Service Innovation and Management

4.

Designing the Customer Experience

4.1.

Understanding the Customer

4.1.1.

Customer Needs and Expectations

4.1.1.1.

Functional Needs

4.1.1.2.

Emotional Needs

4.1.1.3.

4.1.1.4.

Expectation Formation

4.1.1.5.

Expectation Management

4.1.2.

Voice of the Customer Programs

4.1.2.1.

Data Collection Methods

4.1.2.2.

4.1.2.3.

Interview Techniques

4.1.2.4.

Analysis and Action Planning

4.1.3.

Customer Segmentation

4.1.3.1.

Segmentation Criteria

4.1.3.2.

Persona Development

4.1.3.3.

Using Personas in Design

4.1.3.4.

Segment-Specific Strategies

4.2.

Mapping the Service Journey

4.2.1.

Customer Journey Mapping

4.2.1.1.

Pre-Service Stage

4.2.1.2.

Service Encounter Stage

4.2.1.3.

Post-Service Stage

4.2.1.4.

Visualization Techniques

4.2.1.5.

Journey Map Components

4.2.2.

Identifying Touchpoints and Pain Points

4.2.2.1.

Touchpoint Mapping

4.2.2.2.

Pain Point Analysis

4.2.2.3.

Moment of Truth Identification

4.2.2.4.

Opportunity Identification

4.2.3.

Experience Auditing

4.2.3.1.

4.2.3.2.

4.2.3.3.

Mystery Shopping

4.2.3.4.

Customer Observation

4.3.

Service Blueprinting

4.3.1.

Blueprint Components

4.3.1.1.

Customer Actions

4.3.1.2.

Onstage Actions

4.3.1.3.

Backstage Actions

4.3.1.4.

Support Processes

4.3.1.5.

Physical Evidence

4.3.2.

Blueprint Lines

4.3.2.1.

Line of Interaction

4.3.2.2.

Line of Visibility

4.3.2.3.

Line of Internal Interaction

4.3.3.

Blueprinting Process

4.3.3.1.

Blueprint Development Steps

4.3.3.2.

Tools and Techniques

4.3.3.3.

Blueprint Analysis

4.3.3.4.

Implementation Planning

4.4.

The Servicescape

4.4.1.

Physical Environment Design

4.4.1.1.

Layout Planning

4.4.1.2.

Aesthetic Considerations

4.4.1.3.

Functional Design Elements

4.4.2.

Ambient Conditions

4.4.2.1.

Lighting Design

4.4.2.2.

Sound Management

4.4.2.3.

Temperature Control

4.4.2.4.

Scent and Air Quality

4.4.3.

Spatial Layout and Functionality

4.4.3.1.

Flow and Accessibility

4.4.3.2.

4.4.3.3.

Space Utilization

4.4.4.

Signs, Symbols, and Artifacts

4.4.4.1.

Branding Elements

4.4.4.2.

Wayfinding Systems

4.4.4.3.

Information Display

4.4.5.

The Digital Servicescape

4.4.5.1.

4.4.5.2.

Mobile App Interfaces

4.4.5.3.

Digital Touchpoint Integration

4.4.5.4.

Virtual Environment Design

4.5.

Value Co-creation

4.5.1.

Customer as Co-producer

4.5.1.1.

Roles and Responsibilities

4.5.1.2.

Training and Support

4.5.1.3.

Capability Development

4.5.2.

Engaging Customers in the Service Process

4.5.2.1.

Participation Mechanisms

4.5.2.2.

Feedback and Input Channels

4.5.2.3.

Collaborative Design

4.5.3.

Managing Customer Participation

4.5.3.1.

Balancing Participation Levels

4.5.3.2.

Managing Over-Participation

4.5.3.3.

Managing Under-Participation

4.5.3.4.

Impact on Service Quality

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3. The Service Innovation Process

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5. Managing Service Operations and Delivery