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Part 4
ALIGNING
SERVICE DESIGNAND STANDARDS
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CUSTOMER
COMPANY
Service Design andStandards Gap
Customer-DrivenService Designs and
Standards
Compan Perceptionso! ConsumerE"pectations
Provider Gap 2
Part 4 Opener
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Objectives for Chapter 9:
Service Development and Design
Describe the challenges inherent in service design.
Present the stages and ni!e elements of the ne"#
service development process.
Demonstrate the vale of service bleprinting and ho" to
develop and read service bleprints.
$anagerial %mplications of Design and &leprinting
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'igre 9.(
)is*s of )el+ing on ,ords -lone to
Describe Services
Oversimplification
%ncompleteness
Sbjectivit+
&iased %nterpretation
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+pes of /e" Services
major or radical innovations
start#p bsinesses
ne" services for the crrentl+ served mar*et
service line e0tensions
service improvements
st+le changes
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'igre 9.2
/e" Service Development Process
Sources: &oo1#-llen 3amilton (9526
&o"ers (9576 Cooper (9986 hrana
)osenthal (99.
#usiness strateg deve$opment or revie%
Ne% service strateg deve$opment
&dea generation
Concept deve$opment and eva$uation
#usiness ana$sis
Service deve$opment and testing
Postintroduction eva$uation
Commercia$i'ation
Mar(et testing
Screen ideas against new service strategy
Test concept with customers and employees
Test for profitability and feasibility
Conduct service prototype test
Test service and other marketing-mix elements
'ront#end
Planning
%mplementation
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'igre 9.8
/e" Service Strateg+ $atri0 for %dentif+ing
Gro"th Opportnities
Mar(ets
O!!erings
;0isting
Services
/e"
Services
Crrent Cstomers /e" Cstomers
Share
bilding
Diversification
$ar*et
development
Service
development
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Service Components ;0ercise
hin* of &ison 'ootball as a service organi1ation:
,hat is the core service