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Part 4

ALIGNING

SERVICE DESIGNAND STANDARDS

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CUSTOMER

COMPANY

Service Design andStandards Gap

Customer-DrivenService Designs and

Standards

Compan Perceptionso! ConsumerE"pectations

Provider Gap 2

Part 4 Opener

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Objectives for Chapter 9:

Service Development and Design

Describe the challenges inherent in service design.

Present the stages and ni!e elements of the ne"#

service development process.

Demonstrate the vale of service bleprinting and ho" to

develop and read service bleprints.

$anagerial %mplications of Design and &leprinting

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'igre 9.(

)is*s of )el+ing on ,ords -lone to

Describe Services

Oversimplification

%ncompleteness

Sbjectivit+

&iased %nterpretation

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+pes of /e" Services

major or radical innovations

start#p bsinesses

ne" services for the crrentl+ served mar*et

service line e0tensions

service improvements

st+le changes

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'igre 9.2

/e" Service Development Process

Sources: &oo1#-llen 3amilton (9526

&o"ers (9576 Cooper (9986 hrana

)osenthal (99.

#usiness strateg deve$opment or revie%

Ne% service strateg deve$opment

&dea generation

Concept deve$opment and eva$uation

#usiness ana$sis

Service deve$opment and testing

Postintroduction eva$uation

Commercia$i'ation

Mar(et testing

Screen ideas against new service strategy

Test concept with customers and employees

Test for profitability and feasibility

Conduct service prototype test

Test service and other marketing-mix elements

'ront#end

Planning

%mplementation

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'igre 9.8

/e" Service Strateg+ $atri0 for %dentif+ing

Gro"th Opportnities

Mar(ets

O!!erings

;0isting

Services

/e"

Services

Crrent Cstomers /e" Cstomers

Share

bilding

Diversification

$ar*et

development

Service

development

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Service Components ;0ercise

hin* of &ison 'ootball as a service organi1ation:

,hat is the core service