Provider Gap 2 CUSTOMER COMPANY Customer-driven

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Presentation transcript:

Provider Gap 2 CUSTOMER COMPANY Customer-driven service designs and standards Gap 2: The Service Design and Standards Gap Company perceptions of customer expectations 8-1

Key Factors Leading to Provider Gap 2 8-2

Risks of Relying on Words Alone to Describe Services Oversimplification Incompleteness Subjectivity Biased Interpretation 8-3

New Service Strategy Matrix for Identifying Growth Opportunities 8-4

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. 8-5

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 8-6

Service Blueprint Components 8-7

Blueprint for Express Mail Delivery Service 8-8

Blueprint for Overnight Hotel Stay Service 8-9

Blueprint for DVD Rental Kiosk 8-10

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

Benefits of Service Blueprinting Recognizes roles and interdependencies among functions, people, and organizations. Designs moments of truth from the customer’s point of view. Suggests critical points for measurement and feedback in the service process. Provides understanding of the ideal customer experience. 8-12

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