services marketingmkt 346 chap 8 concepts

8/12/2019 Services MarketingMKT 346 Chap 8 Concepts

1/17

MKT 346: Marketing of ServicesDr. Houston

Chapter 8:

Designing and Managing

Service Processes


2/17

A simple chart that describes the flow ofan existing service process

Service Flowchart


3/17

Flowcharting Service DeliveryHelps to Clarify Service Product Elements

Helps to visualize the total customer serviceexperience

Shows how nature of customer involvement

varies by type of service:

People processing

Possession processing

Mental stimulus processing

Information processing


4/17

A detailed chart of how a service processshould be constructed

Important issues to consider:

Front stage activities

Back stage activities

Support processes

Service Blueprint


5/17

Helps identify f ron t stage activities

Helps identify backstage activities

Clarifies interactions between customers and staff

Clarifies support by backstage activities and systems

Identifies potential fail points

Helps prepare preventive measures and contingency plans

Helps pinpoint bott lenecks in the service process

Advantages of Blueprinting


6/17

Start by identifying key activities in service process

Define big picture first then details later

Map service process from customers point of view

Developing the Service Blueprint


7/17

Key Components of a Service Blueprint

Definefront-stagestandards

Specifyphysical

evi-dence

Map keycustomeractions

Map lineof inter-action

Mapfront-stage

actions

Map lineof

visibility

Mapback-stage

actions

Mapsupport

pro-cesses

Map ITsupport

pro-cesses


8/17

ACT 1:Introductoryscenes ACT 2:Delivery ofcore service

ACT 3:

Conclusionof the

service

The Theater of Restaurant Service:A Three-Act Performance


9/17

Improving Reliability of Processesby Failure Proofing

Identify fail points

Identify and analyze root causes

Use creative strategies to prevent failures

Set up poka-yokes for service staff

Set up poka-yokes for customers


10/17

Why Redesign?

Revitalizes outdated service processes

Changes in external environment require redesignto stay relevant

Natural deterioration of internal processes andstandards


11/17

Service Process Redesign:Approaches and Potential Benefits

Eliminating non-value-adding steps

Shifting to self-service

Deliver direct services

Bundle services

Redesign physical aspects of service


12/17

Customer Participation

Actions and resources supplied by customers

During service production and/or delivery

Includes mental, physical, and even emotional inputs

Three Levels of Customer Participation

Low

Medium

High

Levels of Customer Participation


13/17

Customers can influence productivity and quality of

service processes and outputs

Customers not only bring expectations and needs,they also need to have relevant service production

competencies

Customers also need to be recruited as they arepartial employees. Firms need to get those withthe skills to do the tasks

For the relationship to last, both parties need tocooperate with each other

Customers as Partial Employees


14/17

Self-Service Technologies (SSTs)

Customers perform specific activities

Customers time and effort replace those of employees

Examples: ATMs, self-service gas stations

SSTs are perfect for information-based services

Used in both supplementary services and delivery of coreproduct

Example: Ebay


15/17

Time savings

Cost savings

Flexibility

Convenience of location

Greater control over service delivery

High perceived level of customization

Advantages of Self Service Technologies


16/17

Key Weakness: Lack of integrated servicerecovery process

Anxiety and stress experienced by technophobiccustomers

Some customers prefer to deal with people

Disadvantages of Self Service Technologies


17/17

Flowcharting

Service blueprinting

Failure proofing

Service process redesign

Customer as co-producer

Self-service technologies

MKT 346 Key Concepts: Chapter 8

services marketingmkt 346 chap 8 concepts

Documents