Service Innovation & DesignBy Dr. Arijit Santikary
CUSTOMERCOMPANYGap 2: The Service Design and Standards GapCustomer-drivenservice designs and standardsCompany perceptions of customer expectationsProvider Gap 2
Key Factors Leading to Provider Gap 2
Service Innovation and DesignChallenges of Service Innovation and DesignImportant Considerations for Service InnovationTypes of Service InnovationsStages in Service Innovation and DevelopmentService Blueprinting: A Technique for Service Innovation and Design
5Product - the first ‘P’Decisions related to a product may include the following-The Concept or core benefitProduct features- part of the Augmented ProductBrand name- constituting the Differentiated Product
For instance, the concept for a service product may be “to provide domestic help in the form of maid servants to customers”. The features of the service product may be a contract between the customer and the company providing this service. The brand name for the service may be the name of the company itself. Assume that it is “Helpline Domestic Services”. 6An Example of a Service Product
SERVICE CONCEPT-Service concept is defined as what the company does and what its customers can expect from the service. The service concept has four attributes as follows:
Service Components●Service package: Bundle of goods and services provided to customers- Helps manager design package consistent with Target Group.Supporting facility: Physical resources to be in place before service is offered. Example: Building for an airportFacilitating goods:Materials purchased/consumed by buyers. Example: Burger from SubwayExplicit services:Benefits readily observable by senses.