Service Excellence

CHAPTER 7

Service Design and Multichannel Management

A service-centered perspective requires organizations to manage and coordinate a larger set of functions. For goods, managers typically make decisions about:

• Price;

• Product;

• Promotion; and

• Place (i.e., distribution or supply chains and networks).

However, service-centric organizations that focus on the customer experience manage and coordinate additional decisions concerning:¹

• Processes;

• People; and

• Physical evidence.

Processes, people, and physical evidence are critical to the creation and delivery of the customer experience. Hence, Chapters 7 and 8 discuss these last three activities, beginning with designing and managing processes.

Process refers to the procedures and activities through ...