9-1

Module 3

ALIGNING
SERVICE DESIGN
AND STANDARDS
 9-2

Provider Gap 2
 9-3

Key Factors Leading to Provider Gap 2

 9-4

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.
 9-5

Service Blueprint Components

Customer Actions
line of interaction

Visible Contact Employee Actions

line of visibility

Invisible Contact Employee Actions

line of internal interaction

Support Processes
 9-6

Building a Service Blueprint

 9-7

Blueprints Can Be Used By:

▪ Service Marketers ▪ Human Resources
▪ creating realistic Management
customer expectations:
▪ empowering the human
▪ service system design
element:
▪ promotion
▪ job descriptions
▪ selection criteria
▪ appraisal systems
▪ Operations
Management ▪ System Technology
▪ rendering the service as ▪ providing necessary tools:
promised: ▪ system specifications
▪ managing fail points ▪ personal preference
▪ training systems databases
▪ quality control
 9-8

Benefits of Service Blueprinting

▪ Provides a platform for innovation.
▪ Recognizes roles and interdependencies among functions,
people, and organizations.
▪ Facilitates both strategic and tactical innovations.
▪ Transfers and stores innovation and service knowledge.
▪ Designs moments of truth from the customer’s point of
view.
▪ Suggests critical points for measurement and feedback in
the service process.
▪ Clarifies competitive positioning.
▪ Provides understanding of the ideal customer experience.
 9-9

Common Issues in Blueprinting

▪ Clearly defining the process to be blueprinted
▪ Clearly defining the customer or customer
segment that is the focus of the blueprint
▪ Who should “draw” the blueprint?
▪ Should the actual or desired service process be
blueprinted?
▪ Should exceptions/recovery processes be
incorporated?
▪ What is the appropriate level of detail?
▪ Symbology
▪ Whether to include time on the blueprint
 9-10

Types of Service Innovations

▪ major or radical innovations

▪ start-up businesses

▪ new services for the currently served market

▪ service line extensions

▪ service improvements

▪ style changes
 9-11

New Service Development Process

 9-12

Customer-Defined Service
Standards
▪ Factors Necessary for Appropriate Service
Standards

▪ Types of Customer-Defined Service

Standards

▪ Development of Customer-Defined Service

Standards
 9-13

Service Standards
Standards are based on the most important customer
expectations and reflect the customer’s view of these expectations.

Customer- SOURCES
Customer Expectations
Defined Customer Process Blueprint
Standards Customer Experience
Observations

SOURCES
Company- Productivity Implications
Cost Implications
Defined Company Process Blueprint
Standards Company View of Quality
 9-14

Standards…

HARD STANDARDS AND MEASURES

Things that can be counted, timed,
or observed through audits (time,
numbers of events)

SOFT STANDARDS AND MEASURES

Opinion-based measures that cannot
be observed and must be collected by
talking to customers (perceptions, beliefs)
 9-15

Examples of Hard Customer-Defined

Standards
 9-16

Examples of Soft Customer-Defined

Standards
 9-17
Process for Setting Customer-Defined
Standards
 9-18

Service Recovery Strategies