Exercises from Chapter 8 - Service Design
- For an organization of your choice, design a new service
for a new market segment (perhaps a funder (or group of funders) or a
major gift-giving target). Follow the guidelines for new service
development from your text and describe who will be involved in each stage
and how each stage will be done.
- For an organization of your choice, select an existing core service
and develop a "service blueprint" describing the customer actions, the
contact employee actions, and the backstage or support actions. Consider
the lines of interaction, visibility, internal interaction (employee to
employee).
Exercises from Chapter 9 - Customer-Defined Service Standards
- Compare the SERVQUAL dimensions of service (reliability,
responsiveness, assurance, empathy, and tangibles) with the
customer-defined approach described in this chapter. If you were to
design an SQI (Service Quality Index) for an organization of your choice,
what combination of elements would you include? Please describe.
- For an organization of your choice and its core services, identify
what you perceive to be the 3-5 customer priorities of service. Translate
these priorities into measureable standards for service. Identify a
target level for each measure for each standard.
Exercises from Chapter 10 - Physical Evidence
- For an organization of your choice, identify the elements
of physical evidence (facility exterior and interior and other
tangibles) that most or all the customers see. Pick 2-3 of the facility
aspects and at least one of the other tangibles and describe it from the
customer perspective. What inferences do you think the customer makes
from these physical aspects? Do you have any recommendations for change
as a result of this analysis?
You may use a website or an actual site for this exercise.
- Take a few photographs of a physical facility (exterior and
interior) and analyze them for evidence of service from the customer's
point of view. Provide any suggestions you have for change as a result of
your analysis.
- For an organization of your choice, identify the elements
of physical evidence (facility exterior and interior and other
tangibles) that most or all the customers see. Pick 2-3 of the facility
aspects and at least one of the other tangibles and describe it from the
customer perspective. What inferences do you think the customer makes
from these physical aspects? Do you have any recommendations for change
as a result of this analysis?
- Compare the SERVQUAL dimensions of service (reliability,
responsiveness, assurance, empathy, and tangibles) with the
customer-defined approach described in this chapter. If you were to
design an SQI (Service Quality Index) for an organization of your choice,
what combination of elements would you include? Please describe.