1. Planning and Producing the Service Performance

2. Copyright © Houghton Mifflin Company. All rights reserved.4 - 2 The Service Performance To plan a service performance successfully, it is necessary to understand a performance’s characteristics: Likely to be a multifaceted phenomenon. Exists only during its actual enactment. Occurs over time and involves a sequence of events.

3. Copyright © Houghton Mifflin Company. All rights reserved.4 - 3 Service Product Strategy

4. Copyright © Houghton Mifflin Company. All rights reserved.4 - 4 Supplementing the Basic Service Performance Services are comprised of core and supplementary elements. The core service Basic need-satisfying ability of the product. Supplementing a service performance Enhance the core. Can involve increasing complexity of the service.

5. Copyright © Houghton Mifflin Company. All rights reserved.4 - 5 What Is Your Total Product? Supplementary Product Customer Service Service Quality Service Guarantees Core Product = Primary Benefit

6. Copyright © Houghton Mifflin Company. All rights reserved.4 - 6 Differentiating the Service Performance The augmented product that an organization develops can easily become tomorrow’s expected product from the customers’ point of view. Hence, organizations should keep a vigilant eye on ways to develop the potential product. Need to be sensitive to the costs of developing and implementing supplementary service elements versus the benefits provided.

7. Copyright © Houghton Mifflin Company. All rights reserved.4 - 7 Customizing the Service Performance Significant tradeoffs between The service effectiveness of customizing each service to customer's individual desires and The service efficiency of producing a standard service for all customers. Customization requires a good understanding of each customer's needs or wants.

8. Copyright © Houghton Mifflin Company. All rights reserved.4 - 8 Customizing the Service Performance (cont’d) Requires a greater level of worker skills and technological support. Can greatly enhance a service experience and the perception of service quality.

9. Copyright © Houghton Mifflin Company. All rights reserved.4 - 9 Scripting the Service Performance A service script is a chronologically ordered representation of the steps that make up the service performance from the customer's point of view.

10. Copyright © Houghton Mifflin Company. All rights reserved.4 - 10 Service Blueprinting - A Visualization Tool Blueprinting is a tool for designing the process of a service. It is a mapping technique for visualizing service systems. Determine uniqueness in service process. Recognize product is a process.

11. Copyright © Houghton Mifflin Company. All rights reserved.4 - 11 Blueprinting the Service Performance The service blueprint identifies: the customers the service personnel the points of interaction between customers and workers the contact points between workers and other workers, and the frontstage evidence and backstage processes or activities.

12. Copyright © Houghton Mifflin Company. All rights reserved.4 - 12 Blueprinting the Service Performance (cont’d) The greater the complexity of the service, the greater the number of steps in its service blueprint. The greater the divergence of the service, the greater the amount of flexibility or variability involved in any particular step in the service blueprint.

13. Copyright © Houghton Mifflin Company. All rights reserved.4 - 13 Complexity - Divergence - Number of Steps Decision Freedom Or Flexibility/Variability ConceptsSymbols or Blueprinting