Analysis of Strategic Service Vision for Bean Business

This report develops a strategic service vision for Bean Business, focusing on elements impacting customer satisfaction and profitability. It examines operating strategy, service blueprint, service delivery systems, employee management, and quality management measures. The report emphasi...Read More

STRATEGIC SERVICE
VISION

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
OPERATING STRATEGY.............................................................................................................1
SERVICE BLUEPRINT..................................................................................................................2
THE SERVICE DELIVERY SYSTEM..........................................................................................4
SERVICE EMPLOYEE MANAGEMENT....................................................................................5
QUALITY MANAGEMENT MEASURES...................................................................................5
CONCLUSION................................................................................................................................6
REREFENCES................................................................................................................................7

EXECUTIVE SUMMARY
The main aim of this report was to develop strategic service vision of Bean Business
start- up. In this report different elements of organization were focused because of which
customer satisfaction and profitability of business is impacted. In this report five main sections
of strategic service vision were focused: operating strategy, service blueprint, service delivery
system, service employee management and quality management measures.
INTRODUCTION
Strategic service vision is an attempt that helps in integrating marketing and operative
functions at all the levels at which customers contact with the organization. It is important for
organizations to focus upon development of a strategic service vision so that they can provide
outstanding customer service to their customers and can also help the employees to focus in one
correct direction (Matzner and et. al., 2018). This report will focus upon development of
operating strategy of Bean business organization by discussing all the relevant features of service
delivery system. Bean Business organization focuses upon provision of calm business
environment with best tasing coffee and selected food items at affordable price. It will be
accessible to majority of malls as well as to offices operating every day from 7 am till 12
midnight. This report will focus upon five main sections operating strategy, service blueprint,
service delivery system, service employee management and quality management measures.
OPERATING STRATEGY
It is important for organizations to develop an operating strategy so that they can
maximize effectiveness of their products, manage quality and minimize cost. Each and every
operating strategy has its own important elements that are required to be focused upon by
organizations for development of an appropriate strategy (Karlsson, ed., 2016). There are only
three important elements that are required to be focused upon like operations, financing,
marketing, organization, control and human resource. But for Bean Business only three of them
will be focused upon that are operations, marketing and human resource. This organization will
put its major focus and investment upon these three elements. All the three elements can be
explained with the help of service management trinity strategy that focuses upon three close
members that helps in satisfying service marketing objects. These three close members of this
strategy are operations, marketing and HR. All the three helps in provision of excellent customer
service with high productivity and excellent quality. Operations helps in cost control,
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maintenance of long leading time and compatibility between different operations so that high
effective performance can be achieved. Marketing helps in maximizing revenue, creates an
urgency of providing excellent service and high- quality products to customers and furthers helps
in enhancing creativity which helps in attracting a greater number of customers (Nam, Ha and
Lee, 2018). Whereas, human resource helps in achieving high productivity level and provide
good quality products and service to customers.
Marketing of Bean business will be focusing upon establishing strong communication
with their customers so that they can do marketing of their products and services and ways in
which they can provide excellent service especially to corporate office or organizations
employees from morning 7 to midnight 12. They will be using digital communication technology
where with the help of online advertising, social networking sites developing their own web page
they will be communicating with their customers. Marketing management will also focus upon
coordinating with human resource as well so that marketing of products and services done can be
provided to customers in same manner. This can help the organization in enhancing customer
satisfaction level and attract more customers for maximizing revenue. Human resource will also
need to focus upon producing excellent service to their customers, maintain quality of products
offered by them so that high satisfaction level of customers is maintained. Operations will help
Bean business in ensuring that type of service required by working people and at any time of the
day be provided to them. There is no compromise with quality and quantity of product which is
provided to customers whether it is a food item or coffee. For this human resource of employees
of organization will also be provided with incentives so that they can focus upon maintaining
their high effectivity, provide excellent quality products and services to customers, loyalty within
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them is increased. So, it can be said that main investment by the organization will be made in
operations, marketing and human resource.
