Design & Quality

8/14/2019 Design & Quality

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Services: Design andQuality


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Distinctive Characteristics ofServices Customer participation

Simultaneity

Perishability

Intangibility

Heterogeneity


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Customer Participation The customer is more involved in the

delivery of services than products

Providing services means that you mustpay attention to the service facility

Customers can play an integral role in

the delivery of the service


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Simultaneity Services are consumed simultaneously

(as they are provided)

There is no inventory Services operate as an open system


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PerishabilityA service is a perishable commodity

(cant be saved)

The full utilization of service capacity is amanagement concern

Demand for services is often cyclical


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Intangibility Services are not tangible things

Difficult to patent

Customer relies on reputation sincethere is no product to touch

or try out


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Heterogeneity There are variations of service between

customers

Direct customer-employee contact


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Designing a Service System Involves:

Selecting a location

Designing the layout of the facility Developing procedures and job definitions Developing measures to ensure quality

Deciding how involved the customer will be in

the service delivery

Selecting Equipment


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Designing a Service System The design process is never finished.

Modifications or innovation in the service

delivery system should be introduced asneeded.


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System Elements - Structural Delivery system

Facility design

Location

Capacity planning


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System Elements - Managerial Service encounter

Quality

Managing capacity and demand

Information


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Service BlueprintA diagram of the service process

showing activities, flows, physical

evidence, and lines of visibility andinteraction


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Service Blueprint


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Generic Approaches to ServiceSystem Design Production-Line Approach

Customer as Co-producer

Customer Contact Approach

Information Empowerment


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Production-Line Approach Limited discretionary action of personnel

Division of labor

Substitution of technology for people

Service standardization


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Customer as Co-producer Self-service

Smoothing service demand


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Customer Contact Approach Degree of customer contact

Separation of high- and low-contact

operations


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Information Empowerment Employee empowerment

Customer empowerment


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Service Quality For services, the assessment of quality

is made during the service delivery

process.

Customer satisfaction can be measured

as the difference between thecustomers service expectation and the

service actually received.


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Gaps in Service Quality Measuring the gap between expected

service and perceived service is a

routine customer feedback processpracticed by many companies


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Service Quality Gap Model


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Walk-Through Audit WtA)A process-oriented survey given to

customers and managers to evaluate the

perception of the customer serviceexperience


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Identifying GAPS with WtA


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Moments of Truth Concept created by Jan Carlzon of

Scand inavian Airways

Cri tical moments between thecustomer and the organizat ion that

determ ine customer sat isfact ion

There may be many o f these moments

These are opportuni t ies to gain or lose

bus iness


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The technician wassincerely concerned andapologet ic about m yprob lem

He ask ed intell igentquest ions that al lowed meto feel conf ident in hisabil i t ies

The techn ician offeredvar ious t imes to have workdone to su i t my schedu le

Ways to avoid futureproblems w ere sugg ested

Experience Enhancers

Only one loca l num berneeds to be d ia led

I never get a busy signal

I get a human being toanswer my ca l l qu ick ly andhe or s he is pleasant andresponsive to my prob lem

A t imely reso lu t ion to myproblem is of fered

The technician is able toexpla in to me w hat I canexpect to happen next

Standard Expectat ions

Moments-of-TruthComputer Company Hotline

I had to cal l more thanonce to get throug h

A recording spok e to merather than a perso n

While on hold, I getsi lence,and wo nder if I amdisconnected

The technic ian soundedl ike he was reading a formof rout ine quest ions

The technic ian soundeduninterested

I fe lt the technician ru shedme

Experience Detractors

Figure 5.13


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Service Recovery Letters of apology

Replacement Product/Complimentary

service

Design & Quality

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