Chapter 7 Service Process Selection and Design

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Presentation transcript:

Chapter 7 Service Process Selection and Design Service Generalizations Service Strategy: Focus & Advantage Service-System Design Matrix Service Blueprinting Service Fail-safing Characteristics of a Well-Designed Service Delivery System

Service Generalizations 1. 2. 3. 4.

Service Generalizations (Continued) 5. 6. 7.

Service Businesses Definition – Organizations whose primary business requires interaction with the customer to product the service Facilities-based services: Field-based services:

Internal Services Internal Supplier Internal Customer External

The Service Triangle

Service Strategy: Focus and Advantage Performance Priorities

Service-System Design Matrix Worker requirement Clerical skills Helping skills Verbal skills Procedural skills Trade skills Diagnostic skills Focus of operations Paper handling Demand mgmt. Scripting calls Flow control Capacity mgmt. Client mix Tech. innovations Office automation Routing methods Computer databases Electronic aids Self-serve Client/worker teams Degree of customer/server contact Buffered Permeable Reactive High core (none) system (some) system (much) Low Mail contact Face-to-face loose specs tight specs Phone Contact total customization Internet & on-site technology Sales Opportunity Production Efficiency Low High

Example of Service Blueprinting

Service Fail-safing Poka-Yokes (A Proactive Approach) Keeping a mistake from becoming a service defect. How can we fail- safe the three Ts? Task Tangibles Treatment

Three Contrasting Service Designs The production line approach The self-service approach The personal attention approach

Characteristics of a Well-Designed Service System 1. Each element of the service system is consistent with the operating focus of the firm. 2. It is user-friendly. 3. It is robust. 4. It is structured so that consistent performance by its people and systems is easily maintained.

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.