ABSTRACT
This chapter outlines the links between service vision, strategy, process, and design, and culminates with introducing the customer journey and journey mapping, which are tools that help firms ensure that all elements of the service process align with the service promise. Critical to this chapter is understanding the many interconnected parts – in other words, the whole firm must be aligned around the company (service) vision, so that all efforts from all areas of the business have a singular purpose. The service vision provides the foundation upon which the firm designs its service offerings, such that they are always consistent with the overall image that the organization wants to create in the minds of customers. Service employees are emphasized as a vital component of delivering on the service promise, by bringing the vision to life through the many ‘moments-of-truth’ that customers have with service organizations. This chapter addresses the above concepts from a managerial perspective to provide readers with a broader awareness of a more strategic level of service.
