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© AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY SYSTEMS Terry Hill

© AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

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Page 1: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Chapter 5

DESIGNING SERVICEDELIVERY SYSTEMS

Terry Hill

Page 2: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

OVERVIEW

DIMENSIONS that affect appropriate delivery system

DISTINCTIVE CHARACTERISTICS of service operations

FACTORS involved in service delivery Service delivery system DESIGN Service PROFILING REFLECTIONS

Page 3: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

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

Page 4: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibit 5.3 from page 147

FACTORS INVOLVED IN SERVICE DELIVERY

(Categories of service) p 147

Page 5: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

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

Page 6: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

BACK OFFICE or FRONT OFFICE

PHASE 1

SERVICE DELIVERY SYSTEM DESIGN

(Detailed)

Page 7: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

BACK OFFICE or FRONT OFFICE

The DELIVERY SYSTEM

PHASE 2

PHASE 1

SERVICE DELIVERY SYSTEM DESIGN

(Detailed)

Page 8: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE DELIVERY SYSTEM DESIGN

(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

Page 9: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE DELIVERY SYSTEM DESIGN

(Phase 2 - The delivery system) p 154

Exhibits 5.10 from page 154

Page 10: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE DELIVERY SYSTEM DESIGN

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)

Page 11: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibits 5.13 from page 161

SERVICE DELIVERY SYSTEM DESIGN

(Alternative approach - eye microsurgery) p 161

Page 12: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE DELIVERY SYSTEM DESIGN

(Other issues in system design)

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

Page 13: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE DELIVERY SYSTEM DESIGN

Profiling - p 169

Exhibits 5.10 from page 154

Page 14: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE PROFILING p 170

Page 15: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE PROFILING

Exhibits 5.21 from page 169

Page 16: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

REFLECTIONS

Page 17: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Page 18: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibit 5.23 from page 171

REFLECTIONS

Page 19: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

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

Page 20: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

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

FACTORS INVOLVED IN SERVICE DELIVERY

Page 21: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

FACTORS INVOLVED IN SERVICE DELIVERY

(The technology/people mix)

Page 22: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibit 5.2 from page 147

FACTORS INVOLVED IN SERVICE DELIVERY

(The nature of the service being processed)

Page 23: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

OVERALL

SERVICE DELIVERY SYSTEM DESIGN

Page 24: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

DETAILED

OVERALL

SERVICE DELIVERY SYSTEM DESIGN

Page 25: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

IT-based and OTHER designs

DETAILED

OVERALL

SERVICE DELIVERY SYSTEM DESIGN

Page 26: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE DELIVERY SYSTEM DESIGN

(Overall)

Page 27: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibits 5.5 and 5.6 from page 149

SERVICE DELIVERY SYSTEM DESIGN

(The importance of customer retention)

Page 28: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibits 5.7 and 5.8 from page 150

SERVICE DELIVERY SYSTEM DESIGN

(The importance of customer retention)

Page 29: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

SERVICE DELIVERY SYSTEM DESIGN

(Phase 1 - Back office or front office)

Page 30: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibits 5.18 from page 164

SERVICE DELIVERY SYSTEM DESIGN

(Other issues in system design)

Page 31: © AMD Publishing/ Terry Hill 2005 T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X Chapter 5 DESIGNING SERVICE DELIVERY

© AMD Publishing/Terry Hill 2005

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

Exhibits 5.19 from page 165

SERVICE DELIVERY SYSTEM DESIGN

(Other issues in system design)