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New Service Development: Sonali P. Banerjee

The document outlines various steps for developing new services, including identifying key issues and forces, generating ideas, selecting ideas based on factors like costs and integration, designing the service concept and system, mapping the service process through blueprinting and scripting, and implementing the new service. It also provides examples of methods for generating service ideas and templates for brainstorming and designing a new service.

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Varun Lalwani
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53 views17 pages

New Service Development: Sonali P. Banerjee

The document outlines various steps for developing new services, including identifying key issues and forces, generating ideas, selecting ideas based on factors like costs and integration, designing the service concept and system, mapping the service process through blueprinting and scripting, and implementing the new service. It also provides examples of methods for generating service ideas and templates for brainstorming and designing a new service.

Uploaded by

Varun Lalwani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Amity Business

Name of Institution

School

New Service Development

Sonali P. Banerjee
Amity Business
Name of Institution

School
Amity Business
Name of Institution

School

1. Identify focus issues or decision.


2. Identify primary driving forces:
• Social,
• Economic,
• Political,
• Technological.
3. Rank driving forces according to importance and
uncertainty.
4. Create matrix of two most important.
5. Flesh-out scenarios.
6. Consider implications
Service Idea Generation
Amity Business Name of Institution

School

• Internal or external
• Formal or information search
• Involving the customer
Need to simulate service idea generation on
a long-term basis
Service Idea Generation
Amity Business Name of Institution

School

• Extending existing services


• Evolving existing services into new or
different forms
• Turning products into services
• Creating product-sharing services
• Obtaining customer concepts from the
coalface
• Out-of-the-blue ideas from the technology,
from serendipity
Amity Business
Name of Institution

School
Service idea generation methods
• Critical Incident Technique
• User groups
• Focus groups
• Ethnography
Observation
Interviews
• Surveys and Questionnaire
Amity Business
Name of Institution

School

Service Idea Selection


• Emerging patterns identifying new core services.
• User demand and support.
• Quantitative cost benefit analysis.
• Alignment / synergy with business needs.
• Extent of integration with existing services.
• A balancing exercise in reaching a consensus.
Amity Business
Name of Institution

School
Service Design
Service Concept

• What does the customer get?


• How will the service be delivered
• Benefits, advantages, needs met.
• Specification of Requirements
Amity Business
Name of Institution

School

Service Design
Service System
• Supporting facilities : eg. Training suite,
Information system
• Facilitating goods: eg. PCs, training
manuals
• Explicit services: eg. Training in technique
• Implicit Services: eg. Mastery, Certificate.
Amity Business
Name of Institution

School
Service Design

Service Process
• Chain of activities
• Defining customer involvement
• Service blueprinting
• Scripting
Amity Business
Name of Institution

School
Amity Business
Name of Institution

School
Service Blueprinting.

• Differentiate between Customer, Front


Office and Back Office.
• Identify activities involved in the service.
• Identify fail points
• Draw flowchart.
• Identify resource usage.
Scripting Amity Business
Name of Institution

School
• CALL HELPDESK
• WAIT FOR REPLY
• GIVE NAME
• GIVE LOCATION
• EXPLAIN PROBLEM
• REPLY TO SECONDARY QUESTIONS
• AGREE PRIORITY
• CALL REF
• WAIT
• ENGINEER ARRIVES
• DESCRIBE PROBLEM IN DEPTH
• LEAVE ENGINEER TO RESOLVE PROBLEM
• RESPOND TO SECONDARY ENQUIRY BY ENGINEER
• NOTE WHEN PROBLEM FIXED
• WAIT(LATER)
• RECEIVE CALL FROM HELPDESK
• GIVE SATISFACTION RATING
• END
Amity Business
Name of Institution

Service Implementation School

• Service system integration


• Change management
• Service policies and service quality plan
• Allocating roles and duties
• Delivering training
• Preview
• Marketing
• Launch
Amity Business
Name of Institution

School
Amity Business
Name of Institution

School

• Brainstorm 4 ideas for new services.


• Consider how they relate to strategy and
scenario.
• Select one which you think might be
feasible.
• What factors might influence its selection?
(e.g. costs, service integration etc.)
Amity Business
Name of Institution

School
Consider your selected service idea

• What will be the main elements of the


servicescape?
• Where will you draw the line of visibility?
• Discuss the service script for a customer. What
extent of involvement
• would you expect from the customer? How might
you increase the selfservice
• aspects of your new service?

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