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Transcript of 1 Chapter 7 Product Design and process Selection – Services Service Generalizations Service...
1
Chapter 7
Product Design and process Selection – Services Service Generalizations Service Strategy Service-System Design Matrix Service Blueprinting Service Fail-safing Characteristics of a Well-Designed Service
Delivery System
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Service Generalizations
1. Everyone is an expert on services.
2. Services are idiosyncratic.
3. Quality of work is not quality of service.
4. Most services contain a mix of tangible and intangible attributes.
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Service Generalizations (Continued) Most services contain
– mix of tangible and intangible attributes. High-contact services
– experienced, whereas Goods
Effective management of services
Services often take the form of cycles of encounters involving face-to-face, phone, internet, electromechanical, and/or mail interactions.
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Service Businesses
A service business is the management of organizations whose primary business requires interaction with the customer to produce the service
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Service Businesses
Facilities-base
Field-based services
–
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Internal Services
Internal Supplier
Internal Supplier
InternalCustomer
ExternalCustomer
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The Customer Centered View
Exhibit 7.1Exhibit 7.1
TheCustomer
The ServiceStrategy
ThePeople
TheSystems
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Service Strategy: Focus and AdvantagePerformance Priorities
Treatment of the customer
Speed and convenience of service delivery
Price
Variety
.
.
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Service-System Design MatrixExhibit 6.6Exhibit 6.6
Mail contact
Face-to-faceloose specs
Face-to-facetight specs
PhoneContact
Face-to-facetotal
customization
Buffered core (none)
Permeable system (some)
Reactivesystem (much)
High
LowHigh
Low
Degree of customer/server contact
Internet & on-site
technology
SalesOpportunity
ProductionEfficiency
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Service Blueprintingor Mapping
Flow chart a shoe shine operation– Estimate time per operation– Use 4 to 6 operations
» Use only boxes for now
Spot where problems could go wrong What would you do? Why?
Example:
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Example of Service MapShoe Polishing Business
??????shoes
Standardexecution time
2 minutes30
secs
?
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Example of Service MapShoe Polishing Business
Brushshoes
Standardexecution time
2 minutes30
secs
?
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Example of Service MapShoe Polishing Business
Brushshoes
Applypolish
Standardexecution time
2 minutes30
secs
30secs
?
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Example of Service MapShoe Polishing Business
Brushshoes
Applypolish
BuffStandard
execution time2 minutes
30secs
30secs
45secs
?
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Example of Service MapShoe Polishing Business
Brushshoes
Applypolish
BuffCollect
payment
Standardexecution time
2 minutes30
secs
30secs
45secs
15secs
However, what is the problem here?
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Example of Service Map
Brushshoes
Applypolish
BuffCollect
payment
Standardexecution time
2 minutes30
secs
30secs
45secs
15secs
Wrongcolor wax
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Example of Service Map
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
45secs
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Example of Service MapIncluding Line of Visibility
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes Materials
(e.g., polish, cloth)
Select andpurchasesupplies
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
Seen bycustomer 45
secsLine ofvisibility
Not seen bycustomer butnecessary toperformance
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Service Fail-safingPoka-Yokes (A Proactive Approach)
Keeping a mistake from becoming a service defect.
How can we fail-safe the three Ts?
Task
TangiblesTreatment
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Have we compromised one of the 3 Ts?
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Characteristics of a Well-Designed Service System (Continued)
5. It provides effective links between the back office and the front office so that nothing falls between the cracks
6. It manages the evidence of service quality in such a way that customers see the value of the service provided
7. It is cost-effective