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MKT465
SERVICE MARKETING
Chapter [ 8 ]

Designing and Managing Service Processes

Chapter topics

Flowcharting
Blueprint
Fail points / fail proofing
The 9 service attributes
SSTs

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 What Is a Service Process?

• From the customer’s perspective, services are experiences.

‫طبعا يقولنا ان الخدمة من وجهة نظر الكستمر هي عبارة عن تجربة و كسب خبرة عقب هاي التجربة‬

• From the organization’s perspective, services are processes that have to be designed and managed to create
the desired customer experience, making it the architecture of services.
Example: if I am a bank or a restaurant or a school or a beauty service center, whatever any of this or these service ideas,
each service provider of those is responsible for identifying the steps or the procedures that the customer must go through or
engage with in order to receive the service in appropriate and in timely manner way.
‫ فإن كل مقدم خدمة من هؤالء هو املسؤول عن تحديد الخطوات أو اإلجراءات التي يجب على العميل اتباعها أو‬،‫إذا كنت بنًكا أو مطعًما أو مدرسة أو مركًزا لخدمات التجميل‬
‫التعامل معها من أجل الحصول على الخدمة بالطريقة املناسبة وفي الوقت املناسب‬.

• Processes describe the method and sequence in which service operating systems work.
.…‫ او غير مباشرة‬،‫ هل اهية طريقة مباشرة مثال‬،‫شنو الطريقة الي بنوصل فيها الخدمة للكستمر‬

• Poor processes make it difficult for frontline employees to do their jobs well, thus resulting in low
productivity, and increasing the risk of service failures.
Example: any problem or any difficulty will happen in the processes will be reflected into the daily activity or the routinely
activity of the frontline staff. Hence the better and the clearer service processes that easier and the simpler performance of the
frontline employees, thus resulting in low productivity and increasing the risk of the service failure.
‫ فإن عمليات الخدمة األفضل‬،‫ ومن ثم‬.‫أي مشكلة أو أي صعوبة ستحدث في العمليات سوف تنعكس على النشاط اليومي أو النشاط الروتيني ملوظفي الخطوط األمامية‬
‫ مما يؤدي إلى انخفاض اإلنتاجية وزيادة خطر فشل الخدمة‬،‫واألكثر وضوًحا تجعل األداء أسهل وأبسط ملوظفي الخطوط األمامية‬

Designing and Documenting Service Processes

• The first step in designing or analyzing any process is documenting or describing it.

Key tools used

for documenting

Flowcharting Blueprinting

Example: In flowcharting, the service firm of course will identify the basic steps required to be followed or to be applied
from the perspective of the customer and hence identify the role of each staff member within the service activity.

Example: in Blueprinting, the company will go in depth to explain and to give more details about the accountability and
the responsibility of the service providers or the staff members within the company.

The note can only be used for personal use. ‫النوتات فقط لالستفادة الشخصية‬
By : Mahdi osama
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 Designing and Documenting Service Flowchart = steps/ procedures
Processes — Flowcharting

• Flowcharting is A technique for displaying nature and sequence of different steps involved when a customer
“flows” through the service process.
Example: what is flowchart? if we are talking about a restaurant describing the steps happen and occur with the
guests since his or her arrival at the side of the restaurant until receiving the service itself of dining or whatever and leaving
the place. So Identifying the steps that the customer will go through here is called or is a part of the flow charting.
‫ فوصف الخطوات التي تحدث ويحدث مع الضيوف منذ وصولهم إلى جانب املطعم حتى استالم الخدمة نفسها‬،‫ما هو املخطط االنسيابي؟ إذا كنا نتحدث عن مطعم‬
‫ لذا فإن تحديد الخطوات التي سيمر بها العميل هنا يسمى أو يكون جزًءا من املخطط االنسيابي‬.‫من طعام أو أي شيء ومغادرة املكان‬

• Describes an existing process in a fairly simple form.

Example: It is not in detail like the blueprint. Flowchart is just simple steps, But the flow chart usually gives overall
idea or overall portrait about what happens or what should happen even in the service escape,

• An easy way to quickly understand the total customer service experience.

