Page 181 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes 8.1.8 Commercialisation

The new service developed is offered for sale to the market. The major task is to make the service
concept aware and understandable to the target customers. Proper review of the process should
be continuous to introduce changes, whenever and wherever necessary, to offer quality services
from customers’ point of view.

Self Assessment

State True or False:
1. The new service developed is not offered for sale to the market.

2. New product development is one of the major challenges the business community is
facing in recent years.
3. Based on the early feedback appropriate changes cannot be made to make the offer more
qualitative.
4. The major task is to make the service concept aware and understandable to the target
customers.
5. It is a clear shift from more or less desk work to practical execution of the concept.

8.2 Process Design

As discussed in an earlier point, the design of new services encompasses everything ranging
from the design of a completely new service to enhancing an existing service by changing some
of its service features. Whether the service design issues are large or small, the service delivery
process should be designed to meet the specific needs of its customers. The proper approach to
service design, then, would identify what the service should entail. This would include:
(a) where customers should be served
(b) when they should be served
(c) who should serve them, and
(d) how they should be served

Incorporating all of these customer-related issues into the design of both the service delivery
process and the overall service system assures that all of the required elements are properly
integrated and focused on satisfying the customer.
8.2.1 The Customer’s Perspective

Think about the last time you went to your favorite restaurant. Can you remember all of the
different steps that were involved? Did you have trouble finding a parking space? Did you have
to wait for a table or did you have a reservation? Was there a place to wait? Was it comfortable
or crowded? Did you have to serve yourself while you were there (like going to the salad bar)?
Was the wait staff friendly or were they rude? Did they seem knowledgeable about the menu
and any specials that may have been offered that night? Was your order correct when you
received it and was your food properly prepared? Was the bill correct? Did it appear that you
were being rushed through your meal so that another group of customers could be seated? What
did you like best about the experience? What things could have been improved?
All of these questions pertain to the restaurant’s service delivery process; the process that interacts
directly with the customer. How is it designed and aligned to meet the needs of the customer is

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