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MCS 1000 Week #10 notes.docx

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Marketing and Consumer Studies
MCS 1000

Week #10 Notes Flow Chart for Delivery of a People-processing Service INSERT DIAGRAM Blueprinting Developing a Blueprint - Identify key activities in creating and delivering service - Define “big picture” before drilling down to obtain a higher level of detail Advantages of Blueprinting - Distinguishing between “frontstage” and “backstage” - Clarify interactions between customers and staff, and support by backstage activities and systems - Identify potential fail points; take preventive measures; prepare contingency - Pinpoint stages in the process where customers commonly have to wait Blueprinting The Restaurant Experience: A Three-Act Performance - Act 1: Introductory Scenes - Act 2: Delivery of core product o Cocktails, seating, order food and wine, wine service o Potential fail points: Menu information complete? Menu Intelligible? Everything on the menu actually available? o Mistakes in transmitting information a common cause of quality failure o Customers may not evaluate quality of food and drink, but how promptly it is served, serving staff attitudes, or style of service. - Act 3: The Drama o Remaining actions should move quickly and smoothly, with no surprises at the end o Customer expectations: accurate, intelligible and prompt bill, payment handled politely, guests are thanked for their patronage. Improving Reliability of Processes by Failure Proofing - Identify fail points - Analysis of reasons for failure often reveals opportunities for failure proofing to reduce/eliminate future risk of errors - Need fail-safe methods for both employees and customers - Have poka-yokes to ensure service staff do things correctly, as requested, or at the right speed. - Customer poka-yokes focus on preparing the customer for: o The encounter o Understanding and anticipating their roles o Selecting the correct service or transaction Process Redesign: Approach and Potential Benefits - Eliminating non-value-adding steps - Shifting to self–service - Delivering direct service - Bundling Services - Redesigning physical aspects of service processes SSTs advantages - time Savings - Cost savings - Flexibility - Convenience of location - Greater control over service delivery - High perceived level of customization Psychological Factors Related to The Use of SSTs - What are some disadvantages of SSTs? - SSTs disadvantages o Anxiety and stress experienced by customers who are uncomfortable with using them o Some see service encounters as social experiences and prefer to deal with people From Excess Demand to Excess Capacity - Excess Demand o Too much demand relative to capacity at a given time - Demand Exceeds optimum capacity o Upper limit to a firm’s ability to meet demand
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