1. Chapter 7 Service Process Selection and Design
Service Generalizations
Service Strategy: Focus & Advantage
Service-System Design Matrix
Service Blueprinting
Service Fail-safing
Characteristics of a Well-Designed Service Delivery System

2. Service Generalizations1. 2. 3. 4.

3. Service Generalizations (Continued)5. 6. 7.

4. Service Businesses
Definition – Organizations whose primary business requires interaction with the customer to product the service
Facilities-based services:
Field-based services:

5. Internal Services Internal Supplier Internal Customer External

6. The Service Triangle

7. Service Strategy: Focus and Advantage Performance Priorities

8. Service-System Design Matrix
Worker requirement
Clerical skills
Helping skills
Verbal skills
Procedural skills
Trade skills
Diagnostic skills
Focus of operations
Paper handling
Demand mgmt.
Scripting calls
Flow control
Capacity mgmt.
Client
mix
Tech. innovations
Office automation
Routing methods
Computer databases
Electronic aids
Self-serve
Client/worker teams
Degree of customer/server contact
Buffered
Permeable
Reactive
High
core (none)
system (some)
system (much)
Low
Mail contact
Face-to-face
loose specs
tight specs
Phone
Contact
total
customization
Internet &
on-site
technology
Sales
Opportunity
Production
Efficiency
Low
High

9. Example of Service Blueprinting

10. Service Fail-safing Poka-Yokes (A Proactive Approach)
Keeping a mistake from becoming a service defect.
How can we fail- safe the three Ts?
Task
Tangibles
Treatment

11. Three Contrasting Service Designs
The production line approach
The self-service approach
The personal attention approach

12. Characteristics of a Well-Designed Service System
1. Each element of the service system is consistent with the operating focus of the firm.
2. It is user-friendly.
3. It is robust.
4. It is structured so that consistent performance by its people and systems is easily maintained.

13. Characteristics of a Well-Designed Service System (Continued)
5. It provides effective links between the back office and the front office so that nothing falls between the cracks.
6. It manages the evidence of service quality in such a way that customers see the value of the service provided.
7. It is cost-effective.