Post 8 and 9

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Question description

M5 - Assignments

This module's work focuses on Service Innovation and Service Standards.

For this module, complete the following.

1. For each chapter covered in this module:

- Review the Chapter Topics, Chapter Objectives and PowerPoint slides.

- Study the chapter in the text/e-text. Make notes, highlight, and review anything that you think might be important.

3. Take the module quiz. You are allowed two attempts. If you use both attempts, your score will be the average of the two.

4. Submit Services Marketing Journal Posts 8 and 9.

5. Review the instructions for your second course project, the Service Blueprint. Create and submit Part 1: the graphical part of your service blueprint for the service you are using in your Service Marketing Journal.

Chapter 8 Topics

• Challenges of Service Innovation and Design

• Important Considerations for Service Innovation

• Types of Service Innovations

• Stages in Service Innovation and Development

• Service Blueprinting: A Technique for Service Innovation and Design

• Technology Spotlight: eBay: A Radical Service Innovation

• Global Feature: The Global Service Innovation Imperative

• Strategy Insight: Strategic Growth through Services

Chapter 8 Objectives

1. Describe the challenges inherent in service innovation and design.

2. Present an array of different types of service innovations, including service offering innovation, innovating around customer roles, and innovation through service solutions.

3. Discuss the importance of engaging customers and employees and employing service design thinking in service innovation.

4. Present the stages and unique elements of the service innovation and development process.

5. Demonstrate the value of service blueprinting as a technique for service innovation and design and how to develop and read service blueprints.

Chapter 9 Topics

• Factors Necessary for Appropriate Service Standards

• Types of Customer-Defined Service Standards

• Development of Customer-Defined Service Standards

• Technology Spotlight: The Power of Good Responsiveness Standards

• Global Feature: Adjusting Service Standards around the Globe

• Strategy Insight: When is the Strategy of Customization Better Than Standardization?

Chapter 9 Objectives

1. Distinguish between company-defined and customer-defined service standards.

2. Differentiate among “hard” and “soft” customer-defined service standards and one-time fixes.

3. Explain the critical role of the service encounter sequence in developing customer-defined standards.

4. Illustrate how to translate customer expectations into behaviors and actions that are definable, repeatable, and actionable.

