Diseño de Productos Servicios1
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Transcript of Diseño de Productos Servicios1
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc.Beni AsllaniBeni Asllani
University of Tennessee at ChattanoogaUniversity of Tennessee at Chattanooga
Products and ServicesProducts and Services
Operations Management - 5th Edition
Chapter 5Chapter 5
Roberta Russell & Bernard W. Taylor, IIIRoberta Russell & Bernard W. Taylor, III
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-22
Lecture OutlineLecture Outline
Design ProcessReducing Time-to-Market Improving Quality of DesignSpecial Considerations in
Service Design
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-33
Design ProcessDesign Process
Effective design can provide a competitive Effective design can provide a competitive edgeedge matches product or service characteristics with matches product or service characteristics with
customer requirementscustomer requirements ensures that customer requirements are met in the ensures that customer requirements are met in the
simplest and least costly mannersimplest and least costly manner reduces time required to design a new product or reduces time required to design a new product or
serviceservice minimizes revisions necessary to make a design minimizes revisions necessary to make a design
workableworkable
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-44
Design Process (cont.)Design Process (cont.)
Product design defines appearance of
product sets standards for
performance specifies which materials
are to be used determines dimensions
and tolerances
Service design specifies what physical
items, sensual benefits, and psychological benefits customer is to receive from service
defines environment in which service will take place
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-55
Design Process (cont.)Design Process (cont.)
Pilot runand final tests
New product or service launch
Final designFinal design& process plans& process plans
Ideageneration
Feasibilitystudy
Product or Product or service conceptservice concept
Performance Performance specificationsspecifications
Functionaldesign
Form design
Production design
Revising and testing Revising and testing prototypesprototypes
Design Design specificationsspecifications
Manufacturing Manufacturing or delivery or delivery specificationsspecifications
SuppliersSuppliersR&DR&D
CustomersCustomers
MarketingMarketing CompetitorsCompetitors
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-66
Idea Generation SourcesIdea Generation Sources
Company’s own R&D department
Customer complaints or suggestions
Marketing research Suppliers
Salespersons in the field
Factory workers New technological
developments Competitors
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-77
Perceptual MapsPerceptual Maps Visual comparison of Visual comparison of
customer perceptionscustomer perceptions BenchmarkingBenchmarking
Comparing product/service Comparing product/service against best-in-classagainst best-in-class
Reverse engineeringReverse engineering Dismantling competitor’s product to Dismantling competitor’s product to
improve your own productimprove your own product
Idea Generation Sources (cont.)Idea Generation Sources (cont.)
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-88
Perceptual Map of Perceptual Map of Breakfast CerealsBreakfast Cereals
Rice Rice KrispiesKrispies
WheatiesWheaties
CheeriosCheerios
Shredded Shredded WheatWheat
HIGH HIGH NUTRITIONNUTRITION
LOW LOW NUTRITIONNUTRITION
GOOD GOOD TASTETASTE
BAD BAD TASTETASTE
Cocoa PuffsCocoa Puffs
Rice Rice KrispiesKrispies
WheatiesWheaties
CheeriosCheerios
Shredded Shredded WheatWheat
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-99
Feasibility StudyFeasibility Study
Market analysis Economic analysis Technical/strategic analysis Performance specifications
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1010
Rapid PrototypingRapid Prototyping
Build a prototypeBuild a prototype form designform design functional designfunctional design production designproduction design
Test prototypeTest prototype Revise designRevise design RetestRetest
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1111
Form and Functional DesignForm and Functional Design
Form DesignForm Design how product will how product will
look?look? Functional DesignFunctional Design
reliability maintainability usability
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1212
Computing ReliabilityComputing Reliability
0.90 0.90 0.90 x 0.90 = 0.810.90 x 0.90 = 0.81
Components in seriesComponents in series
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1313
Computing ReliabilityComputing Reliability
0.95 + 0.90(1-0.95) = 0.9950.95 + 0.90(1-0.95) = 0.995
Components in parallelComponents in parallel
0.95
0.90RR22
RR11
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1414
System ReliabilitySystem Reliability
0.92
0.90
0.98 0.98
0.92+(1-0.92)(0.90)=0.990.98 0.98
0.98 x 0.99 x 0.98 = 0.951
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1515
SA = SA = MTBFMTBFMTBF + MTTRMTBF + MTTR
System Availability (SA)System Availability (SA)
where:MTBF = mean time between failures MTTR = mean time to repair
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1616
System Availability System Availability (cont.)(cont.)
