PROCESS
By Arijit Santikary
•
The products customers buy are preceded by a production or
manufacturing process.
•
Any product like a car, TV, computer, etc pass through a complex
process where different parts or components or ingredients are put
together to create an end product
GOODS
In case of goods, the manufacturing
processes happens in a factory
remote from the customer, and it is
only the product that comes in
contact with the customer after its
production
SERVICES
In case of services, many processes
are
open
and
visible
to
the
customer. Also, customer plays an
active role in these processes.
Hence,
production
and
consumption
often
happen
simultaneously in case of services
Processes in Goods and Services
Collection of raw milk
Electronic milk test to
kill germs
Methylene blue
reduction test, fat test
Pasteurization and
standardizing process
Separation process
Quality check
Packaging in pouches
Storage
Packaged Milk
Production Process
Process in Goods: An Example
Booking a ticket for
travel
Reaching the airport
on the specified
date/time
Personal screening
and luggage screening
at the entrance
Check in boarding
pass and personal
security
Wait in the airport
lounge
Pre flight check and
boarding
Flying
Disembarking, luggage
collection and leaving
airport
Generic Process for
Air Travel
Process in Service: An Example
Unlike goods, in service industry, customer interaction with the
system is often integral to service creation. Service failures are
often attributed to inadequate or inappropriate service
processes
Service performance in a business like McDonalds is judged by
the time it takes for the staff to assemble the order. The front
side performance has to be therefore enabled by the back
room processes. The back room processes have to be precisely
mapped and monitored so that the performance at the front
end is not dissatisfactory for the customer
Importance of Processes in Services
Characteristics of Service Process Design and
Implementation
•
Divergence:
The degree to which a service provider can vary
services , deviating from the standard service, is known as
divergence. Example- tourism .
•
Complexity:
The complexity of a process should take in to
consideration the contribution of the different activities to service
quality.
•
Service Location:
Neutral location, Provider location, Customer
Location.
•
Customer participation and interaction:
The level of interaction
and participation differ from service to service . Example-
Bankers
and a customers in mobile banking.
•
The Service Itself:
Process Based Service and Technology Based
Service.
Types of Process
A process should involve logical steps that can be broken
down to increase efficiency . Two types process available for a
service provider:
Line or Flow Operations:
The activities required to produce
and deliver a service are arranged in a logical flow or
assembly line. High coordination and speed is essential. Like
ordering French Fries.
