32. Service Definition

Unlike a product definition, a formal service definition is often the only tangible specification of the service product. Typically services are ill defined, but the discipline of formally defining a service can greatly reduce risk and expand consideration of contingent events that would otherwise be a surprise to the ad hoc service provider.

A service is distinct from a product in the sense that it tends to be intangible, interpersonal communication intensive and transactional in nature. Service definition comprises many of the elements of product definition but in addition requires particular attention to be paid to methods of sale, methods of communications, methods of service provision, quality of service and grade of service.

Modelling a Service

It is useful to start a discussion on service definition with a clear understanding of how a business transaction proceeds from initiation to completion. A service definition needs to mirror and recognise the activities and roles that occur within a transaction in order to ensure necessary quality and grade of service standards are achieved. Whilst a product can be created without consideration of the parties involved in trading, they are such an intimate part of a service that they must be considered in detail.

Transaction Model

A service always comprises two parties, a server and a client. A model of the communications relationships that exist between a client (a) and a server (b) is shown below. This model can be used to determine the communications requirements to maintain a stable relationship during the provision of a service to the client. Note that the model is a state transition model and shows each stage of a transaction from the time that a service provider proposes a service to the client to the time that the customer agrees that the service is complete.

A service is usually designed to move through the stages shown in the central line of the diagram. A server proposes a service, the client then requests the service to be carried out, the server agrees to meet the clients requirements, the client waits for the service to be completed, the server then asserts the completion of the service and finally the client agrees that the service has been completed to his/her satisfaction.

This straight forward model is idealistic. In the diagram of the transaction model, over page, the arrows that move away from the central line show how communications within the context of a service provision can become complicated through requirements to counter propose, negotiate, progress chase, and control the quality of service provision. By defining the communications associated with a service around the possibilities shown in this model, a more resilient and better quality service will result.