3-TEAM TERM PROJECT ASSIGNMENT GUIDELINES (6)
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TEAM TERM PROJECT ASSIGNMENT
GUIDELINES
Your mandate:
PROPOSE A SERVICE MARKETING STRATEGY, INCLUDING THE PROCESS TO
IMPLEMENT IT, FOR A COMMUNITY-ORIENTED SERVICE OF YOUR CHOICE;
Objectives:
Ability to design a service for ultimate customer experience using the Service dominant
logic marketing approach;
Integrate the material from this course, i.e. the concepts necessary for a complete and
innovative service design;
Demonstrate sense of creativity and a keen concern for ecological, social, ethical and
artistic impacts a service design needs to create;
Specifically:
Create or innovate from an existing service;
Demonstrate you understand the customer focus (CPV-CPR) strategic service experience;
Provide a final document (Week 13) where a complete design of your service is
proposed. The report needs to cover all the important concepts identified in the assigned
readings. It should be detailed enough, as if you wanted it to be implemented right away;
Make a presentation
at the end of the semester on your service (Week 13)
. Your
responsibility is to present (in 10 minutes) the necessary arguments to convince
your targeted customers to adopt your service;
ON
WEEK 3,
YOU WILL HAVE TO MEET WITH THE PROFESSOR TO REVIEW THE
FOLLOWING ITEMS:
Identify the context/purpose/problematic that will be investigated,
Elaborate the CPV – CPR table that is representative of your targeted customers
Justification of your proposal that must be creative and innovative taking into consideration
trends (e.g. ecological, social and-or artistic and aesthetic dimensions);
What you intend to cover in your plan of actions (short-term to long-term);
FINAL DETAILS
Use your weekly synthesis, article presentations and student co-creative ideas to help
you in completing the design assignment
Final evaluation grid for the Group project written reports and oral presentation - please
see the rubrics in a separate file.
TEAM TERM PROJECT ASSIGNMENT
GUIDELINES
SERVICE DESIGN ELEMENTS TO BE INCLUDED IN
YOUR REPORT
Topics covered in class
Service design information to be provided
Values and experiences
Determine the Customer perceived value (CPV) and
Customer perceived risk (CPR) of the target customer you
intend to service. Establish at what moment of the service
experience it should be communicated (Before), provided
(During) and further experienced (After). What is your
service mission statement?
Co-creation of Services
Who are your most important stakeholders. Which
cocreation strategy you intend to put in place to engage
them and get them to fully participate in the elaboration of
the service.
The service design
Provide a typical customer story for your service and see
how the service fits into that story.
Propose some of the elements that will make up the core,
facilitating, supporting and augmented services which will
complete the experience of your target customer.
Elements to be taken into
account in the Service design -
Part I
Propose what should be some of the key elements that
should compose a typical physical environment where the
service would be delivered. More specifically describe the
elements which will enhance the service experience and
fit with the customer’s CPV.
Elements to be taken into
account in the Service design -
Part II
How would you demonstrate to your customer that he is
important, you care for him and you trust him. The
elements can be proposed as you describe the service in
terms of its core, supporting and augmented dimensions.
Propose an exhaustive list of touchpoints that would
enable your customer to be in touch with your service.
Microdesign of service – the
blueprinting approach
You do not need to propose in the report what a typical
service blueprint would look like. You just need to
mention, when describing the service journey through
which the customer goes, where you could minimize his
waiting time and where you can be proactive in ensuring
that potential failing points do not occur. Your
description of these solutions will demonstrate your
capacity to view the service in all its details, and make it
almost flawless.
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- Purchasing and Supply Chain ManagementOperations ManagementISBN:9781285869681Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. PattersonPublisher:Cengage Learning
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