Front-of-the-House - Customer Service
• Back-of-the-House - Process Efficiency• Line of Visibility • Fail Points• Poka-Yoke
Service Blueprinting:Process Analysis for Services
© 2010 Davis and Heineke
Service Blueprinting:Process Analysis for Services
Back-of-the-House Front-of-the-House
Line of Visibility
Stage 1Stage 1Stage 1Stage 1
Stage 4Stage 4Stage 4Stage 4 EndEndEndEnd
DelayDelayDelayDelay
Stage 3Stage 3Stage 3Stage 3
Stage 2Stage 2Stage 2Stage 2 (Customer Enters Process)
(Customer Exits Process)
StartStartStartStart
© 2010 Davis and Heineke
Service Blueprint ComponentsPh
ysic
alEv
iden
ceCo
ntac
t Per
son
Supp
ort
Proc
esse
sCu
stom
er
__________________
__________________
__________________Ph
ysic
alEv
iden
ceCo
ntac
t Per
son
(ons
tage
)(b
acks
tage
)
Supp
ort
Proc
esse
sCu
stom
er
Line of interaction
Line of visibility
Line of internal interaction
__________________
__________________
__________________
© 2010 Davis and Heineke
Greetparty
Takeorder
Placeorder inkitchen
Servebeverages
Servemeal
Pick up order
Inform waiter
PrepareMeal
Check tableavailability
Cleardishes
Providedessertmenu
Providecheck
Processpayment
Bringchange
TakeDessertOrder
Place orderin kitchen
Preparedessert
Providemenu
Placedessertorder
Pay checkReceive
foodReviewMenu
Give nameto hostess
Leaverestaurant
ShowParty to
table
Enterrestaurant
ReviewMenu
Placeorder
Phys
ical
Evid
ence
Cont
act P
erso
nSu
ppor
t Pr
oces
ses
Cust
omer Go to
tableEat
Servedessert
Pick up order
Receivechange
Parking Lot Waitingarea
Diningarea
MenuSpecial boards Dishes
Food
Eat
Menu,Special boards Dishes
FoodBill
Line of interaction
Line of visibility
Line of internal interaction
Greetparty
Takeorder
Placeorder inkitchen
Servebeverages
Servemeal
Pick up order
Inform waiter
PrepareMeal
Check tableavailability
Cleardishes
Providedessertmenu
Providecheck
Processpayment
Bringchange
TakeDessertOrder
Place orderin kitchen
Preparedessert
Providemenu
Placedessertorder
Pay checkReceive
foodReviewMenu
Give nameto hostess
Leaverestaurant
ShowParty to
table
Enterrestaurant
ReviewMenu
Placeorder
Phys
ical
Evid
ence
Cont
act P
erso
n
(ons
tage
)(b
acks
tage
)
Supp
ort
Proc
esse
sCu
stom
er Go totable
Eat
Servedessert
Pick up order
Receivechange
Parking Lot Waitingarea
Diningarea Special boards
Serving traysDishesFood
Eat
MenuSpecial boards
Serving traysDishesFood
Bill
Service Blueprint of a Restaurant
© 2010 Davis and Heineke
Provider Errors That Can be Committed
Work done: Failure to:Failure to:
Type
s of
Err
ors
Category of Error
Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)
© 2010 Davis and Heineke
Customer Errors That Can be Committed
Failure to: Failure to:Failure to:
Type
s of
Err
ors
Category of Error
Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)
© 2010 Davis and Heineke
Classifying Customer Emotions
• Intent of Service
• Source of Emotions
• Variability of Emotions during the Process
© 2010 Davis and Heineke
Service as Performance
• Integrating Design Processes
• Ready, Aim, Fire
• Efficient Design
• Do it Right at First
Source: Stephen F. Tax and Ian Stuart, Designing Service Performances,” Marketing Management Vol. 10, no. 2, July/August 2001