new service design

8/7/2019 New Service Design

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New Service Design

Presented by

Group 3

Jaseer.JafarAvinash.T.A

Jaseena.J


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Service DesignService Design is the activity of planning and organizing people,infrastructure, communication and material components of aservice, in order to improve its quality, the interaction between

service provider and customers and the customer's experience.

For example, a restaurant may choose to have a Service Designagency change the way its menu is set out, or change the layout ofthe restaurant to improve the customer's experience

The increasing importance and size of the service sector, both interms of people employed and economic importance, requiresservices to be accurately designed in order for service providers toremain competitive and to continue to attract customers.


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Service Design agencies apply design tools,

techniques and thinking to service challenges, either

to improve existing services or to create new ones

The design (or redesign) of a service may involvere-organizing the activities performed by the service

provider (Back office), e.g. how letters from

customers are processed internally; and/or the

redesign of interfaces and interactions thatcustomers use to contact the service provider (Front

office) e.g. website, in person, telephone, blog etc


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The History of Service Design

Earliest contribution by Shostack(1982,1984) proposed theintegrated design of material components (products) andimmaterial components (services).

Prof. Dr. Michael Erlhoff at Kln International School of Design

(KISD) in 1991(introduced as a design discipline) In 2001, live work, the first Service Design consultancy opened

for business in London

In 2004, the Service Design Network was launched by KlnInternational School of Design, Carnegie Mellon University,Linkpings University, Politecnico di Milano and DomusAcademy in order to create an international network for ServiceDesign


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Challenges of service design

Oversimplification

Words are simply inadequate to describe a whole complexservice system.

Incompleteness

In describing services people tend to omit details or elements ofthe service with which they are not familiar.

Subjectivity

Any one person describing a service in words will be biased bypersonal experiences and degree of exposure to service.

Biased interpretation All of these risks become very apparent in new service

development process, when organization may be attempting todesign services never before experienced by customers.


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Basic characteristics of new service

design or development systemThe four basic characteristics of new service

design are as follows

It must be subjective not objective It must be precise not vague

It must be fact driven not opinion driven

It must be methodological not philosophical


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The development of new service design involves

both employees and customers.

Employees are physically and pschychologically

close to customers and can be very helpful inidentifying customer needs for which new services

can be offered. Involving employees in design

process helps in increase the new services success

because employees can identify the organizationalissues that need to be addressed to the support the

delivery of the service to the customers.


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Customers are often active participants in service

delivery; they too should be involved in new service

design process particularly in cases where the

customer personally carries out part of the serviceprocess

Marriot Corporation is well known for involving its

guests in the design of its hotels rooms to ensure

that the features and placement of furnishings in therooms will work for the guests and not just for the

staff or the architects who design the rooms


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Types of new services

Major innovations Major innovations are new services for markets as yet undefined.

Eg. Federal Express introduction of nationwide, overnight smallpackage delivery service.

Many innovations now and in the future will evolve frominformation and computer based technologies.

Start up business consists of new service for a market that isalready served by existing products that meet the same genericneeds.

Eg. ATMs for bank transactions, door to door airport shuttleservices that compete with traditional taxi and limousine services


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New services for the currently served

markets It represents attempts to offer existing customers of the

organization a service not previously available from thecompany.

Eg. Include Barner and Noble ( a very successful retail

bookstore) offering coffee services, a health club offering

nutrition classes, and airlines offering Fax and phone service

during flights.


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Service line extensions

It represents augmentation of the existing

service line, such as a restaurant adding new

menu items, an airline offering new routes, a

law firm offering additional legal services a

university adding new courses or degree etc.


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Service improvements

It represents the most common type of

service innovation. Changes in features of

services that are already offers might involve

faster execution of an existing service

process, extended hours of services, or

augmentations such as added amenities in ahotel room.


