9-1

ALIGNING SERVICE DESIGN

AND STANDARDS
BY
DR S SENA
SENIOR LECTURER
BUSINESS STUDIES DEPT
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Provider Gap 2
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Key Factors Leading to Provider Gap 2

 Chapter9-4
Service Innovation and Design 9

 Challenges of Service Innovation and

Design
 New Service Development Processes
 Types of Service Innovations
 Stages in Service Innovation and
Development
 Service Blueprinting
 High-Performance Service Innovations
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Objectives for Chapter 9:

Service Innovation and Design
 Describe the challenges inherent in service
innovation and design.

 Present the stages and unique elements of the

service innovation and development process.

 Demonstrate the value of service blueprinting and

how to develop and read service blueprints.

 Present lessons learned in choosing and

implementing high-performance service
innovations.
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Risks of Relying on Words Alone to

Describe Services

 Oversimplification

 Incompleteness

 Subjectivity

 Biased Interpretation
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Describing the Complexity of a Service

Offering:
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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

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New Service Strategy Matrix for Identifying

Growth Opportunities
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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.
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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
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Service Blueprint Components

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Blueprint for Express Mail Delivery

Service
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Blueprint for Overnight Hotel Stay 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
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Blueprints Can Be Used By:

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

Cleanliness
PHYSICAL

Exterior Design Drink Plates

of Table
Building Hostess Station Glasses
Silverware
Waiting Stand Appearance Menu Presentation Menu
Napkins
Area Appearance of Bar and Food
Sauces
Outdoor of Staff Bartenders Drinks
Centerpiece
Seating

Approach Wait/Order Order Specify Receive

Arrive at Consume Be Seated Order
Hostess Drinks Drinks/ “Spiciness” Drinks/
Restaurant
Stand at Bar
Drinks at Table
Appetizers of Sauce Appetizers
Entree Next Slide

Greet and Take Drink/ Prepare Deliver

Greet and Deliver Escort
Take Appetizer Sauce Drinks/
CONTACT PERSON

Give Buzzer Drinks to Table

Drink Order Order at Table Appetizers
(Visible)

Prepare
Drinks

Process Input Order Check

PROCESS (Invisible)

“Buzz”
Seating at Bar/ Accuracy
Customer
Requests Kitchen of Order
SUPPORT

Computerized Prepare
Receive
Seating Drinks/
Order
System Appetizers
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CUSTOMER EVIDENCE
PHYSICAL

New Portfolio
Plates Silverware with Check
Doggie
Menu Food Menu Plates Enclosed
Bags
Presentation Food Fortune
Presentation Cookies

Consume Ask for

Order Receive Eat Finish Order Eat Ask for Pay
Refills, Doggie
Entree Entree Food Meal Dessert Dessert Bill Bill
Extra Sauce Bag

Take Offer Deliver Pick-up Bring Show

Deliver Deliver Deliver
Entree Refills, Drinks, Empty Boxes to Dessert
CONTACT PERSON

Order Dessert Bill and

Order Extra Sauce Plates/ Customer Menu
(Visible)

Extra Sauce
Fortune
Clean off
Cookies
Table
Pack up Take
Food Order

Enter Order Refill Enter Total Bill

PROCESS (Invisible)

into Drinks, Take Plates

Dessert Order at
Computer Extra Sauce to Kitchen
Into Computer Computer
SUPPORT

Receive Order/
Receive Prepare Wash Print
Prepare
Food Order Food Dishes Bill
Dessert
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Tangible Cues or Indicators of Quality

 Exterior and Interior Design

 Presentation of Food/Drinks
 Appearance of Staff
 Cleanliness of Tables, Utensils
 Cleanliness of Restrooms
 Location of Restaurant
 Appearance of Surrounding Customers
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Possibility of Standardization

 Hostess Greeting
 Pre-Prepared Sauces (Mild, Medium and
Hot)
 Time Standards
 Food and Drink Quality Standards
 Bill Standards
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Potential Fail Points and Fixability

 Bar
 train to make drinks; create ample seating space for wait area overflow
 Food
 revise food presentation; create quality control checks to ensure order is
correct before delivering to customer
 Staff
 training; set number of times to check-in on customers; behavioral and
attitude guidelines; dress code
 Billing
 standards for when to bring bill, how to deliver, when to pick-up, how quickly
to process transaction; ensure one fortune cookie per customer
 Cleanliness
 standards for amount of time it takes to clear and clean tables; regular
restroom checks