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Exam 8: Service Innovation and Design

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Question 31

Multiple Choice

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It is often useful to create a service blueprint at the ___________ stage of the service innovation and development process.

A) Commercialization
B) Business analysis
C) New services strategy development
D) Service concept development and evaluation
E) Idea generation

F) B) and D)
G) D) and E)

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Question 32

Multiple Choice

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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:

A) Customer actions
B) Onstage contact employee actions
C) Support processes
D) Backstage contact employee actions
E) Audience actions

F) All of the above
G) A) and D)

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Question 33

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

Service providers need some formal mechanism to ensure ongoing idea generation.

The loading of passengers' baggage onto an airplane by baggage handlers is a backstage contact employee action.

The service blueprint can be analyzed horizontally if the purpose is to understand the integration of the service process or to identify for particular employees where they fit into the bigger picture.

______ are the most common types of new services.

The ability to connect to the Internet through a modem using the same wires that transmit cable television was an example of a _____ when it was first introduced.

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:

The supervisor of a hotel housekeeping staff instructed a new housekeeper in the 45 ways a room must be cleaned if its guest has checked out but she forgot to mention that a less thorough method was to be used if the guest was staying additional nights.The next month the supervisor wonders why the new housekeeper is using many more packets of toiletries than the other housekeepers are.Also,it is taking the housekeeper the same amount of time to clean a recently vacated room as it does to clean a room that will be housing the same people for another night.The best explanation for the misunderstanding about the service to be provided by the housekeeper is _________,a risk incurred when services are described in words alone.

In a service blueprint,the line of visibility separates:

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

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

When a hospital with formerly monochromatic walls added murals honoring fire fighters and police officers,it would be an example of a service improvement.

At the _____ stage of the service development and innovation process,the new service is made available to a limited number of its potential customers.

The augmentation of an existing service line is a:

Elysian Events,a wedding planning company,noted how many couples had a wedding catastrophe of some kind.As a result,it abandoned wedding planning and began offering wedding insurance to protect couples from financial losses due to weather emergencies,stolen wedding rings,damaged wedding dresses,etc.In terms of the service blueprint,preparation of documents to submit to the insurance underwriting company that makes it possible for Elysian Events to offer wedding insurance inexpensively is part of which section of the service blueprint?

Vertical lines cutting across the line of internal interaction represent internal service encounters.

Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation.In terms of the service blueprint,Simone's telephone call is an example of a(n) :

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: