Download - Chapter 4
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Chapter 4BBT2435| TOUR OPERATION MANAGEMENT
Prepared by KAMELIA CHAICHI
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Lecture outline
• INTRODUCTION
• Factors affecting SERVICE DELIVERY design
• DESIGNING the service delivery system
• Critical REFLECTIONS
• SUMMARY
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Factors affecting service delivery system design
SERVICE COMPLEXITYTHE
MARKET
As services differ, so will the DESIGNS of their delivery systems
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Characteristics of service operations
•MIX of services and products•INTANGIBLE nature•SIMULTANEOUS provision(stock) and
consumption•TIME-DEPENDENT capacity•CUSTOMERS can help deliver the
service•Need to MANAGE CUSTOMERS•No PATENTS (exclusive right to
design)Services are PROVIDED and CONSUMED at the same time. They CANNOT be stored
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CASE 4.1TIPPING AS A
MEASURE OF CUSTOMER SERVICE
1.What makes up the total SERVICE OFFERING for a customer during an evening meal at a restaurant?
2.How could a HAIRDRESSER use these customer management approaches?
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CASE 4.1
Question Answer
Service offering
Hairdresser
TIPPING AS A MEASURE OF CUSTOMER SERVICE
• EXPLICIT benefits- DINING experience- FOOD- DRINK• IMPLICIT benefits- PERSONALISED service- SPEED of service- GOODWILL gestures
• Adopt similar approach to delivering IMPLICIT benefits
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Understanding how services differ
•Level of TECHNOLOGY used•NATURE of service being delivered- Complexity of service- What is being processed•TYPE of service being delivered- Professional, Service shop or Mass
service•BUSINESS requirements- Volumes- Order-winners and qualifiers
KEY DIFFERENCES
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Understanding how services differ
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-The delivery system processes CUSTOMERS, -CUSTOMER SURROGATES, PRODUCTS, -INFORMATION or some COMBINATION of these
Designing the service delivery system
1.Understand MARKET volumes, order-winners and qualifiers
• Identify the service ENCOUNTER and EXPERIENCE to be delivered
• Understand how to RETAIN customers
(Efficiency) : Actual output compared with the expected
output
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Understanding how services differ
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Overall design
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•BACK OFFICE activities•FRONT OFFICE
activities
CUSTOMER INTERFACE (cooperation)
Service delivery
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CASE 4.2
IMPROVING SERVICE DELIVERY THROUGH FRONT AND BACK OFFICE
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CASE 4.2
Question Bank Electrical repair
Advantages
Disadvantages
• Higher EFFICIENCY- More activities in back office- Queues manage high demand • Higher delivery SPEED- Less activities in front office• Higher delivery RELIABILITY- Narrow range of activities in front
office
IMPROVING SERVICE DELIVERY THROUGH FRONT AND BACK OFFICE
• Higher WAIT- Queues manage high demand • Less CUSTOMISATION- Customers receive standard
service
• Higher CUSTOMISATION- Service tailored to customer
requirements
• Lower EFFICIENCY- More activities in front
office• Lower delivery SPEED- More activities in front
office• Lower delivery
RELIABILITY- Wider range of activities
in front- office
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• No CUSTOMER CONTACT• Easier SCHEDULING• Higher processing VOLUMES
Back office
FRONT OFFICE
• FACILITIES represent organisation• Easier to manage QUEUE lengths• Involve CUSTOMERS in delivery• Wider STAFF ROLES
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CUSTOMER INTERFACE
DELIVERY SYSTEM
Service delivery
• Number of STEPS- Single vs Multiple• TYPE of delivery system- Non-repeat vs Repeat- Low volume vs high
volume
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CASE 4.3
SERVICE DELIVERY AT THE MOSCOW SCIENTIFIC INSTITUTE FOR EYE MICROSURGERY
1.What are the ADVANTAGES of this approach?
2.What are the DISADVANTAGES of this approach?
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Question Answer
Advantages
Disadvantages
CASE 4.3
• Higher EFFICIENCY- Automated processes- Lower labour skill and cost• Higher delivery VOLUME- More operations can be completed
• Less CUSTOMISATION- Customers receive standard service• Less FLEXIBILITY- Delivers standard service- Significant investment required to increase
volume
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Service delivery
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Other factors• ENHANCING services• Use of IT in service delivery• CUSTOMER participation in service delivery
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CASE 4.4
SERVICE DELIVERY AT A LOCAL HIGH STREET BANK BRANCH
1.What are the key ADVANTAGES and DISADVANTAGES of the bank’s approach?
