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Chapter 9: Design service processes - Coggle Diagram
Chapter 9: Design service processes
Types of services
Social Services
Personal Services
Business Services
By Type of Processing
possession processing
Mental stimulus processing
Information processing
People processing
Nature of services
The customer is
the focal point
of all decisions and action
Operations is responsible for services systems and workforce
The Service Triangle
Service Design ≠ Product Design
Service Package
Information
Explicit services
Facilitating goods
Implicit services
Supporting facility
An Operational Classification of Services
Customer contact ( Physical presence of the customer )
Creation of the service ( Process)
System-Service Design Matrix
Phone contact
Face-to-face tight specs
Internet and on-site Technology
Face-to-face loose specs
Mail contact
Face-to-face total customization
Strategic Uses of the Matrix
Clarifying exactly which
combination of service delivery
the firm is providing
Permitting
comparison
of how other firms deliver specific services
Enabling
systematic integration of operation and marketing
strategy
Indicating
life cycle changes
as the firm grows
3 contrasting service designs
The self-service approach
The personal attention approach
The production line approach
5 Types of Variability
Capability Variability
Effort Variability
Request Variability
Subjective preference Variability
Arrival Variability
Well-Designed Service System
Consistent performance by its people and system is easily maintained
Effective links between the back office and the front office
Robust
Customer can see the value of service provided
User-friendly
Cost-effective
Consistent with the operating focus of the firm
