Service design helps businesses work toward the goal of service excellence. It involves the planning and organizing of many factors that make up the service, and creating service design processes enables those in the service industry to provide that same level of service with consistency. Processes are one of the three top service design components along with people and props. These are some tips on how to build service design processes.
What Are Processes Involved in Service Design?
Certain actions happen when any service is carried out, which make up a process. These actions happen on both the part of the team member and the customer, and they happen both frontstage and backstage. In other words, the customer sees some of them, while some of them happen behind the scenes.
What is an example of service design processes? With the example of a restaurant, service design would include the processes the staff carries out. It includes different parts of carrying out a service, such as taking orders, entering orders, cooking food, serving food, cleaning dishes and so on. Different staff members and roles are involved in the process and bringing the service to fruition.
Why Is it Important to Build Service Processes?
A service can be carried out without specific, laid-out processes or with vague processes. However, in these cases, the inevitable result is that the outcome will be inconsistent and potentially sub-par, creating low or variable customer satisfaction.
By creating clear, specific processes that incorporate every part of a service, hospitality management ensures a service will be carried out the same way each time, meeting customer expectations and creating satisfaction. By considering all of the many parts of what makes up a service or a customer experience, management can foresee and plan for the smallest parts of service, going beyond customer expectations.
Tips to Build a Service Design Process
Focus on the Customer
In building service design processes, hospitality management should focus on the customer experience. The idea is to consider the customer journey throughout the service, with a focus on customer needs and expectations of the service. The processes should focus on adding value without being unnecessary or overly complicated.
Look for pain points within the customer’s journey and think of ways to making improvements to the experience.
Look to the parts of the process that may be interfering with the satisfaction of the entire experience.
Consider asking for customer feedback to narrow down pain points.
Consider the Sequence
When determining the customer’s journey and all of the steps it takes to carry out the service, consider the sequence. The service involves steps that are connected and performed in order. It’s important to detail that and include it within the process.
So, instead of simply listing steps that make up the process, list them in order and how they are handed off from one member of the team to the next. For instance, a process could specify:
the role of each cook in the kitchen and who they hand off their part to for plating
the role of plating and how it is handed off to servers
how servers take the plates and serve them
Creating an effective process includes laying out the steps that make up a service. It may involve adding steps, but it should also include taking away actions that don’t add value or that detract from the value of the customer experience. For example, an action that makes a guest jump through an unnecessary hoop should be removed to improve the experience. Also, take away actions that make carrying out the service more difficult for staff members. The process should focus on simplicity and only what is necessary.
Consider Each Staff Role Within the Service
Executing each service effectively depends on numerous roles within the organization, both frontstage and backstage. It's essential to determine which role is responsible for which part of the service, and how that role should carry out that part. Giving each role a specific part of the process creates ownership within that role, as well as responsibility for carrying it out and accountability for that stage of the process.
Since carrying out a service involves a number of different roles, it can be extremely beneficial to get feedback on processes from the team members in those roles. This includes different levels of staff members, and those who are frontstage as well as backstage.
When building service design processes, hospitality management should:
Create processes that structure the way the work is carried out
Design simple processes
Minimize variation to the process, but allow for it to meet differing customer needs
Overall, service design makes the guest’s experience the priority and does everything possible to ensure that it is always a positive, high-level experience. Processes tell everyone on the hospitality team exactly what they need to do to meet the guest’s needs and expectations. This creates customer satisfaction, which is the ultimate goal.