Podcast
Questions and Answers
What are some key factors that contribute to Provider Gap 2 according to the text?
What are some key factors that contribute to Provider Gap 2 according to the text?
- Overemphasis on service innovation
- Lack of employee involvement in service design
- Absence of customer-driven standards
- Inadequate physical evidence and servicescape (correct)
Which of the following is NOT a challenge mentioned in the text regarding Service Innovation and Design?
Which of the following is NOT a challenge mentioned in the text regarding Service Innovation and Design?
- Oversimplification
- Employee-only involvement (correct)
- Incompleteness
- Subjectivity biased interpretation
What is a requirement for New Service Design as outlined in the text?
What is a requirement for New Service Design as outlined in the text?
- Employee-driven
- Subjective
- Fact-driven (correct)
- Methodologically vague
In creating new markets, what innovative approach did Enterprise-Rent-A-Car use?
In creating new markets, what innovative approach did Enterprise-Rent-A-Car use?
Which of the following aspects should be included in a service blueprint?
Which of the following aspects should be included in a service blueprint?
What type of design requirements are needed for developing new products in service innovation?
What type of design requirements are needed for developing new products in service innovation?
In the new service development process, what is the purpose of conducting a service prototype test?
In the new service development process, what is the purpose of conducting a service prototype test?
Which of the following is NOT a type of new service development mentioned in the text?
Which of the following is NOT a type of new service development mentioned in the text?
What is a key function of the Starbucks Tryer Center mentioned in the text?
What is a key function of the Starbucks Tryer Center mentioned in the text?
Which element should be included in the service blueprint according to the text that focuses on customer interactions?
Which element should be included in the service blueprint according to the text that focuses on customer interactions?
What is a common feature between the service innovation processes at Starbucks and Bank of America?
What is a common feature between the service innovation processes at Starbucks and Bank of America?
What is the purpose of the Front-end Planning stage in the new service development process?
What is the purpose of the Front-end Planning stage in the new service development process?
What is the first step in building a Service Blueprint?
What is the first step in building a Service Blueprint?
Which of the following is NOT a component that should be included in a service blueprint?
Which of the following is NOT a component that should be included in a service blueprint?
What does the Line of Visibility in a service blueprint represent?
What does the Line of Visibility in a service blueprint represent?
In the context of service blueprints, what does 'back stage' refer to?
In the context of service blueprints, what does 'back stage' refer to?
Which group can benefit from using Service Blueprints for creating realistic customer expectations?
Which group can benefit from using Service Blueprints for creating realistic customer expectations?
What is the purpose of including physical evidence in a service blueprint?
What is the purpose of including physical evidence in a service blueprint?
Which element in a Service Blueprint focuses on the interaction between customers and employees?
Which element in a Service Blueprint focuses on the interaction between customers and employees?
'Technology-delivered self-service' falls under which category of Service Blueprint Components?
'Technology-delivered self-service' falls under which category of Service Blueprint Components?
'Identifying service problems' is associated with which application of Service Blueprints?
'Identifying service problems' is associated with which application of Service Blueprints?
What is NOT a potential use of Service Blueprints by Human Resources Management?
What is NOT a potential use of Service Blueprints by Human Resources Management?
Study Notes
Service Blueprint Components
- Physical evidence: customer-facing aspects of the service (e.g., uniforms, packaging)
- On-stage: employee or technology interactions with the customer
- Back-stage: employee or technology actions not visible to the customer
- Support process: behind-the-scenes processes that support the service
- Contact person: employee or technology that interacts with the customer
Service Blueprint Process
- Identify the process to be blueprinted
- Identify the customer or customer segment
- Map the process from the customer's point of view
- Map contact employee actions, onstage and backstage, and/or technology actions
- Link contact activities to needed support functions
- Add evidence of service at each customer action step
Application of Service Blueprints
- New Service Development
- Supporting a "Zero Defects" Culture
- Service Recovery Strategies
Service Innovation and Design
- Key factors leading to Provider Gap 2: poor service design, absence of customer-driven standards, and inappropriate physical evidence & servicescape
- Challenges of Service Innovation and Design: oversimplification, incompleteness, subjectivity, biased interpretation
- New Service Design Requirements: objective, precise, fact-driven, methodological, involving both employees and customers
Service Innovation
- Creating new markets: e.g., Enterprise-Rent-A-Car, Pay-As-You-Go Insurance
- Types of new services: major or radical innovations, start-up businesses, new services for the currently served market, service line extensions, service improvements, style changes
New Service Development Process
- Business strategy development or review
- New service strategy development
- Front-end planning: idea generation, screen ideas against new service strategy
- Concept development and evaluation: test concept with customers and employees
- Business analysis: test for profitability and feasibility
- Service development and testing: conduct service prototype test
- Implementation: market testing, test service and other marketing-mix elements
- Commercialization: post-introduction evaluation
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Description
Test your knowledge on service blueprint components including points of contact, evidence, and support processes. Understand the roles of on-stage and back-stage contact persons in service delivery.
