Designing Customer

Experience Journey
(An application of DFSS in a Quick
Service Restaurant)

Dennis T. Beng Hui

Center for Lean Systems and Management

De La Salle University – Manila
 Outline
•  Customer Experience in the Service Economy
•  Maximizing Touchpoints: Mapping the Customer
Experience
•  Supporting the Customer Experience: A Service
Blueprint
•  DFSS for Service: Integrating Customer Experience in
DFSS
•  Customer Experience in the Quick Service Restaurant
System: Quick Service to Fast Casual

Center for Lean Systems and Management

De La Salle University – Manila
CUSTOMER EXPERIENCE IN THE
SERVICE ECONOMY

Center for Lean Systems and Management

De La Salle University – Manila
“The customer rarely buys what
the business thinks it sells.”
-Peter Drucker

Center for Lean Systems and Management

De La Salle University – Manila
http://www.monetate.com/infographic/the-ultimate-customer-experience/
 What is Customer Experience?
•  It is the process of doing, feeling, seeing,
and of having things happen to the
customer.
•  It is taken from the perspective of a
customer.
•  It is not the process that the customer
“HAS” to go through.
•  It is what the customer “encounters” and
“feels”
Center for Lean Systems and Management
De La Salle University – Manila
 Top QSR Category on Overall
Customer Satisfaction Rating (2013)

Center for Lean Systems and Management

De La Salle University – Manila
Center for Lean Systems and Management
De La Salle University – Manila
MAXIMIZING TOUCHPOINTS: MAPPING THE
CUSTOMER EXPERIENCE

Center for Lean Systems and Management

De La Salle University – Manila
 State of Most Service Processes
“Service (delivery) processes have been
observed to be inflated by 30-80% in waste
money and time. Many activities are of no
value to the customer.”
- Michael George
Lean Six Sigma for Service

Center for Lean Systems and Management

De La Salle University – Manila
Common approach to dealing with
Service Delivery
“The solution to broken service delivery
chains isn’t to replace touchpoint
management. Instead, companies need
to embed customer journeys into their
operating models.”
- Duncan et al.
The Truth about Customer Experience

Center for Lean Systems and Management

De La Salle University – Manila
 The Customer Journey
•  A customer’s end to end experience.
“Companies typically focus on
TOUCHPOINTS and the narrow focus on
satisfying customers at these points create
a distorted picture of customer satisfaction.

These will suggest that customers seem

happier than they actually are and divert
attention from the bigger, more important
issue: the customer’s end-to-end
journey.
- Duncan et al., “The Truth about
customer experience”, 2013

Center for Lean Systems and Management

De La Salle University – Manila
 Customers Journeys have
multiple Touchpoints

Center for Lean Systems and Management

De La Salle University – Manila
An excellent customer experience
must last the entire journey!

Center for Lean Systems and Management

De La Salle University – Manila
Center for Lean Systems and Management
De La Salle University – Manila
Center for Lean Systems and Management
De La Salle University – Manila
 Center for Lean Systems and Management
http://www.heartofthecustomer.com/
De La Salle University – Manila
 Center for Lean Systems and Management
http://www.heartofthecustomer.com/
De La Salle University – Manila
SUPPORTING THE CUSTOMER
EXPERIENCE: A SERVICE BLUEPRINT

Center for Lean Systems and Management

De La Salle University – Manila
 Service  Blueprint  
•  A  approach  for  mapping  the  customer  process  
against  organiza8onal  structure.  
•  Service  blueprin8ng  dis8nguishes  between  
onstage  and  backstage  ac8vi8es.  
•  Onstage  refers  to  ac8vi8es  that  are  visible  to  
the  eyes  of  the  customer,  while  backstage  
refer  to  the  ac8vi8es  that  are  suppor8ng  the  
ac8vi8es  of  the  onstage  but  not  visible  to  the  
customer.    
Center for Lean Systems and Management
De La Salle University – Manila
Components  of  a  Service  Blueprint  

There  are  five  components  of  a  typical  

service  blueprint    
•  Customer  Ac8ons,  
•  Onstage/Visible  Contact  Employee  Ac8ons,  
•  Backstage/Invisible  Contact  Employee  
Ac8ons,  
•  Support  Processes,  and  
•  Physical  Evidence.  
Center for Lean Systems and Management
De La Salle University – Manila
Service  Blueprint  
Template  

