1 / 13

Service Processes

Chapter 7. Service Processes. 8- 2. Service Businesses. 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

marlow
Download Presentation

Service Processes

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 7 Service Processes

  2. 8-2 Service Businesses 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

  3. 8-3 The Service Strategy The Customer The Systems The People The Customer Centered View A philosophical view that suggests the organization exists to serve the customer, and the systems and the employees exist to facilitate the process of service.

  4. 8-4 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

  5. 8-5 Example of Service Blueprinting

  6. 8-6 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?

  7. 8-7 Three Contrasting Service Designs • The production line approach (ex. McDonald’s) • The self-service approach (ex. automatic teller machines) • The personal attention approach (ex. Nordstrom)

  8. 8-8 Managing Customer Introduced Variation • Arrival variability • Request variability • Capability variability • Effort variability • Subjective preference variability

  9. 8-9 Characteristics of a Well-Designed Service System 1. Each element of the service system is consistent with the operating focusof the firm 2. It is user-friendly 3. It is robust 4. It is structured so that consistent performanceby its people and systems is easily maintained

  10. 8-10 Characteristics of a Well-Designed Service System (Continued) 5. It provides effective linksbetween 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

  11. 8-11 Applying Behavioral Science to Service Encounters • The front-end and back-end of the encounter are not created equal • Segment the pleasure, combine the pain • Let the customer control the process • Pay attention to norms and rituals • People are easier to blame than systems • Let the punishment fit the crime in service recovery

  12. 8-12 Service Guarantees as Design Drivers • Recent research suggests: • Any guarantee is better than no guarantee • Involve the customer as well as employees in the design • Avoid complexity or legalistic language • Do not quibble or wriggle when a customer invokes a guarantee • Make it clear that you are happy for customers to invoke the guarantee

  13. 8-13 End of Chapter 7

More Related