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


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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: @myderbi