The Service Delivery System Western Illinois University服务传递系统伊利诺斯西部大学.pptVIP

Chapter – 4 New Service Development 4 Service Management (5e) Operations, Strategy, Information Technology By Fitzsimmons and Fitzsimmons 4-* Discuss the new service development process. Prepare a blueprint for a service operation. Describe a service process using the dimensions of divergence and complexity. Use the taxonomy of service processes to classify a service operation. Compare and contrast the generic approaches to service system design. Learning Objectives 4-* Levels of Service Innovation Radical Innovations Major Innovation: new service driven by information and computer based technology Wells Fargo Internet banking launched in May 1995 Start-up Business: new service for existing market New Services for the Market Presently Served: new services to customers of an organization Bank branches in Supermarkets Incremental Innovations Service Line Extensions: augmentation of existing service line, such as adding new menu items, new routes Exclusive lounge at Airports for first class passengers for some airlines Service Improvements: changes in features of currently offered service Delta Airlines use of ATM-like kiosks to distribute boarding passes to passengers Style Changes: modest visible changes in appearances Some funeral homes now arrange for celebration of life instead of mourn death 4-* 4-* Technology Driven Service Innovation Power/energy - International flights with jet aircraft Physical design - Enclosed sports stadiums, Hotel Atrium Materials - Astroturf Methods - JIT and TQM Information - E-commerce using the Internet Sources of New Services Customer suggestions Frontline employees Mining customer database 4-* 4-* People Technology Systems Product Full Launch Development Design Analysis Organizational Context Teams Tools Enablers Formulation of new services objective / strategy Idea generation and screening Concept development and testing Business analysis Project authorization Full-scale launch Post-launch