tailieunhanh - Service Design

A service business is the management of organizations whose primary business requires interaction with the customer to produce the service. Facilities-based services: Where the customer must go to the service facility Field-based services: Where the production and consumption of the service takes place in the customer’s environment | Service Design OUTLINE Service definitions, Service strategy Classification of services Service Blueprinting Service Quality Poka-Yoke Examples Service Design Example Service Operations Service operations issues exist in 2 contexts: Service Business Internal Services Service Businesses Facilities-based services: Where the customer must go to the service facility Field-based services: Where the production and consumption of the service takes place in the customer’s environment A service business is the management of organizations whose primary business requires interaction with the customer to produce the service 5 Internal Services Internal Supplier Internal Supplier Internal Customer External Customer Internal services is the management of services required to support the activities of the larger organization. Services including data processing, accounting, etc 6 Designing a service organization Target market: Who is our customer? Service concept: How do we differentiate our services | Service Design OUTLINE Service definitions, Service strategy Classification of services Service Blueprinting Service Quality Poka-Yoke Examples Service Design Example Service Operations Service operations issues exist in 2 contexts: Service Business Internal Services Service Businesses Facilities-based services: Where the customer must go to the service facility Field-based services: Where the production and consumption of the service takes place in the customer’s environment A service business is the management of organizations whose primary business requires interaction with the customer to produce the service 5 Internal Services Internal Supplier Internal Supplier Internal Customer External Customer Internal services is the management of services required to support the activities of the larger organization. Services including data processing, accounting, etc 6 Designing a service organization Target market: Who is our customer? Service concept: How do we differentiate our services in the market? Service strategy: What is our service package and operationg focus? Service delivery system: What are the processes, staff and facilities? Service Strategy: Performance Priorities Treatment of the customer Speed and convenience of service delivery Price Variety Quality of the tangible goods Unique skills that constitute the service offering 8 The Service Process Matrix Degree of Interaction and Customization Degree of Labor Intensity Airlines, hotels Repair services Physicians, lawyers Retailing (Labor cost/capital cost) Ability of the customer to affect the service Classification of Services According to the degree of customer contact: High Contact Services Low Contact Services Customer contact: physical presence of the customer Degree of contact: percentage of time customer must be in the system relative tot he total time necessary to perform the service Three Contrasting Service Designs The production line approach (ex. McDonald’s) The self-service approach (ex. .