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© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
Chapter 5
DESIGNING SERVICEDELIVERY SYSTEMS
Terry Hill
© 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
© 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
© 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
© 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
© 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)
© 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)
© 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
© 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
© 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)
© 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
© 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
© 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
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
SERVICE PROFILING p 170
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
SERVICE PROFILING
Exhibits 5.21 from page 169
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
REFLECTIONS
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
Exhibit 5.23 from page 171
REFLECTIONS
© 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
© 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
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
FACTORS INVOLVED IN SERVICE DELIVERY
(The technology/people mix)
© 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)
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
OVERALL
SERVICE DELIVERY SYSTEM DESIGN
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
DETAILED
OVERALL
SERVICE DELIVERY SYSTEM DESIGN
© 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
© AMD Publishing/Terry Hill 2005
T. Hill, Operations Management 2e. Palgrave Macmillan ISBN: 1403934665/ 140399112X
SERVICE DELIVERY SYSTEM DESIGN
(Overall)
© 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)
© 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)
© 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)
© 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)
© 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)