服务营销Chap009优质PPT.ppt
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服务营销Chap009优质PPT.ppt
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9-1Part4ALIGNINGALIGNINGSERVICEDESIGNSERVICEDESIGNANDSTANDARDSANDSTANDARDS9-2ProviderGap29-3KeyFactorsLeadingtoProviderGap29-4ServiceInnovationandDesignChallengesofServiceInnovationandDesignNewServiceDevelopmentProcessesTypesofServiceInnovationsStagesinServiceInnovationandDevelopmentServiceBlueprintingHigh-PerformanceServiceInnovationsChapterChapter9McGraw-Hill/IrwinCopyright2009byTheMcGraw-HillCompanies,Inc.Allrightsreserved.9-6RisksofRelyingonWordsAlonetoDescribeServicesOversimplificationIncompletenessSubjectivityBiasedInterpretation9-7DescribingtheComplexityofaServiceOffering:
@#@9-8TypesofServiceInnovationsmajororradicalinnovationsstart-upbusinessesnewservicesforthecurrentlyservedmarketservicelineextensionsserviceimprovementsstylechanges9-9NewServiceDevelopmentProcess?
@#@9-10NewServiceStrategyMatrixforIdentifyingGrowthOpportunities9-11ServiceBlueprintingAtoolforsimultaneouslydepictingtheserviceprocess,thepointsofcustomercontact,andtheevidenceofservicefromthecustomerspointofview.9-12ServiceBlueprintComponentsCustomerActionslineofinteractionVisibleContactEmployeeActionslineofvisibilityInvisibleContactEmployeeActionslineofinternalinteractionSupportProcesses9-13ServiceBlueprintComponents9-14BlueprintforExpressMailDeliveryService9-15BlueprintforOvernightHotelStayService9-16BuildingaServiceBlueprint9-17ApplicationofServiceBlueprintsNewServiceDevelopmentconceptdevelopmentmarkettestingSupportinga“ZeroDefects”CulturemanagingreliabilityidentifyingempowermentissuesServiceRecoveryStrategiesidentifyingserviceproblemsconductingrootcauseanalysismodifyingprocesses9-18BlueprintsCanBeUsedBy:
@#@ServiceMarketerscreatingrealisticcustomerexpectations:
@#@servicesystemdesignpromotionOperationsManagementrenderingtheserviceaspromised:
@#@managingfailpointstrainingsystemsqualitycontrolHumanResourcesManagementempoweringthehumanelement:
@#@jobdescriptionsselectioncriteriaappraisalsystemsSystemTechnologyprovidingnecessarytools:
@#@systemspecificationspersonalpreferencedatabases9-19BenefitsofServiceBlueprintingProvidesaplatformforinnovation.Recognizesrolesandinterdependenciesamongfunctions,people,andorganizations.Facilitatesbothstrategicandtacticalinnovations.Transfersandstoresinnovationandserviceknowledge.Designs“momentsoftruth”fromthecustomerspointofview.Suggestscriticalpointsformeasurementandfeedbackintheserviceprocess.Clarifiescompetitivepositioning.Providesunderstandingoftheidealcustomerexperience.9-20CommonIssuesinBlueprintingClearlydefiningtheprocesstobeblueprintedClearlydefiningthecustomerorcustomersegmentthatisthefocusoftheblueprintWhoshould“draw”theblueprint?
@#@Shouldtheactualordesiredserviceprocessbeblueprinted?
@#@Shouldexceptions/recoveryprocessesbeincorporated?
@#@Whatistheappropriatelevelofdetail?
@#@SymbologyWhethertoincludetimeontheblueprint9-21BlueprintingtheRestaurantExperience9-229-239-249-25SUPPORTPROCESSCONTACTPERSON(Invisible)(Visible)CUSTOMERParkingExteriorBuildingWaitingAreaOutdoorSeatingInteriorDesignHostessStandAppearanceofStaffDrinkStationAppearanceofBarandBartendersCleanlinessofTableSilverwareNapkinsSaucesCenterpieceMenuPlatesGlassesPresentationFoodDrinks“Buzz”CustomerArriveatRestaurantApproachHostessStandWait/OrderDrinksatBarConsumeDrinksBeSeatedatTableOrderDrinks/AppetizersSpecify“Spiciness”ofSauceReceiveDrinks/AppetizersDeliverDrinks/AppetizersGreetandGiveBuzzerGreetandTakeDrinkOrderDeliverDrinksPrepareSauceatTableProcessSeatingRequestsTakeDrink/AppetizerOrderComputerizedSeatingSystemPrepareDrinks/AppetizersPHYSICALEVIDENCEPrepareDrinksEscorttoTableInputOrderatBar/KitchenReceiveOrderOrderEntreeNextSlideCheckAccuracyofOrderMenu9-26SUPPORTPROCESSCONTACTPERSON(Invisible)(Visible)CUSTOMERRefillDrinks,ExtraSauceOrderEntreeReceiveEntreeEatFoodConsumeRefills,ExtraSauceFinishMealAskforDoggieBagOrderDessertEnterDessertOrderIntoComputerTakeOrderDeliverOrderOfferRefills,ExtraSauceShowDessertMenuBringBoxestoCustomerPrepareFoodPHYSICALEVIDENCEPick-upEmptyPlates/CleanoffTableTakePlatestoKitchenPackupFoodTakeEntreeOrderMenuEnterOrderintoComputerReceiveFoodOrderPlatesFoodPresentationReceiveOrder/PrepareDessertDeliverDessertEatDessertAskforBillTotalBillatComputerPrintBillDeliverBillandFortuneCookiesPayBillDoggieBagsMenuNewSilverwarePlatesFoodPresentationPortfoliowithCheckEnclosedFortuneCookiesDeliverDrinks,ExtraSauceWashDishes9-27TangibleCuesorIndicatorsofQualityExteriorandInteriorDesignPresentationofFood/DrinksAppearanceofStaffCleanlinessofTables,UtensilsCleanlinessofRestroomsLocationofRestaurantAppearanceofSurroundingCustomers9-28PossibilityofStandardizationHostessGreetingPre-PreparedSauces(Mild,MediumandHot)TimeStandardsFoodandDrinkQualityStandardsBillStandards9-29PotentialFai
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