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Unit-2
THE SERVICE PRODUCT
Service Product
• A service product is a bundle of features and
  customer benefits.
• According to Lynnshostack, there are four
  risks of attempting to describe services in
  words alone.
  1. Over Simplification
  2. Incompleteness
  3. Subjectivity
  4. Biased Interpretation
The Basis Service Package

• A service product is a package of series of
  service elements executed in proper order in
  keeping with the needs and wants of the
  consumer, with an intention to maximize
  consumer satisfaction
• There are three elements in BSP:
  Core Service
  Facilitating Services (and goods)
  Supporting Services (and goods)
The Basis Service Package Conti..

• Example: in a hospital,
   Core service is health care,
   Facilitating services are building consisting
    of rooms, toilet etc.,similiarly doctors,
    nurses medical equipment, medicines and
    so on
   Supporting service may be a restaurant
    inside the hospital
Customer Value Hierarchy
The Flower of Service
           • Christopher       Lovelock
             developed the flower of
             service, which indicates
             the      core       service
             surrounded by a cluster of
             supplementary services
           • The flower consists of
             eight petals; four of them
             are              facilitating
             supplementary services
             and other       four are
             enhancing supplementary
             services
The Facilitating Supplementary
              Services
• Information:
    Sign boards to service site
    Service performance hours
    Charges for services
    Directions on using core and supplementary services
    Altering people
    Notices
    Conditions of sale/service
    Indicating the charges
    Documentation
    Reservation information
    Activity summaries
    Bills and receipts
The Facilitating Supplementary
        Services Conti..
• Consultation:
  Providing advice
  Helping customers to use the
   service
  Clarifying doubts
  Counseling personally
  Offering      management/Technical
   consultancy
The Facilitating Supplementary
        Services Conti..
• Order Taking:
  Filling applications for membership
    in associations and for becoming a
    subscriber
  For reservation of seats, tables,
    rooms, and rentals
  Entry of orders-online mail or
    telephone order
The Facilitating Supplementary
        Services Conti..
• Hospitality:
  Greeting
  Enquiry and reception
  Waiting facilities
  Bathroom        kits food   and
   beverages
  transportation
The Enhancing Supplementary
            Services
• Safe Keeping:
    Baby care and pet care service
    Parking facilities
    Storage and baggage handling services
    Security and safe deposit services
    Goods packaging
    Pick up
    Transportation
    Delivery
    Installation of goods
    Cleaning and ensuring a healthy ambience
The Enhancing Supplementary
       Services Conti..
• Exceptions
• Billing
• Payment
What is A New Service Product
• According to Booz, Allen and Hamiltan,
  there can be six categories of new
  products:
   1. New to the world products
   2. New product lines
   3. Additions to the existing product line
   4. Improvements and revisions of existing
      products
   5. Repositioning
   6. Cost reductions
Steps in the Development
     of a New Service
• Service firms may offer the service
  product in three different forms:
    1) A generalized fixed service
       package
    2) A generalized flexible service
       package
    3) Customized service package
Steps in the Development of a
       New Service Conti..
1. Idea Generation

               1.Front line
                 people

                               3. Support personnel,
       2. Sales                     competitors,
      personnel,                    professional
      customers                    organizations,
                              researchers and social
                                   organizations
Steps in the Development of a
       New Service Conti..
2. Screening Ideas
  Issues to be discussed:
  -Suitability to the existing production system
  -Requirement, availability, and affordability in
  relation to financial resources, human resources,
  technological resources, distribution system and
  other resources
  -In screening two types of errors are likely to occur:
             -Go errors
             -Drop errors
Steps in the Development of a
          New Service Conti..
3. Concept Development and Testing
 -Service concept includes the elements of a BSP, customer-
 employee interaction and the service design document
 -The service design document describes:
       The problem to which the solution is offered
       Reason for offering a new service
       List of sequential service processes and its benefits
       A rationale for the customer as to why he or she should have
        the service
  Service Blueprint: is a picture or map that portray the service accurately


 -Concept Testing
Steps in the Development of a
       New Service Conti..
4. Marketing Strategy Development
 -The strategic plan will find out answers to the
 following questions:
   Who are the target consumers?
   What is the size of the market?
   What is the competitive structure and their behaviour?
   What is the positioning strategy?
   What is the pricing strategy?
   What is the distribution strategy?
   What are the long term sales?
   What is the expected market share?
   What are the profit goals?
Steps in the Development of a
        New Service Conti..
5. Business Analysis
6. Service Development
7. Market Testing
8. Commercialization
  -At this stage four decisions are of utmost
  importance:
   When should the service be offered?
   Where should be the service be offered?
   To whom should the service be offered?
   How should the service be offerd?

