I need a draft on the service management topic. It must be 2000 words. ?Before 23:59 pm, Thursday 29 September ?2022. It must be typed down in provided template. It must be with in
I need a draft on the service management topic. It must be 2000 words. Before 23:59 pm, Thursday 29 September 2022. It must be typed down in provided template. It must be with in-text references and the bibliography in Harvard’s citation style. Any plagiarism is forbidden.
The core question – CX and UX. Discuss the importance of Service Design and specifically how Service design improves both Customer Experience and User Experience. Detail how both CX and UX benefit from Service Design.
The secondary topics that could be used to, only, compliment the core question:
• understanding the experience economy as a development of the service economy;
• categorizing the main elements of the service package model;
• critically evaluating the strategic role of service management within organizations;
• describing the main components of service design and operations.
It must also meet as close as possible those parameters:
The student demonstrates an excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
The student applies fully relevant knowledge from the topics delivered in class.
The student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.
The student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
I have attached the template for the draft and useful sources.
Assignment
Tymofii Dovhal
Service Management
BBA223-BCN15786
Pablo Gilardini Llabot
27.09.2022
Table of Contents:
Introduction 3 Title 1 3 Title 2 3 Title 3 3 Conclusion 3 List of references 4
1)
Introduction
—
Title 1
—
Title 2
—
Title 3
—
Conclusion
—
List of references
James, K., 2007. The Town that Sibling Rivalry Built, and Divided. NW, [online] Available at: <https://www.dw.com/en/the-town-that-sibling-rivalry-built-and-divided/a-2074427> [Accessed 26 September 2022].
Samy, A., 2020. 10 Reasons Why Your Social Media Marketing Campaign Is Failing. [online] Think Marketing. Available at: <https://thinkmarketingmagazine.com/10-reasons-why-your-social-media-marketing-campaign-is-failing/> [Accessed 26 September 2022].
Kemp, S., 2021. Digital in Spain: All the Statistics You Need in 2021 — DataReportal – Global Digital Insights. [online] DataReportal – Global Digital Insights. Available at: <https://datareportal.com/reports/digital-2021-spain#:~:text=Social%20media%20statistics%20for%20Spain&text=The%20number%20of%20social%20media%20users%20in%20Spain%20was%20equivalent,total%20population%20in%20January%202021.> [Accessed 26 September 2022].
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Service Lifecycle Management
White Paper
product lifecycle management (PLM)
Service Lifecycle Management
Service Lifecycle Management
Contents
Service Lifecycle Management
Executive summary
Service Lifecycle Management
Why service? Why now?
Products as service platforms
Service Lifecycle Management
Why now?
Service management
maintained
Service Lifecycle Management
Key operational metrics
• • • • • • • • • • •
Maintenance strategies
Service Lifecycle Management
Break/fix or “run to failure”
Reliability-centered maintenance
Service Lifecycle Management
Condition-based maintenance
Service Lifecycle Management
Predictive maintenance
Service Lifecycle Management
• •
•
•
•
•
•
• •
•
•
•
•
•
•
Service Lifecycle Management
Service Lifecycle Management
• • • •
Design for service
Service Lifecycle Management
Service planning
Service Lifecycle Management
Service delivery Configuration management
Service information
Service Lifecycle Management
Closing the quality loop
Service Lifecycle Management
Service Lifecycle Management and product lifecycle management
Service Lifecycle Management
Essential guidance
Serviceability should be designed-in
•
• •
Closed-loop processes and knowledge re-use
•
•
•
PLM
Service Lifecycle Management
Conclusion
•
•
• into
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THE CUSTOMER ENCOUNTER
DR. NARCIS BASSOLS
BBA223 – SERVICE MANAGEMENT
Spring Term 2022
THE CUSTOMER ENCOUNTER / General Features
When a company delibers a service, they set up a series of customer encounter points to (self-) service customers, each of which is also and ‘evaluation point’ for the customer.
It may involve technology, a growing trend in recent decades: human touch becomes ‘Premium’. Example: going to the cinema, buying one’s clothes (regular or tailor-made).
SAS’ CEO Carlzon stated that the goal of a service organization is supporting frontline employees who are in permanent contact with customers so as to deliver an outstanding service
WHEN CUSTOMER SERVICE IS EXCELLENT…
In service environments, employees and customers show the same preferences: well-staffed offices, modern equipment, an emphasis on service, well-managed company,(or, at least, branch), corteous tellers.
“Employees are the first customers in service companyies”
Excellency in customer service, as perceived by customers, is directly correlated with employee motivation and well-being
THE CUSTOMER ENCOUNTER / Possible conflicts
Unempowered employees giving unpersonal or incompetent service
Over-empowered employees giving to customers more than the company are willing to
Too many expectations from the customers’ side due to too many promises by the company
Too much pressure of the company on employees for results.