2.What are the key ADVANTAGES and DISADVANTAGES of the post office’s approach?
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Question Bank Post office
Advantages
Disadvantages
• Higher EFFICIENCY- Higher utilization of staff
skills • Higher delivery SPEED- For each individual service• Higher delivery RELIABILITY- Narrow range of activities in
each delivery system
• Lower delivery SPEED- If want more than one
service • Less CUSTOMISATION- Each service delivered
separately
• Higher delivery SPEED- If want more than one
service• Higher CUSTOMISATION- Service tailored to customer
requirements
• Lower EFFICIENCY- Skill must be more skilled• Lower delivery SPEED- If want more than one
service• Lower delivery RELIABILITY- Wider range of activities
being delivered
CASE 4.4
SERVICE DELIVERY AT A LOCAL HIGH STREET BANK BRANCH
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CASE 4.5
PROVIDING PERSONAL SERVICE ONLINE AT GARDEN ESCAPE
1.What are the ADVANTAGES of shopping online?
2.What are the DISADVANTAGES of shopping online?
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Question Answer
Advantages
Disadvantages
• For CUSTOMERS- Check PURCHASE HISTORY- Check TECHNICAL DETAILS on plants- Get answers to GENERAL QUERIES• For GARDEN CENTRE- Reduces STAFF COSTS- Allows customers to CUSTOMISE the service- Helps build and manage customer RELATIONSHIP
CASE 4.5
• For CUSTOMERS- May get INCORRECT ADVICE if ask wrong question• For GARDEN CENTRE- Customer can easily COMPARE PRICES with competitors- Customers can use services and then BUY ELSEWHERE
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CASE 4.6
SELF-SCANNING IN SUPERMARKETS
1.Why are supermarkets INTRODUCING self-checkout systems?
2.Why do CUSTOMERS like these systems?
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CASE 4.6
Question Answer
SUPERMARKET advantages
CUSTOMER advantages
SELF-SCANNING IN SUPERMARKETS
• Higher EFFICIENCY- Lower staff costs as need less • Easier to manage CAPACITY- Customers serve themselves
• Higher delivery SPEED- Customers don’t have to wait • EASE of use- Simple and easy to use• Higher CUSTOMISATION- Customers serve themselves
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Insurance companyHospital
Different approaches to serving customers
The Hospital(1971)
The Incredibles
(2004)
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Film clip Hospital
FilmTitleDirector (year)
The HospitalArthur Hiller (1971)
ClipStartFinish
00:23:1500:26:36
What clip shows How customers are served in a hospital
Key learning objective
The different skills required in the back office and front office functionsThe impact of a breakdown in communication between front office and back office
Different approaches to serving customers
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Film clip Insurance company
FilmTitleDirector (year)
The IncrediblesBrad Bird (2004)
ClipStartFinish
00:11:3400:13:31
What clip showsHow customers are served in an insurance company
Key learning objective
The different skills required in the back office and front office functionsThe impact of always putting the customer’s needs first within a business
Different approaches to serving customers
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Question Answer
SALLY’S approach
BOB’S approach
POINTS highlighted
• BACK OFFICE function - has to come to front office if not getting necessary information
• INTERNALLY FOCUSED on processes - blue cross number• NOT customer focused
Different approaches to serving customers
• FRONT OFFICE function• Highly CUSTOMER FOCUSED - almost too much• NOT internally focused
• Require DIFFERENT SKILLS in back and front office• Need to BALANCE customer and internal business needs
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Critical reflections
• Service DELIVERY SYSTEMS must be:- ALIGNED to its market ORDER-WINNERS and
QUALIFIERS- REFLECT its internal BUSINESS requirements- INCORPORATE IT and other DEVELOPMENT
opportunities
• Customers become MORE PROFITABLE the longer you RETAIN them
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Summary• Services have distinctive
CHARACTERISTICS- Intangible and perishable
• Service delivery systems must SUPPORT- Technical and business requirements
• TECHNICAL requirements- The service specification
• BUSINESS requirements- Volumes and market order-winners and
qualifiers
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The service delivery system design will reflect:
- The complexity of the service being delivered
- The business and technical requirements that have to be met
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BRITISH AIRWAYS CLUB WORLD