Introduction to Services
When discussing theoretical framework/model, an important question to as is "SO WHAT!" This triggers a discussion on how the framework/model could be used in managerial practice. This was our modus operandi as we tried to understand the service product continuum, distinctive characteristics of services, and some service classification schemes. We also spoke about the importance of services in the economy and understood the ubiquitous nature of services through our discussion on the of service dominant logic and how all economies are in a way service economies.
References
References
- Chapter 1 of SMFF
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Service Strategy
In a series of discussions around Service Strategy, we saw the various elements of the strategic service vision of Southwest Airlines come together. We discussed the role of alignments and misalignment in the strategic growth of service businesses.
We also saw how the SSV framework could also act as a great structure for elevator pitches for service businesses. References
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service_strategy.pdf | |
File Size: | 719 kb |
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Service Design
We spend the first two sessions understanding the language of service design. The 3 Ts, Service Package and the structural and managerial elements of service design. You all worked on using these three frameworks to describe Hotel Monaco Chicago's service design.
Further, we conceptualized and thought through the overall service design of a Teppanyaki style restaurant including all the operational structural and managerial decisions. References
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service_design.pdf | |
File Size: | 469 kb |
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Service Encounter
Using the Zipcar case, we understood how to influence customer behavior to ensure efficiency of a customer dominated service operation. Using the Tessei case, we understood how to influence employee behavior and ensure employee satisfaction and performance in a service organization dominant service operation. We tied both these discussions together to understand how the service encounter can be effectively based on the nature of the service.
Servicescape is an integral part of the customer as well as employee experience. We discussed its role in, among other things, improving customer value and employee productivity. References
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Service Process
Appropriate design Service Processes is essential to a seamless customer experience.
References
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Here is a two hour documentary on Disney Fast pass - for those with the time and inclination to know!
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Matching Service supply with demand
We discussed about the abilities of yield management techniques to make sure the right capacity is sold to the right customer at the right price. We considered issues of overbooking and capacity allocation problems (remember Jack and Rose) from a operational and regulatory standpoint. We understood that for all these approaches to work successfully, there needs to be a balance, between doing too much and doing too less. Overbook too much and you will end up with screaming customers, overbook less and you will loose revenue. We explored some mathematical solutions to the overbooking and capacity allocation problems along with a brief about EMSR heuristics.
References: Chapter 11 of SMF |
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Other highlights
Talk by Mr. Ram Amancha gave us a primer into service operations of the IT industry. Apart from understanding the different business models prevalent in the IT industry, the talk also covered the intricate process of managing of Enterprise Customer journeys in IT industry.
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The Dabbawala role play exercise helped us not only appreciate the hard work put in by the Mumbai Dabbawalas to make sure the lunches reach on time, but also helped us unlock the key factors leading to the unprecedented success of their service operations.
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