1. The
rebirth
of
SERVQUAL
in
service
design
@jurgentanghe

2. B. Shauer

3. !

5. Word of mouth Personal needs Past experiences
Expected
Service
Customer
Gap
{}
Perceived
Service
Customer
Company Gap 4
External
Service
Gap 1 communications
Delivery
to customers
Gap 2
Service Specification
and Standards
Gap 3
Company Perceptions of
Consumer Expectations
Gaps model of Service Quality

6. Every
(bad)
customer
experience
has
its
source
in
the
delivery
organiza5on
Customer Gap = f (Provider Gaps)

7. Designers
need
to
get
out
of
the
studio
and
into
the
organiza5on

8. Word of mouth Conversation managementexperiences
Personal needs Past
Expected
Service
Perceived
Service
Customer
Provider
Operations
Service External communications
Marketing
Delivery to customers
Gap 1 HR Gap 4
communications
Gap 2
Service management
Service specifications
Operations
Gap 3
Company Perceptions of
Marketing intelligence
Consumer Expectations
General management
Gaps model of Service Quality

9. Gap 4
Expected Communica)on
Service Gap
Perceived
Customer
Service
Provider
External
communications
Source
of
to customers
design
challenges
Gaps model of Service Quality

10. Expected
Service
Gap 1 qualita)ve
Customer
Company and
Listening
e tnographic
GAP
research
Company
PercepFons
of
Consumer
ExpectaFons
Gaps model of Service Quality

11. Expected
Service
Gap 6
Customer
Co-­‐crea)on
Company
Listening
GAP
Staff
PercepFons
of
Consumer
ExpectaFons
Gaps model of Service Quality

12. EXAMPLE
sandwich bar

13. V isualisa)on
Design
process
Evidencing
Service
specificaFon
and
Standards
Gap 2 Design and Standards Gap
Company
PercepFons
of
Consumer
ExpectaFons

14. Main actors(ToBe) in WOType Incident process(AsIs)
Severity 1
BS Core processes
2a
2b
Business Process Manager
Go Go
Demand management Design and Build Run and Maintain
no go no go 2c
2d
EXAMPLE
Business Domain Manager
Service Delivery Coordinator
IT Services Application Owner
Test analyst Infrastructure specialist
1 Technical designer Application developer Service desk (1st line)
Business Process Analyst
Security specialist 2nd line
Business Customer
Release Manager
Delivery Manager Infrastructure & Service desk Manager
BS Delivery manager
15

15. Human Perceived
touchpoint
Service
Service
Delivery
The Service Performance Gap Gap 3
desig n
for
staff
Service
specifica)on
and
Standards
expe rience
too

16. Word of mouth Personal needs Past experiences
Expected
Service
Customer
Gap {}
Perceived
Service
Customer
Company Gap 4
External
Service
communications
Delivery
to customers
Gap 1 Gap 3
Service Specification
and Standards
Gap 2
Company Perceptions of
Consumer Expectations
Gaps model of Service Quality

17. Service
design
=
Organiza5onal
Transforma5on

18. Jurgen.tanghe@kiteconsultants.eu
@jurgentanghe
Kiteconsultants.eu
@idkite