Center for Lean Systems and Management

De La Salle University – Manila
Service  Blueprint  Example    
 A Service Blueprint for a Casual
Dining Restaurant

http://www.summersoc.eu/summersoc2011/wp-content/uploads/2011/01/Service-
Innovation-II-Designing-Service-Processes-september-27-2009.pdf

Center for Lean Systems and Management

De La Salle University – Manila
DFSS: A METHODOLOGY FOR DESIGNING
A ROBUST SERVICE DELIVERY PROCESS

Center for Lean Systems and Management

De La Salle University – Manila
Design for Six Sigma for Services

A systematic approach to the design of

service and service delivery processes that
are robust and can consistently satisfy
internal and external customer
requirements.

Center for Lean Systems and Management

De La Salle University – Manila
Center for Lean Systems and Management
De La Salle University – Manila
 Service  Requirements  &  CTQs  
Service Requirement: Quantifiable/measurable characteristic
of the service for which targets, allowable variation, and
allowable defect rates or service level can be established:

Characteristic: Turnaround Time

Target: 90 seconds
Measure: Seconds – using POS - Define Test Method, Consider
Measurement System Accuracy, Precision, Bias, Repeatability,
Reproducibility
Upper and Lower Specification Limits: No Greater than 100 secs
and No Less than 80 secs
Service Level: 98% per hour
Allowable Defect Rate: 2%

The Most Important Requirements are termed “Critical-to-Quality” -

CTQs

Center for Lean Systems and Management

De La Salle University – Manila
 Developing Process and Design
Requirements from the Service
Requirements
CTQs

Service Process
Requirements
House
Customer Needs

of
Quality House System
of
#1
Requirements
CTQs

Quality Componet

#2 House Variables

Process Requirements
of
House

Design Requirements
Quality
of
#3 Quality
#4
We are going here!

Center for Lean Systems and Management

De La Salle University – Manila
 CX Map (Targeted/
QFD
Desired)

VOC
CX Map
(Current) Service Blueprint
(High Level)

Service Blueprint
http://isixsigma.com (Detailed Level)

Center for Lean Systems and Management

De La Salle University – Manila
 Types of Restaurant Models
•  Quick Service Restaurant - McDonalds
•  Fast Casual – Project Pie
•  Fresh Casual – Charlie’s Grind and Grill
•  Full Casual – Ukokkie Ramen
•  Fine Dining – Antonio’s Tagaytay

Center for Lean Systems and Management

De La Salle University – Manila
 Critical Parameters
Turn around Time
LSL
Menu Board
Ordering
• Product Placement
• Size, color, font LSL USL
Payment
Order Taking I Want My Food
LSL USL served quickly
• POS Variables
• POS Controls Assembly

Total Service Time

Product Supply
LSL
• PCS
 Service Delivery Process Design
Key process steps from Service Blueprint are:
•  View, Search, Select, Order, Pay, and Receive
Customer Order Process Customers with
mobile device

Enter Store Search option Select item Order Pay Receive

Order
Senior Citizen Cash

Bulk Order

Card

Guest with no
Queue mobile device

Center for Lean Systems and Management

De La Salle University – Manila
 Equipment/Materials Design
Hand-Held Ordering using a Samsung Mobile Device

WiFi
LCD Display and
Writing Surface Stylus
(Backlit at Night)

On/Off Function Buttons

Center for Lean Systems and Management 36
De La Salle University – Manila
 Information System Design
Mobile Device & Store Cloud Ordering System
Phone
Software/Data

Request
Architecture

Customer WiFi
Mobile Device Order Interface Cloud Server
Phone
n Customer Data Order Data
Authorization
n Selection
n Phone security Store Order System

Cashier Kitchen Printers JAMES

Architecture
Hardware

WiFi

T1 Line
Optical Disk
Storage Internet
 Final Points
•  Service Satisfaction is focused on total
customer experience and not limited to
touchpoints
•  Integration of Customer Journey Map with
Service Blueprint
•  Developing service system designs based
on customer journey and the Service
Blueprint
Center for Lean Systems and Management
De La Salle University – Manila