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Processes services
Service blueprinting involves mapping customer service processes through flowcharts. It shows the customer experience and identifies potential failure points. Blueprinting a restaurant involves a three-act structure: introduction, delivery of food/drinks, and conclusion. Setting standards and targets allows measurement of customer satisfaction. Redesigning service processes can reduce failures and increase productivity. When customers co-produce services, their level of participation and psychological factors must be considered. Self-service technologies also require management of customer reluctance to change and ensuring systems are reliable and easy to use.
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Processes services
- 1. Designing and Managing Service Processes
- 2. Overview Flowcharting CustomerService Processes Blueprinting Services to Create Valued Experiences and Productive Operations Service Process Redesign The Customer as Co-Producer Self-Service Technologies
- 3. Flowcharting Customer ServiceProcesses
- 4. Flowcharting Service Delivery Helps to Clarify Product Elements Technique for displaying the nature and sequence of the different steps in delivery service to customers Offers way to understand total customer service experience Shows how nature of customer involvement with service organizations varies by type of service: People processing Possession processing Mental Stimulus processing Information processing
- 5. Flowcharts for Peopleand Possession Processing Services
- 6. Flowcharts for MentalStimulus and Information Processing Services
- 7. Blueprinting Services toCreate Valued Experiences and Productive Operations
- 8. Developing a BlueprintDeveloping a Blueprint Identify key activities in creating and delivering service Define “big picture” before “drilling down” to obtain a higher level of detail Advantages of Blueprinting Distinguish between “frontstage” and “backstage” Clarify interactions and support by backstage activities and systems Identify potential fail points; take preventive measures; prepare contingency Pinpoint stages where customers commonly have to wait
- 9. Key Components ofa Service Blueprint Objectives: Identify fail points & risks of excessive waits Set service standards Fail-proof process
- 10. Blueprinting the RestaurantExperience: Act 1
- 11. Blueprinting the RestaurantExperience: A Three-Act Performance Act 1: Prologue and Introductory Scenes Act 2: Delivery of Core Product Cocktails, seating, order food and wine, wine service Potential fail points: Menu information complete? Menu intelligible? Everything on the menu actually available? Mistakes in transmitting information a common cause of quality failure Customers may not only evaluate quality of food and drink, but how promptly it is served or serving staff attitudes Act 3: The Drama Concludes Remaining actions should move quickly and smoothly, with no surprises at the end Customer expectations: accurate, intelligible and prompt bill, payment handled politely, guest are thanked for their patronage
- 12. Improving Reliability ofProcesses Through Fail-Proofing Identify fail points Analysis of reasons for failure reveals opportunities for failure-proofing to reduce/eliminate future errors Need fail-safe methods for both employees and customers
- 13. Setting Service Standardsand Targets Service providers set standards for each step sufficiently high to satisfy and even delight customers Include time parameters, script and prescriptions for appropriate style and demeanor Must be expressed in ways that permit objective measurement Performance targets – specific process and team performance targets for which staff are responsible for Evaluated based on distinction between standards and targets
- 14. Setting Service Standardsand Targets First impression is important Affects customer’s evaluations of quality during later stages of service delivery as customer perceptions of service experiences tend to be cumulative For low-contact service, a single failure committed front stage is relatively more serious than in a high-contact service
- 15. Setting Standards andTargets for Customer Service Processes Responsiveness Reliability Competence Accessibility Courtesy Communication Credibility Confidentiality Listening to the customer Processing time to approve applications Creates a Base to Measure Customer Satisfaction 24 hours 80% of all applications in 24 hours
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- 17. Why Redesign ? Revitalizes process that has become outdated Changes in external environment make existing practices obsolete and require redesign of underlying processes Rusting occurs internally Natural deterioration of internal processes; creeping bureaucracy; evolution of spurious, unofficial standards Symptoms: - Extensive information exchange - Data that is not useful - High ratio of checking control activities to value-adding activities
- 18. WhyRedesign? “ Institutions are like steel beams—they tend to rust. What was once smooth and shiny and nice tends to become rusty.” Mitchell T. Rabkin, MD, former president of Boston’s Beth Israel Hospital
- 19. Why Redesign? Redesignaims to achieve these performance measures: Reduced number of service failures Reduced cycle time from customer initiation of a service process to its completion Enhanced productivity Increased customer satisfaction
- 20. Process Redesign: Approachesand Potential Benefits
- 21. Process Redesign: Approachesand Potential Benefits
- 22. The Customer asCo-Producer
- 23. Levels of CustomerParticipation
- 24. Customers as PartialEmployees Customers can influence productivity and quality of service processes and outputs Customers not only bring expectations and needs but also need to have relevant service production competencies For the relationship to last, both parties need to cooperate with each other
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- 27. Self-Service Technologies (SSTs)SSTs are the ultimate form of customer involvement where customers undertake specific activities using facilities or systems provided by service supplier Customer’s time and effort replace those of employees Information-based services lend selves particularly well to SSTs Used in both supplementary services and delivery of core product
- 28. Self-Service Technologies (SSTs)Many companies and government organizations seek to divert customers from employee contact to Internet-based self-service Disadvantages: Anxiety and stress experienced by customers who are uncomfortable with using them Some see service encounters as social experiences and prefer to deal with people Advantages: Time and Cost savings Flexibility Convenience of location Greater control over service delivery High perceived level of customization
- 29. What Aspects OfSSTs Please Or Annoy Customers? Key weakness: Few firms incorporate service recovery systems such that customers are still forced to make telephone calls or personal visits People love SSTs when… People hate SSTs when… SST machines are conveniently located and accessible 24/7 – often as close as the nearest computer! Obtaining detailed information and completing transactions can be done faster than through face-to-face or telephone contact SSTs fail – system is down, PIN numbers not accepted, etc. Customers themselves mess up – forgetting passwords; failing to provide information as requested; simply hitting wrong buttons
- 30. Putting SSTs toTest by Asking a Few Simple Questions Does the SST work reliably? Firms must ensure that SSTs are dependable and user-friendly Is the SST better than interpersonal alternatives? Customers will stick to conventional methods if SST doesn’t create benefits for them If it fails, what systems are in place to recover? Always provide systems, structures, and technologies that will enable prompt service recovery when things fail
- 31. Managing Customer’s Reluctanceto Change Increasing customer’s participation level in a service can be difficult Marketing communications to be used to: Prepare customer for change Explain the rationale and benefits What customers need to do differently in the future
- 32. Summary Service blueprintingcan be used to design a service and create a satisfying experience for customers. Key components of the blueprint include: Blueprinting a restaurant (or other service) can be a three-act performance Prologue and introductory scenes Delivery of the core product Conclusion of the drama
- 33. Summary Service standardsand targets are different and can be used to evaluate performance Service process redesign reduces service failure and enhances productivity When the customer is a co-producer, issues to consider are Levels of customer participation Self-service technologies (SST) Psychological factors in customer co-production Aspects of SST that please or annoy customers
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