Page 180 - DMGT522_SERVICES MANAGEMENT
P. 180
Unit 8: New Service Development and Process Design
They are: Notes
Identify the process to be blueprinted
Basic Business Concept
A service (with in a family of services
A specific service component
Map the process from the customer point of view
Draw the line of interaction
Draw the line of visibility
Map the process from the customer contract person’s point of view distinguishing
on-stage from backstage actions.
Draw the line of internal interaction
Link customer and contract person activities to need support functions
Add evidence of service at each customer action step
The new service concept thus developed would be tested by conducting a study of views and
opinion of the customers as well as employees on understandability, suitability, convenience
and comfort and a feeling of satisfaction to both the parties.
8.1.4 Marketing Strategy Development
The development of marketing strategy involves decision making on such issues like market
segmentation, identification and prioritization of target segments, market positioning and the
decisions relating to marketing mix elements.
8.1.5 Business Analysis
This step of new service development process involves demand analysis, cost involvement,
revenue estimates, projected profit and loss account, payback period and the expected life of the
new service.
8.1.6 Service Development
As per the service blueprint, the service environment will be designed with infrastructure,
facilities, contact employees, systems and tangibles. This step is an action oriented which involves
high expenditure. It is a clear shift from more or less desk work to practical execution of the
concept. The success of this step represents the efficiency of the management in transforming a
theoretical design into a practical reality.
8.1.7 Market Testing
Now the services are ready for sale. To know, how the service offer really could provide
satisfactory experiences, it is necessary to test it among different groups of customers. Based on
the early feedback appropriate changes can be made to make the offer more qualitative. The
service firms, generally, invite employees’ families and selected customers to know their
responses on the service. A careful evaluation of the logical process of operational functions is
very important at this stage.
LOVELY PROFESSIONAL UNIVERSITY 175