© 2010 davis and heineke summer school on service oriented computing designing the service delivery...

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© 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

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Page 1: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Summer School on

Service Oriented Computing

Designing the Service Delivery Process

27 June – 3 July 2011Hersonissos Crete Greece

Page 2: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Objectives

• Recognize the challenges associated with designing new services

• Demonstrate how process flow charts and service blueprints can be used as tools to design new services and improving existing ones

• Identify the factors that should be considered when designing services

• Show how designing new services can be viewed as preparing for an onstage performance to improve both its effectiveness and efficiency

Page 3: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

The Relationship between the Service Delivery Process and the Service System

Step 2 Step 1 Step 3 Step 4

Service Delivery Process

Customer Customer

Service System

Human Resources

Facilities

Equipment

Marketing

Technology

Inventories

Page 4: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Service Design Challenges

Four Risks Inherent to Describing Services

Source: G. Lynn Shostack, "Designing Services That Deliver," Harvard Business Review, January-February 1984, pp. 133-139.

• Oversimplification

• Incompleteness

• Subjectivity

• Biased Interpretation

Page 5: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Priority Sequence for Designing the Service Delivery Process

Page 6: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Designing the Service Process

• Service Concept: Focuses on satisfying the customer

• Service Content: Defines what is included in the services itself

• Service Style: Describes how the service will be delivered

Page 7: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Service Concept

• Service Operation

• Service Experience

• Service Outcome

• Value of the Service

Source: Clark, G., Johnston R., Shulver M., 2000. Exploiting the service concept for service design and Development. In: Fitzsimmons J., and Fitzsimmons M. (Eds), New Service Design, SAGE Publications, Thousand Oaks, CA, pp 71-91.

Source: Johnston, R., Clark G., 2001. Service Operations Management, Prentice Hall, Harlow, England.

Page 8: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Service Content

• Steps that are followed to serve customers

• Points in the process at which workers might need to make decisions

• Points in the process at which customers might need to wait

Page 9: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

• Front-of-the-House - Customer Service

• Back-of-the-House - Process Efficiency• Line of Visibility • Fail Points• Poka-Yoke

Service Blueprinting:Process Analysis for Services

Page 10: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Service Blueprinting:Process Analysis for Services

Back-of-the-House Front-of-the-House

Line of Visibility

Stage 1Stage 1Stage 1Stage 1

Stage 4Stage 4Stage 4Stage 4 EndEndEndEnd

DelayDelayDelayDelay

Stage 3Stage 3Stage 3Stage 3

Stage 2Stage 2Stage 2Stage 2 (Customer Enters Process)

(Customer Exits Process)

StartStartStartStart

Page 11: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Service Blueprint ComponentsPh

ysic

alEv

iden

ceCo

ntac

t Per

son

Supp

ort

Proc

esse

sCu

stom

er

__________________

__________________

__________________Ph

ysic

alEv

iden

ceCo

ntac

t Per

son

(ons

tage

)(b

acks

tage

)

Supp

ort

Proc

esse

sCu

stom

er

Line of interaction

Line of visibility

Line of internal interaction

__________________

__________________

__________________

Page 12: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Greetparty

Takeorder

Placeorder inkitchen

Servebeverages

Servemeal

Pick up order

Inform waiter

PrepareMeal

Check tableavailability

Cleardishes

Providedessertmenu

Providecheck

Processpayment

Bringchange

TakeDessertOrder

Place orderin kitchen

Preparedessert

Providemenu

Placedessertorder

Pay checkReceive

foodReviewMenu

Give nameto hostess

Leaverestaurant

ShowParty to

table

Enterrestaurant

ReviewMenu

Placeorder

Phys

ical

Evid

ence

Cont

act P

erso

nSu

ppor

t Pr

oces

ses

Cust

omer Go to

tableEat

Servedessert

Pick up order

Receivechange

Parking Lot Waitingarea

Diningarea

MenuSpecial boards Dishes

Food

Eat

Menu,Special boards Dishes

FoodBill

Line of interaction

Line of visibility

Line of internal interaction

Greetparty

Takeorder

Placeorder inkitchen

Servebeverages

Servemeal

Pick up order

Inform waiter

PrepareMeal

Check tableavailability

Cleardishes

Providedessertmenu

Providecheck

Processpayment

Bringchange

TakeDessertOrder

Place orderin kitchen

Preparedessert

Providemenu

Placedessertorder

Pay checkReceive

foodReviewMenu

Give nameto hostess

Leaverestaurant

ShowParty to

table

Enterrestaurant

ReviewMenu

Placeorder

Phys

ical

Evid

ence

Cont

act P

erso

n

(ons

tage

)(b

acks

tage

)

Supp

ort

Proc

esse

sCu

stom

er Go totable

Eat

Servedessert

Pick up order

Receivechange

Parking Lot Waitingarea

Diningarea Special boards

Serving traysDishesFood

Eat

MenuSpecial boards

Serving traysDishesFood

Bill

Service Blueprint of a Restaurant

Page 13: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Provider Errors That Can be Committed

Work done: Failure to:Failure to:

Type

s of

Err

ors

Category of Error

Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)

Page 14: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Customer Errors That Can be Committed

Failure to: Failure to:Failure to:

Type

s of

Err

ors

Category of Error

Source: Richard B. Chase and Douglas M. Stewart, “Make Your Service Fail-Safe,” Sloan Management Review, Spring 1994 (35,3)

Page 15: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Classifying Customer Emotions

• Intent of Service

• Source of Emotions

• Variability of Emotions during the Process

Page 16: © 2010 Davis and Heineke Summer School on Service Oriented Computing Designing the Service Delivery Process 27 June – 3 July 2011 Hersonissos Crete Greece

© 2010 Davis and Heineke

Service as Performance

• Integrating Design Processes

• Ready, Aim, Fire

• Efficient Design

• Do it Right at First

Source: Stephen F. Tax and Ian Stuart, Designing Service Performances,” Marketing Management Vol. 10, no. 2, July/August 2001