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    Designing and Managing Service Processes

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    Hamad Raza
    The document discusses service process design and management. It covers topics such as flowcharting customer service processes to clarify the steps and customer involvement. Blueprinting services is also covered as a way to identify key activities, distinguish frontstage from backstage, and pinpoint potential fail points. The document stresses setting clear service standards and performance targets for processes to satisfy customers and allow for measurement. Fail-proofing processes is also recommended to reduce errors.

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    Designing and Managing Service Processes

    Uploaded by

    Hamad Raza
    30 views14 pages
    The document discusses service process design and management. It covers topics such as flowcharting customer service processes to clarify the steps and customer involvement. Blueprinting services is also covered as a way to identify key activities, distinguish frontstage from backstage, and pinpoint potential fail points. The document stresses setting clear service standards and performance targets for processes to satisfy customers and allow for measurement. Fail-proofing processes is also recommended to reduce errors.

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    The document discusses service process design and management. It covers topics such as flowcharting customer service processes to clarify the steps and customer involvement. Blueprinting services is also covered as a way to identify key activities, distinguish frontstage from backstage, and pinpoint potential fail points. The document stresses setting clear service standards and performance targets for processes to satisfy customers and allow for measurement. Fail-proofing processes is also recommended to reduce errors.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    30 views14 pages

    Designing and Managing Service Processes

    Uploaded by

    Hamad Raza
    The document discusses service process design and management. It covers topics such as flowcharting customer service processes to clarify the steps and customer involvement. Blueprinting services is also covered as a way to identify key activities, distinguish frontstage from backstage, and pinpoint potential fail points. The document stresses setting clear service standards and performance targets for processes to satisfy customers and allow for measurement. Fail-proofing processes is also recommended to reduce errors.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Designing and Managing

    Service Processes

    Chapter # 8
    Service Marketing
    THE TEAM

    Hamad Raza Hamza Mukhtar


    FA18-BBA-191 FA18-BBA-050
    M. Shahzad Hassan
    FA18-BBA-163
    2
    Overview of Chapter 8

    Flowcharting Blueprinting Service Process The Customer as Self-Service


    Customer Service Services to Create Redesign Co-Producer Technologies
    Processes Valued
    Experiences and
    Productive
    Operations

    3
    Flowcharting Customer
    Service Processes

    4
    Flowcharting Service Delivery Helps to Clarify
    Product Elements

    Technique for displaying the Shows how nature of customer involvement


    nature and sequence of the with service organizations varies by type of
    different steps in delivery service:
    service to customers • People processing
    Offers way to understand total • Possession processing
    customer service experience • Mental Stimulus processing
    • Information processing
    5
     Flowcharts for People and Possession Processing
    Services

    People Processing services Possession Processing services

    Click icon to add picture

    6
    Flowcharts for Mental Stimulus and Information
    Processing Services

    Mental Stimulus services Information Processing Services

    Click icon to add picture

    7
    Blueprinting Services to Create Valued
    Experiences and Productive Operations
     Developing a Blueprint

    Developing a Blueprint Advantages of Blueprinting

    • Identify key activities in creating and delivering • Distinguish between “frontstage” and
    service “backstage”
    • Define “big picture” before “drilling down” to • Clarify interactions and support by backstage
    obtain a higher level of detail activities and systems
    • Identify potential fail points; take preventive
    measures; prepare contingency
    • Pinpoint stages where customers commonly
    must wait

    9
     
    Improving Reliability of Processes Through Fail-Proofing

    Identify fail points

    Analysis of reasons for failure reveals opportunities for failure-proofing to


    reduce/eliminate future errors

    Need fail-safe methods for both employees and customers


    Setting Service Standards and Targets

    o Service providers set standards for o Performance targets – specific process


    each step sufficiently high to
    and team performance targets for
    satisfy and even delight customers
     Include time parameters, script
    which staff are responsible for
    and prescriptions for appropriate o Evaluated based on distinction between
    style and demeanor standards and targets
     Must be expressed in ways that
    permit objective measurement
    11
    Setting Service Standards and Targets

     First impression is important


     For low-contact service, a single failure
     Affects customer’s evaluations of quality committed front stage is relatively more serious
    during later stages of service delivery as than in a high- contact service
    customer perceptions of service
    experiences tend to be cumulative

    12
    Setting Standards and Targets for Customer Service Processes

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