Service design and design methods
15 important questions on Service design and design methods
What is the gap analysis model?
What is, and how to bridge, gap 1?
Management perceives the quality expectations inaccurately
• Lack of marketing research orientation
• Inadequate upward communication
• Too many hierarchies in management
What is, and how to bridge, gap 2?
Service quality specifications are not consistent with management perceptions of quality expectations
• Lack of commitment to service quality
• Perception of infeasibility on the part of managers
• Lack of creativity and optimism in thinking about customers needs
• Inadequate task standardization
• Absence of goal setting
• Example Dutch Railways trying to improve service
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What is, and how to bridge, gap 3?
Service Delivery Gap:
Quality specifications are not met by performance in the service production and delivery process
• Highly interactive, labor intensive, and services in multiple locations and vulnerable to this gap
• Influenced by role ambiguity, conflict, poor job-fit, inappropriate supervisory mechanisms, lack of teamwork
• Specifications which are too complicated and/or too rigid
What is, and how to bridge, gap 4?
Promises given by market communication activities are not consistent with the service delivered
• Inadequate communications between units of the service organization
• Can also result from propensity to over-promise
• Market communication planning not being integrated with service operations
• Marketing communication campaigns follow specifications which are not met in organization’s performance
What was the development of the design vision?
1. an individual, rational, analytic (1950-1970)
2. a problem solver, creative, holistic (1970-….)
3. the centre of a group of experts, collaborative, manager (1990-……)
And designing:
1. from technological opportunities
2. for solving the needs of people (target groups, marketing)
3. according to the physical opportunities and limitations of humans (ergonomics)
4. for new experiences, design and emotion, interaction design (psychology)………Service Experience
Analytic problem solving – stage gate models
What is collaborative goal finding?
Revisited: Design via Customer Value & Service Profit Chain
Name some Service Design Methods
1. Service System Planning
2. Service Concept Definition
3. Augmented Service Offering
4. Quality Function Deployment
5. Service Blueprinting
6. New Service Design
7. Service systems: service design and business models
1) Planning the Service System
3) Augmented Service Offering -Gronroos
1. Improving accessibility
2. Improving interaction
3. Improving customer participation
5) Service Blueprinting: service system
European Management Journal;. Vol. 25, no. 5, pp. 370-383
6) New Service Design/Development (NSD)
• Definition : Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service, in order to improve its quality, the interaction between service provider and customers and the customer's experience
• Product development (improvement, new product lines, product line extensions, new-to-the –world)
• Process development: process optimization, cost reduction
• Product augmentation: appropriate support leads to product superiority;versioning: premium services; change in service delivering (internet), bundling with auxiliary or support, complementary or unrelated (or even competing) services
• Market development: range and reach: direct access to customers
Service Design and Launch impacts
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