Service ops mgt Week5_Session1_Services Management

Service ops mgt Week5_Session1_Services Management - 1...

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1 Click to edit Master subtitle style Service Operations Management Instructor: Manpreet Hora Office: Room 4252 Phone: 404-385-3465 Email: manpreet.hora@mgt.gatech.edu
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2 Agenda: Week 5, Session 1 ¡ Recap of last week l Service supply chains ¡ AA Video ¡ Call Center Design ¡ New service development
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3 Professional Service Firms Body of Knowledge ¡ Cognitive knowledge (know-what) ¡ Advanced skills (know-how) ¡ Systems understanding (know-why) ¡ Self-motivated creativity (care-why)
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4 Professional Service Firms Operational Characteristics ¡ Profit-per-Partner ¡ Productivity Obj152 ( 29 ( 29 ( 29 Leverage oductivity Pr in arg M = Obj154 Obj15
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5 Learning Objectives ¡ Describe the fundamental characteristics of service innovation. ¡ Describe the four structural and four managerial elements of service  design. ¡ Describe the components of the customer value equation. ¡ Explain and differentiate what is meant by the divergence and the  complexity of a service process. ¡ Describe the sequence of states and the enablers of the new service  development process. ¡ Prepare a blueprint for a service operation. ¡ Explain the difference between direct and indirect customer contact. ¡ Compare and contrast the four approaches to service system design: 
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6 Innovation in Services ¡ Basic Research : Pursue a planned search for  new knowledge regardless of possible  application. ¡ Applied Research : Apply existing knowledge to  problems in creation of new service. ¡ Development : Apply knowledge to problems to  improve a current service. Examples?? Challenges??
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7 Challenges for Service Innovation ¡ Ability to protect intellectual and property  technologies. ¡ Incremental nature of innovation. ¡ Degree of integration required. ¡ Ability to build prototypes or conduct  tests in a controlled environment.
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8 Levels of Service Innovation Radical Innovations ¡ Major Innovation : new service that customers did not know they  needed. ¡ Start-up Business : new service for underserved market. ¡ New Services for the Market Presently Served : new services to  customers of an organization. Incremental Innovations ¡ Service Line Extensions : augmentation of existing service line  (e.g. new menu items). ¡ Service Improvements : changes in service delivery process (e.g. 
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9 Service Innovation SMR, Berry et al (2006)
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10 Technology-Driven Service Innovations Source of Technology Service Example Service Industry Impact Power/energy Jet aircraft Nuclear energy International flight is feasible Less dependence on fossil fuel Facility design Hotel atrium Enclosed sports stadium Feeling of grandeur/spaciousness
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