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Style changes

It represents the most modern service innovations,

although they are often highly visible and can have

significant impact on customer perceptions,emotions and attitudes. Changing the color scheme,

revising the logo for an organization, or painting an

aircraft with a different color all represents style

changes. These dont fundamentally changes theservices but only its appearances similar to how

packaging changes are used for consumer products


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The Service Design

Two separate, but related aspects of service design are design ofthe service process, and design of the physical serviceenvironment - both of which recognize the important people element ofservices

Designing the process

Blueprinting

A technique for structural process design, called blueprinting, wasdeveloped by Shostack in 1987. The service blueprinting is a veryimportant and effective management tool. in addition, the blueprinting

Highlights the importance of service design

Focused attention on process modeling

Encouraged the development of other diagrammatic techniques inparticular, service mapping.

In the blue printing examples one horizontal line divides the visible frominvisible elements.


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Stages in blueprint preparation Represent the (service) product in the form of its

molecular structure

-increases the understanding of the service being

offered. Breakdown the process into logical steps-

possible to represent the process visually.

Recognize the variability in the process;-planned or

unplanned variations

Identify the invisible elements in the process.


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Service mapping

Service maps build on blueprints and provide two additionalfeatures and they are..

They pay greater attention to customer interaction with the

service organization. Additional vertical layers to the diagram are drawn in service

maps to provide a visual representation of the structure of theservice.

It contains four dividing lines

1. The line of interaction2. The line of visibility

3. The line of internal interaction

4. The line of implementation


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Applications of blueprinting and service

mappingService failures and fail-safing

Helps in identifying the potential points in the

process which may result in a service failure.

Fail-safes can be designed to reduce risk of humanmistakes turning into actual service failures.

Stimulating creativity

Blueprint generates new ideas and innovations which

aid sin new service development


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Ensuring safety

Helps in ensuring safety as blueprint itself is an effective way ofvisualizing the process and the links between the visible andinvisible elements.

To identify complexity and divergence and address servicepositioning

Complexity relates directly to the no. of steps and sequences andthe interrelationships b/w them. the more steps and intricaciesthe greater is the complexity.

The degree of divergence refers to the amount of planned scope orlatitude which contact personnel are given. Low divergenceresults in high level of standardization


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Designing the physical environment

The Servicescape- describes elements of the

built environment( that is the manmade,

physical surroundings) that constitute part of

the service as opposed to the natural orsocial environment.

For eg.the specific dimension of the

servicescape of a dentist may include Thelighting, the wall decor, the signage and the

temperature


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The servicescape environmental dimensions

include

Ambient conditions(air

quality,temperature,noise, smell etc.)

Special and functional

features(layout,equipment,furnishings, etc.)

Signs, symbols and artifacts,style ofdcor,signage)


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New services for Business Travellers

Airline companies and hotels are stepping up

their efforts to regain and build relationship

with their most prized customers- business

travelers

In hotel industry, the focus has been on the

hotel room itself. Hookups for laptop

computers, phones with multiple lines, faxmachines, wifis, voicemail etc. to make the

room more functional for business travelers


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Radisson Hotels International Inc tested business classaccommodation that included in-room coffee breakfast, computerhookups, in room movies, newspapers, and quick fax delivery.

Hyatt hotels are addressing the need for business servicesthrough special floors with rooms including free faxes office

supplies and other business amenities. At the Four Seasons hotel rooms can have everything from

sophisticated telephone messaging systems to in-room faxesand 24 hour concierge service.

In the airline industry companies are focusing on businesstraveler both on ground and in the air. British Airways opened an

arrival lounge at Londons Heathrow airport that offers put roomswith showers, clothes pressing service, and a breakfast room forits top fare passengers. Other airlines are targeting the in-flightexperience for improvement


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Conclusion

The increasing importance and size of the

service sector, both in terms of people

employed and economic importance, requires

services to be accurately designed in orderfor service providers to remain competitive

and to continue to attract customers.


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Thank you

new service design

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