Page 182 - DMGT522_SERVICES MANAGEMENT

Unit 8: New Service Development and Process Design

critical to the success of the restaurant? The same holds true for every service, whether it is a Notes
traditional brick-and-mortar service establishment that we personally visit, like a restaurant or
a beauty salon, or a digital service that we access through the Internet like Expedia, Amazon and
EBay.

Caselet Case: Service Design at Disney Continually Focuses
on the Customer

isney theme parks provide an excellent example of services that have been very
Dthoughtfully designed to the smallest detail. Every part of the service delivery process
and its supporting processes has been carefully planned to maximise the customer’s
experience. From the moment a family first pulls into the parking lot until it leaves at the
end of the day, its experiences are mapped out in detail so that each of the elements that
comprise Disney’s service delivery process is aligned with the overall customer experience.
Disney planners know that visitors to its theme parks want everything to be fun and
nothing to be a hassle, so smiling employees are always in sight, ready to help if you need
anything. All of the facilities are spotlessly clean and there is enough variety in attractions,
food and price levels to suit everyone’s tastes. To keep you coming back, Disney regularly
introduces new offerings – 19 new rides, facilities or experiences were added at Disneyworld
in Florida during the past two years and 29 in the last five! At the same time, Disney
continuously improves the elements in its service delivery process, to the delight of
customers of all ages. In April 2006, Disney launched the Year of a Million Dreams, during
which Disney Cast Members began awarding a million dreams to randomly chosen guests
as part of Disney’s latest promotion. Among the “dreams” was a one night stay in the
royal bedchamber inside Cinderella’s Castle in Disneyworld and a similar experience at
the Mickey Mouse Penthouse in Disneyland.
Disney’s management truly understands that processes matter to customers. Some of
those processes take place behind the scenes (food preparation, costume design, employee
training, layout and timing of shows) and are part of Disney’s overall service system.
Other processes take place within view of the customer (characters’ interactions with
customers, parades, meal service and entertainment shows) and are therefore part of the
service delivery process. Disney’s management pays careful attention to every step in
every process – whether visible to the customer or not – thereby ensuring a strong
foundation for successful service delivery, which ultimately translates into high levels of
customer satisfaction and repeat business.
Source: http://www.wdwinfo.com/wdwinfo/Million-Dreams.htm

8.3 Innovation

The service system comprises the service delivery process and all of the supporting processes
that are required in the co-creation of value for the customer.
The service system is often the service organisation. However, the service system can be expanded
to include suppliers to whom part of the service delivery process has been outsourced and who
therefore can affect the customer’s experience (this is known as business process outsourcing or
BPO).

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