Presentation on theme: "“ Deeds, processes & performances”"— Presentation transcript:
1 “ Deeds, processes & performances” Definition of ServiceZeithmal & Bitner-“ Deeds, processes & performances”Deeds- actions of Service ProvidersProcesses- steps in providing servicesPerformance- customer's understanding of service deliveryKotler-“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 Communication Transportation Real Estate Services EntertainmentMarketing Related ServicesFinancial & InsuranceMedicalGovernmentPublic Utility Services- Water, Electricity & GasHospitalityTrading Services- wholesale, retailingOther Professional ServicesInternet Based ServicesE-Commerce etc
3 Why Services Marketing? 1. Service Based Economy2. Service as a Business Imperative in Manufacturing & IT3. Professional Service Needs & De-regulation4. Services Marketing is Different from Manufacturing & Goods Mktg5. Service leads to Profit
4 SERVICE BLUEPRINTA 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,Process of the service deliveryThe points of customer contactThe roles of customers & employees &The visible elements of serviceSERVICEBLUE PRINTPROCESSPoints of CONTACTEVIDENCE
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.
6 Service Blueprint Components CUSTOMER ACTIONSline of interaction“ONSTAGE” CONTACT EMPLOYEE ACTIONSline of visibility“BACKSTAGE” CONTACT EMPLOYEE ACTIONSline of internal interactionSUPPORT PROCESSES
8 Express Mail Delivery Service TruckPackagingFormsHand-held ComputerUniformTruckPackagingFormsHand-held ComputerUniformPHYSICALEVIDENCECustomerCallsCustomerGivesPackageReceivePackageCUSTOMERDriverPicksUp Pkg.(On Stage)DeliverPackageCONTACT PERSON(Back Stage)CustomerServiceOrderAirportReceives& LoadsFly toSortCenterDispatchDriverUnload&SortLoadOnTruckFly toDestinationSUPPORT PROCESSLoad onAirplaneSortPackages
9 Overnight Hotel Stay Bill Desk Lobby Hotel Exterior Parking PHYSICAL EVIDENCEHotelExteriorParkingCart forBagsDeskRegistrationPapersLobbyKeyElevatorsHallwaysRoomCart forBagsRoomAmenitiesBathMenuDeliveryTrayFoodAppearanceFoodArriveatHotelGive BagstoBellpersonCallRoomServiceCheck outandLeaveCUSTOMERGo toRoomReceiveBagsSleepShowerReceiveFoodCheck inEatGreet andTakeBags(On Stage)ProcessRegistrationDeliverBagsDeliverFoodProcessCheck OutCONTACT PERSONTakeFoodOrder(Back Stage)Take Bagsto RoomRegistrationSystemPrepareFoodRegistrationSystemSUPPORT PROCESS
10 Building a Service Blueprint Step 1Identify the process to be blue-printed.Step 2Identify the customer or customer segment.Step 3Map the process from the customer’s point of view.Step 4Map contact employee actions, onstage and back-stage.Step 5Link customerand contact person activities to needed support functions.Step 6Add evidence of service at each customer action step.
12 Service Blueprinting Steps 1. Identify processes2. Isolate fail points3. Establish a time frame4. Analyze profitability
13 Application of Service Blueprints New Service Developmentconcept developmentmarket testingSupporting a “Zero Defects” Culturemanaging reliabilityidentifying empowerment issuesService Recovery Strategiesidentifying service problemsconducting root cause analysismodifying processes
14 Blueprints Can Be Used By: Service Marketerscreating realistic customer expectationsservice system designpromotionOperations Managementrendering the service as promisedmanaging fail pointstraining systemsquality controlHuman Resourcesempowering the human elementjob descriptionsselection criteriaappraisal systemsSystem Technologyproviding necessary tools:system specificationspersonal preference databases