Example: identifying these steps in a simple and clear way here, it helps both the service provider as well as the
customer or the guest here to understand and to realise the requirement For each step or for each activity of them.
• The term customer journey offers a powerful metaphor that brings teams together.
‫ يساعد كال من مقدم الخدمة وكذلك العميل أو الضيف هنا على فهم و إدراك املطلوب لكل خطوة أو لكل‬،‫إن تحديد هذه الخطوات بطريقة بسيطة وواضحة هنا‬
‫نشاط منهم‬

• The term customer journey offers a powerful metaphor that brings teams together.
Example: the overall journey that the customer moves with or moves through and hence the service provider will be
able to identify the needs and requirements of this customer.

• It helps to explore what a service process looks like from the customer’s perspective.
‫ بنقدر نعرف الخدمة من منضور او من وجهة نظر الكستمر‬،‫يقوملا ان ادا رسمنا خطوات الخدمة‬

• Personas help teams better understand a segment’s service context.

• The service context include:

– Attitudes (example: To which extent do you have a helpful attitude, a friendly attitude and whatever )

– Motivations (example: motivation, what type of rewarding or incentives you might show to encourage customers for
active participation Especially if the service such as education service, healthcare service, consultancy or whatever that require
active participation and active contribution from the side of the customers )

– Needs (example: identifying the needs of the customers appropriately and to deliver or to provide the service that meets
this need )

– Capabilities (example: includes the staff capabilities or the performance of the staff as well as the performance or the
competency even of the physical elements, the equipment, the facilities, the premises that the service firm has. )

The note can only be used for personal use. ‫النوتات فقط لالستفادة الشخصية‬
By : Mahdi osama
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Designing and Documenting Service Just an Examples about how to make or how to draw the
Processes — Flowcharting flowchart of the service ( steps ‘

The note can only be used for personal use. ‫النوتات فقط لالستفادة الشخصية‬
By : Mahdi osama
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 the main difference between blueprint and the flowchart. In flow
Designing and Documenting Service charting, the company only describes or identifies the main steps that
the customer will go through or will undertake in order to or during his
Processes — Blueprinting or her journey of receiving the service.
Whereas the Blueprinting here will dig deeper and will go in depth of
describing and identifying the role of each single staff member, each
single unit within the organization that interacts with customers either
directly through the frontline or the front stage elements or indirectly
through the backstage elements or whatever.
• Service blueprints map customer, employee and service system interactions.

• Show full customer journey from service initiation to final delivery of desired benefit.

• Show key customer actions, such as how customers and employees interact (the line of interaction), the front-
stage actions by those service employees, and how these are supported by back-stage activities and systems.

Example: front-stage that includes the everything including the frontline employees or the staff members in the frontline as
well
as their premises or the machines, the physical evidence or the physical environment that the customer interact with.
‫املرحلة األمامية التي تشمل كل شيء بما في ذلك موظفي الخطوط األمامية أو املوظفني في الخطوط األمامية باإلضافة إلى أماكن عملهم أو اآلالت أو األدلة املادية أو البيئة‬
‫املادية التي يتفاعل معها العميل‬

While frontline here limited to only the staff members or the employees who interact with customers in direct way.
‫بينما يقتصر الخط األمامي هنا على املوظفني فقط أو املوظفني الذين يتفاعلون مع العمالء بطريقة مباشرة‬
In addition to this, we have what we call it the Back-stage activities, all activities undertaken behind the observation of the customer.
However, it's very important to support and to provide helpful service and powerful service to the customers such as the Technical
Support, accounting, feedback, customer care or customer service agents etc.
‫ جميع األنشطة التي يتم إجراؤها تحت مراقبة العميل‬،‫ لدينا ما نسميه أنشطة الكواليس‬،‫باإلضافة إلى ذلك‬.
‫ من املهم جًدا تقديم الدعم وتقديم خدمة مفيدة وخدمة قوية للعمالء مثل الدعم الفني أو املحاسبة أو التعليقات أو خدمة العمالء أو وكالء خدمة العمالء وما إلى ذلك‬،‫ومع ذلك‬

