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1、1Copyright 2006 by The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinChp4NewNew Service DevelopmentService DevelopmentChapter outline Chapter outline New service development Service design elements Service blueprinting Strategic positioning through process structure Taxonomy for ser
2、vice process design Generic approaches to service system design Customer Value Equation3SUPPLEMENTARY MATERIALSSUPPLEMENTARY MATERIALSJames A.Fitzsimmons and Mona J.Fitzsimmons,New Service Development:Creating Memorable Experiences,Editors,Sage Publications,2000Leonard A.Schlesinger and James L.Hesk
3、ett,The Service-Driven Service Company,Harvard Business Review,September-October 1991,pp.71-81.Case:Taco Bell Corporation (HBS Case 9-692-058):Taco Bell is a fast food restaurant chain serving Mexican food that is formulated to appeal to the American general public.As of 1991,the company had gone th
4、rough a remarkable transformation and was hailed by the press and industry experts as having revolutionized the fast food world.The new delivery process,referred to as K-minus(kitchen moved out of the restaurant to a central facility),illustrates the design strategy of separating physically the fron
5、t-and back-office operations.The impact on employees,managers,and the firm are explored.4Discuss the new service development process.Prepare a blueprint for a service operation.Use the taxonomy of service processes to classify a service operation.Compare and contrast the generic approaches to servic
6、e system design.Learning ObjectivesLearning Objectives5K Key termsey terms Radical innovation（根本创新）Incremental innovation（附加创新）Service blueprint（服务蓝图）line of visibility（可视线）Complexity（复杂性）Divergence（差异性）Production-line approach（生产线方法）Coproducer（合作生产者）Customer contact（顾客接触）6.New service development.N
7、ew service development classification of service innovation Radical innovation（根本创新）：are offerings not previously available to customers or new delivery systems for existing services.E.g.the Barnes&Noble website.Incremental innovation（附加创新）:are changes to existing services that are valued as improve
8、ments.E.g.the addition of playscapes at fast-food restaurants.7.New service development.New service development Radical InnovationsMajor Innovation:new service driven by information and computer based technologyStart-up Business:new service for existing marketNew Services for the Market Presently Se
9、rved:new services to customers of an organizationIncremental InnovationsService Line Extensions:augmentation of existing service line(e.g.new menu items)Service Improvements:changes in features of currently offered serviceStyle Changes:modest visible changes in appearancesTable 4-1:Levels of service
10、 innovation8.New service development.New service development Ideas for new service innovations Customers (e.g.,menu additions at a restaurant)Front-line employees (e.g.,listening posts)Customer databases (e.g.,additional financial services)Trends in customer demographics(e.g.,long-term health care)N
11、ew advances in technology 9.New service development.New service developmentSource of technology Service examplePower/energyPhysical designMaterialsMethodsInformationJet aircraft permitting international flights,Nuclear reactors for electric generationHotel atrium;Enclosed sports stadiumsEnvironmenta
12、lly friendly dry cleaning fluids;Astroturf for enclosed sports stadiumsJust-in-time(JIT)Total quality management(TQM)E-commerce based on the internet;Multiple channels with cable TVTable 4-2:Technology Driven Service Innovation10.New service development.New service developmentFigure 4-1:The NSD proc
13、ess cyclePlanning phase Implementation phase11.Service Design ElementsService Design Elements Structural Delivery system（传递系统）:Front and back office,automation,customer participation.Facility design（设施设计）:Size,aesthetics,layout.Location（地点）:Customer demographics,single or multiple sites,competition,
14、site characteristics.Capacity planning（能力设计）:Managing queues,number of servers,accommodating average or peak demand.12.Service Design ElementsService Design Elements Managerial Service encounter(服务接触):Service culture,motivation,selection and training,employee empowerment.Quality（质量）:Measurement,moni
15、toring,methods,expectations versus perceptions,service guarantee.Managing capacity and demand（管理能力和需求）:Strategies for altering demand and controlling supply,queue management.Information（信息）:Competitive resource,data collection.Example:Shouldice Hospital(http:/ BlueprintingService Blueprinting Servic
16、e blueprint（服务蓝图）:a diagram of the service process showing activities,flows,fail points,customer waits,and a line of visibility.14Figure 4-2:Service blueprint for Luxury Hotel Note:Line of visibility(可视线)：is a line drawn on the service blueprint showing separation of front-office from back-office ac
17、tivities.15 Complexity（复杂性）:a dimension of service process structure that measures the number and intricacy of steps in the process.Divergence（差异性）:a dimension of service process structure that measures the degree of customization or decision making permitted of service employees.Degree of Complexit
18、y:Measured by the number of steps in the service blueprint.For example a clinic is less complex than a general hospital.Degree of Divergence:Amount of discretion permitted the server to customize the service.For example the activities of an attorney contrasted with those of a paralegal.Strategic Pos
19、itioning Through Process StructureStrategic Positioning Through Process Structure16.Strategic Positioning Through Process StructureStrategic Positioning Through Process StructureFigure 4-3:Structural positioning of financial services17Table 4-3:Structural alternatives for family restaurant18.Taxonom
20、y for Service Process designTaxonomy for Service Process designFigure 4-4:Taxonomy of service processes19.Taxonomy for Service Process designTaxonomy for Service Process design Degree of divergence(差异化程度)A standardized service is designed for high volumes with a narrowly defined and focused service.