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Service development unit-2

  • 2. Service Product • A service product is a bundle of features and customer benefits. • According to Lynnshostack, there are four risks of attempting to describe services in words alone. 1. Over Simplification 2. Incompleteness 3. Subjectivity 4. Biased Interpretation
  • 3. The Basis Service Package • A service product is a package of series of service elements executed in proper order in keeping with the needs and wants of the consumer, with an intention to maximize consumer satisfaction • There are three elements in BSP: Core Service Facilitating Services (and goods) Supporting Services (and goods)
  • 4. The Basis Service Package Conti.. • Example: in a hospital,  Core service is health care,  Facilitating services are building consisting of rooms, toilet etc.,similiarly doctors, nurses medical equipment, medicines and so on  Supporting service may be a restaurant inside the hospital
  • 6. The Flower of Service • Christopher Lovelock developed the flower of service, which indicates the core service surrounded by a cluster of supplementary services • The flower consists of eight petals; four of them are facilitating supplementary services and other four are enhancing supplementary services
  • 7. The Facilitating Supplementary Services • Information:  Sign boards to service site  Service performance hours  Charges for services  Directions on using core and supplementary services  Altering people  Notices  Conditions of sale/service  Indicating the charges  Documentation  Reservation information  Activity summaries  Bills and receipts
  • 8. The Facilitating Supplementary Services Conti.. • Consultation: Providing advice Helping customers to use the service Clarifying doubts Counseling personally Offering management/Technical consultancy
  • 9. The Facilitating Supplementary Services Conti.. • Order Taking: Filling applications for membership in associations and for becoming a subscriber For reservation of seats, tables, rooms, and rentals Entry of orders-online mail or telephone order
  • 10. The Facilitating Supplementary Services Conti.. • Hospitality: Greeting Enquiry and reception Waiting facilities Bathroom kits food and beverages transportation
  • 11. The Enhancing Supplementary Services • Safe Keeping:  Baby care and pet care service  Parking facilities  Storage and baggage handling services  Security and safe deposit services  Goods packaging  Pick up  Transportation  Delivery  Installation of goods  Cleaning and ensuring a healthy ambience
  • 12. The Enhancing Supplementary Services Conti.. • Exceptions • Billing • Payment
  • 13. What is A New Service Product • According to Booz, Allen and Hamiltan, there can be six categories of new products: 1. New to the world products 2. New product lines 3. Additions to the existing product line 4. Improvements and revisions of existing products 5. Repositioning 6. Cost reductions
  • 14. Steps in the Development of a New Service • Service firms may offer the service product in three different forms: 1) A generalized fixed service package 2) A generalized flexible service package 3) Customized service package
  • 15. Steps in the Development of a New Service Conti.. 1. Idea Generation 1.Front line people 3. Support personnel, 2. Sales competitors, personnel, professional customers organizations, researchers and social organizations
  • 16. Steps in the Development of a New Service Conti.. 2. Screening Ideas Issues to be discussed: -Suitability to the existing production system -Requirement, availability, and affordability in relation to financial resources, human resources, technological resources, distribution system and other resources -In screening two types of errors are likely to occur: -Go errors -Drop errors
  • 17. Steps in the Development of a New Service Conti.. 3. Concept Development and Testing -Service concept includes the elements of a BSP, customer- employee interaction and the service design document -The service design document describes:  The problem to which the solution is offered  Reason for offering a new service  List of sequential service processes and its benefits  A rationale for the customer as to why he or she should have the service Service Blueprint: is a picture or map that portray the service accurately -Concept Testing
  • 18. Steps in the Development of a New Service Conti.. 4. Marketing Strategy Development -The strategic plan will find out answers to the following questions:  Who are the target consumers?  What is the size of the market?  What is the competitive structure and their behaviour?  What is the positioning strategy?  What is the pricing strategy?  What is the distribution strategy?  What are the long term sales?  What is the expected market share?  What are the profit goals?
  • 19. Steps in the Development of a New Service Conti.. 5. Business Analysis 6. Service Development 7. Market Testing 8. Commercialization -At this stage four decisions are of utmost importance:  When should the service be offered?  Where should be the service be offered?  To whom should the service be offered?  How should the service be offerd?