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Definition of Service Zeithmal & Bitner- Zeithmal & Bitner- “ Deeds, processes & performances” –Deeds- actions of Service Providers –Processes- steps in.

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Presentation on theme: "Definition of Service Zeithmal & Bitner- Zeithmal & Bitner- “ Deeds, processes & performances” –Deeds- actions of Service Providers –Processes- steps in."— Presentation transcript:

1 Definition of Service Zeithmal & Bitner- Zeithmal & Bitner- “ Deeds, processes & performances” –Deeds- actions of Service Providers –Processes- steps in providing services –Performance- customer's understanding of service delivery Kotler- “A service is any act or performance that one party can offer to another that is essentially intangible & does not result in the ownership of anything. Its production may be or may not be tied to a physical product.”

2 Types of Services 1. Communication 2. Transportation 3. Real Estate Services 4. Entertainment 5. Marketing Related Services 6. Financial & Insurance 7. Medical 8. Government 9. Public Utility Services- Water, Electricity & Gas 10. Hospitality 11. Trading Services- wholesale, retailing 12. Other Professional Services 13. Internet Based Services 14. E-Commerce etc

3 Why Services Marketing? 1. Service Based Economy 1. Service Based Economy 2. Service as a Business Imperative in Manufacturing & IT 2. Service as a Business Imperative in Manufacturing & IT 3. Professional Service Needs & De-regulation 3. Professional Service Needs & De-regulation 4. Services Marketing is Different from Manufacturing & Goods Mktg 4. Services Marketing is Different from Manufacturing & Goods Mktg 5. Service leads to Profit 5. Service leads to Profit

4 SERVICE BLUEPRINT A service blueprint is a picture or map that accurately portrays the service system so that the different people involved in providing it can understand and deal with it objectively, regardless of their roles or their individual points of view. A service blueprint is a picture or map that accurately portrays the service system so that the different people involved in providing it can understand and deal with it objectively, regardless of their roles or their individual points of view. A service blueprint visually displays the service through, A service blueprint visually displays the service through, 1. Process of the service delivery 2. The points of customer contact 3. The roles of customers & employees & 4. The visible elements of service SERVICE BLUE PRINT PROCESS Points of CONTACT EVIDENCE

5 Service Mapping/Blueprinting A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view. A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view.

6 Service Blueprint Components CUSTOMER ACTIONS line of interaction “ONSTAGE” CONTACT EMPLOYEE ACTIONS line of visibility “BACKSTAGE” CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES

7 Service Blueprint Components

8 Driver Picks Up Pkg. Dispatch Driver Airport Receives & Loads Sort Packages Load on Airplane Fly to Destinatio n Unload & Sort Load On Truck Express Mail Delivery Service SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOME R PHYSICAL EVIDENCE Customer Calls Customer Gives Package Truck Packaging Forms Hand-held Computer Uniform Receive Package Truck Packaging Forms Hand-held Computer Uniform Deliver Package Customer Service Order Fly to Sort Center

9 Overnight Hotel Stay SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOMER Hotel Exterior Parking Cart for Bags Desk Registration Papers Lobby Key Elevators Hallways Room Cart for Bags Room Amenities Bath MenuDelivery Tray Food Appearance Food Bill Desk Lobby Hotel Exterior Parking Arrive at Hotel Give Bags to Bellperson Check in Go to Room Receive Bags Sleep Shower Call Room Service Receive Food Eat Check out and Leave Greet and Take Bags Process Registration Deliver Bags Deliver Food Process Check Out Take Bags to Room Take Food Order Registration System Prepare Food Registration System PHYSICAL EVIDENCE

10 Step 1 Identify the process to be blue- printed. Step 1 Identify the process to be blue- printed. Step 2 Identify the customer or customer segment. Step 2 Identify the customer or customer segment. Step 3 Map the process from the customer’s point of view. Step 3 Map the process from the customer’s point of view. Step 4 Map contact employee actions, onstage and back- stage. Step 4 Map contact employee actions, onstage and back- stage. Step 5 Link customer and contact person activities to needed support functions. Step 5 Link customer and contact person activities to needed support functions. Step 6 Add evidence of service at each customer action step. Step 6 Add evidence of service at each customer action step. Building a Service Blueprint

11 Example of Service Blueprinting

12 Service Blueprinting Steps 1. Identify processes 2. Isolate fail points 3. Establish a time frame 4. Analyze profitability 

13 Application of Service Blueprints New Service Development New Service Development concept development concept development market testing market testing Supporting a “Zero Defects” Culture Supporting a “Zero Defects” Culture managing reliability managing reliability identifying empowerment issues identifying empowerment issues Service Recovery Strategies Service Recovery Strategies identifying service problems identifying service problems conducting root cause analysis conducting root cause analysis modifying processes modifying processes

14 Blueprints Can Be Used By: Service Marketers Service Marketers –creating realistic customer expectations service system design service system design promotion promotion Operations Management Operations Management –rendering the service as promised managing fail points managing fail points training systems training systems quality control quality control Human Resources Human Resources –empowering the human element job descriptions selection criteria appraisal systems System Technology System Technology –providing necessary tools: system specifications personal preference databases


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