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Exam 8: Service Innovation and Design

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Question 21

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The last step in building a service blueprint is to:

A) Draw the line of interaction and visibility
B) Identify the physical evidence needed to support service quality
C) Map the service process from the customer contact person's point of view
D) Link customer and contact person activity to needed support function
E) Add evidence of service at each customer step

F) C) and D)
G) C) and E)

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Question 22

Multiple Choice

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Rama thought the light blue paint on the walls of the hospital waiting area was a vast improvement over the old brown paint.The repainting of the walls of the service provider is an example of a:

A) Major innovation
B) New service for the currently served market
C) Service line extension
D) Service improvement
E) Style change

F) A) and B)
G) C) and D)

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Question 23

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During which stage of the service innovation and development process are demand analysis,revenue projections,cost analyses and operational feasibility assessed?

In a service blueprint,the line of visibility separates:

When Marilyn returned to her oncologist's office for a checkup,she was pleased to find the waiting room had been remodeled and it now contained a large aquarium.There was even a sign that said watching fish is an excellent stress reducer.Since Marilyn did not feel nearly as anxious before going to the oncologist's examination room,she decided the addition of the swimming fish was a good:

Service blueprints are most useful when developed for a particular customer or customer segment,assuming that the service varies across segments.

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service,it was an example of a service development growth strategy.

When creating a blueprint for a technology-delivered self service,a row labeled "onstage technology" can be added to the blueprint:

In the post introduction evaluation stage of the new-service development process,information gathered during commercialization of the service can be reviewed and changes made based on actual market response to the offering.

During the commercialization stage,the service goes live and is introduced to the marketplace.This stage has two primary objectives.One is to build and maintain acceptance of the new service among large numbers of service delivery personnel who will be responsible for day to day service quality.The other is to:

Before a trade show ever opens,personnel spend hours assembling the booths,making sure they are all wired for electricity and ensuring the safety of the people who attend the show.This is an example of which component of the service blueprint?

During what stage of the new-service development process is empathetic design used?

When Grace wanted to buy a new pair of shoes,she went to Zappos.com because she really likes the wide variety of styles they carry and the free shipping policy.The people at Zappos.com who maintain the company's website,manage the inventory,and ship the shoes are performing:

The augmentation of an existing service line is a:

Which of the following is an important consideration for innovating or developing a new service?

In order to have a greater likelihood for ultimate success,who should be involved in the new service development process?

After an airplane arrives at its gate and passengers disembark,it is cleaned,restocked with food and beverages and refueled by maintenance workers before the next set of passengers board and the airplane departs on its next flight.The activities performed by maintenance workers to prepare the airplane for its next flight is part of which section of the service blueprint?

When Simone dropped off her German Shepherd at the Puppy Heaven Kennel before she went on vacation,she was pleased when she saw that the waiting room was brightly lit,it looked and smelled clean,and all of the employees were wearing neat uniforms.In service blueprinting terms,the condition of the waiting room and the employee uniforms are examples of:

What should be the two primary objectives of the service provider as it enters the commercialization stage of the new-service development process?

In service blueprinting terms,_____ are those steps and activities that contact employees,like desk clerks and receptionists,perform that are visible to customers.