1. ALIGNING SERVICE DESIGN AND STANDARDS
Part 4
ALIGNING SERVICE DESIGN AND STANDARDS
8-1

2. Provider Gap 2 CUSTOMER COMPANY Customer-driven
service designs and standards
Gap 2: The Service Design and Standards Gap
Company perceptions of customer expectations
8-2

3. Key Factors Leading to Provider Gap 2
8-3

4. Risks of Relying on Words Alone to Describe Services
Oversimplification
Incompleteness
Subjectivity
Biased Interpretation
8-4

5. Important Considerations for Service Innovation
Involve customers and employees
Employ service design thinking and techniques
8-5

6. Important Considerations for Service Innovation
The five principles of service design thinking:
User-centered: Services should be experienced and designed through the customers eyes
Cocreative: All stakeholders should be included in the service design process
Sequencing: A service should be visualized as a sequence of interrelated actions
Evidencing: Intangible services should be visualized in terms of physical artifacts
Holistic: The entre environment of a service should be considered
8-6

7. Types of Service Offering Innovations
Major or radical innovations
Start-up businesses
New services for the currently served market
Service line extensions
Service improvements
Style changes
8-7

8. New Service Strategy Matrix for Identifying Growth Opportunities
8-8

9. Service 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.
8-9

10. Service Blueprint Components
Physical Evidence
Customer Actions
line of interaction
Visible Contact Employee Actions
line of visibility
Invisible Contact Employee Actions
line of internal interaction
Support Processes
8-10

11. Service Blueprint Components
8-11

12. Blueprint for Overnight Hotel Stay Service
8-12

13. Building a Service Blueprint
8-13