Page 181 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes The Pizza Hut restaurant operation is the face of the company. The role of operations is to
be obsessed with the quality of our pizza and the experience that our customers receive.
There are three distinct categories of restaurants.

 Full Service Restaurants: These are the traditional pizza restaurants offering a seated
service and take-away.

 Home Service Restaurants: These restaurants offer home deliveries and take-away.
 Restaurant Based Delivery: These restaurants are full service restaurants combined
with a delivery and takeaway service.
All their Pizza Hut sites work to the CHAMPS standard:

 Cleanliness
 Hospitality
 Accuracy
 Maintenance

 Product
 Speed
These six items define the very core of customer expectations. ‘CHAMPS’ has become the
vehicle which drives Operations Excellence into our business and is also supported by a
reward and recognition scheme for the Team members. The ‘CHAMPS check’ is a tool used
to ensure consistency of service and product quality across the entire Pizza Hut estate.
Source: www.123helpme.com

9.5.1 Role of Blueprints

Blueprint maps the entire service delivery process. To facilitate maximum satisfaction to the
customers, more inputs were added to the service delivery. Service evolved from very simple
steps to complex processes, and there arose a need for the marketer to get a ‘bird’s eye view’ of
the whole process. Blueprinting is flowcharting of a service operation. This methodology was
devised by Lyn Shostack in 1984, to help out new service firms in mapping the sequences before
the beginning of service delivery or any encounter. This would help the service manager in
identifying areas of potential failures, and weak service delivery points — and identify solutions
to overcome them.

This would prevent the manager from learning by costly trial and error. It (blueprinting) also
enables marketing managers to understand the parts of the operating system that are visible to
the consumer and hence parts of the servuction system.
In the servuction system, it is very difficult to identify components of an individual firm. Worse,
firms underestimate the sensitivity of points of contact.

Example: Many banks, schools, travel agencies fail to understand the importance of the
first enquiry telephone call. If the telephone rings for too long, without any response, the
potential customer has already formed an opinion of an uncaring organization.

If the first encounter itself is not pleasant, the customer is not going to come back. Service firms
are now starting to realize the importance of the first call and its potential for generating
revenues. They are setting up ’24 × 7 × 365' call centres to be manned by efficient and alert call
handlers. The providers are adequately enabled by training, and computer facilities for all

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