BACHELOR IN PUBLIC ADMINISTRATION

Online Learning Module

on SERVICE DELIVERY SYSTEM

Module 3

Service Design and Delivery Framework

Elements of Service Delivery System
Significance of Service Delivery and Support Service

Submitted by:

ROSALIE M. CATU
Faculty Member
 MODULE

SCOPE:
This module consists of two lessons, namely:
1. Service Design and Delivery Framework;
2. Elements of Service Delivery System; and
3. Significance of Service Delivery and Support Service.

OBJECTIVES:
After completing the lessons, you will be able to:
1. Discuss service design and delivery framework;
2. Enumerate and explain elements of service delivery system; and
3. Explain the significance of support service in the delivery of
services to the public.

INTRODUCTION:

Service design in the activity of planning and arranging people,

infrastructure, communication and material components of a service in order
to improve its quality, and the interaction between the service provider
and its users. Service design may functions as a way to inform changes to
an existing service or create a new service entirely.
Service design uses methods and tools derived from different disciplines
ranging from ethnography to information and management science to
interaction design. Service design concepts and ideas are typically
portrayed visually, using different representation techniques according to
the culture, skill and level of understanding of the stakeholders involved
in the service processes (Krucken and Meroni, 2006).
Purpose of Service Design
1. Establish the most effective practices for designing services based
on the needs of users; and
2. Competencies and capabilities of service providers;

Service design practice is the specification and construction of processes

which deliver valuable capacities for action to a particular user. It can
be intangible and tangible, and involve artifact or other elements such as
communication, environment and behavior.

Service Design Principles (Adam Lawrence, et al)

1. Human centered – consider the experience of all the people affected
by the service. Users refers to any of the service system, including
customers and employees.
2. Collaborative – stakeholders of various background and functions
should be actively engage in the service design process.
Collaboration is used to indicate the process of creation by entire
stakeholders from different background.
3. Iterative – service design is an exploratory, adaptive and
experimental approach, iterating toward implementation. It is used to
describe service design is an iterating process keeping evolve to
adapt the change of business posture.
4. Sequential – the service should be visualized and orchestrated as a
sequence of interrelated actions. It means that service need to be
logically, rhythmically and visually displayed.
5. Real – needs should be researched in reality, ideas prototyped in
reality and intangible values evidenced as physical or digital
reality. It means that the intangible service needs to be displayed
in a tangible way.
6. Holistic – service should sustainably address the needs of all
stakeholders through the entire service and across the business.
Thinking in a holistic way is the cornerstone of service design. It
needs to consider both intangible and tangible service to ensure that
every moment that user interacts with the service, is known as touch
point.
Public sector service design is associated with civic technology, open
government, e-government and can constitute either government or citizen
initiatives. The public sector is the part of the economy composed of
public service and public enterprises. It includes public goods and
governmental services such as the military, police, infrastructure, public
education, along with health care and those working for the government
itself such as elected officials.

Service design is a process where designers create sustainable solutions

and optimal experiences for both customers in unique contexts and any
service providers involved.

“When you have two coffee shops right next to each other, and each sells
the exact same coffee at the exact same price, service design is what makes
you walk into one and not the other.” 31 Volts Service Design Studio

Vital Parts in Service Design

1. Actors ( e.g employees delivering the service)
2. Location ( e.g. a virtual environment where customers receive the
service)
3. Props ( objects used during service delivery)
4. Associate (other organization involved in providing the service)
5. Processes ( workflows used to deliver the service)
6. Customer journey maps (to find the customers touch points, barriers
and critical moments)
7. Personas (to help envision target users)
8. Service blueprints (elevated forms of customer journey maps that help
reveal the full spectrum of situations where users/customers can
interact with brands)
The Triangulate Local Service Delivery Framework

Any service delivery consists of policy, institutional and financial

characteristics, the interventions to be strategic and effective should
take into account such components which are grounded on normativity and
entitlements, worked out in a context with development constraints and
opportunities and improved via institutional and democratic governance.
Local Service Delivery identifies its linkages with local governance
and local development. The framework conceptualized and developed as
being triangulated by policy, institutions and finance, and more
specifically by good policy environment and effectiveness, efficient
intergovernmental fiscal and financial system and effective institutions
and accountable institutional actors. This framework provides a tool for
analysis on how to better understand the dynamics of LSD systems and
practices and the requirements for improving them, with a view of going
beyond replicating best practices by setting minimum standards that are
sensitive to and undergirded by local specificities and conditions.

The idea behind triangulating local service delivery is that effective

local service delivery would require an integrative approach encompassing
the integrity of policy, institutions, and finance, all in their local,
national, intergovernmental and sectoral levels.
Local service delivery becomes a complex interdependence of three component
each of which should contribute to the effective provision of public goods
and services. The three vital components cannot be taken in isolation.
The effective functioning of one depends on the effective functioning of
the over components or vice versa. Without good policies on health,
education and potable water, for example there would be no enabling policy
and legal environment for the effective transfer, use and generation of
fiscal resources as well as for the harnessing and strengthening of
institutions and the capacities, creativity and productivity of
institutional actors that will implement policies for decentralized
sectors.

