Documenting Delivery Sequence Over Time * Must address sequence in which customers will use each core and supplementary service * Determine approximate length of time required for each step * Customers may budget a specific amount of time for an activity * Information should reflect good understanding of customers, especially their: * ________________ * ________________ * ________________ * Question: Do customers’ expectations change during service delivery in light of perceived quality of each sequential encounter?| What Happens, When, in What Sequence?
Time Dimension in Augmented Product (Fig 3.3)|
Core and Supplementary Services at Luxury Hotel
(Offering Much More than Cheap Motel!)| |
Flowcharting Service Delivery Helps to Clarify Product Elements * Offers way to understand totality of customer’s service experience * Useful for distinguishing between core product itself and service elements that supplement core * Restaurants: Food and beverage (core) * Reservations (supplementary services) * Shows how nature of customer involvement with service organizations varies by type of service: * People processing * Possession processing * Mental Stimulus processing * Information processing|
Defining Core and Supplementary Elements of Our Service Product * How is our core product defined and what supplementary elements augment it? * What product benefits create most value for customers? * Is our service package differentiated from competition in meaningful ways for target customers? * What are current levels of service on core product and each supplementary element? * Can we charge more for higher service levels? For example: * Faster response and execution * Better physical amenities * Easier access * Higher staffing levels * Superior caliber personnel * Alternatively, should we cut service levels and charge less?| Simple Flowchart for Delivery of a ________________-Processing Service (Fig 3.4)| People Processing – Stay at Motel Park Car
Spend Night in Room
Maid Makes up Room
Simple Flowchart for Delivery of a
________________-Processing Service (Fig 3.4)| |
Simple Flowchart for Delivery of ________________-Processing Service (Fig 3.4)| | Simple Flowchart for Delivery of ________________-Processing Service (Fig 3.4)| |
II. The Flower of...