9-1

ALIGNING SERVICE DESIGN

AND STANDARDS

SESSION:11 & 12
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Provider Gap 2
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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
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New Service Development Process

 9-5

What is a designed service?

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SERVICE DESIGN

is about creating and taking decisive and deliberate

actions that will promote, support, and sustain positive
service experiences.
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If you wanted to design a service -

what would you do?
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Using design methods to meet your goals:

As you collect ideas and plans for acting on

achieving these goals –

 consider the client’s perspective

Service Blueprinting is a collaborative, thoughtful, and revealing effort that

produces a visualization of customer interactions and behaviors as they are linked with
provider backstage events. This technique facilitates the examination of how to align
your service goals with the client’s expectations and needs.
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Service Blueprint Components

 9-10

Blueprint for Express Mail Delivery Service

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Building a Service Blueprint

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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
 identifying service problems
 conducting root cause analysis
 modifying processes