ELEMENTS OF A SERVICE DELIVERY SYSTEM

1. SERVICE CULTURE
It built on elements of leadership principles, norms, work habits,
vision, mission, and values. Culture is the best of overriding
principles according to which management controls, maintains and
develops the social process that manifests itself as delivery of service
and gives value to customers. Once a superior service delivery system
and a realistic service concept have been established, there is no other
components so fundamental to the long-term success of a service
organization as its culture.
2. EMPLOYEE ENGAGEMENT
It includes employee attitude activities, purpose driven
leadership and human resource processes. Even the best designed
processes and system will only be effective if carried out by people
with higher engagement. Engagement is the moderator between the design
and the execution of the service excellence model.
3. SERVICE QUALITY
It includes strategies, processes and performance management
systems. The strategy and process design is fundamental to the design
of overall service management model. Helping the client fulfill
their mission and supporting them in the pursuit of their
organizational purpose, must be the foundation of any service
provider partnership.
4. CUSTOMER EXPERIENCE
It includes elements of customers intelligence, account
management and continuous improvements. Perception is king and
constantly evaluating how both customer and end-user perceive service
delivery is important for continuous collaboration.
 Successful service delivery works on the basis that the
customer is a part of the creation and delivery of the service and
then designs processes built on that philosophy is called co-
creation.

SIGNIFICANCE OF SERVICE DELIVERY AND SUPPORT PROVIDER

1. It creates and provides value to their clientele or customer.
2. It provides high levels of service quality that increase clientele or
customer satisfaction, and loyalty.
3. It enhances the organization’s standards of services.
4. It ensures the successful implementation of the actual plan.

Employee role performance both ones working in the front line and
those who support them in the back office, they are inseparable part of the
service and their performance is crucial for the success of the service
delivery. In order for them to perform well, employees must enact their
role in the service delivery both efficiently and effectively. Their role
is either provided by their supervisors or describe in a formal job
description, blueprint, etc. and it reflects customer/clientele needs,
standards set by management and service level agreements. Therefore, by
effectively performing their predefined role, service employees can
contribute to the achievement of the organization’s quality standards and
bridge the gap between service delivery and clientele/customer expectations
(Zeithaml et al, 1988),
Another things is employee’s ability to adapt must not be confused
with random deviations in their behavior and performance. This is because
only deviations that aims to satisfy specific clientele/customer needs,
contribute to the service delivery (Weitz et al, 1986).
Employee adaptability defined as the ability of employees to adjust
their behavior to meet the needs of each clientele/customer encounter
(Hartline and Ferrell, 1996).
Next, employee coordination describes the degree to which employees
work successfully together to achieve mutually agreed goals. The effective
coordination of employees has always a beneficial on organizational
functions.
 Effective process control that influences positively the quality of
the service. Process control means as the sum of the systems and procedures
for controlling the work flow and the utilization of capacity resources in
order to meet specific performance standards (Armistead, 1990). Through
the effective process control of the service delivery system, the service
provider continuously monitors, evaluates and refines the service delivery
process in order to make it more effective, more cost-efficient and more
clientele/customer-driven.

EVALUATION/OUTPUT

1. Discuss service design and delivery framework;

2. Enumerate and explain elements of service delivery system; and
3. Explain the significance of support service in the delivery of services
to the public.

(Printed material for email or UDMoodle class)

REFERENCES:

1. Cardoso, Jorge; Fromm, Hansjörg; Nickel, Stefan; Satzger, Gerhard; Studer, Rudi;
Weinhardt, Christof (2015). Fundamentals of Service Systems. Service Science: Research and
Innovations in the Service Economy (1st ed.). Springer. ISBN 9783319231945.
2. ^ Riordan, John (1962). Stochastic Service Systems. New York: Wiley. pp. x + 139 pp.
Illus. Anyone seeking an introduction to queueing theory...
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Riordan". Science. 137 (3532): 742. doi:10.1126/science.137.3532.742-a.
4. Jorge Cardoso, Hansjörg Fromm, Stefan Nickel, Gerhard Satzger, Rudi Studer, Christof
Weinhardt (2015), Fundamentals of Service Systems, Springer.
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Programming, Springer.
6. Alter, S. (2013) “Work System Theory: Overview of Core Concepts, Extensions, and
Challenges for the Future,” Journal of the Association for Information Systems,
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8. Chase (1981) The Customer Contact Approach to Services: Theoretical Bases and
Proactical Extensions. Operations Research. 21(4)
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[Link] and Kaner (2006) An engineering tool for the conceptual design of service systems.
In Advances in Service Innovations, edited by Spath and Fahnrich. Springer. NY.
 [Link], Vargo, and Malter (2006) Marketing as Service-Exchange: Taking a Leadership
Role in Global Marketing Management. Organizational Dynamics. 35(3).
12. Normann (2004) Reframing Business: When the Map Changes the Landscape.
Wiley. New York, NY.
13. Quinn and Paquette (1990) Technology in Services: Creating Organizational
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As Strategy: Creating a Foundation for Business Execution. Harvard Business
Review Press. ISBN 978-1591398394.

[Link]
[Link]
[Link] service delivery system
[Link]
isfaction/Employment-Scribd
[Link]

BIBLE:

1 PETER 3:10-12
FOR WHOEVER WOULD LOVE LIFE AND SEE GOOD DAYS MUST KEEP HIS
TONGUE FROM EVIL AND HIS LIPS FROM DECEITFUL SPEECH. HE MUST TURN
FROM EVIL AND DO GOOD; HE MUST SEEK PEACE AND PURSUE IT. FOR THE
EYES OF THE LORD ARE ON THE RIGHTEOUS AND HIS EARS ARE ATTENTIVE TO
THEIR PRAYER, BUT THE FACE OF THE LORD IS AGAINST THOSE WHO DO EVIL.
IN JESUS NAME..... AMEN