service development process
TRANSCRIPT
8/3/2019 Service Development Process
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Presented By: Rahul Pandey
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FRONT END PLANNING
Business strategy developmentor review
New strategy development
process Idea Generation
Concept development andevaluation
Business analysis
IMPLEMENTATION
Service development and testing
Market testing
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Front end planningFront end planning
1. Business strategy
development or
Review ... Review mission and vision
Orientation towards growth Primary strategic orientations
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Front end planningFront end planning
2.New service
strategy
development«
By defining a new service strategy, theorganization will be in better position
to begin generating specific ideas.
One way to begin is to use theframework
The other one is to use the matrix
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Front end planningFront end planning
3. Idea generation«Idea generated at this phase can bepassed through new service strategyscreen. Many methods and avenuesare available for searching out newservice ideas.
* Interacting with others* Creativity techniques
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Front end planningFront end planning
4.Concept
development and
evaluation«
Who is the target market and who isthe decision maker in the purchasingprocess
What features must the productincorporate.
What benefits will the service provideto the customer and the organizations
Evaluation by employees andcustomers
a. Whether they understand the idea of proposed
serviceb. Whether they are favorable to the concept
c. Whether they feel it satisfies the unmet need
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Front end planningFront end planning
5.Business
analysis«
1.Marketing assessmenta. Targeting market
b. Forecasting of sales volume
c. Indication of product positioning
d. Competitor reaction
e. Specification of new product development
2. Financial assessmenta. Sales volume and valueb. Variable cost of production
c. Incremental fixed cost
d. Contribution and profitability of new service
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ImplementationImplementation
6. Service
development and
testing« The intangibility presents the uniquechallenges
The stage should involve all whohave stake in new service.
The concepts are refined to a point atwhich a detailed service blueprint canbe constructed.
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ImplementationImplementation
7.Market testing«
Difficult to testing in isolatedmarkets.eg.hospital has only one pointof delivery
The new service may be offered to theemployees and their families forassessing responses
An alternate is to test variations inpricing and promotions in a lessrealistic concext by presentingcustomers with hypothetical mixesand getting their responses in terms of
intentions to try the service underdifferent conditions.
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ImplementationImplementation
8.Commercialization
Service goes live & is introduced at themarket space.
The stage second has 2 objectives:
a) Built & maintain acceptance of newservice among large number ofservice delivery personnel responsiblefor service quality.
b) Monitor all aspects of service during
introduction &through the completeservice cycle. Every detail of theservice is assessed. Operatingefficiency and costs are tracked.
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ImplementationImplementation
9. Post ±
Introduction
Evaluation
The information gathered during thecommercialization of service isreviewed & changes are made in:
a) Delivery Processb) Staffing
c) Service Mix
No service will stay same. Services areexposed to deliberate or unplanned
changes. The calls for formalizing the review
process to enhance & understandcustomer perceptions.
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