Chapter 5 designing service delivery systems
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Chapter 5 DESIGNING SERVICE DELIVERY SYSTEMS. Terry Hill. OVERVIEW. DIMENSIONS that affect appropriate delivery system DISTINCTIVE CHARACTERISTICS of service operations FACTORS involved in service delivery Service delivery system DESIGN Service PROFILING REFLECTIONS.

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Chapter 5 DESIGNING SERVICE DELIVERY SYSTEMS

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Chapter 5DESIGNING SERVICEDELIVERY SYSTEMS

Terry Hill


OVERVIEW

  • DIMENSIONS that affect appropriate delivery system

  • DISTINCTIVE CHARACTERISTICS of service operations

  • FACTORS involved in service delivery

  • Service delivery system DESIGN

  • Service PROFILING

  • REFLECTIONS


DISTINCTIVE CHARACTERISTICSOF SERVICE OPERATIONS

Service/product MIX

INTANGIBLE nature of services

SIMULTANEOUS provision/consumption

TIME DEPENDENT capacity

Customers as PARTICIPANTS

CUSTOMER management

PEOPLE skills

Effective services are REPRODUCIBLE

SITE selection

NO PATENTS on services


(Categories of service) p 147

FACTORS INVOLVED IN SERVICE DELIVERY

Exhibit 5.3 from page 147


(Overall)

SERVICE DELIVERY SYSTEM DESIGN

SOME KEY POINTS

The MARKET provides the external context for the service delivery system

The service ENCOUNTER and EXPERIENCE are the essence of the delivery system

Customer RETENTION is one of the key aims of the service delivery system


SERVICE DELIVERY SYSTEM DESIGN

(Detailed)

PHASE 1

BACK OFFICE or FRONT OFFICE


SERVICE DELIVERY SYSTEM DESIGN

(Detailed)

The DELIVERY SYSTEM

PHASE 1

BACK OFFICE or FRONT OFFICE

PHASE 2


(Phase 1 - Back office or front office)

SERVICE DELIVERY SYSTEM DESIGN

BACK OFFICE

No customer contact

Easier scheduling

Higher processing volumes

Line of

visibility

FRONT OFFICE

Facilities represent organisation

Manage queue lengths

Ease of customer use

Wider staff roles


(Phase 2 - The delivery system) p 154

SERVICE DELIVERY SYSTEM DESIGN

Exhibits 5.10 from page 154


SERVICE DELIVERY SYSTEM DESIGN

(IT-based and other designs)

  • Information technology

    • e.g. ATMs and teleworking

  • E-commerce

    • e.g. travel booking, call centres and grocery shopping

  • Alternative approaches

    • e.g. eye microsurgery


(Alternative approach - eye microsurgery) p 161

SERVICE DELIVERY SYSTEM DESIGN

Exhibits 5.13 from page 161


(Other issues in system design)

SERVICE DELIVERY SYSTEM DESIGN

ENHANCING services

Level of customer PARTICIPATION

Maximising use of SKILLED staff

Level of server DISCRETION


Profiling - p 169

SERVICE DELIVERY SYSTEM DESIGN

Exhibits 5.10 from page 154


SERVICE PROFILING p 170


SERVICE PROFILING

Exhibits 5.21 from page 169


REFLECTIONS


REFLECTIONS

Exhibit 5.23 from page 171


THE MARKET

The TECHNICAL dimension of what the service comprises

The BUSINESS dimension in terms of volume and the market order-winners and qualifiers to be supported

DIMENSIONS AFFECTINGAPPROPRIATE DELIVERY SYSTEMS

Service COMPLEXITY


FACTORS INVOLVED IN SERVICE DELIVERY

The technology/people MIX

The NATURE of the services

CATEGORIES of services

COMPLEXITY of the service

VOLUMES

MARKET order-winners and qualifiers


(The technology/people mix)

FACTORS INVOLVED IN SERVICE DELIVERY


(The nature of the service being processed)

FACTORS INVOLVED IN SERVICE DELIVERY

Exhibit 5.2 from page 147


SERVICE DELIVERY SYSTEM DESIGN

OVERALL


SERVICE DELIVERY SYSTEM DESIGN

DETAILED

OVERALL


SERVICE DELIVERY SYSTEM DESIGN

DETAILED

OVERALL

IT-based and OTHER designs


(Overall)

SERVICE DELIVERY SYSTEM DESIGN


(The importance of customer retention)

SERVICE DELIVERY SYSTEM DESIGN

Exhibits 5.5 and 5.6 from page 149


(The importance of customer retention)

SERVICE DELIVERY SYSTEM DESIGN

Exhibits 5.7 and 5.8 from page 150


(Phase 1 - Back office or front office)

SERVICE DELIVERY SYSTEM DESIGN


(Other issues in system design)

SERVICE DELIVERY SYSTEM DESIGN

Exhibits 5.18 from page 164


(Other issues in system design)

SERVICE DELIVERY SYSTEM DESIGN

Exhibits 5.19 from page 165


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