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Thirumal Reddy
Both husband and wife are employees, and they are staying in a nuclear family, they need different services like ?
At night 11pm you suddenly need a medicine and what kind of service you look for?
The distance from home to office are increasing you need difference services to reach there office quicker and safer?
4-6
Figure 9.1
Public sector
Goals less easily definable (public welfare) Little attention to operational issues
10
Full Launch
Enablers
Development
Formulation of new services objective / strategy Idea generation and screening Concept development and testing
People
Service design and testing Process and system design and testing Marketing program design and testing Personnel training Service testing and pilot run Test marketing
Product
Technology
Tools
Systems
Design
Analysis
11 Business analysis Project authorization
service improvements
style changes
Figure 9.2
Front-end Planning
Idea generation
Screen ideas against new service strategy
Business analysis
Test for profitability and feasibility
Implementation
Sources: Booz-Allen & Hamilton, 1982; Bowers, 1985; Cooper, 1993; Khurana & Rosenthal 1997.
Market testing
Test service and other marketing-mix elements
Figure 9.3
Existing Services
Share building
Market development
New Services
Service development
Diversification
Figure 9.5
Service Blueprinting
A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customers point of view.
Process
Service Blueprint
Figure 9.7
Line of interaction
Driver Picks Up Package Deliver Package
Line of visibility
Customer Service Order
SUPPORT PROCESS
Load On Truck
Figure 9.8
Arrive at Hotel
Check in
Go to Room
Receive Bags
Sleep Shower
Receive Food
Eat
Line of Interaction
Greet and Take Bags Process Registration Deliver Bags Deliver Food Process Check Out
Line of Visibility
Take Bags to Room Take Food Order
Figure 9.9
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, and/or technology actions
Step 5
Link contact activities to needed support functions
Step 6
Add evidence of service at each customer action step
Operations Management
System Technology