[00:00.00]NARRATOR: Listen to a conversation between a student and a business professor.
[00:05.39]MALE STUDENT: Thanks for seeing me, Professor Jackson.
[00:07.37]FEMALE PROFESSOR: Sure, Tom. What can I do for you?
[00:09.17]MALE STUDENT: I’m gonna do my term project on service design, uh, [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]FEMALE PROFESSOR: Wait, I thought you were going to 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]FEMALE PROFESSOR: 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]MALE STUDENT: No problem. I did e-mail you my idea too, though ….
[00:43.52]FEMALE PROFESSOR: Oh, that’s right. I remember now. [00:45.32]Restaurants … yeah …
[00:46.60]MALE STUDENT: So, here’s my question. [00:48.36]I read something about service standard that kinda confused me. [00:52.27]What’s the difference between service design and service standard?
[00:56.06]FEMALE 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]MALE STUDENT: Oh, OK.
[01:06.59]FEMALE PROFESSOR: Um, 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’re finished picking up your food, where do you go?
[01:27.14]MALE STUDENT: To the cash registers.
[01:28.41]FEMALE PROFESSOR: And where are they?
[01:29.33]MALE STUDENT: Um, right before you get to the seating area.
[01:32.11]FEMALE PROFESSOR: Exactly. A place that you would logically move to next.
[01:35.92]MALE 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.
[01:57.92]FEMALE PROFESSOR: OK.
[01:59.01]MALE 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]FEMALE PROFESSOR: And that’s what’s called a service gap. Maybe there wasn’t enough training for the employees, or maybe they just ran out of pie that day. [02:11.68]But something’s wrong with the process, and the service standard wasn’t being met.
[02:16.07]MALE 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]FEMALE 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.
[02:38.76]MALE STUDENT: I see.
[02:39.30]FEMALE PROFESSOR: But just call the manager ahead of time so they aren’t surprised.