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NARRATOR:Listen to a conversation between a student and a business professor.
MALE STUDENT:Thanks for seeing me, Professor Jackson.
FEMALE PROFESSOR:Sure, Tom. What can I do for you?
MALE STUDENT:I'm gonna do my term project on service design, uh, what you see as a customer… the physical layout of the building, the parking lot.And I thought I'd focus on various kinds of eateries… restaurants, coffee shops, cafeterias, so I'd also analyze where you order your food, where you eat, and so on.
FEMALE PROFESSOR:[confused] Wait, I thought you were going to come up with a hypothetical business plan for an amusement park? Isn't that what you e-mailed me last week?
MALE STUDENT:[no] Mmm...
FEMALE PROFESSOR:I could've sworn.... [light dawns on her] Oh! I'm thinking of a Tom from another class. Tom Benson. [quickly] Sorry, sorry.
MALE STUDENT:[smiling] No problem. I did e-mail you my idea too, though.
FEMALE PROFESSOR:Oh, that's right. I remember now. Restaurants,yeah.
MALE STUDENT:So, here's my question. I read something about service standard that kinda confused me.What's the difference between service design and service standard?
FEMALE PROFESSOR:Service standard refers to what a company...employees are ideally supposed to do in order for everything to operate smoothly.The protocols to be followed.
MALE STUDENT:Oh, OK.
FEMALE PROFESSOR:Um, so backing up, Service design is...uh, think of the cafeteria here on campus.There are several food counters, right?All with big, clear signs to help you find what you're looking for:soups, salads, dessertsso you know exactly where to go to get what you need.And when you're finished picking up your food, where do you go?
MALE STUDENT:To the cash registers.
FEMALE PROFESSOR:And where are they?
MALE STUDENT:Um, right before you get to the seating area.
FEMALE PROFESSOR:Exactly. A place that you would logically move to next.
MALE STUDENT:[thoughtful] You know, not every place is like that.This past weekend was my friend's birthday, and I went to a bakery in town, to pick up a cake for her party.And the layout of the place was weird: People were all in each other's way, standing in the wrong lines to pay, to place orders .Oh! And another thing? I heard this bakery makes really good apple pie, so I wanted to buy a slice of it, too.
FEMALE PROFESSOR:OK. [= go on]
MALE STUDENT:There was a little label that said"apple pie", where it's supposed to be, but there wasn't any left.
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.But something's wrong with the process, and the service standard wasn't being met.
MALE STUDENT:OK, I think I get it.Anyway, since part of the requirements for the term project is to visit an actual place of business, do you think I could use our cafeteria?They seem to have a lot of the things I'm looking for.
FEMALE PROFESSOR:[no] Well, campus businesses like the cafeteria or bookstore don't quite follow the kinds of service models we're studying in class.You should go to some other, local establishment, I'd say.
MALE STUDENT:I see.
FEMALE PROFESSOR:But just call the manager ahead of time so they aren't surprised.
旁白：听一段学生和商务课教授之间的对话。
学生：Jackson教授，谢谢你愿意见我。
教授：别客气，Tom。我能帮你做什么吗？
学生：我要做关于服务设计的学期课题，也就是从顾客的角度看待问题，比如大楼的实体布局、停车场。我想以各种不同的饮食店为重点，比如餐馆、咖啡店、自助餐厅，所以我也会分析点餐的地方、用餐的地方等等。
教授：等一下。我还以为你要给游乐园提出一个虚拟的商业计划呢。你上个星期给我发的邮件不是这么写的吗？
学生：嗯...
教授：我可以发誓……啊，我想到的另一个班的Tom，Tom Benson，不好意思，不好意思。
学生：没关系。不过我确实也把我的想法写在邮件里发给你了。
教授：没错，我现在想起来了，餐馆，是的。
学生：我的问题是这样的：我读到了一些让我有点困惑的服务标准。服务设计和服务标准的区别是什么？
教授：服务标准指的是为了让一切都能顺利运行，一个公司……员工理想中应该做的事情。也就是要遵循的规程。
学生：哦，这样啊。
教授：那么再回过来，服务设计是……嗯，你可以想想学校这里的自助餐厅。那里有好几个食品柜台，对吗？所有的柜台上都有很大很清晰的标志帮助你找到你在找的东西：汤、沙拉、甜点。所以你明确知道应该去哪里找到你需要的东西。当你拿完了食物，你要去哪儿呢？
学生：去收银台。
教授：那又在哪里呢？
学生：在到达座位区之前就能看到。
教授：没错，在你逻辑上会去的下一个地方。
学生：但是你知道吗？不是所有地方都是这样的。上周末是我朋友的生日，我去了城里一家面包店取她生日派对上要用的蛋糕。那个地方的布局太奇怪了，每个人都挡着了别的路，站错了队伍付款和下单。哦！还有一件事，我听说这家面包店做的苹果派很不错，所以我也想买一块。
教授：然后呢。
学生：在本该摆放苹果派的地方有一个小标签写着苹果派，但是那里什么也没有了。
教授：而这就被称为服务缺口。也许那里的员工没有受到足够的培训，或者也许那一天就是卖完了派。但是这个程序有问题，而且没有达到服务标准。
学生：好的，我想我懂了。反正既然学期课题的部分要求是要参观一个真正的商业场所，你觉得我能不能用我们学校的餐厅？他们那儿似乎有很多我在找的东西。
教授：像自助餐厅或书店这样的校园商业，不太符合我们在课上学的那种服务模式。要我说你应该去一些其他的当地商店。
学生：我知道了。
教授：不过要提前给经理打电话，以免他们不知道怎么回事。
如果对题目有疑问，欢迎来提出你的问题，热心的小伙伴会帮你解答。