Institute of Management and Entrepreneurship Development, Pune

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Service Design Examples

Service Design: Gas stations Retail checkout / cashiers

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Service Design
Major factors in design strategy
Cost Quality Time-to-market Customer satisfaction Competitive advantage

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Service Design Activities

1. Translate customer wants and needs into service requirements 2. Refine existing services 3. Develop new services 4. Formulate quality goals 5. Formulate cost targets 6. Construct and test prototypes 7. Document specifications

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Objectives of Service Design

Main focus
Customer satisfaction Understand what the customer wants

Secondary focus
Function of service Cost/profit Quality Appearance Ease of assembly Ease of service
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Other Issues in Service Design

service life cycles How much standardization Mass customization service reliability Robust design Degree of newness Cultural differences

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Service Blueprinting
Service blueprinting
A method used in service design to describe and analyze a proposed service

A useful tool for conceptualizing a service delivery system

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Building a Service Blueprint

Step 1
Identify the process

Step 2
Identify the customer or segment.

Step 3
Map the process from the customers point of view.

Step 4
Map contact employee actions, onstage and backstage.

Step 5
Link customer and contact person activities to needed support functions.

Step 6
Add evidence of service

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Service Blueprint Components

CUSTOMER ACTIONS line of interaction ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES
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Express Mail Delivery Service

CONTACT PERSON CUSTOME PHYSICAL EVIDENCE (Back Stage) (On Stage) R

Truck Packaging Forms Hand-held Computer Uniform

Customer Calls Customer Gives Package

Truck Packaging Forms Hand-held Computer Uniform

Receive Package

Driver Picks Up Pkg.

Deliver Package

Customer Service Order

Dispatch Driver

Airport Receives & Loads

Fly to Sort Center Load on Airplane Sort Packages

SUPPORT PROCESS

Fly to Destinatio n

Unload & Sort

Load On
Truck

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