Page 29 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Six Sigma in Service Organizations 11

Service design

Service Service Service
product facility process
design design design

Service delivery

Service Service Customer
delivery encounter provider
process environment interaction

Figure 1.3 Service Design and Delivery (Adapted from Ramaswamy 1996)

Service Delivery Process The service delivery process is the
execution of the designed service process steps in order to deliver the
desirable service products to customers. The ideal service delivery
process can deliver the routine service smoothly, effortlessly, and pre-
dictably; it also has the flexibility to deal with abnormal service
requirements, personalized services, and difficult situations.

Service Encounter Environment The service encounter envi-
ronment is the environment in which the service is delivered and the
customer-provider interaction takes place. For example, in a hospital,
the service environment includes all the places where patients will
possibly stay, such as offices, emergency rooms, and hospital beds. In
many service operations, service encounters happens in front rooms. A
clean, well-lit, and comfortable service encounter environment will
make customers feel good.

Customer-Provider Interaction In service process, there is also the
human interaction aspect; for example, in the car rental business, the
representative should greet customers politely and ask customers their
car preference. The whole service process includes both the execution
of process steps and human interaction.
From the preceding discussion, we can see that the excellent service
product, service delivery process, and customer-provider interaction can be