McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Part 3 ALIGNING STRATEGY, SERVICE DESIGN, AND STANDARDS

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Expected Service Perceived Service GAP The Customer Gap Part 1 Opener

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Perceived Service Expected Service CUSTOMER COMPANY Customer Gap GAP 1 GAP 2 GAP 3 External Communications to Customers GAP 4 Service Delivery Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Part 1 Opener Gaps Model of Service Quality

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Gaps Model of Service Quality Provider Gap 1: –not knowing what customers expect Provider Gap 2: –not having the right service designs and standards Provider Gap 3: –not delivering to service standards Provider Gap 4: –not matching performance to promises Part 1 Opener

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved CUSTOMER COMPANY GAP 2 Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Part 3 Opener Provider GAP 2

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Chapter 9 Service Development and Design Challenges of Service Design Service Blueprinting Quality Function Deployment

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 我要投诉欢乐谷完美风暴 08/12/30 的主持 人，那男的让我们这帮在上面连翻了四个循 环，近 10 分钟，不顾少数人反对，听见有人 叫好就再来一次，致使下来后好几个游客都 呕吐了。包括我，后面的游戏都没办法玩了。 那个完美风暴的主持人好像今天很兴奋，问 还要不要来一次，听见有人叫可以，就按按 钮，要知道人和人不一样的。 王明 :00:38 欢乐谷的顾客留言及回复

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved RE 王明 : 您好，感谢您对我司的信任和 支持，希望您将具体情况反映至游客服务中 心 ， ： 以便我们能调查了解。谢谢！ Webmaster :17:02 欢乐谷的顾客留言及回复

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved 深圳的公交车 人工售票 自动投币 我亲身经历的不满意的服务接触

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved When do people use maps ? Why do people use maps? Brainstorming Mapping

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Mapping

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Mapping/Blueprinting

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Mapping/Blueprinting

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved What are the risks of attempting to describe services in words alone? Brainstorming

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 8.1 Risks of Relying on Words Alone to Describe Services Oversimplification Incompleteness Subjectivity Biased interpretation

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 8.5 Service Mapping/Blueprinting (p.196) 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. 从顾客角度详细描画服务系统，顾客接触点以 及服务证据的图片或地图。

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 8.5 Service Mapping/Blueprinting Service Mapping Process Points of Contact Evidence

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Blueprint Components (p.197) CUSTOMER ACTIONS 顾客行为 line of interaction 互动线 “ONSTAGE” CONTACT EMPLOYEE ACTIONS 前台 line of visibility 可视线 “BACKSTAGE” CONTACT EMPLOYEE ACTIONS 后台 line of internal interaction 内部互动线 SUPPORT PROCESSES 后勤支援

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 8.6 Service Blueprint Components

Driver Picks Up Pkg. Dispatch Driver Airport Receives & Loads Sort Packages Load on Airplane Fly to Destinatio n Unload & Sort Load On Truck Express Mail Delivery Service 快递服务蓝图 SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOME R PHYSICAL EVIDENCE Customer Calls Customer Gives Package Truck Packaging Forms Hand-held Computer Uniform Receive Package Truck Packaging Forms Hand-held Computer Uniform Deliver Package Customer Service Order Fly to Sort Center

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 8.8 Overnight Hotel Stay 夜宿旅店服务蓝图 SUPPORT PROCESS CONTACT PERSON (Back Stage) (On Stage) CUSTOMER Hotel Exterior Parking Cart for Bags Desk Registration Papers Lobby Key Elevators Hallways Room Cart for Bags Room Amenities Bath MenuDelivery Tray Food Appearance Food Bill Desk Lobby Hotel Exterior Parking Arrive at Hotel Give Bags to Bellperson Check in Go to Room Receive Bags Sleep Shower Call Room Service Receive Food Eat Check out and Leave Greet and Take Bags Process Registration Deliver Bags Deliver Food Process Check Out Take Bags to Room Take Food Order Registration System Prepare Food Registration System PHYSICAL EVIDENCE

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Please compare and contrast the blueprints in Figures 8-5 and 8-6 ， and tell the differences between these two kinds of services ? Brainstorming

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Step 1 Identify the process to be blue- printed. Step 1 Identify the process to be blue- printed. Step 2 Identify the customer or customer segment. Step 2 Identify the customer or customer segment. Step 3 Map the process from the customer’s point of view. Step 3 Map the process from the customer’s point of view. Step 4 Map contact employee actions, onstage and back- stage. Step 4 Map contact employee actions, onstage and back- stage. Step 5 Link customer and contact person activities to needed support functions. Step 5 Link customer and contact person activities to needed support functions. Step 6 Add evidence of service at each customer action step. Step 6 Add evidence of service at each customer action step. Figure 8.9 Building a Service Blueprint

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Exercises in class 课堂练习 Please read the case of “DIETS TO YOU”. 1.Develop a service blueprint of “DIETS TO YOU”. 2.Identify and explain the key points to make the customers satisfied.

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved QFD: Quality function deployment

McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Figure 8.10 House of Quality for Village Volvo