服务营销Chap009.ppt
- 文档编号:2492948
- 上传时间:2022-10-30
- 格式:PPT
- 页数:29
- 大小:4.72MB
服务营销Chap009.ppt
《服务营销Chap009.ppt》由会员分享,可在线阅读,更多相关《服务营销Chap009.ppt(29页珍藏版)》请在冰豆网上搜索。
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
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 服务 营销 Chap009
![提示](https://static.bdocx.com/images/bang_tan.gif)