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1、Services Marketing Tel(home):87352039Email: 16.SERVICE DESIGN AND POSTIONINGnChallenges of Service Design and PositioningnNew Service DevelopmentnService Blueprinting(omit)nService PositioningChallenges of Service Design and PositioningnBecause services cannot be photographed, touched, examined, and
2、 tried out, people frequently resort to words in their efforts to describe them.nRisks of relying on words alone to describe service:n Oversimplificationn Incompletenessn Subjectivityn Biased interpretationNew Service DevelopmentnFour basic characteristics of a new service development systemnType of
3、 new servicesnStages in new services developmentFour basic characteristics of a new service development systemn1.It must be objective, not subjective.n2.It must be precise, not vague.n3.It must be fact driven, not opinion driven.n4.It must be methodological(方法化的), not philosophical.Type of new servi
4、cesn1.Major innovations（重大变革）重大变革）n2.Start-up business（创新业务）创新业务）n3.New service for the currently served market（为现有市场提供新的服务）为现有市场提供新的服务）n4.Service line extensions（服务延伸）服务延伸）n5.Service improvements（服务改善）服务改善）n6.Style changes（风格转变）风格转变）Start-up business （创新业务）创新业务）n-New service for a market that is al
5、ready served by existing products that meet the same generic needs.nExamples: the creation of health maintenance organizations to provide an alternative form of health care delivery; ATMs for bank transactions；door-to-door airport shuttle that compete with traditional taxi and limousine(交通车) service
6、. Stages in new services development1.Business strategy development or review2.New service strategy development3.Idea generation4.Concept development and evaluation5.Business analysis6.Service development and testing7.Market testing8.Commercialization9.Post-introduction evaluationNew service strateg
7、y matrix for identifying growth opportunitiesApproaches of Idea generationnFormal brainstormingnSolicitation(征求) of ideas from employees and customersnLearning about competitors offerings returnBusiness analysisnThe step to determine its feasibility and potential profit implication.n -Demand analysi
8、sn -Revenue projectionsn -Cost analysisn -Operational feasibility returnCommercializationnThis step has two objectives:nThe first is to build and maintain acceptance of the new service among large numbers of service delivery personnel who will be responsible day to day for service quality.nThe secon
9、d is to carry out monitoring of all aspects of the service during introduction and through the complete service cycle. returnService Blueprinting（略）nWhat is a service blueprint?nService blueprint examplesnReading and using service blueprintnBuilding a blueprintWhat is a service blueprint?nA service
10、blueprint is a picture or map that accurately portrays the service system so that the different people involved in providing it can understand and deal with it objectively regardless of their roles or their individual points of view.nThe key components of service blueprints are customer actions, “on
11、stage” contact employee actions, “backstage” contact employee actions, and support processes.Customer actionsLine of interaction“Onstage” contactEmployee actionsLine of visibility“Backstage” contactemployee actionsLine of internal interactionSupport processesFigure:service blueprint componentsBuildi
12、ng a blueprint1.identify the process to be blueprinted. (Basic business concept, A service within a family of service, A specific service component)2.Map the process from the customers view.3.Draw the line of interaction.4.Draw the line of visibility.5.Map the process from the customer contact perso
13、ns view,distinguish onstage from backstage actions.6.Draw the line of internal interaction.7.Link customer and contact person activities to needed support functions.8.Add evidence of service at each customer actionstep.Service PositioningnWhat is a service position?nPositioning DimensionsnPositionin
14、g on the five dimensions of service qualitynPositioning on service evidenceWhat is a service position?nA service offerings position is the way it is perceived by consumers , particularly in relation to competing offerings.nIf a service is successfully positioned, the mentions of the service will con
15、jure up in the consumers mind an image that is distinct（独特的、与众不同的） from images of similar service offerings. (return)Service positioning 的作用的作用nFirst,positioning is critical in establishing a new service image.nPositioning is also important for existing services in maintaining and reinforcing an est
16、ablished image in customer mind.nSometimes service repositioning is used to change the image of the service in the minds of consumers.Positioning DimensionsServices can be positioned on a variety of dimensions: the needs they satisfy, the benefits they deliver, specific service features, when and ho
