22 Questions
What are some key factors that contribute to Provider Gap 2 according to the text?
Inadequate physical evidence and servicescape
Which of the following is NOT a challenge mentioned in the text regarding Service Innovation and Design?
Employee-only involvement
What is a requirement for New Service Design as outlined in the text?
Fact-driven
In creating new markets, what innovative approach did Enterprise-Rent-A-Car use?
"We'll pick you up"
Which of the following aspects should be included in a service blueprint?
Customer actions, line of interaction, backstage contact employee actions
What type of design requirements are needed for developing new products in service innovation?
Objective and precise
In the new service development process, what is the purpose of conducting a service prototype test?
To evaluate the profitability and feasibility of the service
Which of the following is NOT a type of new service development mentioned in the text?
Market testing
What is a key function of the Starbucks Tryer Center mentioned in the text?
Evaluate ideas and design experiments
Which element should be included in the service blueprint according to the text that focuses on customer interactions?
Line of interaction
What is a common feature between the service innovation processes at Starbucks and Bank of America?
Idea generation and approval
What is the purpose of the Front-end Planning stage in the new service development process?
To generate and screen ideas against new service strategy
What is the first step in building a Service Blueprint?
Identify the process to be blueprinted
Which of the following is NOT a component that should be included in a service blueprint?
Line of exposure
What does the Line of Visibility in a service blueprint represent?
Interaction between customers and website or machine
In the context of service blueprints, what does 'back stage' refer to?
Support processes that are not visible to customers
Which group can benefit from using Service Blueprints for creating realistic customer expectations?
Service Marketers
What is the purpose of including physical evidence in a service blueprint?
To provide proof of service at each customer action step
Which element in a Service Blueprint focuses on the interaction between customers and employees?
Line of interaction
'Technology-delivered self-service' falls under which category of Service Blueprint Components?
'Physical Customer Evidence'
'Identifying service problems' is associated with which application of Service Blueprints?
'Service Recovery Strategies'
What is NOT a potential use of Service Blueprints by Human Resources Management?
Rendering the service as promised
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
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.
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