Chapter 8-1
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Chapter 8-2
Part 4
ALIGNING
SERVICE DESIGN
AND STANDARDS
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Chapter 8-3
Provider Gap 2
CUSTOMER
COMPANY Customer-driven
service designs and
standards
Gap 2: The Service
Design and Standards
Company
perceptions of Gap
customer
expectations
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Chapter 8-4
Key Factors Leading to Provider Gap 2
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Chapter
Chapter 8-5
Service Innovation and Design 8
Challenges of Service Innovation and
Design
Important Considerations for Service
Innovation
Types of Service Innovations
Stages in Service Innovation and
Development
Service Blueprinting: A Technique for
Service Innovation and Design
McGraw-Hill/Irwin © 2018 The McGraw-Hill
Chapter 8-6
Objectives for Chapter 8:
Service Innovation and Design
Describe the challenges inherent in service innovation and
design.
Present an array of different types of service innovations,
including service offering innovation, innovating around
customer roles, and innovation through service solutions.
Discuss the importance of engaging customers and
employees and employing service design thinking in
service innovation.
Present the stages and unique elements of the service
innovation and development process.
Demonstrate the value of service blueprinting and how to
develop and read service blueprints.
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Chapter 8-7
Risks of Relying on Words Alone to
Describe Services
Oversimplification
Incompleteness
Subjectivity
Biased Interpretation
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Chapter 8-8
Important Considerations for Service
Innovation
Involve customers and employees
Employ service design thinking and
techniques
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Chapter 8-9
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
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Chapter 8-10
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
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Chapter 8-11
Service Innovation and Development
Process (Figure 8.1)
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Chapter 8-12
New Service Strategy Matrix for Identifying
Growth Opportunities (Figure 8.2)
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Chapter 8-13
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.
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Chapter 8-14
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
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Chapter 8-15
Service Blueprint Components
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Chapter 8-16
Blueprint for Express Mail Delivery
Service
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Chapter 8-17
Blueprint for Overnight Hotel Stay
Service
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Chapter 8-18
Blueprint for DVD Rental Kiosk
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Chapter 8-19
Benefits of Service Blueprinting
Provides a platform for innovation.
Recognizes roles and interdependencies among functions,
people, and organizations.
Facilitates both strategic and tactical innovations.
Transfers and stores innovation and service knowledge.
Designs moments of truth from the customer’s point of
view.
Suggests critical points for measurement and feedback in
the service process.
Clarifies competitive positioning.
Provides understanding of the ideal customer experience.
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Chapter 8-20
Building a Service Blueprint
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