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Service Delivery Process - Coggle Diagram

- - - - Technology provides a means to accomplish tasks that the competition cannot easily duplicate
- - - - A process control technique which focuses on the human-to-human (human-to-technology) interfaces
      - Help visualize the process flow of a service delivery system
      - Identify failure points, areas of improvement and innovation opportunities in a service operation
      - Components:
        
        Customer actions
        
        represents the sequential steps of the customer
        
        Onstage contact person (visible)
        
        involves in customer interaction
        
        Backstage contact person (invisible)
        
        contact employees who play a support role
        
        Support Processes
        
        Non-contract employees who play a support role e.g., outsource
        
        Physical Evidence
        
        Tangibles exposed to customers
      - In practice
        
        Separate blueprints can be developed for different segments of the customers.
        
        In cases where technology is involved (eg. online shopping), the onstage contact employee can be replaced with onstage technology.
        
        Going through the process of building a service blueprint is enough to gain important insights and a better understanding of the firm’s service delivery system.
    - - The service blueprint also helps give a visual picture of the servuction model
        
        The servuction model illustrates 4 factors that influence service experience:
        
        Servicescape (recall service package)
        
        Contact personnel
        
        Other customers
        
        Invisible organization and systems. This refers to the rules, regulations and the process in the organization
        
        Blueprinting: Servuction Process
        
        Identify directions in which processes flow
        
        Identify the time it takes to move from one process to the next
        
        Identify the costs involved with each process step
        
        Identify bottlenecks in the system
  - - - E.g., clinic is less complex than a general hospital
      - Measured by the number and intricacy of the steps in the service blueprint
      - Changing the complexity
        
        Specialization positioning strategy
        
        Reduces complexity
        
        By unbundling the different services offered
        
        Penetration positioning strategy
        
        Increases complexity
        
        By adding more services and/or enhancing current services to capture more of a market
    - - E.g., activities of an attorney contrasted with those of a paralegal
      - Amount of discretion or freedom the server is allowed to customize the service
      - Changing the Divergence
        
        Volume-oriented positioning strategy
        
        Reduces divergence
        
        Produces standardized output and reduces costs but does so at the expense of increasing conformity and inflexibility
        
        Niche positioning strategy
        
        Increases divergence
        
        Tailors the service experience to each customer