U1 Map Service Process

Service Process meaning

Steps delivering value for customers’ needs, expectations & satisfaction

Delivering Service purpose

Customer needs fulfilment - understand & address specific customer requirements to tailor service,
Operational efficiency - Streamline processes for less wait time & improve service speed,
Quality assurance - Establish standards to maintain quality & reliability

Service Brand impact

Brand loyalty - Consistent high-quality service for encouraging repeat business,

Competitive differentiation - can differentiate from competitors for more market share,
Positive brand perception - share +ve experience via word-of-mouth/online review

Customer Perception & Satisfaction impact

Better customer experience - make customer valued/understood,

More customer satisfaction - timely & effective service for more satisfied & retention customers,
Managed customer expectations - less cust dissatisfaction for unmet promises

Service Process Mapping meaning

Visual process in consistent service delivery and follow-up for customer journey, optimise operations and efficiency

Service Process Mapping stages

Define Service Boundaries > Identify Customer Touchpoints > Establish Processes > Monitor and Review > Implement Changes

Service Boundaries decision

Identify scope & limits of service,
Assess capabilities & resources (ppl/budget/tech) available

Identify Customer Touchpoints decision

Impactful touchpoint,
Best channels (social media/email/in-person) for customer preference & behaviour

Establish Processes decision/consideration

Best for customer interaction & service delivery,
Align with customer expectation & business objective

Monitor and Review decision/consideration

Effectiveness of process,
Data collection of process & following feedback

Implement Changes decision

Decide on changes needed,
Changes on customer experience and operation efficiency

Define Service Boundaries stakeholders

Management/department heads/employees

Identify Customer Touchpoints stakeholders

Marketing team/customer service representative/sales team

Establish Processes stakeholders

Process owner (designs process)/IT team/quality assurance team

Monitor and Review stakeholders

Data analyst/customer feedback team/management

Implement Changes stakeholders

Change management team/training team/ALL employees

Service Process Map tools

Software applications: Microsoft Visio/Lucidchart,

Visual techniques: Flowcharts/swimlane

Tools importance

Better understanding,
Better efficiency,
Standardisation

*Flowchart Types

Process, swimlane, cross-functional, Business Process Model & Notation (BPMN) diagram, value stream map

Flowchart Tools

Microsoft Visio/Canva/Miro/Lucidchart

Swimlane Diagram benefits

Better communication,
Better understanding,
Streamlined processes

Represent what

Process

Represent what

Start/end

Represent what

Decision

Represent what

Input/Output

Process Mapping tools

Flowchart - visual steps for complex workflow,

Swimlane diagram - each step in process

Swimlane Diagram key aspects

Visual clarity,
Parallel processes,
Process optimisation

Employee roles

Service execution,
Customer experience,

Personalisation

Customer roles

Service consumption,
Feedback provision,

Co-creation (customers’ participation)

Customer Interactions impact (at least x3)

First impressions,
Personalisation improves satisfaction,

Consistent touchpoints