MBA全套教材--服务市场2(6个PPT)英文.ppt

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1、SMMcGraw-Hill©2000TheMcGraw-HillCompaniesPart3ALIGNINGSTRATEGY,SERVICEDESIGNANDSTANDARDSCUSTOMERCOMPANYGAP2Customer-DrivenServiceDesignsandStandardsCompanyPerceptionsofConsumerExpectationsProviderGAP2Part3OpenerSMMcGraw-Hill©2000TheMcGraw-HillCompaniesChapter8SERVICEDEVELOPMENTANDDESIG

2、NObjectivesforChapter8:ServiceDevelopmentandDesignDescribethechallengesinherentinservicedesignPresentstepsinthenewservicedevelopmentprocessShowthevalueofserviceblueprintingandqualityfunctiondeployment(QFD)innewservicedesignandserviceimprovementPresentlessonslearnedinchoosingandimpleme

3、ntinghigh-performanceserviceinnovationsFigure8-1RisksofRelyingonWordsAlonetoDescribeServicesOversimplificationIncompletenessSubjectivityBiasedInterpretationFigure8-2NewServiceDevelopmentProcessSource:Booz-Allen&Hamilton,1982;Bowers,1985;Cooper,1993;Khurana&Rosenthal1997.BusinessStrate

4、gyDevelopmentorReviewNewServiceStrategyDevelopmentIdeaGenerationConceptDevelopmentandEvaluationBusinessAnalysisServiceDevelopmentandTestingPostintroductionEvaluationCommercializationMarketTestingScreenideasagainstnewservicestrategyTestconceptwithcustomersandemployeesTestforprofitabilit

5、yandfeasibilityConductserviceprototypetestTestserviceandothermarketing-mixelementsFrontEndPlanningImplementationFigure8-3NewServiceStrategyMatrixforIdentifyingGrowthOpportunitiesMarketsOfferingsExistingServicesNewServicesCurrentCustomersNewCustomersSHAREBUILDINGDIVERSIFICATIONMARKETDE

6、VELOPMENTSERVICEDEVELOPMENTFigure8-4ServiceMapping/BlueprintingAtoolforsimultaneouslydepictingtheserviceprocess,thepointsofcustomercontact,andtheevidenceofservicefromthecustomer’spointofview.ServiceMappingProcessPointsofContactEvidenceMcGraw-Hill©2000TheMcGraw-HillCompaniesServiceBlue

7、printComponentsCUSTOMERACTIONSlineofinteraction“ONSTAGE”CONTACTEMPLOYEEACTIONSlineofvisibility“BACKSTAGE”CONTACTEMPLOYEEACTIONSlineofinternalinteractionSUPPORTPROCESSESDriverPicksUpPkg.DispatchDriverAirportReceives&LoadsSortPackagesLoadonAirplaneFlytoDestinationUnload&SortLoadOnTruck