© AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN:...

T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X

Chapter 5

DESIGNING SERVICEDELIVERY 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

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

Exhibit 5.3 from page 147

FACTORS INVOLVED IN SERVICE DELIVERY

(Categories of service) p 147

SERVICE DELIVERY SYSTEM DESIGN

The MARKET provides the external context for the service delivery systemThe service ENCOUNTER and EXPERIENCE are the essence of the delivery systemCustomer RETENTION is one of the key aims of the service delivery system

(Overall)

SOME KEY POINTS

BACK OFFICE or FRONT OFFICE

PHASE 1

(Detailed)

BACK OFFICE or FRONT OFFICE

The DELIVERY SYSTEM

PHASE 2

PHASE 1

(Detailed)

(Phase 1 - Back office or front office)

No customer contact Easier scheduling Higher processing volumes

BACK OFFICE

FRONT OFFICE

Facilities represent organisation Manage queue lengths Ease of customer use Wider staff roles

Line of

visibility

(Phase 2 - The delivery system) p 154

Exhibits 5.10 from page 154

Information technology e.g. ATMs and teleworking

E-commerce e.g. travel booking, call centres

and grocery shopping Alternative approaches

e.g. eye microsurgery

(IT-based and other designs)

(Alternative approach - eye microsurgery) p 161

(Other issues in system design)

ENHANCING services Level of customer PARTICIPATION Maximising use of SKILLED staff Level of server DISCRETION

Profiling - p 169

SERVICE PROFILING p 170

SERVICE PROFILING

REFLECTIONS

DIMENSIONS AFFECTINGAPPROPRIATE DELIVERY SYSTEMS

Service COMPLEXITY

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

THE MARKET

The technology/people MIX The NATURE of the services CATEGORIES of services COMPLEXITY of the service VOLUMES MARKET order-winners and qualifiers

(The technology/people mix)

(The nature of the service being processed)

OVERALL

DETAILED

OVERALL

IT-based and OTHER designs

DETAILED

OVERALL

(Overall)

Exhibits 5.5 and 5.6 from page 149

(The importance of customer retention)

Exhibits 5.7 and 5.8 from page 150

(The importance of customer retention)

(Phase 1 - Back office or front office)

© AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN:...

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