[00:00.00]Listen to a conversation between a student and a business professor.
[00:05.39]Student: Thanks for seeing me. Professor Jackson.
[00:07.37]Professor: Sure, Tom. What can I do for you?
[00:09.17]Student: I'm gonna do my term project on service design. [00:11.89]What you see as a customer, the physical layout of the building, the parking lot. [00:16.17]And I thought I'd focus on various kinds of eateries: Restaurants, coffee shops, cafeterias. [00:21.58]So I'd also analyze where you order your food, where you eat, and so on.
[00:25.65]Professor: Wait. I thought you were gonna come up with a hypothetical business plan for an amusement park. [00:30.91]Isn't that what you e-mailed me last week? [00:33.17]I could've sworn.. [00:35.13]Oh, I'm thinking of a Tom from another class. [00:38.32]Tom Benson. Sorry. Sorry.
[00:40.65]Student: No problem. I did e-mail you my idea too though.
[00:43.52]Professor: That's right. I remember now. [00:45.32]Restaurants, Yeah.
[00:46.60]Student: So here's my question. [00:48.36]I read something about service standard that kind of confused me. [00:52.27]What's the difference between service design and service standard?
[00:56.06]Professor: Service standard refers to what a company...employees are ideally supposed to do in order for everything to operate smoothly. [01:03.97]The protocols to be followed.
[01:05.64]Student: Oh, okay.
[01:06.59]Professor: So backing up. [01:08.68]Service design is...uh, think of the cafeteria here on campus. [01:13.64]There are several food counters, right? [01:15.68]All with big, clear signs to help you find what you're looking for: soups, salads, desserts. [01:21.21]So you know exactly where to go to get what you need. [01:23.77]And when you are finished picking up your food, where do you go?
[01:27.14]Student: To the cash registers.
[01:28.41]Professor: And where are they?
[01:29.33]Student: Right before you get to the seating area.
[01:32.11]Professor: Exactly. A place that you would logically move to next.
[01:35.92]Student:You know, not every place is like that. [01:38.64]This past weekend was my friend's birthday, and I went to a bakery in town to pick up a cake for her party. [01:44.25]And the layout of the place was weird. [01:46.21]People were all in each other's way, standing in the wrong lines to pay, to place orders. [01:50.78]Oh, and another thing, I heard this bakery makes really good apple pie, so I wanted to buy a slice of it too.
[01:59.01]Student:There was a little label that said apple pie where it's supposed to be but there wasn't any left.
[02:04.21]Professor:That's what's called a service gap, maybe there wasn't enough training for the employees or maybe they just ran out pie that day. [02:11.68]But something is wrong with the process, and the service standard wasn't being met.
[02:16.07]Student:OK. I think I get it. [02:17.64]Anyway, since part of the requirements for the term project is to visit an actual place of business. [02:23.23]Do you think I could use our cafeteria? [02:25.21]They seem to have a lot of the things I'm looking for.
[02:27.57]Professor:Well, campus businesses like the cafeteria or bookstore don't quite follow the kinds of service models we're studying in class. [02:35.61]You should go to some other local establishment I'd say.
[02:39.30]Professor:But just call the manager ahead of time so they aren't surprised.