© 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke Objectives Recognize the challenges associated with designing new services Demonstrate how process flow charts and service blueprints can be used as tools to design new services and improving existing ones Identify the factors that should be considered when designing services Show how designing new services can be viewed as preparing for an onstage performance to improve both its effectiveness and efficiency

© 2010 Davis and Heineke The Relationship between the Service Delivery Process and the Service System Step 2 Step 1Step 3Step 4 Service Delivery Process Customer Service System Human Resources Facilities Equipment Marketing Technology Inventories

© 2010 Davis and Heineke Service Design Challenges Four Risks Inherent to Describing Services Source: G. Lynn Shostack, "Designing Services That Deliver," Harvard Business Review, January-February 1984, pp Oversimplification Incompleteness Subjectivity Biased Interpretation

© 2010 Davis and Heineke Priority Sequence for Designing the Service Delivery Process Service Strategy Service Concept Service Blueprints Supporting Processes

© 2010 Davis and Heineke Designing the Service Process Service Concept: Focuses on satisfying the customer Service Content: Defines what is included in the services itself Service Style: Describes how the service will be delivered

© 2010 Davis and Heineke Service Concept Service Operation Service Experience Service Outcome Value of the Service Source: Clark, G., Johnston R., Shulver M., Exploiting the service concept for service design and Development. In: Fitzsimmons J., and Fitzsimmons M. (Eds), New Service Design, SAGE Publications, Thousand Oaks, CA, pp Source: Johnston, R., Clark G., Service Operations Management, Prentice Hall, Harlow, England.

© 2010 Davis and Heineke Service Content Steps that are followed to serve customers Points in the process at which workers might need to make decisions Points in the process at which customers might need to wait

© 2010 Davis and Heineke Front-of-the-House - Customer Service Back-of-the-House - Process Efficiency Line of Visibility Fail Points Poka-Yoke Service Blueprinting: Process Analysis for Services

© 2010 Davis and Heineke Service Blueprinting: Process Analysis for Services Back-of-the-House Front-of-the-House Line of Visibility Stage 1 Stage 4 EndEnd DelayDelay Stage 3 Stage 2 (Customer Enters Process) (Customer Exits Process) StartStart

© 2010 Davis and Heineke Service Blueprint Components Physical Evidence Contact Person Support Processes Customer ______ Physical Evidence Contact Person (onstage) (backstage) Support Processes Customer Line of interaction Line of visibility Line of internal interaction ______

© 2010 Davis and Heineke Service Blueprint of a Restaurant

© 2010 Davis and Heineke Provider Errors That Can be Committed Task Errors Incorrectly In wrong order Not requested Too slowly Treatment Errors Acknowledge the customer Listen to the customer React properly to the customer Tangible Errors Clean facilities Provide clean uniforms Control atmosphere (noise, odor lighting) Proofread documents Work done: Failure to: Types of Errors Category of Error Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)

© 2010 Davis and Heineke Customer Errors That Can be Committed Preparation Errors Bring proper materials Understand role in the process Engage correct service “do homework” Encounter Errors Remember steps in the process Follow system flow Follow instructions Resolution Errors Signal service failures Learn from experience Adjust expectations appropriately Execute appropriate post service action Failure to: Types of Errors Category of Error Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)

© 2010 Davis and Heineke Classifying Customer Emotions Intent of Service Source of Emotions Variability of Emotions during the Process

© 2010 Davis and Heineke Service as Performance Integrating Design Processes Ready, Aim, Fire Efficient Design Do it Right at First Source: Stephen F. Tax and Ian Stuart, Designing Service Performances,” Marketing Management Vol. 10, no. 2, July/August 2001