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Chapter 7 Product Design and process Selection – Services. Service Generalizations Service Strategy Service-System Design Matrix Service Blueprinting Service Fail-safing Characteristics of a Well-Designed Service Delivery System. Service Generalizations.

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chapter 7 product design and process selection services
Chapter 7Product Design and process Selection – Services
  • Service Generalizations
  • Service Strategy
  • 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)
  • Most services contain
    • mix of tangible and intangible attributes.
  • High-contact services
    • experienced, whereas
  • Goods
  • Effective management of services
  • Services often take the form of cycles of encounters involving face-to-face, phone, internet, electromechanical, and/or mail interactions.
service businesses
Service Businesses

A service business is the management of organizations whose primary business requires interaction with the customer to produce the service

service businesses5
Service Businesses
  • Facilities-base
  • Field-based services
internal services

Internal Supplier

Internal

Customer

External

Customer

Internal Supplier

Internal Services
the customer centered view

The Service

Strategy

The

Customer

The

Systems

The

People

Exhibit 7.1

The Customer Centered View
service strategy focus and advantage performance priorities
Service Strategy: Focus and AdvantagePerformance Priorities
  • Treatment of the customer
  • Speed and convenience of service delivery
  • Price
  • Variety
  • .
  • .
service system design matrix

Exhibit 6.6

Service-System Design Matrix

Degree of customer/server contact

Buffered

Permeable

Reactive

High

core (none)

system (some)

system (much)

Low

Face-to-face

total

customization

Face-to-face

loose specs

Sales

Opportunity

Production

Efficiency

Face-to-face

tight specs

Phone

Contact

Internet &

on-site

technology

Mail contact

Low

High

service blueprinting or mapping
Service Blueprintingor Mapping
  • Flow chart a shoe shine operation
    • Estimate time per operation
    • Use 4 to 6 operations
      • Use only boxes for now
  • Spot where problems could go wrong
  • What would you do?
  • Why?

Example:

example of service map shoe polishing business
Example of Service MapShoe Polishing Business

?

Standard

??????

shoes

execution time

2 minutes

30

secs

example of service map shoe polishing business12
Example of Service MapShoe Polishing Business

?

Standard

Brush

execution time

shoes

2 minutes

30

secs

example of service map shoe polishing business13
Example of Service MapShoe Polishing Business

Standard

?

Brush

Apply

execution time

shoes

polish

2 minutes

30

30

secs

secs

example of service map shoe polishing business14
Example of Service MapShoe Polishing Business

Standard

?

Brush

Apply

Buff

execution time

shoes

polish

2 minutes

30

45

30

secs

secs

secs

example of service map shoe polishing business15

Standard

Brush

Apply

Collect

Buff

execution time

shoes

polish

payment

2 minutes

30

45

15

30

secs

secs

secs

secs

Example of Service MapShoe Polishing Business

However, what is the problem here?

example of service map
Example of Service Map

Standard

Brush

Apply

Collect

Buff

execution time

shoes

polish

payment

2 minutes

30

45

15

30

secs

secs

secs

secs

Wrong

color wax

example of service map17
Example of Service Map

Standard

Brush

Apply

Collect

Buff

execution time

shoes

polish

payment

2 minutes

30

45

15

30

secs

secs

secs

secs

Wrong

color wax

Fail

Clean

point

shoes

45

secs

Total acceptable

execution time

5 minutes

example of service map including line of visibility
Example of Service MapIncluding Line of Visibility

Standard

Brush

Apply

Collect

Buff

execution time

shoes

polish

payment

2 minutes

30

45

15

30

secs

secs

secs

secs

Total acceptable

execution time

Wrong

5 minutes

color wax

Fail

Clean

point

shoes

Materials

Seen by

(e.g., polish, cloth)

45

customer

secs

Line of

visibility

Not seen by

customer but

Select and

necessary to

purchase

performance

supplies

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?
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