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DESIGNING AND MANAGING SERVICE PROCESSES (1. Flowcharting Service Delivery…
DESIGNING AND MANAGING SERVICE PROCESSES
2. Use Blueprinting to document & manage service processes
Developing a Blueprint
Identify key activities in creating and delivering service
Blueprinting the Restaurant Experience: A Three-Act Performance
Act 1: Prologue and Introductory Scenes
Act 2: Delivery of Core Product
Act 3: The Drama Concludes
Identify fail points
Analysis of reasons for failure reveals opportunities for failure-proofing to reduce/eliminate future errors
Setting service standards and targets
1. Flowcharting Service Delivery
• Technique for displaying the nature and sequence of the different steps in delivery service to customers
• Offers way to understand total customer service experience
PEOPLE PROCESSING
STAY AT A MOTEL
POSSESSION PROCESSING
REPAIR A DVD PLAYER
INFORMATION PROCESSING
HEALTH INSURANCE
MENTAL STIMULUS PROCESSING
WEATHER FORECAST
3. Redesigning Service Processes
Redesign aims to achieve these performance measures: Reduced number of service failures, Reduced cycle time from customer initiation of a service process to its completion, Enhanced productivity, Increased customer satisfaction
Process Redesign: Approaches and Potential Benefits
Eliminating non value-adding steps; Shifting to self-service; Delivering direct service; Bundling services; Redesigning physical aspects of service process
4. The Customer as Co-Producer
Levels of Customer Participation
•
High
– Customer works actively with provider to co-produce the service
•
Medium
– Customer inputs required to assist provider
•
Low
– Employees and systems do all the work
Customers as Partial Employees
Customers can influence productivity and quality of service processes and outputs
Customers not only bring expectations and needs but also need to have relevant service production competencies
For the relationship to last, both parties need to cooperate with each other
5. Self-Service Technologies
Psychological Factors Related to the use of SSTs
SSTs advantages: Time savings, cost savings, Flexibility, Convenience of location, Greater control over service delivery, High perceived level of customization
Putting SSTs to Test by Asking a Few Simple Questions
Does the SST work reliably? Firms must ensure that SSTs are dependable and user friendly
Is the SST better than interpersonal alternatives? Customers will stick to conventional methods if SST doesn’t create benefits for them
If it fails, what systems are in place to recover? Always provide systems, structures, and technologies that will enable prompt service recovery when things go wrong
Managing Customer’s Reluctance to Change
Marketing communications to be used to: Prepare customer for change, Explain the rationale and benefits, What customers need to do differently in the future