MARK 4500 Chapter Notes - Chapter 8: Information Processing
10 Jun 2018
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Services Marketing Test 2
CHAPTER 8 – Designing and Managing Service Processes
Flowcharting Service Delivery
− Helps to clarify product elements
− Technique for displaying the nature and sequence of the different steps in the delivery
service to customers
− Nature of customer involvement varies by type of service: SLIDES
o People processing – staying at a motel (they clean your room and make breakfast)
o Possession processing – repairing a dvd player (you drop it off and then pick it up
when its fixed)
o Mental stimulus processing – weather forecast (you view the presentation forecast)
o Information processing – health insurance (agree on terms and enter info into
database)
Developing a Blueprint
− Depicts sequence of front-stage interactions experienced by customers plus supporting
backstage activities (shows how failures at one point can have ripple effect)
− Identify key activities in creating and delivering service (big picture first)
− Advantages:
o Distiguish etee frot stage ad ak stage lie of isiility
o Clarify interactions and support by backstage activities and systems
o Identify potential fail points and take preventive measures
o Pinpoint stages where customers commonly have to wait
− Flow: SLIDES
o Objectives: 1. Identify fail points and risks of excessive waits 2. Set service standards
3. Fail proof the process
o Define standards for front stage activities → specify physical evidence (ex: tone of
voice, appearance) → identify principal customer actions → line of interaction →
front stage actions by frontline personnel → line of visibility → back stage actions
by customer contact personnel → support processes involving other personnel →
support processes involving IT
Setting Service Standards
− Include time parameters, script, appropriate style and demeanor to be objectively
measured (evaluated based on distinction between standards and performance targets)
− Service attributes (reliability, courtesy, etc.) → service process indicators (processing time,
measures customer satisfaction) → service process standards (24 hours, goals) →
performance targets (80% of applications in 24 hours) SLIDES
Why Redesign?
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Chapter 8 designing and managing service processes. Technique for displaying the nature and sequence of the different steps in the delivery service to customers. Information processing health insurance (agree on terms and enter info into database) Depicts sequence of front-stage interactions experienced by customers plus supporting backstage activities (shows how failures at one point can have ripple effect) Identify key activities in creating and delivering service (big picture first) Advantages: disti(cid:374)guish (cid:271)et(cid:449)ee(cid:374) (cid:862)fro(cid:374)t stage(cid:863) a(cid:374)d (cid:862)(cid:271)a(cid:272)k stage(cid:863) li(cid:374)e of (cid:448)isi(cid:271)ility, clarify interactions and support by backstage activities and systems. Identify potential fail points and take preventive measures: pinpoint stages where customers commonly have to wait. Identify fail points and risks of excessive waits 2. Include time parameters, script, appropriate style and demeanor to be objectively measured (evaluated based on distinction between standards and performance targets) Service process indicators (processing time, measures customer satisfaction) service process standards (24 hours, goals) performance targets (80% of applications in 24 hours) slides.