PROVIDERPROVIDER MTBF (HR)MTBF (HR) MTTR (HR)MTTR (HR)
AA 6060 4.04.0BB 3636 2.02.0CC 2424 1.01.0
SASAAA = 60 / (60 + 4) = .9375 or 93.75% = 60 / (60 + 4) = .9375 or 93.75%SASABB = 36 / (36 + 2) = .9726 or 97.26% = 36 / (36 + 2) = .9726 or 97.26%SASACC = 24 / (24 + 1) = .9473 or 94.73% = 24 / (24 + 1) = .9473 or 94.73%
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1717
UsabilityUsability
Ease of use of a product or serviceEase of use of a product or service ease of learningease of learning ease of useease of use ease of remembering how to useease of remembering how to use frequency and severity of errorsfrequency and severity of errors user satisfaction with experienceuser satisfaction with experience
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1818
SimplificationSimplification reducing number of parts, assemblies, or options in reducing number of parts, assemblies, or options in
a producta product StandardizationStandardization
using commonly available and interchangeable using commonly available and interchangeable partsparts
ModularityModularity combining standardized building blocks, or combining standardized building blocks, or
modules, to create unique finished productsmodules, to create unique finished products
Production DesignProduction Design
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-1919
Design SimplificationDesign Simplification
(b) Revised design(b) Revised design
One-piece base & One-piece base & elimination of elimination of fastenersfasteners
(c) Final design(c) Final design
Design for Design for push-and-snap push-and-snap assemblyassembly
(a) Original design(a) Original design
Assembly using Assembly using common fastenerscommon fasteners
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2020
Final Design and Process Plans
Final designFinal design detailed drawings detailed drawings
and specifications and specifications for new product or for new product or serviceservice
Process plansProcess plans workable instructionsworkable instructions
necessary equipment necessary equipment and toolingand tooling
component sourcing component sourcing recommendationsrecommendations
job descriptions and job descriptions and procedures procedures
computer programs for computer programs for automated machinesautomated machines
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2121
Reducing Time-to-Market
Establish multifunctional Establish multifunctional design teamsdesign teams Make design decisions Make design decisions concurrently concurrently
rather than sequentiallyrather than sequentially Design for Design for manufacture manufacture and and assemblyassembly Use technology in the design processUse technology in the design process Engage in Engage in collaborative designcollaborative design
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2222
Design TeamDesign Team
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2323
Concurrent Design
A new approach to A new approach to design that involves design that involves simultaneous design of simultaneous design of products and processes products and processes by design teamsby design teams
Improves quality of early Improves quality of early design decisionsdesign decisions
Involves suppliersInvolves suppliers Incorporates production Incorporates production
processprocess Uses a price-minus Uses a price-minus
systemsystem Scheduling and Scheduling and
management can be management can be complex as tasks are complex as tasks are done in paralleldone in parallel
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2424
Design for Manufacture and Design for Manufacture and Assembly (DFMA)Assembly (DFMA)
Design for Design for manufacturemanufacture design a product for design a product for
easy and economical easy and economical productionproduction
Design for assemblyDesign for assembly a set of procedures for:
reducing number of parts in an assembly
evaluating methods of assembly
determining an assembly sequence
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2525
DFM GuidelinesDFM Guidelines
Minimize number of parts and subassemblies Avoid tools, separate fasteners, and adjustments Use standard parts when possible and repeatable,
well-understood processes Design parts for many uses, and modules that can be
combined in different ways Design for ease of assembly, minimal handling, and
proper presentation Allow for efficient and adequate testing and
replacement of parts
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2626
Technology in the Technology in the Design ProcessDesign Process
Computer Aided Design (CAD)Computer Aided Design (CAD) assists in creation, modification, and assists in creation, modification, and
analysis of a designanalysis of a design includesincludes
computer-aided engineering (CAE)computer-aided engineering (CAE) tests and analyzes designs on computer screentests and analyzes designs on computer screen
computer-aided manufacturing (CAM)computer-aided manufacturing (CAM) ultimate design-to-manufacture connectionultimate design-to-manufacture connection
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2727
Collaborative DesignCollaborative Design
A software system for collaborative design and development among trading partners
Follows life cycle of the product Accelerates product development, helps to resolve
product launch issues, and improves quality of the design
Designers can conduct virtual review sessions test “what if” scenarios assign and track design issues communicate with multiple tiers of suppliers create, store, and manage project documents
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2828
Improving Quality of Improving Quality of DesignDesign
Review designs to prevent Review designs to prevent failures failures and ensure and ensure valuevalue
Design for Design for environmentenvironment Measure Measure design qualitydesign quality Use Use quality function deploymentquality function deployment Design for Design for robustnessrobustness
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-2929
Design Review
Failure mode and effects analysis (FMEA) a systematic method of analyzing product failures
Fault tree analysis (FTA) a visual method for analyzing interrelationships
among failures Value analysis (VA)
helps eliminate unnecessary features and functions
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3030
FMEA for Potato ChipsFMEA for Potato ChipsFailureMode
Cause of Failure
Effect ofFailure
CorrectiveAction
Stale low moisture contentexpired shelf lifepoor packaging
tastes badwon’t crunchthrown outlost sales
add moisture cure longerbetter package sealshorter shelf life
Broken too thintoo brittlerough handlingrough usepoor packaging
can’t dippoor displayinjures mouthchockingperceived as oldlost sales
change recipechange processchange packaging
Too Salty outdated receiptprocess not in controluneven distribution of salt
eat lessdrink morehealth hazardlost sales
experiment with recipeexperiment with processintroduce low salt version
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3131
Fault tree analysis (FTA)
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3232
Value analysis (VA)
Can we do without it? Does it do more than is required? Does it cost more than it is worth? Can something else do a better job? Can it be made by
a less costly method? with less costly tooling? with less costly material?
