Service Design
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Service design involves planning and organizing aspects of a service to improve customer experience. It considers factors like customer interactions, employee roles, and back-end operations. Service blueprints and experience maps are tools used in design. Blueprints clarify frontstage and backstage interactions and map the customer journey. Experience maps evaluate touchpoints to identify opportunities. This document discusses service design and provides an example of improving transportation services by designing an on-demand cab service to address issues like reliability, convenience and stress of traditional options.
Service Design
- 1. Service Marketing DESIGN OF SERVICES F.M.S. | BANGALORE | FEB 2019
- 3. Service ? Service is an act or performance that one party can offer to another that is essentially intangible and does not result in any ownership of anything. Its production may or may not be tied to physical products.(Philip Kotler) ? It is based on relationship and value. ? It may be used to market a service or product.
- 4. Evolution to Service Design The 7 P’s Evolution of Marketing Application of Design Principles Service Design
- 5. Let us dive into a case !!
- 6. A date with my wife… At a nice restaurant…
- 7. Take a Rick!! Take my car !! Dirty Unreliable Cash Not Special Time Consuming Hassle Stressful
- 9. ON DEMAND CAB SERVICES !!
- 27. Blueprinting the experience ? Service blueprints clarify the interactions between customers and employees and how these are supported by additional activities and systems backstage. As a result, they can facilitate the integration of marketing, operations, and human resource management within a firm. ? The key components of the blueprint are: ? Definition of standards for each front-stage activity ? Physical and other evidence for front-stage activities ? Principal customer actions ? Line of interaction ? Front-stage actions by customer-contact personnel ? Line of visibility ? Backstage actions by customer-contact personnel ? Support processes involving other service personnel ? Support processes involving information technology
- 53. What is the service you would like to Blueprint to a Digital Platform / On Demand ?
Editor's Notes
- Design of the Service (Detailing - Concept of Design, Customer Contact and the Service Blueprint)
- What are such sectors ? Name a few Service Industries
- Product Price Place Promotion People Process Physical Evidence
- Service design is a complex task that requires an understanding of how the core and supplementary services are combined to create a product offering that meets the needs of target customers. For physical objects like new buildings or ships, the design is usually captured on architectural drawings called blueprints (because reproductions have traditionally been printed on special paper where all the drawings and annotations appear in blue).These blueprints show what the product should look like and detail the specifications to which it should conform. In contrast to the physical architecture of a building, ship, or piece of equipment, services have a largely intangible structure that makes them all the more difficult to plan and execute. However, it is possible to map service processes by defining the steps required to provide the core and supplementary product elements. To do this, we borrow process-mapping techniques from logistics, industrial engineering, decision theory, and computer systems analysis, each of which uses blueprint-like techniques to describe processes involving flows, sequences, relationships, and dependencies.