Technology in Service FM : Anis Gunawan,MM anisg@pmbs.ac.id Sincere congratulations to the entire Wolverine team! 17 consecutive quarter of record revenue and earnings per share is no small feat. Your brand portfolio is strong and covers much competitive space. the company has not been content with its success; and is looking to leverage its brands beyond food rather than across apparel and accessories. You have set ambitious goals for the future.

Role of Technology in the Service Encounter   Hotel Role of Technology in the Service Encounter 1.Technology 2.Technology 3.Technology Customer Server   Customer Server   Customer   Server   1. Technology-Free Service Encounter 2. Technology-Assisted Service Encounter 3. Technology-Facilitated Service Encounter 4.Technology 5.Technology Customer Server   Customer Server   4. Technology-Mediated Service Encounter 5. Technology-Generated Service Encounter

Evolution of Self-service Service Industry Human Contact Machine Assisted Internet Facilitated Banking Teller ATM Online banking Grocery Checkout clerk Self-checkout station Online order/ pickup Airlines Ticket agent Check-in kiosk Print boarding pass Restaurants Wait person Vending machine Online order/ delivery Movie theater Ticket sale Kiosk ticketing Pay-for-view Book store Information clerk Stock-availability terminal Online shopping Education Teacher Computer tutorial Distance learning Gambling Poker dealer Computer poker Online poker G

Self-service Technologies (SST) Challenges Does customer adoption of self-service follow a predictable pattern? How do we measure self-service quality (e.g., ease of use, enjoyment, and/or control)? What is the optimal mix of SST and personal service for a service delivery system? How do we achieve continuous improvement when using SST? What are the limits of self-service given the loss of human interaction?

Classification of Service Automation Pos Fixed-sequence (F) - parking lot gate Variable-sequence (V) - ATM Playback (P) - answering machine Numerical controlled (N) - animation Intelligent (I) - autopilot Expert system (E) - medical diagnosis Totally automated system (T) - EFT

Technology Convergence Enabling E-Business Internet Global telephone system Communications standard TCP/IP (Transfer Control Protocol/Internet Protocol) Addressing system of URLs Personal computers and cable TV Customer databases Sound and graphics User-friendly free browser

Purpose of Web-sites Retail channel (Amazon.com) Supplemental channel (Barnes & Nobel) Technical support (Dell Computer) Embellish existing service (HBS Press) Process orders (Delta Airline) Convey information (Kelly Blue Book) Communicate with membership (POMS.org) Play games (Treeloot.com)

Electronic and Traditional Services

Grocery Shopping Comparison

E-Business Models Content Provider: Reuters Direct-to-Customer: Dell ECom Content Provider: Reuters Direct-to-Customer: Dell Full-Service Provider: GE Supply Co. Intermediary: eBay Shared Infrastructure: SABRE Value Net Integrator: 7-Eleven Japan Virtual Community: Monster.com Whole-of-Enterprise: Government Ebay

Economics of E-Business E-Com Sources of Revenue: - Transaction fees - Information and advice - Fees for services and commissions - Advertising and listing fees Ownership - Customer relationship - Customer data - Customer transaction

Adoption of New Technology in Services Challenges of Adopting New Technology The Process is the Product Back Office vs Front Office Changes Need for Standardization Readiness to Embrace New Technology The Case of Radio Frequency Identification

Amazon.com How would you contrast Amazon’s business design with that of Barnes & Noble before Barnes & Noble went online? Why has Amazon.com not turned a profit yet and what needs to be done to achieve profitability? Will Amazon continue to be successful against “click and mortar” competitors, such as Barnes & Nobel, which go online? Is Amazon.com a model for the future of retailing?