Chapter 8 Designing and Managing Services Processes1
Chapter 8 Designing and Managing Services Processes1
Chapter 8 Designing and Managing Services Processes1
Developing a Blueprint
Identify key activities in creating and delivering service
Define “big picture” and “drill down” to obtain a higher
level of detail
Advantages of Blueprinting
Distinguish between “frontstage” and “backstage”
Clarify interactions between customers and staff, and
support by backstage activities and systems
Identify potential fail points; take preventive measures;
prepare contingency
Pinpoint stages in the process where customer
commonly have to wait (wait points)
Key Components of a Service Blueprint
Shifting to self-service
Increase in productivity and service quality (sometimes!)
Lower costs
Enhance technology reputation
Differentiates company
Levels of Customer Participation (1)
Customer Participation
Actions and resources supplied by customers during service
production and/or delivery
3 levels
SSTs advantages
Time savings
Cost savings
Flexibility
Convenience of location
SSTs disadvantages
Some see service encounters as social experiences and prefer to deal with
people
What Aspects Of SSTs Please Or Annoy
Customers?
People in awe of what technology can do for them when it works well