1. Service Design

2. Service Design
Services require an operating and delivery system in order to function, which has to be designed in such a way as to offer effective customer service
Service is a process where people interact with the production and delivery of an experience.

3. Challenges of Service Design
Services are difficult to describe and communicate as they are intangible and process oriented
This becomes all the more difficult when services are delivered over a long period
Again, as services are delivered by employees to customers, they are variable

4. Planning and Creating Services
A service product comprises all elements of service performance, both tangible and intangible, that create value for customers
The service concept is represented by:
A core product
Accompanied by supplementary services

5. Designing a Service Concept
Core Product
Central component that supplies the principal, problem-solving benefits customers seek
Supplementary Services
Augment the core product, facilitating its use and enhancing its value and appeal
Delivery Processes
Used to deliver both the core product and each of the supplementary services

6. Core and Supplementary Services at Luxury Hotel
Reservation
Valet
Parking
Reception
Baggage
Service
Cocktail
Bar
Restaurant
Entertainment/ Sports/ Exercise
Internet
Wake-up
Call
Room
Business
Center
Cashier
A Bed for the Night in an Elegant Private Room with a Bathroom

7. Designing a Service Concept
Service concept design must address the following issues:
How the different service components are delivered to the customer
The nature of the customer’s role in those processes
How long delivery lasts
The recommended level and style of service to be offered

8. Documenting Delivery Sequence Over Time
Must address sequence in which customers will use each core and supplementary service
Determine length of time for each step
Information should reflect good understanding of customers, especially their:
Needs
Habits
Expectations
Question: Do customers’ expectations change during service delivery in light of perceived quality of each sequential encounter?

10. Flowcharting Service Delivery
Offers way to understand totality of customer’s service experience
Useful for distinguishing between core product itself and service elements that supplement core
Restaurants: Food and beverage (core)
Reservations (supplementary services)
Helps clarify product elements

11. Customer journey and experience for an airline
Stress level
Booking
Check- in
Security
Boarding
Take-
off
Meal
movie
Landing
Baggage
Claim
Foley – Cockerille The media you own versus the media you rent.
DMI Review vol 20, 4, 2009.

12. “Service Script” for Haircut
Recognize need for hair cut
Make appointment
Arrive at salon/beauty parlour
Enter salon/parlour doors
Greeting by receptionist
Possible wait time (hair magazines available)
Greeting by hair stylist
Questions about desired hair cut
(Optional) go to hair wash station
Go to hair cutting chair
Hair is cut/styled/permed
Casual conversation occurs
Hair is dried
Mirror is provided to evaluate haircut (chair spin)
Stylist escorts you to cashier
Tip is given
Pay for services
Gather belongings, say good-bye to all
Exit store
Get comments from relatives/friends