• Show interrelationships among employee roles, operational processes, supplies, IT, and customer interactions.
Example: When Blueprinting comes here, we don't limit our description only to the relationship with the customer, but it extends
to the relationship even with the other backward integration or the other supply and sources the raw material that we need or any
business partners that we rely on in order to support our service.
So if our restaurant we need here in the Blueprint also to provide description of the assurance of our supplies or our needed raw
material or any business partners that we need to work with a software developer and market research agencies, whatever the
entire process of undertaking our business must be described and explained here in the Blueprint
‫ بل يمتد إلى العالقة حتى مع التكامل العكسي اآلخر أو املورد اآلخر ومصادر املواد الخام التي‬،‫ فإننا ال نحصر وصفنا في العالقة مع العميل فقط‬،‫عندما يأتي املخطط هنا‬
‫نحتاجها أو أي شركاء عمل نتعامل معهم االعتماد عليها من أجل دعم خدماتنا‬.
‫ضا إلى تقديم وصف لضمان إمداداتنا أو املواد الخام املطلوبة لدينا أو أي شركاء عمل نحتاجهم للعمل مع مطور برامج ووكاالت‬ ً ‫ إذا كان مطعمنا بحاجة هنا في املخطط أي‬،‫لذا‬
‫ مهما كانت العملية الكاملة لتنفيذ أعمالنا يجب وصف األعمال وشرحها هنا في املخطط‬،‫أبحاث السوق‬

• Help bring together marketing, operations, and HRM within a firm.

• Develop better service processes, designing fail points and excessive customer waits out of processes and
setting service standards and targets for service delivery teams.

The note can only be used for personal use. ‫النوتات فقط لالستفادة الشخصية‬
By : Mahdi osama
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 Designing and Documenting Service
Developing a Service Blueprint
Processes — Blueprinting
On developing a service blueprint, you need to:

• Identify all key activities involved in creating and delivering service.

• Specify linkages between activities.
• Develop a simple flowchart documenting process from customer’s perspective.
• Add more details (design characteristics of a service blueprint).

Design Characteristics of a Service Blueprint

• Front-stage activities map overall customer experience.
Example: everything the visible or the customer undertakes with and observes such as staff members or frontline staff
members here until we are talking about the physical environment or the physical evidence that the lobby of the hotel or the
interior design of the restaurants or etc
‫كل شيء مرئي أو يقوم به العميل ويالحظه مثل املوظفني أو موظفي الخطوط األمامية هنا حتى نتحدث عن البيئة املادية أو الدليل املادي على بهو الفندق أو التصميم‬
‫الداخلي للمطاعم أو إلخ‬

• Physical evidence of front-stage activities involves what customer can see and use to assess service quality.

• Line of visibility distinguishes between what customers experience (front-stage) and activities of employees and
support processes (back-stage).
Example: The line of visibility, all activities and all steps that the customer will view and interact with and will deal with,
some of it maybe self service technology maybe whatever any machine like ATM. Anything that the customer will view and
interact with must be identified.

• Backstage activities that must be performed to support a particular front-stage step.

Example: All the steps we discussed previously will never be succeeded if we cannot insure that backstage team
works properly and successfully in order to support all what is happening in the visible area.
• Support processes and supplies: The information needed at each step in the blueprint is usually provided by
information systems.

• Potential fail points: These are instances where there is a risk of things going wrong, resulting in diminished service
quality.
Example: In service sector, mistakes and failures always happen, no problem if something like this happen one time, but
the main purpose of blueprint here is to identify those fail points and to take as possible a preventive measures and to prepare
contingency. E.g What will happen if something like this, what should we do in case that the electricity will be disconnected in
the hotel, what are the preventive major that we have to adopt to use in order to not make our guests feel any anxiety or any bad
feeling toward this out of our hand issue. Or lets say identify plans if plan A failed, we move to plan B if any mistake happened.

• Identifying customer waits: Blueprints can also pinpoint stages in the process at which customers commonly have
to wait.
Example: And also Identify those stages where the customer will be requested to wait. And how can we reduce the
burden that our customer might feel while he is waiting. E.g provide some hospitality or entertainment by providing TV at waiting
area, magazines, free coffee…..or whatever. Firms do this in order to reduce the bad feeling while waiting in the waiting area. Or
waiting for the service to be ready.

• Service standards and targets: These should be established for each activity to reflect customer expectations.
Example: standards here refer to the quality level the company will identify to itself since the beginning, for instance we
cannot compare we cannot identify or we cannot expect that the service given by 3 star hotel equals 4 star, so each level of
these hotel will identify a certain standards for serving its customers. So asper the quality of our service asper the category that
our service is located in we will identify this standards

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By : Mahdi osama
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Blueprinting the Restaurant Experience: ‫مثال الى مطعم‬
A Three-Act Performance

(1) Pre-process stage

• The preliminaries occur.