SERVICE BLUEPRINT
On stage
Physical
Evidence
Booking
done though
calling or
through
website
Bean
Business
exterior
Bean
Busines
s
internal
ambian
ce
Furniture or
room
Employe
e
Deliver
product
Billing
counter
Exit exterior
On Stage
Customers Actions
Customers
reserve
table as per
their needs
Custome
rs arrive
at Bean
Business
Walk’s
in
As per their
booking they
move to
required
room like to
business
room or
resting
lounge
Custome
rs place
order
Receive
order
Pay’s
bill
Leave to
parting or
resting lounge
or exit bean
Business
On Stage
Contact person visible Confirm
booking
made by
customers
Greet
custom
ers
Show
booking
room or table
to customers
and set
ambiance of
room is set as
per customers
requirement
Take
order
Deliver
order
accept
paymen
t for
bill
paymen
t
Again, greet
customers
while leaving
Back stage
Contact
person
Check
availability
ad confirm
Set
lightening,
music as per
customers
requirement
Prepare
bill
data
entry
and
generat
e bill
Back stage
Service
provision Prepare
order
mainta
in
accura
cy of
bill
Above service blueprint shows service delivery process from the moment customers
makes booking till they exit. There are various kinds of points in this that can impact customers
experience. These points are known as critical points. However, in this blueprint there are many
critical points but most critical points that can directly impact customers experience were
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delivering order to customers and maintaining accuracy of bill (Ryu, Lim and Kim, 2020). This
is because customers satisfaction or dissatisfaction depends upon type of service provided to
them and bill generated is accurate i.e. additional process are not added and if there is any kind
of offer or discount then it should be included in the bill. If good service is not provided to
customers then it will impact their satisfaction and if too much of additional cost are added to the
bill or no discounts or offers are considered in the bill then customers can easily get dissatisfied
with the service.
THE SERVICE DELIVERY SYSTEM
Bean business is a kind of coffee shop that provides a bond between working people and
their need for coffee. So that people working in business environment best tasing coffee and food
service at affordable price even at odd hours like 7 AM in the morning or 12 at mid night.
Serving protocol adopted by Bean Business is reservation system and priority system but they
majorly focus upon reservation system. Beam Business focuses upon service reservation system
where customers will be placing their order if they want it to be delivered at their office premises
or will make a booking as per their requirement like business meeting, party etc. So that their
table/ lounge, table can be prepared for them they service delivery starts as soon as customer
makes a booking or place their order. Walk in customers can also use office areas if they have
not made a booking but first preference and priority is given to customers who have made
booking and then to walk in customers. they also charged additional charges for using priority
rooms for their order. Nature of service at each step of customer service has been explained
below:
 Staff members receive customers booking and after checking availability they confirm
booking.
 When customers arrive at Bean business, they are first greeted then then they are taken to
their respective rooms as per their booking.
 They order is taken and prepared and till order is prepared distilled drinking water.
 Ambiance of the room is set as per the requirements of customers including lights, music etc.
 When order is prepared it is delivered to customers and after some time they are asked if they
want to order something else, if no then bill is prepared.
 After follow up bill is offered to customers.
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Capacity management issue which is required to be addressed is many times due to limited
number of rooms and more pre- booking his place can become a bit more crowded which is not
liked by most of the customers. in order to avoid this issue while confirming booking first of all
availability of space can be checked so that this issue does not occur.
SERVICE EMPLOYEE MANAGEMENT
One of the main factors behind high customer satisfaction level is service provided by
staff members. Employees are one of the most important part of an organization that helps them
in gaining competitive advantage and attract a greater number of skilled and qualified employees
(RAHIMI, 2020). In food and beverage industry effective and skilled employees are extremely
important as they are the one who directly comes in contact with the customers. Employees can
not only help in enhancement of customers satisfaction level but can also help in achieving main
organizational goals, enhance sales, profitability. As per the service blue print, customer service
is one of the most important critical point which is required to be focused upon is customer
service. Employees who service customers on stage directly impacts satisfaction level of
customers. For this it is important to focus upon training and development of employees and
motivate employees work upon enhancing their performance level. Loyal employees can not
only help in maintaining satisfaction level of customers but also helps in maintaining high
quality of products and services offered by organization to customers that can further help the
company in gaining competitive advantage. Staff training and development can help Bean
business in maintaining high effectivity and performance of employees. Time to time training
provision can also help employees in developing required skills and qualities that can be used by
them for provision of high- quality products and services to customers so that customer
satisfaction and loyalty can be maintained (Cho and et. al., 2016). Staff members will be
provided with points for their excellent service provision to customers and after every month
evaluation of points will be done so that incentives or rewards can be provided to employees.
