服务营销ChapPPT课件.ppt

Part4 ALIGNINGSERVICEDESIGNANDSTANDARDS ProviderGap2 KeyFactorsLeadingtoProviderGap2 ServiceInnovationandDesign ChallengesofServiceInnovationandDesignNewServiceDevelopmentProcessesTypesofServiceInnovationsStagesinServiceInnovationandDevelopmentServiceBlueprintingHigh PerformanceServiceInnovations Chapter9 McGraw Hill Irwin Copyright 2009byTheMcGraw HillCompanies Inc Allrightsreserved ObjectivesforChapter9 ServiceInnovationandDesign Describethechallengesinherentinserviceinnovationanddesign Presentthestagesanduniqueelementsoftheserviceinnovationanddevelopmentprocess Demonstratethevalueofserviceblueprintingandhowtodevelopandreadserviceblueprints Presentlessonslearnedinchoosingandimplementinghigh performanceserviceinnovations RisksofRelyingonWordsAlonetoDescribeServices OversimplificationIncompletenessSubjectivityBiasedInterpretation DescribingtheComplexityofaServiceOffering TypesofServiceInnovations majororradicalinnovationsstart upbusinessesnewservicesforthecurrentlyservedmarketservicelineextensionsserviceimprovementsstylechanges NewServiceDevelopmentProcess NewServiceStrategyMatrixforIdentifyingGrowthOpportunities ServiceBlueprinting Atoolforsimultaneouslydepictingtheserviceprocess thepointsofcustomercontact andtheevidenceofservicefromthecustomer spointofview ServiceBlueprintComponents CustomerActions lineofinteraction VisibleContactEmployeeActions lineofvisibility InvisibleContactEmployeeActions lineofinternalinteraction SupportProcesses ServiceBlueprintComponents BlueprintforExpressMailDeliveryService BlueprintforOvernightHotelStayService 2020 2 4 16 BuildingaServiceBlueprint ApplicationofServiceBlueprints NewServiceDevelopmentconceptdevelopmentmarkettestingSupportinga ZeroDefects CulturemanagingreliabilityidentifyingempowermentissuesServiceRecoveryStrategiesidentifyingserviceproblemsconductingrootcauseanalysismodifyingprocesses BlueprintsCanBeUsedBy ServiceMarketerscreatingrealisticcustomerexpectations servicesystemdesignpromotionOperationsManagementrenderingtheserviceaspromised managingfailpointstrainingsystemsqualitycontrol HumanResourcesManagementempoweringthehumanelement jobdescriptionsselectioncriteriaappraisalsystemsSystemTechnologyprovidingnecessarytools systemspecificationspersonalpreferencedatabases BenefitsofServiceBlueprinting Providesaplatformforinnovation Recognizesrolesandinterdependenciesamongfunctions people andorganizations Facilitatesbothstrategicandtacticalinnovations Transfersandstoresinnovationandserviceknowledge Designs momentsoftruth fromthecustomer spointofview Suggestscriticalpointsformeasurementandfeedbackintheserviceprocess Clarifiescompetitivepositioning Providesunderstandingoftheidealcustomerexperience CommonIssuesinBlueprinting ClearlydefiningtheprocesstobeblueprintedClearlydefiningthecustomerorcustomersegmentthatisthefocusoftheblueprintWhoshould draw theblueprint Shouldtheactualordesiredserviceprocessbeblueprinted Shouldexceptions recoveryprocessesbeincorporated Whatistheappropriatelevelofdetail SymbologyWhethertoincludetimeontheblueprint BlueprintingtheRestaurantExperience SUPPORTPROCESS CONTACTPERSON Invisible Visible CUSTOMER ParkingExteriorBuildingWaitingAreaOutdoorSeating InteriorDesignHostessStandAppearanceofStaff DrinkStationAppearanceofBarandBartenders CleanlinessofTableSilverwareNapkinsSaucesCenterpiece Menu PlatesGlassesPresentationFoodDrinks Buzz Customer ArriveatRestaurant ApproachHostessStand Wait OrderDrinksatBar ConsumeDrinks BeSeatedatTable OrderDrinks Appetizers Specify Spiciness ofSauce ReceiveDrinks Appetizers DeliverDrinks Appetizers GreetandGiveBuzzer GreetandTakeDrinkOrder DeliverDrinks PrepareSauceatTable ProcessSeatingRequests TakeDrink AppetizerOrder ComputerizedSeatingSystem PrepareDrinks Appetizers PHYSICALEVIDENCE PrepareDrinks EscorttoTable InputOrderatBar Kitchen ReceiveOrder OrderEntree NextSlide CheckAccuracyofOrder Menu SUPPORTPROCESS CONTACTPERSON Invisible Visible CUSTOMER RefillDrinks ExtraSauce OrderEntree ReceiveEntree EatFood ConsumeRefills ExtraSauce FinishMeal AskforDoggieBag OrderDessert EnterDessertOrderIntoComputer TakeOrder DeliverOrder OfferRefills ExtraSauce ShowDessertMenu BringBoxestoCustomer PrepareFood PHYSICALEVIDENCE Pick upEmptyPlates CleanoffTable TakePlatestoKitchen PackupFood TakeEntreeOrder Menu EnterOrderintoComputer ReceiveFoodOrder PlatesFoodPresentation ReceiveOrder PrepareDessert DeliverDessert EatDessert AskforBill TotalBillatComputer PrintBill DeliverBillandFortuneCookies PayBill DoggieBags Menu NewSilverwarePlatesFoodPresentation PortfoliowithCheckEnclosedFortuneCookies DeliverDrinks ExtraSauce WashDishes TangibleCuesorIndicatorsofQuality ExteriorandInteriorDesignPresentationofFood DrinksAppearanceofStaffCleanlinessofTables UtensilsCleanlinessofRestroomsLocationofRestaurantAppearanceofSurroundingCustomers PossibilityofStandardization HostessGreetingPre PreparedSauces Mild MediumandHot TimeStandardsFoodandDrinkQualityStandardsBillStandards PotentialFailPointsandFixability Bartraintomakedrinks createampleseatingspaceforwaitareaoverflowFoodrevisefoodpresentation createqualitycontrolcheckstoensureorderiscorrectbeforedeliveringtocustomerStafftraining setnumberoftimestocheck inoncu