• E.g., making a reservation, parking the car, getting seated, and being presented with the menu

(2) In-process stage

• Main purpose of service encounter is accomplished.

• E.g., enjoying the food and drinks in a restaurant

(3) Post-process stage

• Activities necessary for closing of encounter happens.

• E.g., getting the check and paying for dinner

Identifying Fail Points

• A good blueprint should draw attention to the points in service delivery where things are particularly at risk of
going wrong.
‫ و نحدد وين االمكان الي ممكن توصيل الخدمة يفشل فيها‬blueprint‫الزم ننتبه اثناء تصميم ال‬

• These are marked in the blueprint by an F in a circle.

Example: Here the company will identify those fail points or those critical points by letter F in order to refer to the importance
and the high alerts required from the staff members and the service decision makers in general.
‫ وهنا ستقوم الشركة بتحديد نقاط الفشل تلك أو تلك النقاط الحرجة بالحرف‬F ‫لإلشارة إلى األهمية والتنبيهات العالية املطلوبة من املوظفني ومتخذي القرار الخدمي بشكل عام‬

• These will result in the failure to access or enjoy the core product.

• Since service delivery takes place over time, there is also the possibility of delays between specific actions that
require the customers to wait.

• Common locations for such waits are identified on the blueprint by a W within a triangle.
Example: identify W letter for the waiting time or where the customer is required to wait to identify here how long time here is
required from the customer

• The acronym OTSU stands for “opportunity to screw up” and stresses the importance of thinking through all
the things that might go wrong in the delivery of a particular service.
Example: Let's take an example on the teachers within school or the doctors within a hospital.
The company here that or the service firm that is aware of those critical points or fail points must pay too much attention to to
provide backup plans or contingency plans or emergency plans in case of losing the control over the attendance of number of
teachers. To screw up means that to avoid any crisis happening
‫يجب على الشركة هنا أو شركة الخدمة التي تدرك تلك النقاط الحرجة أو نقاط الفشل أن تولي اهتماًما كبيًرا لتوفير خطط احتياطية أو خطط طوارئ أو خطط‬
‫ الفشل يعني تجنب حدوث أي أزمة‬.‫طوارئ في حالة فقدان السيطرة على حضور عدد املعلمني‬

• It’s only by identifying all the possible OTSUs associated with a particular process that service managers
can put together a delivery system that is designed to avoid such problems.

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By : Mahdi osama
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 Fail-Proofing

Tools commonly used for fail-proofing:

• Total Quality Management (TQM) methods in manufacturing is the application of poka-yokes or fail-safe
methods to prevent errors in the manufacturing processes.
Example: The poka-yokes is the Japanese term used by Japanese manufacturers which refers to the having as we call
it, the preventive actions or preventive tactics, the tactics or the precautions from the company aside to prevent and to avoid
the occurrence of any error or any crisis, any problem.
‫ اإلجراءات الوقائية أو التكتيكات الوقائية أو التكتيكات أو االحتياطات‬،‫ كما نسميها‬،‫هو املصطلح الياباني الذي يستخدمه املصنعون اليابانيون والذي يشير إلى وجود‬
‫ أي مشكلة‬،‫من جانب الشركة ملنع وتجنب حدوث أي خطأ أو أي خطأ أزمة‬

• The term poka-yoke is derived from the Japanese words poka (inadvertent errors) and yokeru (to prevent).

• Designing poka-yokes is partly art and partly a science venture.

Three-step approach for effectively using poka-yokes

‫اول خطوة بنسوي ابحاث او بندور من وين طلعت املشكلة‬

‫ثاني خطوة بنحلل املشكلة و شنو اسبابها‬
‫ثالث خطوة بنحط حل حق هاي املشكلة‬

Setting Service Standards and Targets

• Customers’ expectations range across a spectrum — referred to as the zone of tolerance.

Example: We need to minimize the zone of tolerance. We need to let it disappear, if possibly, or if we can, in order to make
sure that our customers are happy, satisfied, and they are able to come again, or they have highly intentional behavior toward
ourselves.

• Service providers should design standards for each step sufficiently high to satisfy and delight customers.

• Process performance:
– to be monitored against standards

– compliance targets to be determined

– achieved by using service process indicators

• Service firms to draw a distinction between standards and performance targets.

Example: service firm required to identify the different targets, targets of our opening hours, our time span to serve the
customers, our time span to respond to customer complaints or queries or whatever.

