APPENDIX I: THE INTERVIEW
INTERVIEW
The purpose of the interview is to see how (organization) develops new services. The development process can differ in the number of stages, the importance of each stage, the people involved and the way in which the process is embedded in the organization. This interview is meant to give more insights in the new service development process. The questions focus on the development of the single new service described in question 1.
Can you shortly describe the service?
Intangibility
The service cannot be touched, tasted, smelt or seen. In additions to their physical intangibility, services can also be difficult for the mind to grasp and thus can be mentally intangible.
High - Low
Inseparability
The service is inseparable from the source, whether a person or a machine, that provides it.
Production and consumption occur simultaneously; the service is produced by the seller and consumed by the buyer at the same time.
High - Low
THE SERVICE
SERVICE CHARACTERISTICS
Which of the following stages did you conduct in the development of this service?
Which three stages did you focus on most in the development of this service?
Service development strategy
Idea generation
Idea selection
Concept development/testing
Business analysis
Service design
Process/system design
Marketing program
Personnel training
Market testing
Full scale launch
Post launch evaluation
Other fase; _________________________
Other fase; _________________________
Other fase; _________________________
Questions for each fase:
What is the purpose of the fase?
How is the fase formalized (standardization, budget, objectives)?
What are the activities undertaken in this fase?
Who is involved in this fase (employees, customers)?
Which sequence is followed, or are there fases that are conducted parallel/overlap?
Where in the organization are the decisions made (responsibilities and authorization)?
THE NEW SERVICE DEVELOPMENT PROCESS
BACK-UP QUESTIONS
1. Can you shortly describe the service?
2. Are there in the business strategy objectives stated for new service development? In terms of finance, number of new services?
3. What is the service strategy for this new service?
4. How do you generate ideas for new services?
(Customers, competitors, employees; marketing, contact staff, (de)regulation; other)
5. When selecting ideas what aspects do you take under consideration, f.i. customer expectations, financial objectives or the existing organizational system (people, process, facilities)?
6. Is the concept tested (among staff and customers)?
7. Does the organization conduct an internal research on the competences and resources?
8. Does the organization conduct a market research on conditions for the new service?
THE SERVICE
THE NSD PROCESS; IDEA GENERATION
THE NEW SERVICE DEVELOPMENT PROCESS; SERVICE DEVELOPMENT STRATEGY
THE NSD PROCESS; IDEA SELECTION
THE NSD PROCESS; BUSINESS ANALYSIS THE NSD PROCESS; CONCEPT DEVELOPMENT
Systems
9. Where there different electronic systems needed to offer the new service?
10. Where there different organizational systems (work flow) needed to offer the new service?
Participants; staff
11. What were the changes for the contact staff (front office) by adding the service to the offerings?
12. What were the changes for the back office by adding the service to the offerings?
13. Where people trained on the new service?
Participants; customer
14. Is there a change in the degree of interaction between the customer and the contact staff?
15. Is there a change in the degree of involvement of the customer in the interaction process?
Physical environment
16. Was there a need to change the surroundings?
17. Was there a need to change the physical layout?
18. Was there a need to change the location?
19. What are the aspects considered in the marketing program (pricing, distribution, promotion)?
20. Is the image of the organization linked to the new service?
21. What kind of marketing aspects are tested?
22. How is the service tested?
23. When is decided to a full-scale launch?
THE NSD PROCESS; MARKETING PROGRAM
THE NSD PROCESS; MARKET TESTING
THE NSD PROCESS; FULL SCALE LAUNCH THE NSD PROCESS; DEVELOPMENT
24. How and on what bases is the evaluation conducted?
25. Reviewing the process for this new service what are the main learning points for a future development process?
26. What fase were you most content about, and why?
27. What fase were you least content about, and why?
THE NSD PROCESS; POST LAUNCH EVALUATION
THE NSD PROCESS; REVIEWING THE PROCESS
