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    Service Process

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    Yogesh Pande
    The document discusses service processes and managing service encounters. It describes service blueprints which diagrammatically represent service processes and identify redundant, overlapping or unnecessary steps through various lines including the customer line of interaction, employee lines of visibility and support processes. It also discusses developing scripts, identifying fail points and wait points, setting service standards, improving reliability, redesigning processes, customer participation as co-producers, self-service technologies, and addressing challenges with problem customers.

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    Service Process

    Uploaded by

    Yogesh Pande
    100 views26 pages
    The document discusses service processes and managing service encounters. It describes service blueprints which diagrammatically represent service processes and identify redundant, overlapping or unnecessary steps through various lines including the customer line of interaction, employee lines of visibility and support processes. It also discusses developing scripts, identifying fail points and wait points, setting service standards, improving reliability, redesigning processes, customer participation as co-producers, self-service technologies, and addressing challenges with problem customers.

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    The document discusses service processes and managing service encounters. It describes service blueprints which diagrammatically represent service processes and identify redundant, overlapping or unnecessary steps through various lines including the customer line of interaction, employee lines of visibility and support processes. It also discusses developing scripts, identifying fail points and wait points, setting service standards, improving reliability, redesigning processes, customer participation as co-producers, self-service technologies, and addressing challenges with problem customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    100 views26 pages

    Service Process

    Uploaded by

    Yogesh Pande
    The document discusses service processes and managing service encounters. It describes service blueprints which diagrammatically represent service processes and identify redundant, overlapping or unnecessary steps through various lines including the customer line of interaction, employee lines of visibility and support processes. It also discusses developing scripts, identifying fail points and wait points, setting service standards, improving reliability, redesigning processes, customer participation as co-producers, self-service technologies, and addressing challenges with problem customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 26

    Service Processes

    Managing Service Encounter

    Process- The Seventh P

    Process- The Seventh P

    Process- The Seventh P

    Ultimately, only one thing really matters in service encounters - the customer's perceptions of what occured -Richard B Chase and Sriram Dasu

    Service Encounter Conceptual Framework

    OUTCOME TRANSACTION SATISFACTION PROCESS Perceived Service Quality Overall Satisfaction with the Firm

    Mohr and Bitner (1995)

    What are Processes........?

    Architecture of Services
    Service Operating

    That Describe
    In Which

    Method & Sequence Systems Work


    In Order To

    Create Service
    That

    Experiences & Outcomes

    customer will value

    Professional Consulting Service

    Learning about each other T i m e


    F r a m e

    Developing a service agreement

    A series of meetings

    Project Deadlines

    Deliverables

    Service Blueprinting
    Diagrammatic representation Helps in identification of redundant, overlapping, unnecessary or just right processes Customer Focused
    Service Processes Points of Customer Contact Physical Evidence

    Timing each task Connect the underlying support processes

    Components of Service Blueprints

    Customer Actions
    Line of Interaction Onstage / Visible Contact Employees Actions Line of Visibility Backstage / In Visible Contact Employees Actions Internal Line of Interaction Support Processes

    Developing a Blueprint
    Indentify all the key activities
    Define the Big Picture Drill down
    Waits for announcement of Boarding Gives agent boarding pass for Varification Walks down the jetway / boards a bus

    Boards Aircraft

    Enter Aircraft
    Let flight attendent varify boarding pass Find Seat, Stow carry on bag Sit down

    Developing a Blueprint
    Distinguish

    Front-Stage and the Back-

    Stage activities
    Line of Visibility

    Helps in integration of Marketing. Operations & HRM Helps in identifying potential process

    Fail

    Points Wait Points can also be pin pointed

    Creating a Script
    Scripts are
    of Behaviour that both employees and customers are expected to learn and follow during service delivery Sequence

    Creating Scripts

    Highly Structured
    Reduces Variability Ensures uniform quality May lead to mindless delivery, ignoring customer needs

    Lightly Structured
    Flexible Varies by Situation and Customer

    Identifying Fail Points


    Reservation
    Getting through phone Table availability Reservation record Seating

    Wait Points
    Valet Parking Order Taking Food Service Bill Presentation Retrieval of Car

    Setting Service Standards


    Personal Needs Desired Service Believes about What is Possible Perceived Service Alterations Adequate Service Personal Needs Predicted Service Service Promises Word of Mouth Past Experiences

    Zone of Tolerance

    Factors Influencing Customer Expectations of Service

    Improving Reliability of Service Processes

    Fail Safe methodes for Service Personnel


    Strategically placed microphones Colour coding Change trays Separate counters Standards for cleanliness & Uniforms Paper strips around towels

    Improving Reliability of Service Processes

    Fail Safe methodes for the Customer


    Marketing communications
    Flow chart for placing a service call

    Posted Instructions Recorded Announcements Chains to configure waiting lines Beepers at the ATM machine

    Service Process Redesign

    Objectives
    Reduce the number of service failures Reduce the cycle time from customer initiation of a service process to it's completion Enhanced productivity Increased customer satisfaction

    Service Process Redesign

    Eliminating non-value-adding steps Shifting to self service- Fed Ex Delivering Direct Service Bundling services Redesign the physical aspects of service processes

    Customer as a coproducer

    Levels of customer participation - LOW


    Customer Presence required during service delivery

    Standardised
    Products

    Payment may be the


    only required customer input
    E.g Bus Travel, Motel Stay, Movie Theatre, Uniform Cleaning Services, Pest Control, Possession Processing Services

    Customer as a coproducer

    Levels of customer participation - Moderate


    Customer

    required
    adequate outcome

    inputs for an service

    Information, effort or possessions

    personal physical

    E.g

    Haircut, Full-service restaurant, Agency created advertising campaign, Accounting services

    Customer as a coproducer

    Levels of customer participation - High


    Customer

    cothe

    produces
    service product

    Customers inputs are

    mandatory

    E.g

    Marriage counselling, Personal Training, Management consulting, rehabilitation, Weight loss

    SST Self Service Technologies

    Automated banking terminals Automated telephone systems (phone banking) Web Check in Internet based services

    SST Self Service Technologies

    Psychological coproduction
    Advantages

    Factors

    in

    Customer

    Time & Cost Saving Flexibility Convenience of location Higher perceived cutomisation Fun, enjoyment

    Dis Advantages
    Anxiety & Strees Preferences to deal with people or avoid them

    Addressing the challange of Problem customers

    The Thief The Rule Breaker The Belligerent The Family Feuders The Vandal The Deadbeat

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