service design challenges

SERVICE DESIGN CHALLENGESYURIKO SAWATANI

LOST BAGGAGE TRACKING SERVICE

1. EXPECTED SERVICE 2. PERCEIVED SERVICE 3. BETTER SERVICE SYSTEM

EXPECTED SERVICE

LOST BAGGAGE WHY HAPPENS?

JL010 NARITA -> CHICAGO 0131JL823678

AA2198 CHICAGO -> ORLANDO

0131JL823678

UA639 CHICAGO -> ORLANDO ?

AA 282057 ?canceled

SERVICE DESIGN EXAMPLES

LOST BAGGAGE TRACKING SERVICE: EXPECTED SERVICELOST

BAGGAGE REPORT

MY BAGGAGE@TAMPA

UA SERVICE CENTER

UA LOCAL

COUNTER

AMERICAN LOCAL

COUNTER

AMERICAN WEB

TRACKING

UA WEB TRACKIN

G

UA BAGGAGE SYSTEM

AMERICAN BAGGAGE SYSTEM

ME

AMERICAN LOCAL TAMPA

7/28

7/28

After reporting, I thought some how the baggage returns to me.

PERCEIVED SERVICE

7/28 MID NIGHT STATUS

PERCEIVED SERVICE

EVERY 6 HOURS REPORT

SERVICE DESIGN EXAMPLES

LOST BAGGAGE TRACKING SERVICE: PERCEIVED SERVICELOST

BAGGAGE REPORT

MY BAGGAGE@TAMPA

UA SERVICE CENTER

UA LOCAL

COUNTER

AMERICAN LOCAL

COUNTER

AMERICAN WEB

TRACKING

UA WEB TRACKIN

G

UA BAGGAGE SYSTEM

AMERICAN BAGGAGE SYSTEM

ME

AMERICAN LOCAL TAMPA

7/28

7/28

After reporting, I thought some how the baggage returns to me.

But it looks like wrong.

REALITY

START INVESTIGATING BY MYSELF

REALITY

I FOUND MY BAGGAGE AT TAMPA

SERVICE DESIGN EXAMPLES

LOST BAGGAGE TRACKING SERVICE: REALITYLOST

BAGGAGE REPORT

MY BAGGAGE@TAMPA

UA SERVICE CENTER

UA LOCAL

COUNTER

AMERICAN LOCAL

COUNTER

AMERICAN WEB

TRACKING

UA WEB TRACKIN

G

UA BAGGAGE SYSTEM

AMERICAN BAGGAGE SYSTEM

ME

AMERICAN LOCAL TAMPA

7/28 no progress

1. 7/30 found my baggage at tampa

AMERICAN SERVICE CENTER

2. 7/30 ask the pick up the baggage at tampa. 3. 7/30 Agent puts a request to AA to bring to Orlando.

REALITY

7/31 AFTERNOON CALL UA SERVICE CENTER

▸ 1 hours to wait

▸ I ask the current progress.

▸ UA agent says “I do not know since I can not access to AA baggage tracking system”

▸ I say “Why not call AA to check the status?”

▸ UA agent tried 5 times, could not connect AA. gave up.

▸ I ask “Please try again”, but fail.

REALITY

7/31 AFTERNOON CALL AMERICAN AIRLINE SERVICE CENTER

▸ 2 hours to wait

▸ I ask the current progress of “0131823678”.

▸ AA agent says “I can not find. It ended at tampa”.

▸ I tell AA agent “Try 282057, which AA Chicago agent gave me”.

▸ AA agent says “It arrives at Orlando. Please ask UA to pick up.”

▸ I ask “Please tell me the baggage tag number to tell UA.”

▸ AA agent says “UA people could not track, but I will tell you AA internal ID.”

▸ I received “2001507086”.

REALITY

I’M LOST MY BAGGAGE FROM TRACKING SYSTEM

new assigned baggage tracking id

by AA

REALITY

7/31 EVENING CALL UA SERVICE CENTER

▸ 1 hours to wait

▸ I ask UA to pick up “0131823678” at Orlando.

▸ UA agent says “I am not sure the baggage comes to Orlando since I can not access to AA system.”

▸ I say “I confirmed to call AA that the baggage arrived at Orlando.”

▸ UA agent says “Oh, you did that?”

▸ I ask “Why not call UA Orland local to pick up from AA center to UA counter?”

▸ UA agent says “It is not allowed to call the local. I will leave the message to them.”

REALITY

OH SOME PROGRESS

REALITY

NEXT CHALLENGES: NEW BAGGAGE ID?

テキスト

FINALLY BAGGAGE ARRIVES!

SERVICE DESIGN EXAMPLES

LOST BAGGAGE TRACKING SERVICE: REALITYLOST

BAGGAGE REPORT

MY BAGGAGE@TAMPA

UA SERVICE CENTER

UA LOCAL

COUNTER

AMERICAN LOCAL

COUNTER

AMERICAN WEB

TRACKING

UA WEB TRACKIN

G

UA BAGGAGE SYSTEM

AMERICAN BAGGAGE SYSTEM

ME

AMERICAN LOCAL TAMPA

7/28 no progress

1. 7/30 found my baggage at tampa

7/30

6. 8/1 back to me!

AMERICAN SERVICE CENTER

4. 7/31 confirm the baggage arrival

2. 7/30 ask the pick up the baggage at tampa. 3. 7/30 Agent puts a request to AA to bring to Orlando. 5. 7/31 UA local people to pick up at AA counter.

SERVICE DESIGN EXAMPLES

LOST BAGGAGE TRACKING SERVICE: WHAT’S WRONG?LOST

BAGGAGE REPORT

MY BAGGAGE@TAMPA

UA SERVICE CENTER

UA LOCAL

COUNTER

AMERICAN LOCAL

COUNTER

AMERICAN WEB

TRACKING

UA WEB TRACKIN

G

UA BAGGAGE SYSTEM

AMERICAN BAGGAGE SYSTEM

ME

AMERICAN LOCAL TAMPA

AMERICAN SERVICE CENTER

No one cares about the report, except me.

So I need to track by myself.

SERVICE DESIGN EXAMPLES

LOST BAGGAGE TRACKING SERVICE: BETTER SYSTEMLOST

BAGGAGE REPORT

MY BAGGAGE@TAMPA

UA SERVICE CENTER

UA LOCAL

COUNTER

AMERICAN LOCAL

COUNTER

AMERICAN WEB

TRACKING

UA WEB TRACKIN

G

UA BAGGAGE SYSTEM

AMERICAN BAGGAGE SYSTEM

ME

AMERICAN LOCAL TAMPA

AMERICAN SERVICE CENTER

TOTAL BAGGAGE REPORT

1. baggage issues are reported to one system. 2. baggage claim is assigned to an agent.