Service ops mgt Week1_Session2_Services Management

G netflix exploiting information eg auto part sales

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  Services derived from products (e.g. Netflix)       Exploiting information (e.g. Auto part sales)       Difficulty of testing service prototypes ¡ Changing Demographics     Aging of the population   Two-income families
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2-29 Typology of Services in the 21st Century Core Experience Essential Feature Examples Creative Present ideas Enabling Act as intermediary Experiential Presence of customer Extending Extend and maintain Entrusted Contractual agreement Information Access to information Innovation Facilitate new concepts Problem solving Access to specialists Quality of life Improve well-being Regulation Establish rules and regulations
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2-30 Typology of Services in the 21st Century Core Experience Essential Feature Examples Creative Present ideas Advertising, theater Enabling Act as intermediary Transportation, communications Experiential Presence of customer Massage, theme park Extending Extend and maintain Warranty, health check Entrusted Contractual agreement Service/repair, portfolio mgt. Information Access to information Internet search engine Innovation Facilitate new concepts R&D services, product testing Problem solving Access to specialists Consultants, counseling Quality of life Improve well-being Healthcare, recreation, tourism Regulation Establish rules and regulations Environment, legal, patents
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2-31 Sawhney et al. (2004) Growth Opportunity Matrix
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2-32  Source: Sawhney et. al,  3232 T a k e phot os E d it phot os 0r de r pri nts Make prints your self E ma il phot os Share prints with family frie nds Cre ate Electronic album Put prints in photo album Make fliers cards, brochures 0r de r merchand ise With photos Arch ive phot os Previous Kodak Involvem ent with customers Temporal Expansion THE VIRTUAL MARKET OF KODAK Generic need: “managing and sharing memories”
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2-33 Spatial Expansion by GM  Source: Sawhney et. al, 
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2-34 Chase (1996) ¡ Service Encounter ¡ Business Process Re-engineering ¡ Service Quality ¡ Yield Management ¡ Information Revolution ¡ Customer Service
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2-35 Concluding Remarks ¡ “There are no such things as service  industries. There are only industries  whose service components are greater  or lesser than those of other industries.  Everybody is in service”. (Theodore  Levitt, 1972)
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2-36 Next session ¡ Topic : Nature of Services l F&F Chapter 2 l Chase, R.B., Garvin, D.A. (1989), "The service  factory", Harvard Business Review, Vol. 67 No.4,  pp.61-9. l Pine, B. J and Gilmore, J H (1998) Welcome to the  Experience Economy, Harvard Business Review,  July-August, pp 97-105. l Nambisan, S. (2001), “Why service businesses are  not product businesses”, MIT Sloan Management  Review, Summer 2001, 72 – 80. l Case:  Westin Hotels and Resorts: (HBS 9-607-129)
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