1. Service design involves determining the components of a service including physical resources, goods consumed, and explicit and implicit services. 2. Key aspects of service design include the degree of customer contact and involvement as well as variability in service requirements. 3. Service blueprinting is a tool used in service design to describe and analyze a proposed service delivery system by identifying customer and employee actions and support activities.

1. Service design
PRESENTED BY; ZAYNAB HASSAN SHAH
ROLL NO;1601CUKMR31

2. Characteristics of Services
1. Services are acts, they are intangible but highly visible to the customers
2. Most services contain a mix of tangible and intangible attributes
3. Services have customer contact
4. Service performance can be affected by workers’ personal factors
5. Services are created and delivered at the same time and are not
consumed but experienced, cannot be inventoried.

3. Contd..
6. Services are distinctive
7. In service business quality of work is not quality of service
8. Services have low barriers to entry
9. Services are perishable
10. Location is important for service

4. Contd…
11.Services are inseparable from delivery
12. Service requirements are variable
13. Services tend to be decentralized and dispersed
14. Services are cconsumed more often than products
15. Services can be easily imitated
16. Services often take the form of cycles of encounters involving face-to-face,
phone, Internet, electromechanical, and/or mail interactions

5. Service Businesses
 A service business is the management of organizations whose primary
business requires interaction with the customer to produce the service
 Facilities-based services: Where the customer must go to the service
facility
 Field-based services: Where the production and consumption of the
service takes place in the customer’s environment

6. Service Delivery System
Components of service delivery system:
 Facilities
 Processes
 Skills

7. Service Design
Begins with a choice of service strategy, which
determines the nature and focus of the service, and
the target market
 Key issues in service design
Degree of variation in service requirements
Degree of customer contact and involvement

8. Service Design
 Service design involves
 The physical resources needed
 The goods that are purchased or consumed by the customer
 Explicit services
 Implicit services

9. Performance Priorities in Service
Design
 Treatment of the customer
 Speed and convenience of service delivery
 Price
 Variety
 Quality of the tangible goods
 Unique skills that constitute the service offering

10. Phases in Service Design
 Conceptualize
 Identify service package components
 Determine performance specifications
 Translate performance specifications into design specifications
 Translate design specifications into delivery specifications

11. Service Blueprinting
 Service blueprinting
 A method used in service design to describe and analyze a proposed service
 A useful tool for conceptualizing a service delivery
system

12. Major Steps in Service Blueprinting
 Identify activities, sequence of activities and linkages between activities. Activities
include
 (a) customer actions
 (b) front stage contact personnel actions
 (c) back stage contact personnel actions
 (d) support activities
 Identify line of visibility and add to blueprint.
 Identify standards and tolerances, scripts, operating procedures, supporting services and
inventory for each step and add to blueprint.
 If required, draw additional lines such as line of physical interaction and line of IT
interaction (optional, but recommended for complex services).
 Specify timeframes. Show average timing or minimum tolerable customer expectations
for each step and indicate responsible personnel.
 Diagnostic Information (optional)
 Identify and note fail points and excessive waits.
 Manipulate divergence and complexity.

13. Service Blueprint

14. Characteristics of a Well-Designed
Service System
1.Each element of the service system is consistent with the strategic and
operating focus of the firm
2. It is user-friendly
3. It is robust and easy to sustain
4. It is structured so that consistent performance by its people and systems is
easily maintained

15. Contd…
5. It provides effective links between the back office and the front office so
that nothing falls between the cracks
6. It manages the evidence of service quality in such a way that customers see
the value of the service provided
7. It is cost-effective
8. It ensures reliability and high quality

16. Challenges of Service Design
1. Variable requirements
2. Difficult to describe
3. High customer contact
4. Service – customer encounter

17. Guidelines for Successful Service
Design
1. Define the service package
2. Focus on customer’s perspective
3. Consider image of the service package
4. Recognize that designer’s perspective is different from the customer’s
perspective
5. Make sure that managers are involved
6. Define quality for tangible and intangibles
7. Make sure that recruitment, training and rewards are consistent with
service expectations
8. Establish procedures to handle exceptions
9. Establish systems to monitor service