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Buspro infosheet4
1. Ch. 4 Product & Service Design
SCM 352 Operations Mgt
Dr. Ron Lembke
2. How are Services Different?
Everyone is an expert on services
What works well for one service provider doesn’t
necessarily carry over to another
Quality of work is not quality of service
“Service package” consists of tangible and intangible
components
Services are experienced, goods are consumed
Mgmt of service involves mktg, personnel
Service encounters mail, phone, F2F
3. Degree of Customer Contact
More customer contact, harder to standardize
and control
Customer influences:
Time of demand
Exact nature of service
Quality (or perceived quality) of service
4. 3 Approaches
Which is Best?
Production Line
Self-Service
Personal attention
5. What do People Want?
Amount of friendliness and helpfulness
Speed and convenience of delivery
Price of the service
Variety of services
Quality of tangible goods involved
Unique skills required to provide service
Level of customization
6. Service-System Design Matrix
Degree of customer/server contact
High
Buffered
core (none)
Permeable
system (some)
Reactive
system (much)
Low
Face-to-face
total
customization
Face-to-face
loose specs
Sales
Opportunity
Face-to-face
tight specs
Internet &
on-site
Mail contact technology
Low
Production
Efficiency
Phone
Contact
High
7. Impact of Life Cycle
iTunes
CDs
DVD
Audio
Cassettes
Records
MiniDisc
DAT
8-Tracks
Introduction
Growth
Maturity
Decline
8. Impact of Life Cycle
Records
DAT
Introduction
Growth
Maturity
Decline
9. Applying Behavioral Science
The end is more important to the lasting
impression (Colonoscopy)
Segment pleasure, but combine pain
Let the customer control the process
Follow norms & rituals
Compensation for failures: fix bad product,
apologize for bad service
10. Restaurant Tipping
Normal
Experiment
Introduce self(Sun brunch)
15%
23%
Smiling (alone in bar)
20%
48%
Waitress
28%
33%
Waiter (upscale lunch)
21%
18%
“…staffing wait positions is among the most
important tasks restaurant managers perform.”
11. Modular Components
Take advantage of modules: parts or products
previously prepared
Restaurants: prepared ingredients, assembled to
order
Suppliers can develop new, interesting products
to use more quickly, cheaply
Variety is gained by different combinations of
same components
12. Mass Customization
Highly customized
Integrate design, processes, supply network
Supply components cheaply to production points
Fast, responsive production, quick delivery
Higher weight, lower value
13. Fail-Safing
“poka-yokes” – Japanese for “avoid mistakes”
Not possible to do things the wrong way
Indented trays for surgeons
ATMs beep so you don’t forget your card
Pagers at restaurants for when table ready
Airplane bathroom locks turn on lights
Height bars at amusement parks
14.
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18.
19. Blueprinting
Fancy word for making a flow chart
“line of visibility” separates what customers can see
from what they can’t
Flow chart “back office” and “front office” activities
separately.
22. Group
Group yourselves into three (3)
Design a service and create a flow chart
describing the flow of the service you will
introduce. (Use proper flowchart symbols)
Submit this on Jan. 16, 2013 (short bondpaper)