the rebirth of servqual in service design
TRANSCRIPT
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
