MARK 451 Lecture Notes - Lecture 7: Internal Communications, Market Segmentation, Relate

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Blueprinting services to create valued experiences and productive operations. Service : lili & oli coffee shop: prologue and introductory scenes. Front-end: call coffee shop about opening hours, greet the cashier and barista etc. Back-end: maintain (or rent) facilities and equipment, food preparation, maintain supplies, and food storage & delivery. Physical evidence: sound and tone of voice, physical building interior and exterior, appearance of employees, table seating, and staff & other customers: delivery of the core product. Front-end: greet a(cid:374)d takes (cid:272)o(cid:374)su(cid:373)er"s order, place order with the barista, and delivery drink to consumer. Back-end: food and drink preparation, food storage, food purchase/delivery, and maintain order/billing records. Physical evidence: coffee and food quality: the drama concludes. Front-end: bill presentation and payment, use restroom and depart. Back-end: bill preparation, maintain billing system, valid credit card, maintain security system, maintain & clean restroom. A key tool that we use to design new services (or redesign existing ones) is known as blueprinting.

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