SERVICE PROCESS

Group Members:
Ruchi Chandan y Prafulla Nakhua y Aishwariya Pillai y Nikhil Ray y Shobhita Lakshmanan
y

1005 1026 1034 1041 1051

WHAT IS SERVICE PROCESS

Processes are the architecture of services, describing the method and sequence in which service operating systems work and how they link together to create the service experiences and outcomes that customers will value.

Designing & Managing the Process

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As Delivered in real time with customers present in the service factory Service delivered should highly satisfy customers and operationally efficient. Thus High need to avail marketers and operational specialists and even a human resource expert in high-contact services to design the service process

Blueprinting
y y

y y y

The objective of blue printing is to show how information, assets & customers are processed. Through blue printing, marketing & operations personnel are able to communicate with each other on paper It provides a logical flow of the whole process It is a effective tool for the managers to recognize the benefits of a changing system It helps the marketer to set target times initially based on consumers expected level of service

PROCESS Service Blueprint

Service Blueprinting

Key Tool POINTS OF CONTACT

EVIDENCE

A tool for simultaneously depicting the service process, the points of customer contact, & the evidence of service from the customers point of view.

y y y y y

y y

Identify the process to be blueprinted Map process from the customers point of view Draw line of interaction Draw the line of visibility Map process from customer contact persons view, distinguishing visible activities from those that are invisible. Draw line of internal interaction. Link customer and contact person activities to needed support functions.

Blueprinting a Hotel Visit

Physical Evidence Stage

Hotel exterior, lobby, employees, key Make Customer reservation Actions Employee Actions Face-to-face Phone Contact Rep. records, confirms Parks Car Enter data Register guest data Arrive, parking Doorman greets, Customer takes car Check-in at reception Receptionist verifies, gives key to room

Elevator, corridor, room, bellhop Go to room

Line of Interaction

Front Line of Visibility Backstage

Make up Room

Service Blueprinting(Bank Lending Operation)

Loan application Branch 30min--1hr. Officer Pay book
=== ==== ==== w ===== $ 0 $ w ==== =====

Line of visibility

Decline

Notify Deny customer Issue check

Receive Payment

Final payment

F Verify 1 day income data Initial screening 2 days Credit check Accept 3 days

Confirm F Close account

Print payment book F Verify payer

Delinquent

Employer

Credit bureau F

Branch records F

Bank accounts

Fail point
Data base records

Customer wait Accounting

Employee decision

F
W

Strategic Positioning through process structure

COMPLEXITY HIGH TRUSTEESHIP LENDING INVESTMENT PREMIUM ACCOUNTS HIGH CURRENT ACCOUNTS DIVERGENCE SAVINGS ACCOUNT GOVERNMENT BUSINESS LOCKERS LOW LOW WORKING CAPITAL LENDING CREDIT CARDS

LOW COMPLEXITY/ DIVERGENCE

CURRENT PROCES

HIGH COMPLEXITY DIVERGENCE

First-come-first-served banking appointments

Appointment reservation by phone

Home

Self-seating

Personal assistance bank premises

Private cubicles within bank premises

No drinks except water

Serve beverages such as coffee, Serve vintage wines and tea, etc. assorted snacks

Savings account and Current accounts

Flexible savings and current accounts

Personal, customised premium accounts

Monthly bank statement

Appointment with bank manager to discuss statement

Bank employee visits customer at residence to discuss statement

Servicescapes
Service Escapes can be defined as the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service. y The service escapes encourages the customer to be deeply involved with the service production system. y The quality of service escape also influences the internal customers output
y

The Servicescapes Model