Fitzsimmons 8: Chapter 3 (New Service Development)
Taxonomy of Service Processes [See Table 3.4 “Taxonomy of Service Processes” on page 74]
[Foundational Matrices for Taxonomy of Service Processes: (1) Customer Contact Model; (2) Service Process Matrix; and (3) Nature of the Service Act Matrix]
Message from the “Taxonomy of Service Process” Matrix
[See “Taxonomy of Service Processes” in Table 3.4 on page 74]
To improve an existing service, or to design a new service, we should answer the following questions and then design the service based on the answers to these questions:
No Customer Contact
1) What is the degree of Customer Contact? Indirect Customer Contact
[See Customer Contact Model on page 2]
Direct Customer Contact
Low Divergence (Standardized Service)
2) What is the degree of Divergence
or Customization?
[See Service Process Matrix
on page 3] High Divergence (Customized Service)
Processing of People
3) Recipient of the Service? Processing of Goods or Physical Property
[See “Nature of the Service Act”
Matrix on page 2] Processing of Information and Images
When examined on the basis of answers to the above three questions, the optimal service design elements will bubble up. Then, the new service design can be finalized. Four generic approaches to Service Design are described below. Various elements from each of these four approaches can be combined to arrive at the optimal service design
Customer contact refers to the physical presence of the customer in the system. The degree of customer contact can be measured by the percentage of time the customer is in the system relative to the total service time.
Amount of time customer spends in the service system
Degree of Customer Contact =...