The Flower of Service is a marketing and service management framework that was developed by Christopher Lovelock and Jochen Wirtz. It is used to illustrate and analyze the various elements of services that a business can offer to its customers. The model is called the “Flower of Service” because it is typically represented in the shape of a flower with core service offerings at the center and supplementary services surrounding them. It helps businesses understand how to enhance their service offerings and create a more complete and customer-centric service experience.

Here are the key components of the Flower of Service:

  1. Core Services: At the center of the flower are the core services or core products that a business provides. These are the fundamental services or products that meet the basic needs or demands of customers. For example, if you’re a hotel, the core service is providing accommodation.
  2. Petals (Supplementary Services): Surrounding the core services are the petals of the flower, which represent supplementary services or features that enhance the core offering and provide additional value to customers. These supplementary services can include things like customer service, billing, warranties, maintenance, delivery, and more. The goal is to make the overall service experience more attractive and satisfying.
  3. Information: The center of the flower often contains information or communication, indicating the importance of effective communication in delivering services. Clear and transparent communication with customers can improve their understanding of the services offered and increase satisfaction.
  4. Payment: Payment is another critical component often placed in the center of the flower. It represents how customers pay for the services and the various payment options available.
  5. Ordering: Ordering or booking services is often depicted as a communication channel between customers and the service provider. It represents how customers can access and request the services they need.
  6. Billing: Billing includes the processes for invoicing and collecting payment for services rendered. It is a crucial element of the service transaction.
  7. Consultation: Consultation involves providing expert advice or guidance to customers. This can be a supplementary service that helps customers make informed decisions.
  8. Hospitality: In certain service industries like hospitality, the concept of hospitality is important. This encompasses the warmth, friendliness, and welcoming atmosphere that enhances the overall service experience.
  9. Safekeeping: Safekeeping refers to the protection and security of customer belongings or data when they engage with the service. It’s particularly relevant in industries like banking, storage, and data management.

The Flower of Service helps organizations visualize and analyze the different components of their service offerings, allowing them to identify areas where they can improve and innovate to better meet customer needs and expectations. It emphasizes the idea that excellent customer service goes beyond the core product or service and includes various supplementary services and elements that enhance the overall customer experience.