Objectives for Chapter 8 Service Development and 第8章服务发展的目标.pptVIP

Objectives for Chapter 8:Service Development and Design Describe the challenges inherent in service design Present steps in the new service development process Show the value of service blueprinting and quality function deployment (QFD) in new service design and service improvement Present lessons learned in choosing and implementing high-performance service innovations Figure 8-1Risks of Relying on Words Alone to Describe Services Figure 8-3New Service Strategy Matrix for Identifying Growth Opportunities Figure 8-4Service Mapping/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. Service Blueprint Components Express Mail Delivery Service Overnight Hotel Stay Application of Service Blueprints New Service Development concept development market testing Supporting a “Zero Defects” Culture managing reliability identifying empowerment issues Service Recovery Strategies identifying service problems conducting root cause analysis modifying processes Blueprints Can Be Used By: Service Marketers creating realistic customer expectations service system design promotion Operations Management rendering the service as promised managing fail points training systems quality control Human Resources empowering the human element job descriptions selection criteria appraisal systems System Technology providing necessary tools: system specifications personal preference databases McGraw-Hill ? 2000 The McGraw-Hill Companies * S M S M McGraw-Hill ? 2000 The McGraw-Hill Companies Part 3 ALIGNING STRATEGY, SERVICE DESIGN AND STANDARDS CUSTOMER COMPANY GAP 2 Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Provider GAP 2 Part 3 Opener S M McGraw-Hill ? 2000 The McGraw-Hill Companies Chapter 8 SERVICE DEVELOPMENT AND DESIGN Oversimplification Incompleteness Subjectivity Biased Interpretation Figure 8-2