• Set the right standards and be flexible on negotiating performance targets that reflect operational reality.
Example: flexibility with the customers, especially when it comes to some types of service such as the consultancy services
or whatever that a high degree of customization is required
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 ⭐

The 9 service
attributes is very
important

• Responsiveness is the degree of your ability or which extent your service pr your personnel or whatever,
is able to respond to the customers orders, requests, complains..the responsiveness here usually refers to
the time that you are able to respond to the customer
ً‫ تشير االستجابة هنا عادة‬..‫هي درجة قدرتك أو مدى قدرة خدمتك ملوظفيك أو أي شيء آخر على االستجابة ألوامر العمالء وطلباتهم وشكاويهم‬
‫إلى الوقت الذي تكون فيه قادًرا على الرد على العميل‬

• Reliability it’s connected to what we called the service personnel performance. Ability of your personnel
quantity wise and quality wise, quantity is number of people available, teachers. Doctors…. Plus the
qualifications of each one of them, so The reliability here refers to people quality and quantity.
.…‫ األطباء‬.‫ والكمية هي عدد األشخاص املتاحني واملدرسني‬،‫ قدرة موظفيك من حيث الكمية والجودة‬.‫ترتبط بما نسميه أداء موظفي الخدمة‬
‫ فاملوثوقية هنا تشير إلى نوعية األشخاص وكمهم‬،‫باإلضافة إلى مؤهالت كل واحد منهم‬

• Competence, Reliability or the qualifications of your people only is not enough, what will make the
qualification of your people effective and productive is the available facilities. Tools…

• Accessibility working hours, how to contact if i have problem, how many branches do you have if i want
to visit you physically,

• Courtesy refers to the transparency or the available information, what are the different range of
information that i can know about your service, so the more courtesy you can provide, the highest trust you
can gain from you customers.
‫ وبالتالي كلما زادت املجاملة التي‬،‫ ما هو نطاق املعلومات املختلفة التي يمكنني معرفتها حول خدمتك‬،‫يشير إلى الشفافية أو املعلومات املتاحة‬
‫ أعلى ثقة يمكنك اكتسابها من عمالئك‬،‫يمكنك تقديمها‬

• Communication how to communicate with your customer, the way of communication and the quality of
communication, sometimes company prefer to communicate through documents or papers, some other
prefer communication by people specially if our service is quite complicated and we need to explain it and
how it works.

• Credibility usually depends on the actual performance rather than whatever promises and so on..

• Confidentiality the secrets or personal information e.g confidentiality in health care service is more
important than confidentiality in dining service.

• Listen to the customer the feedback channels, call center, the real ear that you give to customer.
Requirements, suggestions, proposals,

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By : Mahdi osama
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1. The correct standards (i.e., customer-driven) get communicated to and are internalized by organization
Example: Look at the service activity from the perspective of the customer and pay attention that the service is or the
steps here considers the satisfaction of the customer.

2. When implemented well, process owners and department or branch managers will raise their performance
levels through continuous and incremental improvements to be more in line with customer expectations.

3. It facilitates buy-in and support for the (tough) service standards as it also provides latitude to management and
staff.

Service Process Redesign

Why Redesign?

• Service processes become outdated overtime

• A natural weakening of internal processes
Example: Of course anything routinely practiced will create long term some sort of boring feeling from the staff members
and the personnel, thats why the company here needs to overcome this bad feeling of the routine activities, and to avoid any
unofficial standards, usually the company needs to standardize and to keep every single activity, so if any activities by
unofficial way, the company here need to redesign this in order to make it official.
‫ ولهذا السبب تحتاج الشركة هنا إلى التغلب على‬،‫بالطبع أي شيء يتم ممارسته بشكل روتيني سيخلق نوًعا من الشعور اململ على املدى الطويل لدى املوظفني والعاملني‬
‫ لذلك في حالة وجود أي أنشطة بطريقة‬،‫ وعادةً ما تحتاج الشركة إلى توحيد كل نشاط والحفاظ عليه‬،‫ وتجنب أي معايير غير رسمية‬،‫هذا الشعور السيئ لألنشطة الروتينية‬
‫ تحتاج الشركة هنا إلى إعادة تصميم هذا لجعله رسميًا‬،‫غير رسمية‬

Symptoms that Reflect Need for Process Redesigning

• A lot of information exchange is needed as the data available is not useful.

