the rebirth of servqual in service design

The  rebirth  of  SERVQUAL  in  service  design  

@jurgentanghe

B. Shauer

!

Expected Service

Perceived Service

Service Delivery

Service Specification and Standards

Company Perceptions of Consumer Expectations

Past experiencesPersonal needsWord of mouth

CustomerGap

Gap 1

Gap 2

Gap 3

Gap 4CustomerCompany

{ }

Gaps model of Service Quality

External communications

to customers

Customer Gap = f (Provider Gaps)

Every  (bad)  customer  experience  has  its  source  

in  the  delivery  organiza5on  

Designers  need  to  get  out  of  the  studio  and  

into  the  organiza5on

External communications to customers

Expected Service

Perceived Service

Service Delivery

Service specifications

Company Perceptions of Consumer Expectations

Past experiencesPersonal needsWord of mouth

Gap 1

Gap 2

Gap 3

Gap 4

CustomerProvider

Gaps model of Service Quality

Conversation management

Marketing communications

Operations HR

Marketing intelligence General management

Service management Operations

Gaps model of Service Quality

External communications

to customers

Expected Service

Perceived Service

Communica)on  Gap

CustomerProvider

Source  of  design  

challenges

Gap 4

Expected  Service

Company  PercepFons  of  Consumer  ExpectaFons

Listening GAP

Gap 1CustomerCompany

Gaps model of Service Quality

qualita)ve  

and  

etnographic  

research

Expected  Service

Staff  PercepFons  of  Consumer  ExpectaFons

Listening GAP

Gap 6CustomerCompany

Gaps model of Service Quality

Co-­‐crea)on

EXAMPLE sandwich bar

Service  specificaFon  and  Standards

Company  PercepFons  of  Consumer  ExpectaFons

Gap 2

Visualisa)on

Design  processEvidencing

Design and Standards Gap

EXAMPLE IT Services

15

Main actors(ToBe) in WOType Incident process(AsIs)

Release Manager

Bus

ines

s P

roce

ss M

anag

er

Bus

ines

s P

roce

ss A

naly

st

Service Delivery Coordinator

BS Core processes

Go no go Demand management Design and Build Run and Maintain Go

no go

Application Owner Test analyst

Technical designer Application developer Security specialist

Infrastructure specialist

Infrastructure & Service desk Manager

Service desk (1st line) 2nd line

Bus

ines

s C

usto

mer

1

2a

Delivery Manager

Business Domain Manager

BS Delivery manager

2b

2c 2d

Severity 1

Perceived  Service

Service  Delivery

Service  specifica)on  and  Standards

Human touchpoint

design  for  staff  

experience  too  

The Service Performance Gap Gap 3

Expected Service

Perceived Service

Service Delivery

Service Specification and Standards

Company Perceptions of Consumer Expectations

Past experiencesPersonal needsWord of mouth

CustomerGap

Gap 1

Gap 2

Gap 3

Gap 4CustomerCompany

{ }

Gaps model of Service Quality

External communications

to customers

Service  design  =  

Organiza5onal  Transforma5on  

Jurgen.tanghe@kiteconsultants.eu@jurgentanghe

Kiteconsultants.eu@idkite