This will help in maintaining high motivation and job satisfaction level among employees and
will also help in maintaining loyalty among employees.
QUALITY MANAGEMENT MEASURES
Success and failure of every business completely depends upon satisfaction level and
loyalty of customers. If customers are provided with high quality of products and services then
their satisfaction level that can further help in increasing loyalty for the organization among
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customers. Maintaining loyal customers is never cost consuming but attracting new customers is
always both time and cost consuming (Subramony and et. al., 2017). So, it is important to
maintain high quality of services and products for customers. For this there are many different
kinds of service quality models that can help bean Business in maintaining and ensuing provision
of high quality of service. RATER is a kind of service quality model which is based upon five
main gaps because of which quality of service is majorly low. This model helps in explaining
five dimensions on the basis of which difference between received and expected service can be
identified. This model can be used by Bean Business for achieving expected level of service.
Five dimensions of RATER model have been explained below:
 R- Reliability: Bean Business focus upon providing service to customers in timely manner
(Nieto and Casabianca, 2019). no mistakes will be done delivering order to customers. Not
only this, while providing bill to customers accuracy in bill will also be maintained. Other
than this, taste of coffee and food items will also be consistent i.e. no variation within taste of
coffee and food items will be brought.
 A- Assurance: Bean business will focus upon providing training to employees so that they
are competent, respect all the customers and other employees, they are confident and ensure
safety and security of customers.
 T- Tangibles: Bean Business will also focus upon providing all kinds of facilities to
customers, equipment’s so that high quality and fast service to customers, technology like
Wi- fi or internet connection will also be provided to customers. All the customers will also
be provided with an option of providing feedback so that if they want any kind of changes or
are facing issues.
 E- Empathy: All the needs of customers will also be fulfilled by providing them with proper
service (Casabianca and et. al., 2017).
 R- Responsiveness: All the employees will be provided with training so that they willingly
help customers, resolve their problem or issues in a proper manner.
CONCLUSION
From the above report it has been analysed that operations, human resource and
marketing three main elements that can directly impact customer satisfaction. It is important for
organizations to being improvement within their service by adopting an appropriate service
model so that they can provide excellent service to their customers.
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REREFENCES
Books and Journals
Casabianca, J.M., and et. al., 2017. A hierarchical rater model for longitudinal data. Multivariate
behavioral research. 52(5). pp.576-592.
Cho, M., and et. al., 2016. Workplace incivility and its effect upon restaurant frontline service
employee emotions and service performance. International Journal of Contemporary
Hospitality Management.
Karlsson, C. ed., 2016. Research methods for operations management. Routledge.
Matzner, M., and et. al., 2018. Digital transformation in service management.
Nam, S., Ha, C. and Lee, H.C., 2018. Redesigning in-flight service with service blueprint based
on text analysis. Sustainability. 10(12). p.4492.
Nieto, R. and Casabianca, J.M., 2019. Accounting for Rater Effects With the Hierarchical Rater
Model Framework When Scoring Simple Structured Constructed Response
Tests. Journal of Educational Measurement. 56(3). pp.547-581.
RAHIMI, R., 2020. The Service Delivery Process. Managing Hospitality Experiences, p.115.
Ryu, D.H., Lim, C. and Kim, K.J., 2020. Development of a service blueprint for the online-to-
offline integration in service. Journal of Retailing and Consumer Services. 54.
p.101944.
Subramony, M., and et. al., 2017. Accelerating employee-related scholarship in service
management. Journal of Service Management.
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