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Managing the service delivery process

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If a pure service, then there is no physical product. so, what does that mean? ... sets the tone for service delivery. creates a mood or atmosphere ... – PowerPoint PPT presentation

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Title: Managing the service delivery process


1
Managing the service delivery process
  • Module 8
  • Chapter 8
  • Selected Reading
  • 8.1 8.2

2
Lecture Overview
  • The impact of the characteristics of services on
    channel strategy, design and management
  • Planning the service delivery process
  • Alternative methods of service delivery
  • factors that impact on service delivery
  • Selecting a service location
  • Alternative channels for services

3
  • The role of physical evidence in service delivery
  • The timing of service delivery
  • The role of IT in service delivery
  • What roles will people play in the service
    delivery?
  • Service productivity
  • traditional approaches
  • customer driven approaches
  • Managing changes to the service delivery system

4
The four unique characteristics of services
impact on channel strategy, design and management
  • Refer to reading 8.1 by Rosenbloom

5
Intangibility
  • If a pure service, then there is no physical
    product
  • so, what does that mean??
  • no physical ownership
  • no title
  • no physical handling or transportation
  • so, what can the firm do??
  • tangibilise the service
  • signage, symbols, physical evidence
    (servicescape) etc.

6
Inseparability
  • simultaneous production and consumption
  • service employee is the product
  • so, what does that mean???
  • usually a direct channel
  • less likely to use intermediaries
  • so, what can the firm do???
  • provide place utility
  • locational convenience
  • e.g. access, parking
  • single v multi site
  • e.g. franchising

7
  • provide time utility
  • hours of operation
  • waiting time
  • if the customer enters the factory
  • importance of physical evidence
  • Servicescape
  • facilities, location, decor
  • contact personnel
  • appearance, manner

8
Customer involvement
  • need to determine extent of involvement
  • if high, consider how to facilitate greater
    involvement
  • who controls the service encounter?
  • customers are partial employees
  • roles and scripts
  • need to manage the customer portfolio
  • temporal and spatial separation

9
Variability
  • service quality varies across encounters
  • so, what can the firm do???
  • scripts and roles
  • standardise formats - i.e. franchising
  • set service delivery standards
  • degree of customisation required
  • if customised, how can the process be sped up?

10
Perishability
  • service cannot be inventoried
  • so, what can the firm do???
  • manage demand
  • off-peak and peak strategies
  • inventory by reservations and queuing
  • self-service formats
  • utilise excess capacity
  • achieve optimal capacity

11
Planning and configuring the service delivery
system
  • Refer to figure 8.2, p. 225
  • What is the sequence of activities?
  • flowchart the customers experience
  • where and when should each step take place?
  • what are the potential problems, bottlenecks and
    moments of truth?

12
Issues to consider..
  • What is the method of service delivery?
  • what level of contact is required?
  • Should we use intermediaries for all or some
    steps in the process?
  • What is the nature of the process?
  • batches, individual service, self-service
  • How will we manage demand?
  • reservations, queuing
  • What is the role of the physical evidence?

13
Three methods of service delivery
  • 1. Customer goes to the service firm
  • location is very important
  • convenience
  • single site v multi-site
  • cost, access
  • physical evidence is very important

14
  • 2. Service firm goes to the customer
  • location is less important
  • proximity may be an issue

15
  • 3. Arms length transactions
  • location is irrelevant
  • need to be able to access communications networks
  • most usually still require some face to face
    interaction

16
Five factors that impact on service delivery
method
  • the nature of the service
  • process type, level of contact
  • customers needs and preferences
  • desire for involvement
  • need for locational convenience
  • the firms positioning strategy
  • level of contact/personalisation desired

17
  • costs
  • which is the most cost-effective option from the
    firms and the customers point of view?
  • travel, facilities, vehicles
  • operational requirements
  • facilities, equipment, technology

18
Where will the firm locate?
  • inseparability problem
  • time and place utility
  • does the customer need to travel to the service
    factory?
  • single or multi-site?

19
Selecting a service location
  • refer to reading 8.2
  • What selection factors need to be considered?
  • trading area
  • size, growth rate, demographics
  • visibility and accessibility
  • parking, transport
  • pedestrian and vehicular traffic

20
  • competition and affinities
  • service clusters
  • cost
  • availability and lease terms

21
To what extent can the firm outsource service
elements?
  • Do all tasks need to be performed by the service
    firm? OR
  • Could the firm use intermediaries for some
    elements?

