Page 183 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes
Example: When you make an online airline reservation at Expedia, how quickly and
accurately Delta Airlines confirms your reservation and seat assignments significantly affect
your experience and satisfaction with Expedia’s reservation process.

8.3.1 Service Delivery Process

This is the end-to-end process that directly interacts with the customer. It consists of all the steps
that a customer goes through in the co-creation of value. The service delivery process begins
when the customer first interacts with the service organisation or system and ends when the
delivery of the desired service is completed and the customer exits the process.

Did u know? 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.

8.3.2 Supporting Processes

These consist of all the other processes that together with the service delivery process define the
service system. Each supporting process affects the customer’s experience during the delivery of
the service. Examples of supporting processes include the human resource management process
and the information technology process.

Figure 8.2: Relationships among the major Elements invoved in Service Innovation

8.3.3 Need for Alignment

Aligning goals and resources is critical to the success of every service system or organisation.
First the firm must establish a service strategy that defines how value is created for the customer.
Next the firm must define the service concept, which describes in detail the customer requirements
and how they are going to be satisfied. The third component in the alignment is the design of the
service delivery process itself. Here the firm use service blueprinting to identify the specific
steps that take place during the interaction between the firm and the customer. Finally, the firm
must ensure that the supporting processes are aligned with the delivery process to produce the
best possible customer experience and at the same time, use resources wisely. The priority
sequence for aligning these elements is shown in Figure 8.3.

178 LOVELY PROFESSIONAL UNIVERSITY