Summer School
on
Service Oriented Computing
Designing the Service Delivery
Process
27 June – 3 July 2011
Hersonissos Crete Greece
© 2010 Davis and Heineke
Objectives
•
Recognize the challenges associated with designing new services
•
Demonstrate how process flow charts and service blueprints can be used as
tools to design new services and improving existing ones
•
Identify the factors that should be considered when designing services
•
Show how designing new services can be viewed as preparing for an
onstage performance to improve both its effectiveness and efficiency
© 2010 Davis and Heineke
The Relationship between the Service
Delivery Process and the Service System
Service System
Equipment
Human
Resources
Technology
Service Delivery Process
Customer
Step 1
Facilities
© 2010 Davis and Heineke
Step 2
Step 3
Inventories
Step 4
Marketing
Customer
Service Design Challenges
Four Risks Inherent to Describing Services
• Oversimplification
• Incompleteness
• Subjectivity
• Biased Interpretation
Source: G. Lynn Shostack, "Designing Services That Deliver," Harvard Business Review, January-February 1984, pp. 133-139.
© 2010 Davis and Heineke
Priority Sequence for Designing the
Service Delivery Process
Service
Strategy
Service
Concept
Service
Blueprints
Supporting
Processes
© 2010 Davis and Heineke
Designing the Service Process
• Service Concept: Focuses on
satisfying the customer
• Service Content: Defines what is
included in the services itself
• Service Style: Describes how the
service will be delivered
© 2010 Davis and Heineke
Service Concept
• Service Operation
• Service Experience
• Service Outcome
• Value of the Service
Source: Johnston, R., Clark G., 2001. Service Operations Management, Prentice Hall, Harlow, England.
Source: Clark, G., Johnston R., Shulver M., 2000. Exploiting the service concept for service design and Development.
In: Fitzsimmons J., and Fitzsimmons M. (Eds), New Service Design, SAGE Publications, Thousand Oaks, CA, pp 71-91.
© 2010 Davis and Heineke
Service Content
• Steps that are followed to serve customers
• Points in the process at which workers
might need to make decisions
• Points in the process at which customers
might need to wait
© 2010 Davis and Heineke
Service Blueprinting:
Process Analysis for Services
• Front-of-the-House
- Customer Service
• Back-of-the-House
- Process Efficiency
• Line of Visibility
• Fail Points
• Poka-Yoke
© 2010 Davis and Heineke
Service Blueprinting:
Process Analysis for Services
Back-of-the-House
Front-of-the-House
Stage 2
Stage 1
Stage 3
Stage 4
Line of Visibility
© 2010 Davis and Heineke
Delay
Start
(Customer
Enters Process)
End
(Customer
Exits Process)
______
______
______
Line of interaction
Line of visibility
Line of internal interaction
Support
Processes
Contact Person
(backstage)
(onstage)
Customer
Physical
Evidence
Service Blueprint Components
© 2010 Davis and Heineke
______
______
______
______
______
______
Parking Lot
Waiting
area
Enter
restaurant
Give name
to hostess
Serving trays
Dishes
Food
Dining
Menu
area Special boards
Go to
table
Review
Menu
Place
order
Show
Party to
table
Provide
menu
Take
order
Menu,
Menu
Special boards
Serving trays
Dishes
Bill
Food
Receive
food
Eat
Review
Menu
Place
dessert
order
Eat
Pay check
Receive
change
Serve
meal
Clear
dishes
Provide
dessert
menu
Take
Dessert
Order
Serve
dessert
Provide
check
Bring
change
Pick up
order
Process
payment
(onstage)
Line of interaction
Greet
party
Serve
beverages
Line of visibility
(backstage)
Contact Person
Customer
Physical
Evidence
Service Blueprint of a Restaurant
Check table
availability
Place
order in
kitchen
Pick up
order
Place order
in kitchen
Support
Processes
Line of internal interaction
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Prepare
Meal
Inform
waiter
Prepare
dessert
Leave
restaurant
Provider Errors That Can be Committed
Category of Error
Types of Errors
Task Errors
Treatment Errors
Tangible Errors
Work done:
Failure to:
Failure to:
• Incorrectly
• In wrong order
• Not requested
• Too slowly
• Acknowledge the
customer
• Listen to the
customer
• React properly to
the customer
• Clean facilities
• Provide clean
uniforms
• Control
atmosphere
(noise, odor
lighting)
• Proofread
documents
Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)
© 2010 Davis and Heineke
Customer Errors That Can be Committed
Category of Error
Preparation Errors
Types of Errors
Failure to:
• Bring proper
materials
• Understand role in
the process
• Engage correct
service
• “do homework”
Encounter Errors
Failure to:
• Remember steps in
the process
• Follow system flow
• Follow instructions
Resolution Errors
Failure to:
• Signal service
failures
• Learn from
experience
• Adjust
expectations
appropriately
• Execute
appropriate post
service action
Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)
© 2010 Davis and Heineke
Classifying Customer Emotions
•
Intent of Service
•
Source of Emotions
•
Variability of Emotions during the Process
© 2010 Davis and Heineke
Service as Performance
•
Integrating Design Processes
•
Ready, Aim, Fire
•
Efficient Design
•
Do it Right at First
Source: Stephen F. Tax and Ian Stuart, Designing Service Performances,” Marketing Management Vol. 10, no. 2, July/August 2001
© 2010 Davis and Heineke