Services Marketing

Service Design
 Molecular Structure

• Intangible elements : Circles

• Tangible Elelments : Squares

• Essential Service Evidence : Broken line

squares
 Hair Cutting
skills

Men’s hair Hair

Care Styling
goods Shop Equipment
Skills Eg.
Scissors

Ambience

One Mans Gents Barber

 Advice &
Consultancy Hair Cutting
skills

Men’s hair Hair

Care Styling
goods Shop Equipment
Skills Eg.
Scissors

Hair Wash
skills
Ambience

One Mans Gents Barber

The service Experience
Case Study : Joe and Co
Hairdressing

Joe & Co 5
 SERVICE MARKETING SYSTEM
OTHER CUSTOMER
CONTACTS WITH
SERVICE DELIVERY SYSTEM HAIRDRESSER

SERVICE OPERATION SYSTEM

BACKSTAGE INTERIOR & OTHER advertisements in the

ACTIVITIES EXTERIOR FACILITIES CUSTOMERS local papers
car parking
waiting area word of mouth
Ordering décor friends
Replacement reading material purchase Promotional materal
Stock signage companions
regulars Specialist
Computer systems EQUIPMENT hairdressing
hair dryers THE magazines
Staff training & recruiting chairs CUSTOMER
scissors P R activities
Refurbishments wash basins
shampoos OTHER yellow pages
Cleaning CUSTOMERS
CONTACT PERSONNEL fellow hairdressing
Accountant customers exhibitions
receptionists unown
Staff meetings stylists prior to the telephone
trainees appointment bookings
Joe & Co Service Design 6
 Process

Customer
Front
Line of
Stage Interaction

Front-line
Line of
Visibility
Employees

Line of
Internal
Support Staff Interaction
Back
Line of
Management Services Stage Implementation

Joe & Co Service Design 7

 ANALYSING A SERVICE
EXPERIENCE
• Defining the service

• The Invisible Elements

• The Physical Environments

• The People

• Interpersonal Interaction
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 Blueprint Preparation
• Break down the process into logical steps
• Recognise variability in the process
• Identify the backstage elements in the
process
 Blueprint Preparation Cont.

• Intangible elements : Circles

• Tangible Elements : Squares

• Essential Service Evidence : Broken line

squares
Breaking it down to logical steps
1. Customer arrives and is greeted by the
barber. Is directed to sit in the waiting
area or if there are no other customers
be directed to the barber’s chair.
2. The customer is asked his requirements
3. The customer’s hair is then cut in a way
which meets his requirements
Breaking it down to logical steps
4. On finishing the barber will ask if the
customer requires anything else
(products)
5. The customer will pay and depart
6. The barber thanks the customer for
payment (and tips) and in his goodbye
statement implies a repeat visit
 Process Features
• The level of complexity relates directly to the number of steps and

sequences and the interrelationships between them. The more steps

and sequences, the more the complexity.

• The degree of divergence refers to the amount of planned scope or

latitude which contact personnel are given. Low divergence results

in a high level of standardisation. The fans indicate points where

varying degrees of divergence can be considered.

Variability within the process
Variability can be
• Planned and controlled by the service
provider: Potential events that may occur
(represented by a rectangle followed by a
fan)
• Unplanned : a range of potential actions that
may be taken (represented by a circle
followed by a fan)
 Jo and Co Hairdressing
Blueprinting

No
2 3 4 5 6 7
Barber
1 free?

Yes

Opening Select Training Order Meet Prepare End

time furniture & Update Stock Sales cash float Script
Represen
tatives
Signage Order Launder
Newspaper Bank

1. Greet customer on arrival Sweep &

2. Direct him/ her to the waiting area if Dispose
barber is busy or direct customer to the hair
chair
3. Ask customer for hair cut requirements
4. Cut hair
5. Ask customer for product requirements
6. Receive payments
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7. Thank customer on departure
 Defining the Service

• CORE OR PERIPHERAL?

• TANGIBLE OR INTANGIBLE?

• IS THE CUSTOMER ACTIVELY INVOLVED?

• WHAT IS THE LEVEL OF

CUSTOMISATION?
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THE INVISIBLE ELEMENTS

• Staff training Programs

• Replenishment of stock

• Preparing Cash Float

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THE PHYSICAL ENVIRONMENT

• AMBIENT CONDITIONS (temperature, noise,

music, air quality etc.)
• UTILISATION OF SPACE (equipment, layout,
furnishings)
• SIGNS, SYMBOLS & ARTIFACTS (location
of monitors & screens)

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 The People

• INDIVIDUAL BEHAVIOR & ATTITUDE

• INTERACTION WITH OTHERS

• PERSONAL OR SITUATIONAL FACTORS?

• EXPECTATIONS

• PRE & POST CONTACT

Joe & Co 19
 Structural Alternatives for a Restaurant

LOWER COMPLEXITY/DIVERGENCE CURRENT PROCESS HIGHER COMPLEXITY/DIVERGENCE

No Reservations TAKE RESERVATION Specific Table Selection

Self-seating. Menu on Blackboard SEAT GUESTS, GIVE MENUS Recite Menu: Describe Entrees & Specials
Eliminate SERVE WATER AND BREAD Assortment of Hot Breads and Hors D’oeuvres
Customer Fills Out Form TAKE ORDERS At table. Taken Personally by Maltre d’
PREPARE ORDERS

Pre-prepared: No Choice Salad (4 choices) Individually Prepared at table

Limit to Four Choices Entree (15 choices) Expand to 20 Choices: Add Flaming Dishes;
Bone Fish at Table; Prepare Sauces at Table
Sundae Bar: Self-service Dessert (6 choices) Expand to 12 Choices

Coffee, Tea, Milk only Beverage (6 choices) Add Exotic Coffees; Sherbet between
Serve Salad & Entree Together: SERVE ORDERS Courses; Hand Grind Pepper
Bill and Beverage Together

Cash only: Pay when Leaving COLLECT PAYMENT Choice of Payment. Including House Accounts:
Serve Mints