2. IMPORTANCE OF SERVICE DESIGN
Service is essential to business success
Service design impacts quality, cost, and
organizational image.
Service design is too important to be left to chance.
Our competitive advantage depends on effective customer
service
Our goal for long-term loyal customers depends on
addressing their needs in the 3 categories: value, people
and systems. A good service design will prevent customer
turnoffs in these 3 areas.
3. STEP 1: REVIEW
CUSTOMER NEEDS
SYSTEM NEEDS-POLICIES AND PROCEDURES
PEOPLE NEEDS
VALUE NEEDS
Knowing and delivering what they value and
expect is only the first step
Must know what turns them off when we attempt to
meet their needs
Must always work to exceed expectations
Developing policies and procedures is the next
step!
Sound Familiar?!
4. STEP 2: GOAL IS TO EXCEED
CUSTOMER EXPECTATIONS
(VALUE)
Perception
Product purpose-Intrinsic value
Associated value-Extrinsic value
Reliability, packaging, guarantees, warranties,
customization, experience, uniqueness, credibility, add-
on
Must be attuned to internal customers too!
5. STEP 2A: GOAL IS TO EXCEED
CUSTOMER EXPECTATIONS WITH
INFORMATION
Proper forms
Consistency in message
Professionalism in message
Monitor feedback and adjust
6. STEP 2B: GOAL IS TO EXCEED
CUSTOMER EXPECTATIONS WITH
CONVENIENCE AND TIMING
Perception, expectations
Simplify
Plan
7. USING THREE “T’S” TO ASSIST IN
EXCEEDING EXPECTATIONS
What tasks are needed to deliver the service
promise?
What series of events will make up the service process?
What tangibles will be part of the service or product?
Delivery of our service includes our floor layout, location of items in store,
atmosphere
Glass v paper cup to serve; instructions included?
Get the idea?
What treatment are we wanting to deliver to the
customer?
We must consider what we want to deliver, what
promises we want to keep and how we want to treat
our customers.
8. STEP 3: DEVELOP POLICIES AND
PROCEDURES
First write the policies (rules) you will need to make sure your
employees fulfill the 3 broad strategies, the customer service
philosophy and hopefully (some day) the vision of the
company.
Use these policies to set the framework for the procedures.
Procedures will be the actual steps that employees will be
trained on.
Write a brief job description for the main employees in your
company, ie, chef, waitress, bartender, manager or key
managers, etc.
When we do the training unit, you will show me how you will train
9. RESOURCES TO HELP YOU WRITE
JOB DESCRIPTIONS, SALARIES ETC
http://online.onetcenter.org/
http://worknet.wisconsin.gov/worknet/
http://www.bls.gov/oes/2000/oes_alph.htm
http://swz.salary.com/salarywizard/layoutscripts/swzl_newsearch.
asp