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Exam 8: Service Innovation and Design

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Question 31

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If the purpose of the service blueprint is to understand the customer's view of the process,the blueprint should be analyzed:

A) As a whole
B) Vertically,from the top to the bottom
C) From left to right
D) Vertically,from the bottom to the top
E) From right to left

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

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Question 32

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New service development is typically a linear process.

A) True
B) False

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Question 33

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Traditional thinking has defined _____________ as "bundles of goods and services that companies offer to customers," but customers think of them as sets of customer-facing processes.

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

When a company offers new services to current customers,it is using a _____ growth strategy.

McDonald's offers home and office delivery service in selected markets in the U.S.and Canada.McDonald's delivery service is a _____ growth strategy.

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?

Which of the following is NOT a risk incurred by describing services in words alone?

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

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

An ad in a dental journal noted that if dentists would bulk buy a flowable composite used to build bridges and caps,the dentist purchasing the composite would receive Delta Air Lines Sky Miles to add to his or her existing Sky Miles.Both companies,the composite marketer and Delta,benefit from this offer.By allowing the composite marketer to offer free Sky Miles to customers,Delta Air Lines is further implementing its _____ growth strategy.

After a service firm maps the service process from the customer's point of view,the next step in building a service blueprint is to:

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.

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 a day care center added an after-school program for first through third graders,it was an example of a service line extension.

Which of the following is NOT a demonstrated benefit of service blueprinting?

Pret a Manger,a London-based sandwich shop,introduced restaurant-quality sandwiches with fast-food velocity.This would be an example of a

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.

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.Elysian Events is using a _____ growth strategy.

Service blueprinting is grounded in all of the following disciplines EXCEPT: