SERVICE PROCESS

PRESENTATION OBJECTIVES

To cover topics like what is service. What is service process. Factors influencing designing service process.

What is Service?
Kotlers definition of Service- A service is an activity or benefit that one party can offer to another that is essentially intangible and does not result is the ownership of anything. Its production may or may not be tied to a physical product.
Example-.Education institute Internet service provider Health care service

Service process
It is sixth element of service marketing mix. The service process refers to how a service is provided or delivered to a customer. Processes involve the procedures, tasks, schedules, mechanisms, activities and routines by which a service is delivered to the customer.

Factors in designing service process

Designing a service delivery system is creative process. It begins with a service concept and strategy to provide a service with features to differentiate it from the competition.

SERVICE ITSELF CUSTOMER PARTICIPATION DEGREE OF CUSTOMER CONTACT LOCATATION OF SERVICE DELIVERY COMPLEXITY OF SERVICE

Service process matrix

Degree of interaction and Customization

Low
Service Factory Low Degree of labor Intensity Airlines Transportation Hotel Mass Service Retailing

High Service Shop Hospitals Auto repair Other repair service Professional Service Doctors Lawyers Accountants Architects

High

Wholesaling
Schools Retail aspects of commercial banking

SERVICE PROCESS PLANNING

BASIC TECHNOLOGICAL DECISION MATERIALS DECISION SPECIFIC EQUIMENT DECISION PROCESS FLOW DECISOIN
BLUE PRINTS FOW CHART FRONT OFFICE\ BACK OFFICE LAYOUT BENCH MARK

PEOPLE DECISION

Service Blueprinting
Service blueprint is basically a flowchart of the service process. It is a map in which all the element or activities, their sequencing and interaction can be visualize. A detailed blueprint is a micro-level blueprint. A concept blueprint demonstrate how each job or department functions in relationship to the service as a whole.

Service Blueprint Components :

CUSTOMER ACTIONS line of interaction ONSTAGE CONTACT EMPLOYEE ACTIONS line of visibility BACKSTAGE CONTACT EMPLOYEE ACTIONS line of internal interaction SUPPORT PROCESSES

Overnight Hotel Stay

CUSTOMER PHYSICAL EVIDENCE Hotel Exterior Parking Cart for Bags Desk Elevators Cart for Registration Hallways Bags Papers Room Lobby Key
Go to Room Receive Bags

Room Menu Amenities Bath

Delivery Food Tray Food Appearance

Bill Desk Lobby Hotel Exterior Parking

Check out and Leave

Arrive at Hotel

Give Bags Check in to Bellperson

Sleep Shower

Call Room Service

Receive Food

Eat

CONTACT PERSON (Back Stage) (On Stage)

Greet and Process Take Registration Bags

Deliver Bags

Deliver Food

Process Check Out

Take Bags to Room

Take Food Order

Registration System

Prepare Food

Registration System

Building a Service Blueprint Step 1 Identify the process to be blue-printed. Step 2 Identify the customer or customer segment. Step 3 Map the process from the customers point of view. Step 4 Map contact employee actions, onstage and back-stage. Step 5 Link customer and contact person activities to needed support functions. 6 Add evidence of service at each customer action step.

Application of Service Blueprints

New Service Development concept development market testing Supporting a Zero Defects Culture managing reliability identifying empowerment issues Recovery Strategies identifying service problems conducting root cause analysis modifying processes

Flow Chart
The process flow chart is a primary tools for developing and describing the conversion system. It provides two essential types of information about the conversion process. The action performed on materials, information or people in providing the service. The relationships among processes.

For process flow charts, five standardized pictorial symbols are used to describe the processes. These are1. Operation 2. Customer contact 3. Travel 4. Delay 5. Inspection

Flow chart for mortgage application & approval

Screen application Execute all loans docu.

Move to mortgage officer

store the information in PC.

wait to be processed verification

Transport documents for further verification

wait for verification of documents

Conduct property appraisal and land survey

verify settlement of funds and insurance requirements

Front And back office

Whatever decision is made in request of a design classification, service organizations must address the issue of front and back office allocations. The front office- the part of system directly experienced and visible to the customer. This is where the service is performed and is thereby open to customer security, e.g. hotel dining room.

The back office- the part of system from which the customer is excluded, e.g. the hotel kitchen. It is often referred to as the manufacturing side of service, not seen by the customer.

Benchmarking
Benchmarking - a standard by which something can be measured or judged. It is defined as measuring the performance of a business against that of the strongest competition in order to establish best practice. Internal benchmarking Competitive benchmarking

Role of technology and physical aids in service process

Cost rationalization More effective quality Making higher quality possible Closer link up with the customer Technology as a factor affecting behaviour

THANK YOU