Service Design –
understanding and enhancing
the student experience
Jean Mutton
Student Experience Project Manager
AUA Mid...
Services
• are intangible
• have benefits
• are perishable (time and place dependent)
– cannot be stored or transported
• ...
Definition of a service ‘process’
‘The actual procedures, mechanisms, and
flow of activities by which the service is
deliv...
Advantages of Service Blueprinting
• Maps the customer experience through service
‘touchpoints’;
• Differentiates between ...
Identifying Fail and Wait Points
• High risk areas in service delivery where things could go
wrong;
• Errors include:
– Tr...
Your turn………
• Map the experience of your persona buying a
cuppa in a cafe
• Decide on the start and finish points
• Ident...
Any Questions?
More info at:
www.derby.ac.uk/experience/JISC-enrolment-project
@myderbi
Midlands Conference 2013 - service design understanding and enhancing the student experience
Upcoming SlideShare
Loading in …5
×

Midlands Conference 2013 - service design understanding and enhancing the student experience

356 views
229 views

Published on

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
356
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Midlands Conference 2013 - service design understanding and enhancing the student experience

  1. 1. Service Design – understanding and enhancing the student experience Jean Mutton Student Experience Project Manager AUA Midlands Conference 27 June 2013
  2. 2. Services • are intangible • have benefits • are perishable (time and place dependent) – cannot be stored or transported • are inseparable from the service provider • are often inconsistent or variable in quality – especially personal services eg hairdressing • cannot be owned
  3. 3. Definition of a service ‘process’ ‘The actual procedures, mechanisms, and flow of activities by which the service is delivered – the service delivery and operating systems’ (Zeithaml, Bitner & Gremler, 2006)
  4. 4. Advantages of Service Blueprinting • Maps the customer experience through service ‘touchpoints’; • Differentiates between what customers experience “front stage” and the activities of employees and support process “backstage” – equally important • Shows how customers and employees interact (tangible and intangible communication) • Provides an in-depth and holistic analysis of service encounter – a springboard for service process redesign.
  5. 5. Identifying Fail and Wait Points • High risk areas in service delivery where things could go wrong; • Errors include: – Treatment errors—human failures during contact with customer • e.g. lack of courteous or professional behavior, failure to acknowledge, listen to, or react appropriately to the customer • Areas of excessive wait – could annoy customers and lead to negative customer experience – Tangible errors—failures in physical elements of service • e.g. noise pollution, improper standards for cleaning of facilities and uniforms, equipment breakdown • Aim of fail-safe procedures is to prevent errors • Areas of wait – reducing an opportunity for excessive wait F F W
  6. 6. Your turn……… • Map the experience of your persona buying a cuppa in a cafe • Decide on the start and finish points • Identify the ‘touchpoints’ • Think about the front stage and back stage operations (above and below the line of visibility) • What information do they receive/access? • Who do they interact with? • What IT or other systems are supporting the processes?
  7. 7. Any Questions? More info at: www.derby.ac.uk/experience/JISC-enrolment-project @myderbi

×