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Chapter 5 DESIGNING SERVICE DELIVERY SYSTEMS

Chapter 5 DESIGNING SERVICE DELIVERY SYSTEMS. Terry Hill. OVERVIEW. DIMENSIONS that affect appropriate delivery system DISTINCTIVE CHARACTERISTICS of service operations FACTORS involved in service delivery Service delivery system DESIGN Service PROFILING REFLECTIONS.

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Chapter 5 DESIGNING SERVICE DELIVERY SYSTEMS

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  1. Chapter 5DESIGNING SERVICEDELIVERY SYSTEMS Terry Hill

  2. OVERVIEW • DIMENSIONS that affect appropriate delivery system • DISTINCTIVE CHARACTERISTICS of service operations • FACTORS involved in service delivery • Service delivery system DESIGN • Service PROFILING • REFLECTIONS

  3. DISTINCTIVE CHARACTERISTICSOF SERVICE OPERATIONS Service/product MIX INTANGIBLE nature of services SIMULTANEOUS provision/consumption TIME DEPENDENT capacity Customers as PARTICIPANTS CUSTOMER management PEOPLE skills Effective services are REPRODUCIBLE SITE selection NO PATENTS on services

  4. (Categories of service) p 147 FACTORS INVOLVED IN SERVICE DELIVERY Exhibit 5.3 from page 147

  5. (Overall) SERVICE DELIVERY SYSTEM DESIGN SOME KEY POINTS The MARKET provides the external context for the service delivery system The service ENCOUNTER and EXPERIENCE are the essence of the delivery system Customer RETENTION is one of the key aims of the service delivery system

  6. SERVICE DELIVERY SYSTEM DESIGN (Detailed) PHASE 1 BACK OFFICE or FRONT OFFICE

  7. SERVICE DELIVERY SYSTEM DESIGN (Detailed) The DELIVERY SYSTEM PHASE 1 BACK OFFICE or FRONT OFFICE PHASE 2

  8. (Phase 1 - Back office or front office) SERVICE DELIVERY SYSTEM DESIGN BACK OFFICE No customer contact Easier scheduling Higher processing volumes Line of visibility FRONT OFFICE Facilities represent organisation Manage queue lengths Ease of customer use Wider staff roles

  9. (Phase 2 - The delivery system) p 154 SERVICE DELIVERY SYSTEM DESIGN Exhibits 5.10 from page 154

  10. SERVICE DELIVERY SYSTEM DESIGN (IT-based and other designs) • Information technology • e.g. ATMs and teleworking • E-commerce • e.g. travel booking, call centres and grocery shopping • Alternative approaches • e.g. eye microsurgery

  11. (Alternative approach - eye microsurgery) p 161 SERVICE DELIVERY SYSTEM DESIGN Exhibits 5.13 from page 161

  12. (Other issues in system design) SERVICE DELIVERY SYSTEM DESIGN ENHANCING services Level of customer PARTICIPATION Maximising use of SKILLED staff Level of server DISCRETION

  13. Profiling - p 169 SERVICE DELIVERY SYSTEM DESIGN Exhibits 5.10 from page 154

  14. SERVICE PROFILING p 170

  15. SERVICE PROFILING Exhibits 5.21 from page 169

  16. REFLECTIONS

  17. REFLECTIONS Exhibit 5.23 from page 171

  18. THE MARKET The TECHNICAL dimension of what the service comprises The BUSINESS dimension in terms of volume and the market order-winners and qualifiers to be supported DIMENSIONS AFFECTINGAPPROPRIATE DELIVERY SYSTEMS Service COMPLEXITY

  19. FACTORS INVOLVED IN SERVICE DELIVERY The technology/people MIX The NATURE of the services CATEGORIES of services COMPLEXITY of the service VOLUMES MARKET order-winners and qualifiers

  20. (The technology/people mix) FACTORS INVOLVED IN SERVICE DELIVERY

  21. (The nature of the service being processed) FACTORS INVOLVED IN SERVICE DELIVERY Exhibit 5.2 from page 147

  22. SERVICE DELIVERY SYSTEM DESIGN OVERALL

  23. SERVICE DELIVERY SYSTEM DESIGN DETAILED OVERALL

  24. SERVICE DELIVERY SYSTEM DESIGN DETAILED OVERALL IT-based and OTHER designs

  25. (Overall) SERVICE DELIVERY SYSTEM DESIGN

  26. (The importance of customer retention) SERVICE DELIVERY SYSTEM DESIGN Exhibits 5.5 and 5.6 from page 149

  27. (The importance of customer retention) SERVICE DELIVERY SYSTEM DESIGN Exhibits 5.7 and 5.8 from page 150

  28. (Phase 1 - Back office or front office) SERVICE DELIVERY SYSTEM DESIGN

  29. (Other issues in system design) SERVICE DELIVERY SYSTEM DESIGN Exhibits 5.18 from page 164

  30. (Other issues in system design) SERVICE DELIVERY SYSTEM DESIGN Exhibits 5.19 from page 165

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