09. SERVICE PROCESSES
Characteristics
Designing Service Organizations
Service Bluepriting and Fail-Safing
Contracting Service Designs
The production line approach (McDonald's)
Well-Designed
Service System
Service types
Business services
Social services
Personal services
People processing
Possession processing
Mentel stimulus processing
Information processing
Service Triangle
Service Package
Supporting facility
Facilitating goods
Information
Explicit services
Implicit services
Customer
Service blueprint
High and low degrees of customer contact
Consitent elements
User-friendly
Robust
Consistent
Integrated front- and back-office operations Generate value for the customer
Cost-effective.
Types of
Variability
Arrival variability
Request variability
Capability variability
Effort variability
Subjective preference variability
Virtual
Service
Pure virtual
customer contact
- eBay
- SecondLife
The self-service approach
(ATMs)
The personal attention approach
(Ritz-Carlton Hotel Company)
Poka-yokes
Line of interaction
Line of visibility
Line of internal interaction
Physical evidence
Customer action
Onstage/Backstage action
Support processes
Capacity problem
Strategic Uses of the Matrix
Accommodation
Strategies
Mixed virtual and
actual customer contact
- Youtube
- Wikipedia
Classic accommodation
Low-cost accommodation
Classic reduction
Uncompromised reduction
Employees
Service strategy
Support systems