Assoc. Prof. Dr. Aykan CANDEMIR

Service DesignA.Yigit İnce 1508-1422

Johannes Kirsch Erasmus

Aydın Öztürk 1312-1111

Ezgi Tabak 1510-201

Context

1. Definition of Service Design Differences service and product based marketing

2. Classification of service design Characteristics of Service

3. How do consumers choose the brands? Factors that influence the development of the service

4. Deficits of Service Judgement of service in 5 dimensions

5. Service Design Practices

Definition of Service Design

Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.

Concept of Service Design

Core Product: accomodation

service

Tangible Product: front office

service, bar&restaurant

service

Enriched Service: cleaning service, decoration, etc.

Classification of Service Design

Technology Based Services

Full mechanization

like a radiograph

Expertize and Mechanization

Computer services

Partial mechanization

theather

Human Based Services

Not required expertise

house cleaning

Required professionalism

advocacy

Specialistic

barber

Classification of Service Design

Based on Human

Tangible: • Beauty salon• Restaurant

Intengible:• Education• Museum• Theater

Based on Goods

Tangible:• machine repair• building

maintenance• dry cleaning

Intengible:• Bank• Security• Insuarance

Characteristics of Service

intangibility

inhomogeneity

concurrence

weakneess

challenges on

forecasting

non-transferable ownership

How do consumers evaluate and choose the brands?

Total Valu

e

The value of

self-service

Personel value

Image value

The value of

the service

• Factors that influence the development of the service sector

Fragmentation of Production

Communication Services

Rapid Aging of Goods

• Factors that influence the development of the service sector

Globalization

Increased quality of educational services

Increased stress in social life

Deficits of ServiceDeficit 1 Deficit 3

Insufficent marketing research Research not focused on quality Research editing incorrectly

Ineffective recruitment and placement Uncertainties role and role conflict Incompatibility between the staff and physical environment Inappropriate pay and assessments Authorization and audit deficiencies

Insufficent communication Insufficent relationship Lot of the number of hierarchical levels between manager and

staff Target customer definition of insufficent Focus on process rather than relationship Focus on finding new customers rather than current customer

Can’t do balance of supply- demand

Incompatibility of customer profile Give excessive importance to price for edit demands Insufficiency information to necessary for role and functions of

customer The adverse affect on other customers

Deficit 2 Deficit 4

Lack of customer service standards İnsufficient on process management Impossible and unnecessary perception Management and staff not enough dedication yourself Unsystematic new service design Uncertain and undefined services Not to be careful to relationship between design and positioning

Contact incompetance in managing customer expectations Not to help customers and can’t educated them Excessive promises by promotion methods Can not be made personal sales for give promise Creating the impression that no promises can not be fulfilled

• Judgement of service in 5 dimensions

service reliability responsibility confidence empaty Physical conditions

Car repair İdentified problem anddelivered on deadline

Not waited me and greeted my need on politely

Really information about mechanics

Remember me. Know my ex-problems

Have waiting room and have all of equipment

Air line company Fits commitment to departure and arrival time

Have careful and fast systems for ticket,baggage service

Have reliable and specialist employees and owners good name

Focus on customer’s special need and wants

There are appropriate places for all kind of needs in air

Hospital Be careful appointment

Willing to listen to patient without waiting

Knowledgeable specialists

Remember my previous visit. Knowledge for my sickness and complaint

Waiting room, changing cubicle and equipment are perfect

Architecture Do project for promise budget and time

Return to change and listen to good advice and knows me

have Specialist knowledge and different style. Love research

Patient for satisfy special wants. Collaborater for clearly assessment ever alternative

Office and equipment are perfect

hotel Records of reception are perfect. Reception is reliable

Willing docustomer’s wants even loss

Have special information system for customer. Remember customer

Focus on customer’s wants and do them

Comfort, cleaning and communication item are perfect

Service Design made by Germany

Service Sector—> key pillar of the GDP: 70%

72% of the (working) population works in the service sector

Service Export Ranking: 2nd place world wide

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69%

26%

5%1%- Service: 69%- Manufacturing: 26%- Construction Industry: 5%- Agriculture: 1%

ThinkMoto Practical Example:Menshealth

„The redesign should open doors for new target groups“

Redesigning the german Website+ implementing a new sub-branch

binding customers through easy navigation

emphasize on our classics

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Practical Example: BMW DriveNOW

DriveNow specialized for big cities

Service Design: easy access, always present, no extra payments, never waiting

https://www.youtube.com/watch?v=2mt19JukTrk

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Fjord Practical Example: TeliaSonera

„We selected Fjord for their deep knowledge of digital design across platforms, and leading experience in international markets.“ new group wide brand-

identity showing rich heritage +

innovations strategic work + digital

identity + User experience

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Fjord Practical Example: Citibank

„We wanted to fundamentally rethink customer interactions.“

more than just an App with data

supply detailed informations

enrich customers understanding

smooth and simple Online Banking 17