Example: Extensive information exchange due to rusting, the directives should be given many times and no one
give clear attention and focus to what is given, e.g our staff members are not in a good mood to pay attention to any
given Instruction or whatever, and also Number of data or information that is not useful and doesn’t add value to the
process of the service should be removed
،‫ على سبيل املثال‬،‫ يجب إعطاء التوجيهات عدة مرات وال أحد يعطي اهتماًما واضًحا ويركز على ما يتم تقديمه‬،‫تبادل معلومات واسع النطاق بسبب الصدأ‬
‫ وكذلك الرقم يجب إزالة البيانات أو املعلومات غير املفيدة وال تضيف قيمة إلى‬،‫موظفونا ليسوا في مزاج جيد لالنتباه إلى أي تعليمات معينة أو أي شيء آخر‬
‫عملية تقديم الخدمة‬

• A high ratio of checking or control activities to value-adding activities.

‫ نخلي‬،‫نحذف الخطوات الغير الضرورية و نخليها خطوة وحدة على طول مثال بدال ما نسوي تعليمات عن طريقة التسجيل في النادي و غيره من اشياء‬
‫الخطوة عبارة عن تسجيل فقط‬

• Increased processing of exceptions.

• Growing number of customer complaints about ineffective procedures.

Example: If the company receives large number of complaints and it finds that the service given to the customer takes too
long time and the customers complain about the waiting time or complain about the complication of the steps required or
whatever. Hence, the company should undertake certain type of redesigning to reduce the steps required and to simplify the
required steps of course.

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Service Process Redesign
—Improving Quality and Productivity

• Redesign aims to achieve these performance measures:

➔ Reduced number of service failures

➔ Reduced cycle time from customer initiation of a service process to its completion
➔ Enhanced productivity
➔ Increased customer satisfaction

Service Process Redesign

—Steps in Service Process Redesign

(1) Examining the service blueprint with key stakeholders

(2) Eliminating nonvalue adding steps

If we removed the non value steps, it will result in

• Streamline front-end and back-end processes of services
• Improve productivity and customer satisfaction
Example: Sometimes that the firm might find that some steps that were designed in the begging after some time of
practicing these steps become no longer needed or don’t add value to the service given e.g airline, once airline
companies started to adopt the online check-in and online issuance of the boarding bus to the aircraft then many of
them cancel any non-value adding to check-in passengers and to give them a directly to the gate and so on…l

(3) Addressing bottlenecks in the process

(4) Shifting to self-service

• Increase in productivity and service quality

• Lower costs and perhaps prices
• Enhance technology reputation
• Differentiates company
Example: Countless service firm use service facilities now starting from the ATM, facilities of banks, vending machines, online
ticketing…. Once the company will shift to self-service practices it will need to redesign.

(5) Using intelligent automation (IA), including service robots and digitization

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 Customers as Service Co-creators

• Value is created when the customer and service providers interact during production, consumption, and
delivery of the service.

• Firms need to educate and train customers.

Example: some services like education like healthcare, like a workout, exercising and whatever require active participation
and the high participation or as we call it Co creation from the customer perspective.
Hence identifying the processes and the continuous monitoring and the redesigning the service process will enhance the
experience of the customers
‫ مثل التمرين وممارسة الرياضة وكل ما يتطلب مشاركة نشطة ومشاركة عالية أو كما نسميها اإلبداع املشترك‬،‫بعض الخدمات مثل التعليم مثل الرعاية الصحية‬
‫من وجهة نظر العميل‬.
‫ومن ثم فإن تحديد العمليات واملراقبة املستمرة و إعادة تصميم عملية الخدمة سيعزز تجربة العمالء‬

• Customers’ own devices are important for the delivery of certain services.

• The devices needed include:

– Smartphones
– Tablets to wearable technology
– The Internet of things (IoT)

Reducing Service Failures Caused by Customers

• Customers themselves cause about one-third of all service problems. Firms should focus on preventing
customer failures.

• Customer poka-yokes focus on:

– preparing the customer for the encounter
– understanding and anticipating their role in the service transaction
– selecting the correct service or transaction

Three-step approach to prevent customer-generated failures:

Example: step1, We are school or we are a university, and we have large number of students who might fail or might not pass
the exams or the assessment elements or whatever.
Hence, we need to collect the information on the most common fail points. What makes this student fail?

