enabling the ser ices sciences enabling the services ... · the unified services theory “with...
TRANSCRIPT
NSF Workshop on Service Science
August 27-29 Philadelphia
Enabling the Ser ices Sciences Enabling the Services Sciences via a Unified Services Theory
Craig Froehle, Ph.D.University of CincinnatiUniversity of Cincinnati
NSF Workshop on Service Science
August 27-29 Philadelphia
NSF Workshop on Service Science
August 27-29 Philadelphia
Make-to-Stock Assemble-to-Order
NSF Workshop on Service Science
August 27-29 Philadelphia
Supplier Production CustomerInputs Outputs
Manufacturing and Extractive (Non-Services)
Supplier Process Customerpu s Outputs
Services
Supplier ProductionProcess CustomerInputs Outputs
What makes a service a service?
NSF Workshop on Service Science
August 27-29 Philadelphia
Services
Supplier ProductionProcess CustomerInputs Outputs
What makes a service a service?
NSF Workshop on Service Science
August 27-29 Philadelphia
Services
Supplier ProductionProcess CustomerInputs Outputs
INPUTS• Provided by suppliers
• Provided by customers• Self• Property/goods• Information
What makes a service a service?
NSF Workshop on Service Science
August 27-29 Philadelphia
Services
Supplier ProductionProcess CustomerInputs Outputs
CUSTOMERS• Those who determine if the producer is
compensated for production
• Customers may require that others – indirect customers – also be satisfied with the service
What makes a service a service?
NSF Workshop on Service Science
August 27-29 Philadelphia
Services
Supplier Production Process CustomerInputs Outputs
PRODUCTION PROCESS• Productive activities that contribute to throughput or sales
• Processes can be broken down into smaller sets of activities
• Production systems are usually mixtures of service and non-service processes
What makes a service a service?
NSF Workshop on Service Science
August 27-29 Philadelphia
The Unified Services Theory“With service processes, the customer
provides significant inputs into the p g pproduction process. With manufacturing
processes, groups of customers may p , g p ycontribute ideas to the design of the
product, but individual customers' only p , yparticipation is to select and consume the output. All managerial themes unique to p g qservices are founded in this distinction.”
NSF Workshop on Service Science
August 27-29 Philadelphia
Chase’s Customer Contact Theoryy
Potential Efficiency = f(1 - )Customer Contact Time
Service Creation Time
• Focuses on face-to-face contact of the customer with the service system– Pure services , Mixed services, and Quasi-manufacturing– Front-office / back-office decoupling
• Sets of processes with different types and degrees of• Sets of processes with different types and degrees of customer inputs– Self (incl. labor)
– Property (e.g., goods)
– Information
NSF Workshop on Service Science
August 27-29 Philadelphia
Characteristics of ServicesSymptoms
Characteristics of Services• Customer Involvement
• Heterogeneity / High Output Variability
• Proximity to the Customery
• Simultaneous Production & Consumption
• No Finished-Goods Inventoryy
• Perishability
• IntangibilityIntangibility
NSF Workshop on Service Science
August 27-29 Philadelphia
Schmenner’s Service Process Matrix
NSF Workshop on Service Science
August 27-29 Philadelphia
Assemble-to-OrderMake-to-Stock
NSF Workshop on Service Science
August 27-29 Philadelphia
Roles of Technology in the Service Encounter
Technology
Service Customer
Technology Technology
Service Rep
Service Customer
Service Rep
Service Customer
Service Rep
Modes of“Face-to-Face”
Customer Contact p p p
A. Technology-Free Customer Contact
B. Technology-Assisted Customer
Contact
C. Technology-Facilitated Customer
Contact
Technology
Service Service
Technology
Service Service
Modes of“Face-to-Screen” Customer Contact Service
CustomerService
RepService
CustomerService
Rep
D. Technology-Mediated Customer
E. Technology-Generated Customer Contact
Customer Contact
Contact (Self-Service)
from Froehle & Roth, 2004
NSF Workshop on Service Science
August 27-29 Philadelphia
Sources of Scalability• Virtual services
– Involve only transfers of information (or data)
• Self-service– The customer serves himself/herself
• Community-based services– Customers serve other customers
No physical/tangible component
Requires no human contact with the customer
“Sh d i ” i ffi i l“Shared capacity” is an efficient way to scale up
Word-of-mouth advertising = cheap marketing
NSF Workshop on Service Science
August 27-29 Philadelphia
Quality and Customer Inputs
+ = ?
Who is responsible for service failures regarding customer inputs?
NSF Workshop on Service Science
August 27-29 Philadelphia
Services == Customer Input Management
Management Tool Effect
Reservation systems Restrict arrival of customer inputsReservation systems Restrict arrival of customer inputs
Self-service Customer provides key labor input
Workshift scheduling Match capacity to customer input arrival
Customer education Increase homogeneity of customer inputsC g y p
Customer selection Increase homogeneity of customer inputs
Back-office separation Mitigate customer “self” inputs
NSF Workshop on Service Science
August 27-29 Philadelphia
Implications for Service Science
Innovation in:Products/services
Innovation in:Products/services
Focus on customer inputs
Products/services
Processes
Business models
Products/services
Processes
Business models
SocietySociety
NSF Workshop on Service Science
August 27-29 Philadelphia
NSF Workshop on Service Science
August 27-29 Philadelphia
Service Supply ChainsTypical “Manufacturing” Supply Chain
Bidirectional Service Supply Chain