1.1 The service concept: the missing link in service design research - Goldstein Flashcards
New Service Development (NSD)
the overall process of developing new service offerings, and is concerned with the complete set of stages from idea to launch
service design
- the concretization of the service concept in drawings, flowcharts, …
- the work of specifying an idea about a new service in drawings and specifications
- the whole process from idea to specification
service innovation
- a narrow view of being concerned with the ‘idea generation’ portion of the NSD process
- the whole process of service development
service concept (general)
- a core element of processes for service design, development, and innovation
- a central component in designing services
- a key stage in the process of NSD –> service concept serves as a driver of the many decisions made during the design of service delivery systems and service encounters
- the way in which the organization would like to have its services perceived by its customers, employees, shareholders, and lenders – the organization’s business proposition
- the elements of the service package – customer benefit package – i.e. the things that provide benefit and value to the customer
- the prototype for service – the detailed description of what is to be done for the customer and how this is to be achieved
8Ps of marketing
the elements of the service Product, Process, Place, Physical evidence, People, Productivity and quality, and additional marketing elements Price, and Promotion
service logic
understanding the needs of customers in the target market and aligning this with the organization’s strategy and competitive intentions
service marketing concept
&
service operations concept
the benefits to the customer
&
the specification of how the service will be delivered
service concept (4 components)
service operation: the way in which the service is delivered
service experience: the customer’s direct experience of the service
service outcome: the benefits and results of the service for the customer
value of the service: the benefits the customer perceives as inherent in the service weighed against the cost of the service
‘bits and pieces’ approach
deconstructing a service into the what and the how or into its components which allows designers to identify the various elements of a service concept, check them against customers’ needs, and then design and deliver those elements
belies the complexity of many services and also ignores the fact that a service may be seen by its customers as a whole experience
service in the mind – the service concept as a mental picture
the need for alignment among these stakeholders in order to create a service concept that is understood by the organization and shared with employees and customers to minimize a gap between expectations and service delivery
a reason for poorly perceived service
the mismatch between what the organization intends to provide (strategic intent) and what its customers may require or expect (customer needs)
two major deficiencies in the service design literature
- linking business strategy and service design – service design planning
- the lack of consideration for measuring the financial performance of a service design
using the service concept as the driver of the design planning process will help to address these two deficiencies
the design of a service delivery system should encompass …
the roles of the people (service providers), technology, physical facilities, equipment, and the specific processes by which the service is created and delivered
4 diagnostic levels for service system design in order to design quality in to service delivery systems
physical setting
process design
job design
people
process design
corresponds to the use of flow-charting techniques
sometimes called blueprinting or service mapping