17、w they are used,or who uses them.On what?(定位维度选择标准定位维度选择标准)：-sth that is important to consumers;-sth that can serve to distinguish the service from its competitors;-sth that can be delivered consistently. (return)Positioning on the five dimensions of service qualitynReliabilitynResponsivenessnAssura
18、ncenEmpathynTangibles (return)Positioned on ReliabilitynSuccessful examples:n Federal Expressn (“when it absolutely, positively, has to get there.”)n Florida Power & Light Companyn (service unavailability from 70 minutes at year-end 1987 to 48.37 minutes at year-end 1988)nDiscuss: nIs reliability a
19、good distinguishing characteristic in banking industry, telecommunications, or the airline industry?Positioned on ResponsivenessnSuccessful example: The Four Seasons Hotels: n-“There is nothing like a challenge at 11 p.m. to test our staff dogged determination. Say the word, and valets will clean an
20、d deliver your clothing by morning. If its wrinkled, theyll press it with equal dispatch. We will polish your shoes with a virtuoso touch, and if need be, even provide new laces-all with our compliments”Positioned on Assurancen1.Insurance companies: nNorthwestern Mutual Life-“Youre in good hands wit
21、h Allstate”, ”The quiet company.” nPrudential-“Own a piece of rock.” n2.Health cares:nMayo Clinic-”Trust your health to the name you know.”nDiscuss: Is an assurance-based positioning enough?Positioned on Empathy Empathy is built on the customers desire for caring, individualized attention.Example-Lu
22、fthana(a German airline company) “over the years, every experience with every traveler from every corner of the world has helped us to understand you. Weve grown accustomed to differences in custom.” When a company pursues a course directed at “mass customization” or ”segments of one”, they are posi
23、tioning itself at least partially on the empathy.nFigure: Lufthansa emphasizes empathy and individual service.A passion for perfection(广告图略广告图略)Positioned on TangiblesTangibles are a common positioning element for resorts, hotels, restaurants,and retailers.Case: A bookstore chainBarnes and Noble: su
24、pport its position as an “entertaining, social environment” through providing welcoming public space, stylish displays ,cafes where people can drink coffee and read, and restrooms so people can stay a long time if they wish.Tangibles should be designed in ways consistent with the positioning strateg
25、y.Positioned on Tangibles: casen For a long time Alaska Airline has positioned itself as a quality airline by emphasizing the extra leg and seat room it provides passengers.nThis focus on tangibles is consistent with its pricing (infrequent discounts) and customer service(better than quality food;at
26、tentive in-flint servers) strategies as well.Positioning on service evidencenService evidence takes on added importance in establishing and reinforcing the position.nPeople: service contact employees and other customersnPhysical Evidence: tangible communication, price, physical environment, guarante
27、esnProcess: flow of activities, steps on the process, flexibility of processPositioning on People: service contact employees and other customersnHow these people look, how they act, and who they are will influence the service position in the customers mind.nThe Disney Corporation: “places that guara
28、ntee you a fun experience” All employees are trained to be helpful and knowledgeable, and to exhibit anonstage persona anytime they are within view of customers.nEmployee uniforms and dress-”packages of the service provider” Physical Evidence: tangible communication, price, physical environment, gua
29、ranteesnExample: An executive education program that conveys an image of high quality through its brochure (excellent graphic,attractive paper stock and colors), program content (well-known presenters, comprehensive and current content ),and pricing strategy (several hundred yuans per day) will attr
30、act a mid- to high-level executive.The promised position must be solidified by actual quality program delivery ,excellent materials, prime accommodations,responsive service,and excellent food quality.Process: flow of activities, steps on the process, flexibility of processnService process can be def
31、ined in terms of two variables:complexity and divergence.nComplexity reflects the number of steps involved in delivering the service.nDivergence reflects the executional latitude(自由度), or variability of those steps.Examples: -A physicianservice is high in both two; -Hotel services are high in C- but low in D-; -Sings, paints,preaches are low in C- but high in D; -Movie theaters,car washes,vending machines are low in both two.思考题思考题61、为什么进行服务设计与开发较为困难？2、简述服务开发的基本步骤。3、讨论如何在四种增长战略下开发新服务。4、什么是服务定位？服务定位战略可基于哪些质量维度？5、讨论服务证据因素如何应用于服务定位战略。
