Classifying & Designing Services
In the Service Sorting Activity, you categorized services like tattoos, Uber Eats, and therapy into these four categories.
What are People Processing, Possession Processing, Mental Stimulus Processing, and Information Processing?
In creating a positioning statement, you consider four elements: the target audience, frame of reference, point of difference, and this final element — the proof that your point of difference is credible.
What is Reason to Believe?
Name the three stages of the consumption model.
What are pre-purchase, service encounter, and post-encounter?
In the KFC/Chewy worksheet, you applied this framework — the three fairness dimensions customers use to evaluate recovery. Name all three.
What are procedural, interactional, and outcome justice?
The visual tool your teams built twice for their recovery project — mapping frontstage, back-stage, and support processes separated by the line of visibility.
What is a service blueprint?
In your Ch. 15 group activity, you placed companies into one of four levels of service performance. Name one of the four.
What is a Loser, Nonentity, Service Professional, or Service Leader? (any one acceptable)
In the Competitive Service Audit, you compared competitors across the 8 petals of the Flower of Service. The four petals consisting of Consultation, Hospitality, Safekeeping, and Exceptions are classified as this type.
What are enhancing services?
In the Breckenridge ski day activity, this framework required you to subtract total user costs, both monetary AND nonmonetary, from gross value received.
What is the Net Value equation or Net Value framework?
In the Starbucks case, you analyzed three types of media. Ads are paid. The app, website, and in-store signage are owned. What's the third type — coverage and buzz generated by others?
What is earned media?
The counterintuitive phenomenon from both the KFC/Chewy and Peloton worksheets: customers who experience a well-recovered failure sometimes become MORE loyal than those who never had a problem.
What is the service recovery paradox?
In the DoorDash activity, this is the part of the service blueprint that is visible to the customer.
What is the frontstage?
In the Delta Air Lines worked example, Delta was classified at this level — they meet customer expectations reliably but aren't yet defining the category.
What is a Service Professional?
In the Competitive Service Audit, you compared competitors across the 8 petals of the Flower of Service. The four petals consisting of Information, Order-taking, Billing, and Payment are classified as this type.
What are facilitating services?
In the Starbucks mobile outage case, you used this five-part framework — Who, What, Where, When, Why — to design crisis communications.
What are the 5 Ws of Service Communication? (also recognized as: the 5 Ws of communication planning)
The three-spoke strategic framework from Chapter 12 — Foundation, Bonds, and Reduce Churn — that organizes loyalty strategy.
What is the Wheel of Loyalty?
Step 1 of the Root Cause Analysis activity — the diagnostic tool where you brainstormed service problem causes across eight categories like Customers, Front-Stage Personnel, Backstage Personnel, Facilities/Equipment, Materials/Supplies, Procedures, Information, and Other Causes.
What is a Fishbone Diagram (or Ishikawa diagram)?
In the DoorDash activity, this is the line between frontstage and back-stage.
What is the line of visibility?
Step 3 of your Ch. 15 activity asked you to identify one of these — a change requiring multiple departments to collaborate — to move your company up a level.
What is a cross-functional change?
In Part 2 of the Choosing a college activity, you evaluated seven types of perceived risk. This one relates to how family, friends, and future employers will view your choice.
What is social risk?
The Ashford Grand activity used two frameworks to analyze customer response. One is the SOR Model. The other classifies the emotional tone (positive or negative) and arousal level (high or low) of the internal response.
What is the Valence & Intensity Model of Affect?
In your AAdvantage vs. Sub Club analysis, the deepest level of loyalty bonds (Level 3) includes three types: social, customization, and this third type — integrated into the customer's life and hardest to replicate.
What are structural bonds?
Step 2 of the Root Cause Analysis — the 80/20 rule that helped you identify “the vital few” causes driving most service problems.
What is Pareto Analysis (or the 80/20 Rule)?
The self-reinforcing downward spiral from your Service Talent Cycle activity — characterized by low wages, minimal training, and constant turnover.
What is the Cycle of Failure?
In the Delta worked example, the cross-functional change required collaboration between HR, Operations, and this third function — responsible for personalized rebooking based on customer history.
What is Technology (or IT)?
In the Distribution Strategy Pitch, your consulting group helped a friend launch a new service business by answering the four key questions every service business must address. Name all four.
What are: What, How, Where, and When?
In Part 4 of the Position the Competition activity, you plotted competitors on two axes to find the “white space” — this is the name of that tool.
What is a positioning map (or perceptual map)?
The five-stage Communications Funnel (AKA Hierarchy of Effects Model) from the Starbucks case — Awareness, Consideration, Purchase, Retention, and this final stage.
What is Loyalty?
From the Root Cause Analysis quick reference: this specific gap (Gap 2) occurs when service specifications don't reflect management's understanding of customer expectations.
What is the Policy Gap?
The first stage of the Service Talent Cycle according to Wirtz & Lovelock.
What is Hire the Right People?
In the Delta worked example, this CESE pathway was recommended because Delta had already invested heavily in technology and process design (Fly Delta app, automated rebooking).
What is the Operations Management pathway?