Part 4
ALIGNING
SERVICE DESIGN
AND STANDARDS
8-1
Provider Gap 2
CUSTOMER
COMPANY
Customer-driven
service designs and
standards
Company
perceptions of
customer
expectations
Gap 2: The Service
Design and Standards
Gap
8-2
Key Factors Leading to Provider Gap 2
8-3
Risks of Relying on Words Alone to
Describe Services
 Oversimplification
 Incompleteness
 Subjectivity
 Biased Interpretation
8-4
Important Considerations for Service
Innovation
 Involve customers and employees
 Employ service design thinking and techniques
8-5
Important Considerations for Service
Innovation
 The five principles of service design thinking:
 User-centered: Services should be experienced and designed
through the customers eyes
 Cocreative: All stakeholders should be included in the service
design process
 Sequencing: A service should be visualized as a sequence of
interrelated actions
 Evidencing: Intangible services should be visualized in terms
of physical artifacts
 Holistic: The entre environment of a service should be
considered
8-6
Types of Service Offering Innovations
 Major or radical innovations
 Start-up businesses
 New services for the currently served market
 Service line extensions
 Service improvements
 Style changes
8-7
New Service Strategy Matrix for Identifying
Growth Opportunities
8-8
Service Blueprinting
 A tool for simultaneously depicting the service
process, the points of customer contact, and the
evidence of service from the customer’s point of
view.
8-9
Service Blueprint Components
Physical Evidence
Customer Actions
line of interaction
Visible Contact Employee Actions
line of visibility
Invisible Contact Employee Actions
line of internal interaction
Support Processes
8-10
Service Blueprint Components
8-11
Blueprint for Overnight Hotel Stay Service
8-12
Building a Service Blueprint
8-13