Can it be made cheaper, better, or faster by someone else?
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3333
Design for EnvironmentDesign for Environment
Design for environmentDesign for environment designing a product from material that can be recycled designing a product from material that can be recycled design from recycled materialdesign from recycled material design for ease of repairdesign for ease of repair minimize packagingminimize packaging minimize material and energy used during manufacture, minimize material and energy used during manufacture,
consumption and disposalconsumption and disposal Extended producer responsibilityExtended producer responsibility
holds companies responsible for their product even after its holds companies responsible for their product even after its useful lifeuseful life
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3434
Design for Environment (cont.)Design for Environment (cont.)
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3535
Measure Design QualityMeasure Design Quality
% of revenue from new products or services
% of products capturing 50% or more of market
% of process initiatives yielding a 50% or more improvement in effectiveness
% of suppliers engaged in collaborative design
% of parts that can be recycled
% of parts used in multiple products
% of parts with no engineering change orders
Average number of components per product
Things gone wrong (TGW)
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3636
Quality FunctionDeployment (QFD)
Translates voice of customer into technical Translates voice of customer into technical design requirementsdesign requirements
Displays requirements in matrix diagramsDisplays requirements in matrix diagrams first matrix called “house of quality”first matrix called “house of quality” series of connected housesseries of connected houses
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3737
House of QualityHouse of Quality
Trade-off matrix
Design characteristics
Customer requirements
Target values
Relationship matrix
Competitive assessment
Impo
rtan
ce
11 22
33
44
55
66
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3838
Competitive Assessment of Customer Requirements
Irons
w
ell
Easy
and
sa
fe to
use
Competitive Assessment
Customer RequirementsCustomer Requirements 1 2 3 4 5Presses quickly 9 B A XXRemoves wrinkles 8 AB XXDoesn’t stick to fabric 6 XX BAProvides enough steam 8 AB XXDoesn’t spot fabric 6 XX ABDoesn’t scorch fabric 9 A XXBHeats quickly 6 XX B AAutomatic shut-off 3 ABXXQuick cool-down 3 XX A BDoesn’t break when dropped 5 AB XXDoesn’t burn when touched 5 AB XXNot too heavy 8 XX A B
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-3939
Ener
gy n
eede
d to
pre
ss
Wei
ght o
f iro
n
Size
of s
olep
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Thic
knes
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Mat
eria
l use
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Num
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Size
of h
oles
Flow
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ater
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Tim
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0º F
Tim
e to
go
from
450
º to
100º
Prot
ectiv
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ver f
or s
olep
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Aut
omat
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huto
ff
Customer RequirementsCustomer RequirementsPresses quickly - - + + + -Removes wrinkles + + + + +Doesn’t stick to fabric - + + + +Provides enough steam + + + +Doesn’t spot fabric + - - -Doesn’t scorch fabric + + + - +Heats quickly - - + -Automatic shut-off +Quick cool-down - - + +Doesn’t break when dropped + + + +Doesn’t burn when touched + + + +Not too heavy + - - - + -
Irons
w
ell
Easy
and
sa
fe to
use
From Customer From Customer RequirementsRequirementsto Design to Design CharacteristicsCharacteristics
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4040
Ener
gy n
eede
d to
pre
ssW
eigh
t of i
ron
Size
of s
olep
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Thic
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ater
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Num
ber o
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ze o
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ow o
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om h
oles
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sol
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utom
atic
shu
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--
++
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Tradeoff Matrix
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4141
Ener
gy n
eede
d to
pre
ss
Wei
ght o
f iro
n
Size
of s
olep
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Thic
knes
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epla
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Mat
eria
l use
d in
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Num
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f hol
es
Size
of h
oles
Flow
of w
ater
from
hol
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Tim
e re
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0º
Tim
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Prot
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or
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Aut
omat
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huto
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Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N
Iron A 3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y
Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y
Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y
Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0
Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2
Targets 1.2 8x5 3 SS 30 30 500
Design changes * * * * * * *
Obj
ectiv
e m
easu
res
Targeted Changes in Design
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4242
