exam_2_study_guide

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California State University, Fullerton *

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465

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Information Systems

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Oct 30, 2023

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pdf

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Uploaded by DrFlowerFalcon24

Exam 2 Study Guide Service Blueprint Service Design: the activity of planning and organizing a business’s resources (the people, physical evidence, and processes) in order to improve the employee’s(directly) and customer’s (indirectly) experience. Design Components: - Physical evidence -> ( used throughout the service) artifacts, physical space, digital environment, webpages, products, blogs, social media - People -> (anyone who creates or uses the service, or the people who may be indirectly affected by the service) employees, customers, partners - Process -> ( workflow, procedures, or rules needed to perform the service successfully) sharing files, interviews, issue resolution, atm withdrawal Service blueprint: diagram that visualizes the relationship between different service components that are directly tied to the touchpoints throughout the customer's journey. - Components: o Physical evidence o Customer journey ▪ Line of Interaction o Visible contact employee actions ▪ Line of visibility o Invisible contact employee actions ▪ Line of internal interaction o Support processes Steps in creating a service blueprint: 1) Identify the process to be blue printed a. What service process are you focusing on? 2) Identify the customer or customer segment a. Who are your customers, why did you choose them? 3) Map the process from the customer’s point of view 4) Map contact employee actions, onstage, and backstage 5) Link customer and contact person activities needed to support functions 6) Add evidence of service at each customer action step - Benefits = understanding customers, understanding employee’s roles, understanding the integration of various elements, platform innovation, service redesign opportunities Customer Journey Map : the way your customers interact with your brand from start to finish

Service Standards Service standard : specifies requirements that should be fulfilled by a service to establish its fitness for purpose Examples: responsiveness, accountability, washing hands, greeting customers Benefits - Ensuring the service to be delivered consistently - Regulate employees and consumer behaviors, managing services easily - Achieve mass production and economies of scale Challenges - Subjective o “Be nice to customers...” “be flexible and responsive to customers” - Standardization o Usually implies a non-varying sequential process similar to the production of goods - Customization o Usually refers to some level of adaptation or tailoring of the process to the individual customer o More favorable by customers Company-defined standards : established to reach internal company goals for productivity, efficient, or cost Customer-defined standards : based on pivotal customer requirements identified by customers Hard measures -> things that can be counted, times, or observed through audits or operating data Ex: time, defect rate, number of events Soft measures -> opinion-based measures that cannot be directly observed, must be collected by talking to customers, employees, or others Ex: customer feeling and satisfaction, transaction-based surveys Service Pricing It’s challenging to determine the pricing of services because there are service and customer variations. Customers have different situations and needs; each interaction is unique. Therefore, the service may be different pertaining to each new customer or patient (doctors, insurance and quotes). It is also difficult to get price information because service providers may be unwilling/unable to estimate the price. The information search for the pricing as well may be overwhelming for the customer (like airplane pricing). Cost-based Pricing : a cost-oriented pricing approach that sets a service price based on all the costs plus a desirable profit. → Markup is expressed as a percentage of the cost o = (unit selling price-cost per unit) / cost per unit o Price = cost + (cost * markup)

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