Service Process

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Process
Processes involve the procedures,
tasks, schedules, mechanisms,
activities and routines by which a
service is delivered to the customer.

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FACTOR IMPORTANT IN SERVICE

PROCESS DESIGNING AND
INPLEMENTATION

SERVICE ITSELF
CUSTOMER PARTICIPATION
DEGREE OF CUSTOMER CONTAC
LOCATATION OF SERVICE DELIVERY
COMPLEXITY OF SERVICE

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New Service Development

Cycle
Full-scale launch
Post-launch
review

Full Launch

Enablers

Formulation
of new services
objective / strategy
Idea generation
and screening
Concept
development and
testing

People

Product
Service design
and testing
Process and system
design and testing
Marketing program
design and testing
Personnel training
Service testing and
pilot run
Test marketing
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Technology

Development

Systems

Tools

Design

Analysis
Business analysis
Project
authorization
4

SERVICE PROCESS PLANNING

BASIC TECHNOLOGICAL DECISION

MATERIALS DECISION
SPECIFIC EQUIMENT DECISION
PROCESS FLOW DECISOIN
BLUE PRINTS
FOW CHART
FRONT OFFICE\ BACK OFFICE
LAYOUT
BENCH MARK

PEOPLE DECISION
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Service Mapping/Blueprinting
Service blueprint is basically a flowchart of
the service process. It is a map in which all
the element or activities, their sequencing
and interaction can be visualize.
Process

Service
Mapping

Points of Contact
Evidence

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Service Blueprint Components

CUSTOMER ACTIONS
line of interaction
ONSTAGE CONTACT EMPLOYEE ACTIONS
line of visibility

BACKSTAGE CONTACT EMPLOYEE ACTIONS

line of internal interaction
SUPPORT PROCESSES
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CONTACT PERSON
SUPPORT PROCESS (Back Stage) (On Stage)

CUSTOMER PHYSICAL
EVIDENCE

Overnight Hotel Stay

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Hotel
Exterior
Parking

Arrive
at
Hotel

Cart for
Bags

Desk
Elevators Cart for
Registration Hallways Bags
Papers
Room
Lobby
Key

Give Bags
Check in
to
Bellperson

Go to
Room

Greet and
Process
Take
Registration
Bags

Take Bags
to Room

Registration
System

Receive
Bags

Room
Menu
Amenities
Bath

Sleep
Shower

Call
Room
Service

Deliver
Bags

Delivery
Food
Tray
Food
Appearance

Receive
Food

Deliver
Food

Eat

Bill
Desk
Lobby
Hotel
Exterior
Parking
Check out
and
Leave

Process
Check Out

Take
Food
Order

Prepare
Food

Registration
System

Building a Service Blueprint

Step 1

Step 2

Step 3

Step 4

Step 5

Step 6

Identify the
process to
be blueprinted.

Identify the
customer
or
customer
segment.

Map the
process
from the
customers
point of
view.

Map
contact
employee
actions,
onstage
and backstage.

Link
customer
and contact
person
activities to
needed
support
functions.

Add
evidence
of service
at each
customer
action
step.

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Application of Service Blueprints

New Service Development
concept development
market testing

Supporting a Zero Defects Culture

managing reliability
identifying empowerment issues

Service Recovery Strategies

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identifying service problems

conducting root cause analysis
modifying processes

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Flow Chart
The process flow chart is a primary tools for
developing and describing the conversion
system.

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Front Office / Back Office

Front Office:- Hotel Dinning Room
Back Office:- Hotel Kitchen

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Process Layouts
The way the work is organized.
Eg.:- Process layout for air passenger

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Benchmarking
Benchmarking - a standard by which

something can be measured or judged.

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Benchmarking Process
Determine Parameters to Measure
Identify Best Competition
Determine Data Collection Method
Compare Competitors Performance with Orgs
Performance.
1. Identify Process to Benchmark
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Continue
Identify The Factor Which contribute To The
Performance Gap
Establish Action Plan to Close Gap

Set Target To Measure Process

Implement Action Plan
Monitor Action Against Target
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Repeat

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Thank you
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