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Service Innovation and Design Insights

This chapter discusses service innovation and design. It describes the challenges of service innovation, including oversimplification and subjectivity. The chapter emphasizes involving customers and employees and using service design thinking principles. It presents different types of service innovations and the stages of the service innovation process. A key tool discussed is service blueprinting, which visually maps the customer experience and service process from the customer's perspective. Benefits of blueprinting include facilitating innovation, understanding customer experience, and improving service design.

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imrann khann
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122 views19 pages

Service Innovation and Design Insights

This chapter discusses service innovation and design. It describes the challenges of service innovation, including oversimplification and subjectivity. The chapter emphasizes involving customers and employees and using service design thinking principles. It presents different types of service innovations and the stages of the service innovation process. A key tool discussed is service blueprinting, which visually maps the customer experience and service process from the customer's perspective. Benefits of blueprinting include facilitating innovation, understanding customer experience, and improving service design.

Uploaded by

imrann khann
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd

Chapter 8

Service Innovation
and Design

8-1
Objectives
 Describe the challenges inherent in service innovation and
design.
 Present an array of different types of service innovations,
including service offering innovation, innovating around
customer roles, and innovation through service solutions.
 Discuss the importance of engaging customers and employees
and employing service design thinking in service innovation.
 Present the stages and unique elements of the service
innovation and development process.
 Demonstrate the value of service blueprinting and how to
develop and read service blueprints.

8-2
Provider Gap 2
CUSTOMER

COMPANY Customer-driven
service designs and
standards
Gap 2: The Service
Design and Standards
Company
perceptions of Gap
customer
expectations

8-3
Key Factors Leading to Provider Gap 2

8-4
Challenges of Service Innovation and Design

 Oversimplification

 Incompleteness

 Subjectivity

 Biased Interpretation
 Intangible & Process
Oriented
8-5
Important Considerations for Service
Innovation
 Involve customers and employees
 Employ service design thinking and techniques

8-6
Important Considerations for Service
Innovation
 The five principles of service design thinking:
 User-centered: Services should be experienced and designed
through the customers eyes
 Cocreative: All stakeholders should be included in the service
design process
 Sequencing: A service should be visualized as a sequence of
interrelated actions
 Evidencing: Intangible services should be visualized in terms
of physical artifacts
 Holistic: The entre environment of a service should be
considered
8-7
Types of Service Offering Innovations

 Major or radical innovations

 Start-up businesses

 New services for the currently served market

 Service line extensions

 Service improvements

 Style changes
8-8
Innovating around customer roles

 Acquiring
Receiving
Paying
Returning
Service Innovation and Development
Process

8-10
New Service Strategy Matrix for Identifying
Growth Opportunities

8-11
Service Blueprinting

 A tool for simultaneously depicting the service


process, the points of customer contact, and the
evidence of service from the customer’s point of
view.

8-12
Service Blueprint Components
Physical Evidence
Customer Actions
line of interaction

Visible Contact Employee Actions


line of visibility

Invisible Contact Employee Actions


line of internal interaction

Support Processes
8-13
Service Blueprint Components

8-14
Blueprint for Express Mail Delivery Service

8-15
Blueprint for Overnight Hotel Stay Service

8-16
Blueprint for DVD Rental Kiosk

8-17
Benefits of Service Blueprinting
 Provides a platform for innovation.
 Recognizes roles and interdependencies among functions,
people, and organizations.
 Facilitates both strategic and tactical innovations.
 Transfers and stores innovation and service knowledge.
 Designs moments of truth from the customer’s point of view.
 Suggests critical points for measurement and feedback in the
service process.
 Clarifies competitive positioning.
 Provides understanding of the ideal customer experience.

8-18
Building a Service Blueprint

8-19

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