5. Explain the process of developing customer-defined service standards.

Tell me if you need anything

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Customer-Defined Service Standards 9 ▪ Factors Necessary for Appropriate Service Standards ▪ Types of Customer-Defined Service Standards ▪ Development of Customer-Defined Service Standards 9-2 Objectives for Chapter 9: Customer-Defined Service Standards ▪ Distinguish between company-defined and customer-defined service standards. ▪ Differentiate among “hard” and “soft” customer-defined standards and one-time fixes. ▪ Explain the critical role of the service encounter sequence in developing customer-defined standards. ▪ Illustrate how to translate customer expectations into behaviors and actions that are definable, repeatable, and actionable. ▪ Explain the process of developing customer-defined service standards. 9-3 FedEx Service Quality Indicator (SQI) 9-4 Factors Necessary for Appropriate Service Standards ▪ Standardization of service behaviors and actions ▪ Standardization usually implies a nonvarying sequential process similar to the production of goods ▪ Customization usually refers to some level of adaptation or tailoring of the process to the individual customer ▪ Formal service targets and goals ▪ Setting specific targets for individual behaviors and actions; for example, the customer service standards set by Puget Sound Energy and shown in Figure 9.1. 9-5 Customer Service Report Card for Puget Sound Energy 9-6 Service Standards Standards are based on the most important customer expectations and reflect the customer’s view of these expectations. CustomerDefined Standards SOURCES Customer Expectations Customer Process Blueprint Customer Experience Observations CompanyDefined Standards SOURCES Productivity Implications Cost Implications Company Process Blueprint Company View of Quality 9-7 Counting… “Not everything that counts can be counted...and not everything that can be counted, counts.” Albert Einstein 9-8 Standards… HARD STANDARDS AND MEASURES Things that can be counted, timed, or observed through audits (time, numbers of events) SOFT STANDARDS AND MEASURES Opinion-based measures that cannot be observed and must be collected by talking to customers (perceptions, beliefs) 9-9 Exhibit 9.1: Examples of Hard Customer-Defined Standards 9-10 Exhibit 9.2: Examples of Soft Customer-Defined Standards 9-11 Process for Setting Customer-Defined Standards 9-12 What Customers Expect: Getting to Actionable Steps 9-13 Linkage between Soft Measures and Hard Measures for Speed of Complaint Handling 9-14 Responsiveness Standards at Zappos.com ▪ Respond to 80 percent of all incoming calls within 20 seconds ▪ Respond to all e-mail messages in less than four hours ▪ Respond to live (online) chats in less than 10 seconds. 9-15 Soft Standards at Toyota in Japan ▪ Standards for salespeople patterned after samurai behaviors: ▪ Assume the samurai warrior’s “waiting position” by leaning five to ten degrees forward when a customer is looking at a car ▪ Stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords ▪ Display the “Lexus Face,” a closed-mouth smile intended to put customers at ease 9-16 More Soft Standards at Toyota in Japan ▪ Standards for salespeople patterned after samurai behaviors: ▪ When serving coffee or tea, kneel on the floor with both feet together and both knees on the ground ▪ Bow more deeply to a customer who has purchased a car than a casual window shopper ▪ Stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal ▪ Point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands 9-17 Hard and Soft Service Standards at Ford ▪ Appointment available within one day of customer’s requested service day ▪ Write-up begins within four minutes ▪ Service needs are courteously identified, accurately recorded on repair order and verified with customer ▪ Service status provided within one minute of inquiry ▪ Vehicle serviced right on first visit ▪ Vehicle ready at agreed-upon time ▪ Thorough explanation given of work done, coverage and charges 9-18 Standards at Four Seasons ▪ Seven Service Culture Standards 1. 2. 3. 4. 5. 6. 7. Smile Eye Recognition Voice Informed Clean Everyone ▪ Core Worldwide Service Operating Standards ▪ ▪ ▪ ▪ ▪ ▪ Reservations Hotel Arrival Messages and Paging Guest Room Evening Service Breakfast Room Exceptions are permitted if they make local sense 9-19
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Part 4 ALIGNING SERVICE DESIGN AND STANDARDS 8-2 Provider Gap 2 CUSTOMER COMPANY Customer-driven service designs and standards Company perceptions of customer expectations Gap 2: The Service Design and Standards Gap 8-3 Key Factors Leading to Provider Gap 2 8-4 Chapter Service Innovation and Design 8 ▪ Challenges of Service Innovation and Design ▪ Important Considerations for Service Innovation ▪ Types of Service Innovations ▪ Stages in Service Innovation and Development ▪ Service Blueprinting: A Technique for Service Innovation and Design 8-5 Objectives for Chapter 8: Service Innovation and Design ▪ Describe the challenges inherent in service innovation and design. ▪ Present an array of different types of service innovations, including service offering innovation, innovating around customer roles, and innovation through service solutions. ▪ Discuss the importance of engaging customers and employees and employing service design thinking in service innovation. ▪ 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. 8-6 Risks of Relying on Words Alone to Describe Services ▪ Oversimplification ▪ Incompleteness ▪ Subjectivity ▪ Biased Interpretation 8-7 Important Considerations for Service Innovation ▪ Involve customers and employees ▪ Employ service design thinking and techniques 8-8 Important Considerations for Service Innovation ▪ The five principles of service design thinking: ▪ User-centered: Services should be experienced and designed through the customers eyes ▪ Cocreative: All stakeholders should be included in the service design process ▪ Sequencing: A service should be visualized as a sequence of interrelated actions ▪ Evidencing: Intangible services should be visualized in terms of physical artifacts ▪ Holistic: The entre environment of a service should be considered 8-9 Types of Service Offering Innovations ▪ Major or radical innovations ▪ Start-up businesses ▪ New services for the currently served market ▪ Service line extensions ▪ Service improvements ▪ Style changes 8-10 Service Innovation and Development Process 8-11 New Service Strategy Matrix for Identifying Growth Opportunities 8-12 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. 8-13 Service Blueprint Components Physical Evidence Customer Actions line of interaction Visible Contact Employee Actions line of visibility Invisible Contact Employee Actions line of internal interaction Support Processes 8-14 Service Blueprint Components 8-15 Blueprint for Express Mail Delivery Service 8-16 Blueprint for Overnight Hotel Stay Service 8-17 Blueprint for DVD Rental Kiosk 8-18 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. 8-19 Building a Service Blueprint 8-20

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mariam90
School: UT Austin

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