LESSON 6

DESIGNING AND MANAGING SERVICE

Learning Objectives
 Understand the concept of service design.

 Comprehend the challenges of service innovation and design.

 Be familiar with the different service design principles.

 Learn the differences among the types of service setting.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

Learning Objectives
 Explain the necessity for service process redesign.

 Understand how service process redesign can improve service

quality and productivity.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

Contents
1. Service Design

2. Service Innovation and Design

3. Blueprinting Services

4. Methods and Tools for Service Process

5. Service Setting

6. Redesigning Service Processes

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Design

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 • Applies to services, procedures, styles, and processes

• Provides value

• Generates income

• Applied using symbols

• Conveys type of service

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 • Design can be a form of:
• Service

• Output or product

• Part of a process

• An activity

• Culture of the organization

• Management function

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Innovation and Design

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 • Subject to description with words

• Cannot be examined physically

• Words may result to incomplete dissemination.

• Message may have a bias.

• Can result to opinionated description

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 • Adopt strategic balance to product/service process.

• Balanced combination ensures company position.

• Improve efficiency and productivity.

• Encourage employees to synchronize with the objective.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Design Principles

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Design Principles

• Holistic. Consider factors that enhance the service process.

• Co-creative. Stakeholders may influence the design.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Design Principles

• User-centered. Focus on customers’ expectation.

• Sequencing. Combination of interrelated actions

• Evidencing. Services create a visual expectation.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Provision Innovation

• Service Innovation around Customer. Customer’s role is redefined or

altered.

• Innovation through Solution. Firms approach needs by offering activities.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Provision Innovation

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Blueprinting Services

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Steps in Blueprinting Services

A. Prepare a diagrammatic format.

B. Recognize possible decision points, conflict zones, or issues.

C. Set standards of allowable adjustments.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Steps in Blueprinting Services

D. Use photos, slides, or video as evidences.

E. Analyze the evidences, contact points, and interactions.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Methods and Tools
for Service Process

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Methods and Tools Used to Analyze
Service Process

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Methods and Tools Used to Analyze
Service Process

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Methods and Tools Used to Analyze
Service Process

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Kinds of Prototyping Methods

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Kinds of Prototyping Methods

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Service Setting

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 • The physical environment or background

• Paints how service would be

• Concentrated and expressed

• Communicates characteristics

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Types of service setting

A. Service Participation
• Self-service. Customers perform the transactions.

• Remote service. No customer is involved.

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Types of service setting

B. Service complexity
• Lean. Simple, modest, and few elements

• Elaborate. Complicated, with multiple elements

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Redesigning Service Processes

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 When Service Should Be Redesigned

• Volume of communication is heavy.

• Growing number of customer complaints

• Exceptions are increasing.

• Proliferation of review and rechecking steps

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service

 Redesigning the Service Process

• Review the existing service design.

• Removal of unnecessary steps

• Eliminating the bottlenecks

• Shifting from service design to self-service

WWW.REXBOOKSTORE.PH Lesson 6 : Designing and Managing Service