Example: step2, Identify the their root causes, It comes from the lack of knowledge share, the lack of or inappropriateness
of the of the schedule or the timetable of the classes or the exams or whatever. Hence, we identify here the roots of the
causes

Example: step3, Providing some schedule, flexible schedule in attending classes, providing retaking exams or makeup exam or
whatever to provide some helpful ways to avoid any problems or any failure happenings with the customers themselves.

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• The five strategies required to be combined for maximum effectiveness:

– Redesign the customer involvement in the process.

Example: Every time we need to guide the customer and to redesign the service. Steps If we found that the steps given to the
customers is not understandable enough or is not recognized enough and hence we need to educate the customers on the best
way of performs
ٍ ‫ الخطوات إذا وجدنا أن الخطوات املقدمة للعمالء ليست مفهومة بدرجة كافية أو لم يتم التعرف عليها بشكل كا‬.‫في كل مرة نحتاج إلى توجيه العميل و إعادة تصميم الخدمة‬
،‫ف‬
‫وبالتالي نحتاج إلى تثقيف العمالء حول أفضل طريقة لألداء‬

– Use technology.
– Manage customer behavior.
– Encourage “customer citizenship.”
Example: the loyalty of the customer and the being because the loyal customers are this burdening to the company.
Because loyal customers in addition to being loyal means that they will purchase more and whatever.
But the other additional advantage or benefit of this that those customers are already oriented to the system of the company and
are already well educated and will experience with the system of the company.
And hence it doesn't that require deep education and the guideline sharing from the side of the country

– Improve the servicescape.

Example: the physical environment, the performance of our staff, etc…. In order to ensure high service performs

Self-Service Technologies, Service Robots,

and Artificial Intelligence

• Ultimate form of involvement in service production — customers undertake an act on their own or jointly with
a service robot or artificial intelligence.
Example: SST here we called ultimate form, the maximum degree of the involvement of customers in the service given is
once the customer will be using self-service technology, e.g the one who will use the ATM machine to deposit or any bank
transaction, is practicing the maximum and the highest degree of being involved, rather than just visiting the branch waiting in
the waiting area… but once you will decide you deal with self-service facilities means that the degree of involvement as a
customer will be in a highest level, e.g the student who register online and make payment online undertaken number of
services by self direction, here is a MAXIMUM level of involve.

• SSTs allow customers to produce a service without direct employee involvement.

• Companies can divert customers from using more expensive alternatives such as face-to-face contact with
employees.

• Examples include:
– automated banking terminals
– self-service scanning at supermarket checkouts
– self-service gasoline pumps
– online banking
– automated hotel checkouts
– train ticketing apps
– numerous online and app-based services
• Information-based services lend themselves particularly well to the use of SSTs.
• Many companies have developed strategies designed to encourage customers to serve themselves online,
via:
– apps
– chatbots
– service robots
• Customers also help each other in peer-to- peer problem-solving facilitated by online brand communities
and firm-hosted platforms.
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 Customer Benefits and Adoption of SSTs
Multiple attitudes drive customer intentions to use a specific SST

• Overall attitudes toward related service technologies

• Attitudes toward the specific service firm and its employees
• The overall perceived benefits
• Convenience
• Costs
• Ease of use customers see in using SST

Customer Advantages and Disadvantages and Barriers in Adoption of SSTs

Advantages: Disadvantages:
➔ Time and Cost savings ➔ Anxiety and stress experienced by customers
➔ Flexibility who are uncomfortable with using them
➔ Convenience of location People who uses this self-service technology for the
No need to come to the place to do the service first time makes them feel worry and anxiety about
➔ Greater control over service delivery the quality of this service specifically if you will
You identify where and how to get served… used for something related to your money like
➔ High perceived level of customization online banking.
I’m the master, I’m as customer is the one who decides on ➔ Some see service encounters as social
the service that i want, so the self-service gives me the experiences and prefer to deal with people
maximum way to customization, e.g meal on talabat, u Some prefer to deal with people face to face,
customize which restaurant you want to order and which interact will remain important for our trust, and
each meal you can identify list of specifications which even social interactivity,
makes you perceived as highest degree or maximization.

