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1 .<-NARRATOR:->Listen to a conversation between a student and a business professor.
1 .<-MALE STUDENT:->Thanks for seeing me, Professor Jackson.
1 .<-FEMALE PROFESSOR:->Sure, Tom. What can I do for you?
1 .<-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.
2 .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.
1 .<-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?
1 .<-MALE STUDENT:->[no] Mmm...
1 .<-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.
1 .<-MALE STUDENT:->[smiling] No problem. I did e-mail you my idea too, though.
1 .<-FEMALE PROFESSOR:->Oh, that's right. I remember now. Restaurants,yeah.
1 .<-MALE STUDENT:->So, here's my question. I read something about service standard that kinda confused me.
2 .What's the difference between service design and service standard?
1 .<-FEMALE PROFESSOR:->Service standard refers to what a company...employees are ideally supposed to do in order for everything to operate smoothly.
2 .The protocols to be followed.
1 .<-MALE STUDENT:->Oh, OK.
1 .<-FEMALE PROFESSOR:->Um, so backing up, Service design is...uh, think of the cafeteria here on campus.
2 .There are several food counters, right?
3 .All with big, clear signs to help you find what you're looking for:soups, salads, desserts
4 .so you know exactly where to go to get what you need.
5 .And when you're finished picking up your food, where do you go?
1 .<-MALE STUDENT:->To the cash registers.
1 .<-FEMALE PROFESSOR:->And where are they?
1 .<-MALE STUDENT:->Um, right before you get to the seating area.
1 .<-FEMALE PROFESSOR:->Exactly. A place that you would logically move to next.
1 .<-MALE STUDENT:->[thoughtful] You know, not every place is like that.
2 .This past weekend was my friend's birthday, and I went to a bakery in town, to pick up a cake for her party.
3 .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 .
4 .Oh! And another thing? I heard this bakery makes really good apple pie, so I wanted to buy a slice of it, too.
1 .<-FEMALE PROFESSOR:->OK. [= go on]
1 .<-MALE STUDENT:->There was a little label that said"apple pie", where it's supposed to be, but there wasn't any left.
1 .<-FEMALE PROFESSOR:->And that's what's called a service gap.
2 .Maybe there wasn't enough training for the employees, or maybe they just ran out of pie that day.
3 .But something's wrong with the process, and the service standard wasn't being met.
1 .<-MALE STUDENT:->OK, I think I get it.
2 .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?
3 .They seem to have a lot of the things I'm looking for.
1 .<-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.
2 .You should go to some other, local establishment, I'd say.
1 .<-MALE STUDENT:->I see.
1 .<-FEMALE PROFESSOR:->But just call the manager ahead of time so they aren't surprised.