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Chapter 8 Product Design and process Selection – Services. 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.

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chapter 8 product design and process selection services
Chapter 8Product Design and process Selection – Services
  • 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
Service Generalizations

1. Everyone is an expert on services.

2. Services are idiosyncratic.

3. Quality of work is not quality of service.

4. Most services contain a mix of tangible and intangible attributes.

service generalizations continued
Service Generalizations (Continued)

5. High-contact services are experienced, whereas goods are consumed.

6. Effective management of services requires an understanding of marketing and personnel, as well as operations.

7. Services often take the form of cycles of encounters involving face-to-face, phone, internet, electromechanical, and/or mail interactions.

service businesses
Service Businesses
  • Facilities-based services - customer goes to the facility
  • Field-based services - facility goes to the customer
internal services

Internal Supplier

Internal

Customer

External

Customer

Internal Supplier

Internal Services
the service triangle

The Service

Strategy

The

Customer

The

Systems

The

People

The Service Triangle
service system design matrix

Face-to-face

total

customization

Face-to-face

loose specs

Face-to-face

tight specs

Phone

Contact

Internet &

on-site

technology

Mail contact

Service-System Design Matrix

Degree of customer/server contact

Buffered

Permeable

Reactive

High

core (none)

system (some)

system (much)

Low

Sales

Opportunity

Production

Efficiency

Low

High

service fail safing poka yokes a proactive approach

Task

Treatment

Tangibles

Service Fail-safingPoka-Yokes (A Proactive Approach)
  • Keeping a mistake from becoming a service defect.
  • How can we fail-safe the three Ts?
three contrasting service designs
Three Contrasting Service Designs
  • The production line approach
  • The self-service approach
  • The personal attention approach
characteristics of a well designed service system
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

3. It is

4. It is structured so that consistent performance by its people and systems is easily maintained.

characteristics of a well designed service system continued
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.