Barriers:

• Get frustrated by poorly designed technologies

– E.g., difficulty navigating a website or completing online forms
• Get frustrated when they themselves make a mistake
– E.g., forgetting a password, provide wrong information
– Customers may still blame service provider for not providing a simpler and more user-friendly system
• Lack of efficient service recovery systems
– Customer may be forced to phone in, email, or make a personal visit to solve problems

Assessing and Improving SSTs

• Does the SST work reliably?
➔ Firms must ensure that SSTs are dependable and user-friendly
Example: The reliability of this SST, ATM, online platform or whatever,…, should be tested and examined, should be insured
that works properly and it can help customer to undertake their transaction or orders in a smooth way and user friendly way.

• Is the SST better than interpersonal alternatives?

➔ Customers will stick to conventional methods if SST doesn’t create benefits for them

• If it fails, what systems are in place to recover?

➔ Always provide systems, structures, and technologies that will enable prompt service recovery when things fail
Example: Identifying the possibility of recovering is very important, because no SST that never breakdown, everything is
subject to failure, accordingly what is requested from the service firm is to be always ready with the contingency plan or with
alternative plan , “ PLAN B” once this machine has fail, and it has to be ready to have a recovery plan.
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 Managing Customers’ Reluctance to Change Service
Here we have a list of advice or list of recommendations for service firms for perfect management of what we call it customers
reluctance to change yourselves, customer reluctance of course because it's a human trait we all reluct or we all resist for any
change. Hence, the company here is required to move with the customer from bottom to top

6 Develop customer trust

( e.g Once you can keep good performance of those steps of five steps, the last
step or the final prize here the company can gain is to get the trust or the
credibility of the company and of course it can gain the trust from the
customers.
No doubt that we have here the issues that we might face problems with when it
comes to the entire transformation from in person communication to the digital
and the online and the virtual communication since no single personal
interaction will be there and it will be just one side interaction from the customer
to the machine or the equipment in front of him, in front of him or her )
‫ فإن الخطوة‬،‫بمجرد أن تتمكن من الحفاظ على األداء الجيد لتلك الخطوات املكونة من خمس خطوات‬
‫األخيرة أو الجائزة النهائية هنا التي يمكن للشركة الحصول عليها هي الحصول على ثقة أو مصداقية‬
‫الشركة وبالطبع يمكنها كسب ثقة العمالء‬.
‫ال شك أن لدينا هنا املشكالت التي قد نواجه مشاكل فيها عندما يتعلق األمر بالتحول الكامل من التواصل‬
‫الشخصي إلى التواصل الرقمي وعبر اإلنترنت والتواصل االفتراضي حيث لن يكون هناك تفاعل شخصي‬
‫واحد وسيكون مجرد جانب واحد تفاعل العميل مع اآللة أو املعدات التي أمامه أو أمامه‬

Understand customers' habits and expectations

( e.g You should not only look at the story from your own perspective, but also
5 you have to consider what the customers want or what the customers
understand and recognize, what is the degree of the customers education or
understanding etc.. )
‫ضا أن تفكر في ما يريده‬ ً ‫ بل عليك أي‬،‫ال ينبغي عليك أن تنظر إلى القصة من وجهة نظرك الخاصة فحسب‬
‫ وما هي درجة تعليم العمالء أو فهمهم‬،‫العمالء أو ما يفهمه العمالء ويدركونه‬

Pre-test new procedures and equipment

4 ( e.g You shouldn't go in depth with the broad range of application without
making sure that pre testing and trying or trial ability is undertaken )
‫ال يجب أن تتعمق في النطاق الواسع من التطبيقات دون التأكد من إجراء االختبار املسبق واملحاول أو‬
‫القدرة على التجربة‬

Publicize the benefits

( e.g The customer must be encouraged and motivated to use these SSDs by
3 entertaining cheaper prices, by entertaining time, saving any type of advantage
that the customer will feel its incentive, especially at the beginning or at the start
of launching or issuing this new service )
‫ويجب تشجيع العميل وتحفيزه على استخدام محركات األقراص ذات الحالة الثابتة هذه من خالل الترفيه عن‬
‫ خاصة في‬،‫ وتوفير أي نوع من املزايا التي سيشعر العميل بحافزها‬،‫ من خالل تسلية الوقت‬،‫أسعار أرخص‬
‫البداية أو في بداية إطالق أو إصدار هذه الخدمة الجديدة‬

2
Teach customers to use innovations and promote trial methods
( e.g If there is new innovative or self-service technology used or whatever )

1 Monitor performance and continue to seek improvements

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