SS = SilverstoneMG = MirorrglideT = Titanium
CompletedHouse of Quality
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4343
A Series of Connected QFD Houses
Cus
tom
er
requ
irem
ents
House House of of
qualityquality
Product characteristics
A-1Pr
oduc
t ch
arac
teris
tics
Parts Parts deploymentdeployment
Part characteristics
A-2
Part
ch
arac
teris
tics
Process Process planningplanning
Process characteristics
A-3
Proc
ess
char
acte
ristic
s
Operating Operating requirementsrequirements
Operations
A-4
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4444
Benefits of QFD
Promotes better understanding of customer Promotes better understanding of customer demandsdemands
Promotes better understanding of design Promotes better understanding of design interactionsinteractions
Involves manufacturing in design processInvolves manufacturing in design process Breaks down barriers between functions and Breaks down barriers between functions and
departmentsdepartments Provides documentation of design processProvides documentation of design process
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4545
Design for RobustnessDesign for Robustness
Robust productRobust product designed to withstand variations in environmental
and operating conditions Robust design
yields a product or service designed to withstand variations
Controllable factors design parameters such as material used,
dimensions, and form of processing Uncontrollable factors
user’s control (length of use, maintenance, settings
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4646
Tolerance and ConsistencyTolerance and Consistency
ToleranceTolerance allowable ranges of variation in the dimension of a allowable ranges of variation in the dimension of a
partpart ConsistencyConsistency
consistent errors are easier to correct than random consistent errors are easier to correct than random errorserrors
parts within tolerances may yield parts within tolerances may yield assemblies that are not within limits
consumers prefer product characteristics near their consumers prefer product characteristics near their ideal valuesideal values
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4747
Taguchi’s Quality Loss Function
Quantifies customer preferences toward quality
Emphasizes that customer preferences are strongly oriented toward consistently
Design for Six Sigma (DFSS)
Qua
lity
Loss
Lowertolerance
limit
Target Uppertolerance
limit
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4848
Special Considerations in Service Design
Services are Services are intangibleintangible
Service output is Service output is variablevariable
Service have higher Service have higher customer contactcustomer contact
Services are Services are perishableperishable
Service inseparable Service inseparable from deliveryfrom delivery
Services tend to be Services tend to be decentralized and decentralized and disperseddispersed
Services are Services are consumed more often consumed more often than products than products
Services can be easily Services can be easily emulatedemulated
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-4949
Performance Specifications
Service
Delivery Specifications
Physical Physical itemsitems
Sensual Sensual benefitsbenefits
Psychological Psychological benefitsbenefits
Design Specifications Service ProviderCustomer
Customer Customer requirementsrequirements
Customer Customer expectationsexpectations
ActivitiesActivities FacilityFacility Provider Provider skillsskills
Cost and time Cost and time estimatesestimates
ScheduleSchedule DeliverablesDeliverables LocationLocation
Service Concept Service Package
Desired service Desired service experienceexperience
Targeted Targeted customercustomer
Service Design Process
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-5050
Service concept purpose of a service; it defines target
market and customer experience Service package
mixture of physical items, sensual benefits, and psychological benefits
Service specifications performance specifications design specifications delivery specifications
Service Design Process (cont.)
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-5151
Design Decision
High-Contact Service Low-Contact Service
High v. Low Contact Services
Facility location
Convenient to customer
Near labor or transportation source
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210
Facility layout
Must look presentable, accommodate customer needs, and facilitate interaction with customer
Designed for efficiency
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-5252
Design Decision
High-Contact Service Low-Contact Service
Quality control
More variable since customer is involved in process; customer expectations and perceptions of quality may differ; customer present when defects occur
Measured against established standards; testing and rework possible to correct defects
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210
Capacity Excess capacity required to handle peaks in demand
Planned for average demand
High v. Low Contact Services (cont.)
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-5353
Design Decision
High-Contact Service Low-Contact Service
Worker skills Must be able to interact well with customers and use judgment in decision making
Technical skills
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210
Scheduling Must accommodate customer schedule
Customer concerned only with completion date
High v. Low Contact Services (cont.)
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-5454
Design Decision
High-Contact Service Low-Contact Service
High v. Low Contact Services (cont.)
Service process
Mostly front-room activities; service may change during delivery in response to customer
Mostly back-room activities; planned and executed with minimal interference
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210
Service package
Varies with customer; includes environment as well as actual service
Fixed, less extensive
Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-5555
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