22
What alternative service channels could we
consider?
  • Direct channel
  • no intermediaries
  • Service intermediaries
  • agents, brokers, retailers
  • Electronic channels

23
Direct channels
  • What are the benefits?
  • allows greater control over service performance,
    service delivery and the service encounter
  • allows customisation and social bonds
  • allows direct feedback from customers
  • What are the limitations?
  • cost
  • market coverage

24
Service intermediaries
  • What are the benefits?
  • greater specialisation
  • can be more efficient and cost-effective
  • economies of scale
  • provides locational convenience
  • access an established clientele
  • What are the limitations?
  • loss of control over quality of service,
    performance, delivery and the service encounter

25
Electronic channels
  • What are the benefits?
  • better quality control
  • cost-effective service delivery
  • greater convenience
  • cover wide geographic area
  • customer choice of service form
  • suits information processing and mental stimulus
    processing
  • What are the limitations?
  • technological breakdown
  • low control of electronic environment
  • security
  • lack of customisation
  • relies on customer knowing what to do
  • inability to build a social relationship

26
What role will the physical evidence play?
  • How will the servicescape be used to facilitate
    effective and efficient service delivery?

27
The role of physical evidence (the servicescape)
  • refer to figure 8.1, p. 220
  • provides environmental stimuli
  • ambience
  • temperature, noise, colour, music, smells
  • space
  • design, layout, furnishings
  • signs, symbols, artefacts

28
  • impacts on customer and employees thoughts and
    feelings
  • cognitive - beliefs and thoughts
  • emotional - moods, feelings, affective
  • psychological - discomfort or ease etc.

or
29
  • influences customers and employees behavioural
    responses
  • customers responses
  • approach
  • stay, explore, interact, transact, return
  • avoid
  • leave, dont return

30
  • employees responses
  • productivity
  • job satisfaction
  • service quality
  • commitment (turnover)

I feel so happy!
31
So then, the servicescape ..
  • provides a cue to quality
  • influences customers expectations
  • sets the tone for service delivery
  • creates a mood or atmosphere
  • may add value - enhance the experience
  • may strengthen the firms positioning strategy
  • can facilitate (or hinder) service delivery

32
The timing of service delivery
  • time utility - accessibility
  • What influences hours/days of operation?
  • customer needs for time utility
  • legislation
  • desire to utilise excess capacity
  • employees willingness to working unsocial hours
  • availability of automated self-service facilities

33
What role can technology play in facilitating
service delivery?
  • speed-up process
  • reduce complexity
  • reduce variability
  • reduce divergence
  • improve reliability and responsiveness
  • more accurate and reliable

34
What roles will people play?
  • People include
  • contact people
  • customer
  • other customers
  • how can we facilitate customer involvement?
  • how can we increase our productivity, while
    maintaining adequate levels of service
    personalisation?

35
What is productivity?
  • output relative to input
  • input - labour, capital, equipment etc
  • output - service outcome and service process
  • need to focus on outcomes as well as outputs
  • that is, quality and quantity

36
Traditional approaches to improving service
productivity
  • control costs at each step
  • match productive capacity to average demand to
    avoid excess capacity
  • automate where possible
  • provide support resources for efficient and
    effective performance
  • train employees
  • install expert systems

37
The trade off..
  • Improving productivity sometimes means that
    customers do not receive personalised service
  • Need to gain a balance between high tech and high
    touch
  • Customers dont want to talk to machines when
    they have a problem.

38
Customer driven approaches to improving
productivity
  • Educating customers to avoid peak times
  • reducing fluctuations in demand
  • Increasing customer involvement
  • partial employee (self-service)
  • roles and scripts
  • reducing contact (arms length)
  • Ask customers to use intermediaries for support
    services

39
Managing changes to the service delivery system
  • need to develop customer trust
  • understand customers usage behaviours and
    expectations
  • pre-test new equipment, procedures or policies
  • inform and educate customers
  • encourage trial
  • monitor performance and seek improvements

40
Summary
  • The impact of the characteristics of services on
    channel strategy, design and management
  • Planning the service delivery process
  • Alternative methods of service delivery
  • factors that impact on service delivery
  • Selecting a service location
  • Alternative channels for services

41
  • The role of physical evidence in service delivery
  • The timing of service delivery
  • The role of IT in service delivery
  • What roles will people play in the service
    delivery?
  • Service productivity
  • Traditional approaches
  • Customer driven approaches
  • Managing changes to the service delivery system

42
Tutorial
  • Case 13 Stockbroking in Cyberspace, p. 517
  • Review questions
  • 1, 6 12
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