21、Objects of the service process（服务过程的客体）When goods are processed,a distinction must be made between goods that belong to the customer and goods that are provided by the service firm.Type of customer contact（顾客接触类型）There are three basic ways that customer contact with the service delivery system.l cus
22、tomer present and interact directly l customer indirect and occur via electronic medial no customer contact20Production-line（生产线方法）：a service design analogous to that in a manufacturing system with tight control,use of low-skilled labor,and the offering of a standard service.Standardize the Service（
23、标准化服务）Substitute Technology for People（用技术代替人力）Division of Labor（劳动分工）Limit Discretion of Personnel（个人有限的自主权）Customer as Co-producer（顾客作为合作生产者）:the productive role a customer can play in the service delivery process.Self Service Smoothing Service DemandCustomer Contact（顾客接触）：a measure of the physica
24、l presence of the customer in the system as a percentage of the total service time.Degree of Customer Contact Separation of High and Low Contact Operations.Generic Approaches to Service DesignGeneric Approaches to Service Design硬技术软技术21.Generic Approaches to Service DesignGeneric Approaches to Servi
25、ce DesignInformation Empowerment（信息授权）Employee Customer22.Customer Value EquationCustomer Value Equation Results produced(服务结果)Process quality (过程质量）Price(给顾客的价格)Costs of acquiring the service(获得服务的成本)23Discussion QuestionsDiscussion QuestionsWhat are the limits in the production-line approach to se
26、rvice?Give an example of a service in which isolation of the technical core would be inappropriate.What are some drawbacks of customer participation in the service delivery process?What ethical issues are raised in the promotion of sales during a service transaction?241.Prepare a service blueprint f
27、or the 100 Yen Sushi House.2.What features differentiate 100 Yen Sushi House and how do they create a competitive advantage?3.How has the 100 Yen Sushi House incorporated the just-in-time system into its operations?4.Suggest other services that could adopt the 100 Yen Sushi House service delivery co
28、ncept.100 Yen Sushi House100 Yen Sushi House25 Miso and Tea StationCONVERSATION AREACONVERSATION AREADishwashing Counter in BackENTRANCECONVEYOR BELTTAKE-OUT POSITION=CHEF100 Yen Sushi House Layout100 Yen Sushi House Layout26Commuter Cleaning-New Venture ProposalCommuter Cleaning-New Venture Proposa
29、l1.Prepare a service blueprint for Commuter Cleaning.2.What generic approach to service design is illustrated by Commuter Cleaning,and what competitive advantage does this offer?3.Using the data in Table 4.6 calculate a break-even price per shirt if monthly demand is expected to be 20,000 shirts and
30、 the contract with a cleaning plant stipulates a charge of$0.50 per shirt.4.Critique the business concept,and make recommendations for improvement.27GolfsmithGolfsmith1.Prepare a service blueprint for Golfsmith.2.What generic approach to service design does Golfsmith illustrate and what competitive advantages does this design offer?3.Why is Golfsmith a good candidate for Internet sales?28INTERACTIVE CLASS EXERCISEINTERACTIVE CLASS EXERCISE The class breaks into small groups and prepares a service blueprint for Village Volvo.29