The Service Delivery System Boston College服务传递系统波士顿学院.pptVIP

Levels of Service Innovation Radical Innovations Major Innovation: new service driven by information and computer based technology Start-up Business: new service for existing market New Services for the Market Presently Served: new services to customers of an organization Incremental Innovations Service Line Extensions: augmentation of existing service line (e.g. new menu items) Service Improvements: changes in features of currently offered service Style Changes: modest visible changes in appearances Technology Driven Service Innovation Power/energy - International flights with jet aircraft Physical design - Enclosed sports stadiums Materials - Astroturf Methods - JIT and TQM Information - E-commerce using the Internet Service Design Elements Structural- Delivery system- Facility design- Location- Capacity planning Managerial- Service encounter- Quality- Managing capacity and demand- Information New Service Development Cycle Service Blueprint of Luxury Hotel Strategic Positioning Through Process Structure Degree of Complexity: Measured by the number of steps in the service blueprint. For example a clinic is less complex than a general hospital. Degree of Divergence: Amount of discretion permitted the server to customize the service. For example the activities of an attorney contrasted with those of a paralegal. Structural Alternatives for a Restaurant Generic Approaches to Service Design Production-line ? Limit Discretion of Personnel ? Division of Labor ? Substitute Technology for People ? Standardize the Service Customer as Coproducer ? Self Service ? Smoothing Service Demand Customer Contact ? Degree of Customer Contact ? Separation of High and Low Contact Operations Information Empowerment ? Employee ? Customer Customer Value Equation * New Service Development People Technology Systems Product Full Launch Development Design Analysis Organizational Context Teams Tools Enablers Formulation of new services objective / stra