The rebirth of SERVQUAL in service design

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The rebirth of SERVQUAL in service design

  1. 1. The  rebirth  of  SERVQUAL  in   service  design   @jurgentanghe
  2. 2. B. Shauer
  3. 3. !
  4. 4. Word of mouth Personal needs Past experiences Expected Service Customer Gap {} Perceived ServiceCustomerCompany Gap 4 External Service Gap 1 communications Delivery to customers Gap 2 Service Specification and Standards Gap 3 Company Perceptions of Consumer Expectations Gaps model of Service Quality
  5. 5. Every  (bad)  customer  experience   has  its  source   in  the  delivery  organiza5on   Customer Gap = f (Provider Gaps)
  6. 6. Designers  need  to  get  out  of  the  studio   and   into  the  organiza5on
  7. 7. Word of mouth Conversation managementexperiences Personal needs Past Expected Service Perceived ServiceCustomer Provider Operations Service External communications Marketing Delivery to customers Gap 1 HR Gap 4 communications Gap 2 Service management Service specifications Operations Gap 3 Company Perceptions of Marketing intelligence Consumer Expectations General management Gaps model of Service Quality
  8. 8. Gap 4 Expected Communica)on   Service Gap PerceivedCustomer Service Provider External communications Source  of   to customers design   challenges Gaps model of Service Quality
  9. 9. Expected  Service Gap 1 qualita)ve  CustomerCompany and   Listening e tnographic   GAP research Company  PercepFons  of   Consumer  ExpectaFons Gaps model of Service Quality
  10. 10. Expected  Service Gap 6Customer Co-­‐crea)onCompany Listening GAP Staff  PercepFons  of   Consumer  ExpectaFons Gaps model of Service Quality
  11. 11. EXAMPLE sandwich bar
  12. 12. V isualisa)onDesign  process Evidencing Service  specificaFon  and  Standards Gap 2 Design and Standards Gap Company  PercepFons  of   Consumer  ExpectaFons
  13. 13. Main actors(ToBe) in WOType Incident process(AsIs) Severity 1 BS Core processes 2a 2b Business Process Manager Go Go Demand management Design and Build Run and Maintain no go no go 2c 2d EXAMPLE Business Domain Manager Service Delivery Coordinator IT Services Application Owner Test analyst Infrastructure specialist 1 Technical designer Application developer Service desk (1st line) Business Process Analyst Security specialist 2nd lineBusiness Customer Release Manager Delivery Manager Infrastructure & Service desk Manager BS Delivery manager 15
  14. 14. Human Perceived touchpoint  Service Service   DeliveryThe Service Performance Gap Gap 3 desig n  for  staff   Service  specifica)on  and  Standards expe rience  too  
  15. 15. Word of mouth Personal needs Past experiences Expected Service Customer Gap {} Perceived ServiceCustomerCompany Gap 4 External Service communications Delivery to customers Gap 1 Gap 3 Service Specification and Standards Gap 2 Company Perceptions of Consumer Expectations Gaps model of Service Quality
  16. 16. Service  design   =  Organiza5onal  Transforma5on  
  17. 17. Jurgen.tanghe@kiteconsultants.eu@jurgentangheKiteconsultants.eu@idkite

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