THE SERVICE ENCOUTER TRYAD (Bordoloi et al, 2019)
AUTOMATING SERVICES… (Bordoloi et al, 2019: 97)
The alarm rings and Emma’s day begins with a shower followed by a breakfast of frozen
waffles heated in the toaster. Before leaving for the airport, she goes to the airline’s web page,
where weeks before she had purchased the ticket and made seat selections, and prints her
boarding pass.
At the entrance to the tollway on the way to the airport, a scanner reads the bar
code on her windshield for later billing. At the airport, she uses a credit card to pass through
the gate to the airport long-term parking structure. Inside the airport, she attaches a baggage
claim tape to a package she is checking and places it on the conveyor into the X-ray machine.
After landing at her destination, she looks on the message board at the car rental and picks
up her reserved car in the lot. On the way into town, she uses a cell phone to direct-dial
business appointments and leaves several messages on answering machines. She purchases
a drink and sandwich at a vending machine for lunch. Dinner is at a cafeteria where she selects
meal items, places them on a tray, pays with a credit card, and finds an empty table. When she
finishes eating, she buses her dishes.
After the day’s business meetings, she leaves the rental car at its drop-off point, proceeds to the airport terminal, and uses the airline kiosk to print her boarding pass. Arriving home, she picks up her car at the parking lot where a scanner reads the ticket and debits her credit card. She stops at a grocery store to pick up a few items on the way home and uses the self-checkout station and credit card.
At home, she checks her investments and sells shares of a poor-performing stock.
Problem Customers Service Failure
1. Unreasonable demands 1. Unavailable service
2. Abusive or hostile attitude 2. Slow performance
3. Inappropriate behavior 3. Unacceptable service
4. Unanticipated demands
5. Demands contrary to policies
THE TWO BIGGEST PROBLEM TYPOLOGIES
NOWADAYS COMPLAINTS MAY GO PUBLIC VIA SOCIAL NETWORKKS
STAFF ARE KEY TO AN OUTSTANDING SERVICE DELIVERY
Selecting and recruiting
Onboarding
Initial weeks/months support
Training
Control and feedback
Salary: linked to performance – wholly or partly
LONG-TERM EMPLOYEES
Permanent training
Prepare them for other (related) functions in the company
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INFORMATION & COMMUNICATION, I.T. AND TRAINING IN THE SERVICE ECONOMY
DR. NARCIS BASSOLS
BBA223 – SERVICE MANAGEMENT
Spring Term 2022
THE IMPORTANCE OF INFORMATION / COMMUNICATION IN THE SERVICE ECONOMY
Intangibles are sometimes more complex than tangibles, require therefore an extended and nuanced communication.
Information must be tailored to each customer (including the channel/s to be used) with the ultimate goal of enabling an easy access to the service
Information is sometimes packaged as ‘counseling’ or ‘consultancy’, hence it helps selling. BUT: ethic concerns about delivering information in services.
It is necessary standardising information processes: the info given by people or the one giving my machines as this helps to rationalize the whole operation
THE IMPORTANCE OF TRAINING SERVICE EMPLOYEES
As main contact points, employees are the ‘company’s face’ and so they are crucial in delivering a service. Therefore, they must be well-trained.
A well-trained employee is capable of quickly discerning a problem or concern and streamlining it quickly, hence the importance of well-trained staff.
Contrarily, an employee ignoring features or processes of the company gives a very poor impression.
Standards in the communication and service delivery must be set up and constantly updated, and passed on to employees.
THE IMPORTANCE OF I.T. IN THE SERVICE INDUSTRY
I.T. may be the offer of a company (Facebook, Vodafone) or a means to deliver a service (Banking, Insurance, Online teaching)
As a part of the service delivery chain, the ‘I.T. technical infrastructure’ must be responsive and perfectly working so as to deliver a satisfactory service experience.
Power or data blackouts, broken or slow equipment, or even ‘hacked’ websites bring about undesired uncertainty factors among the customers, as well as low levels of satisfaction.
Trend towards process automation in the service industry: I.T. investments necessary. As personal contact becomes ‘Premium’, interfaces must be well-designed and make up for a seamingless service delivery & customer experience
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THE EXPERIENCE ECONOMY & THE SHARING ECONOMY
DR. NARCIS BASSOLS
BBA223 – SERVICE MANAGEMENT
Spring Term 2022
THE EXPERIENCE ECONOMY (Pine II & Gilmore, 1998)
“One step above’” the service economy
It deals with the “emotions”, or the “memories” created in customers, for which they are willing to pay
A concept which has taken over in many sectors: tourism, architecture, health… even university teaching !
Example: services to a Student vs his memories of the university
THE CAKE EXAMPLE
1. Cake as ‘recycling’ dish, baked home
2. Cake as a celebration item, baked home
3. Cake as a celebration item bought from a pastry shop
4. Cake as a celebration item, but as part of a party’s package – may even come for free
SOURCE: Pine II & Gilmore, 1998
EXPERIENCE ECONOMY…
‘Creating memories’, an important component in the leisure and tourism industries (Walt Disney, Celler Espelt)
Shops and Malls revamped as a consequence: thematic cafés and restaurants… You pay just for being there, not for goods or services
Experiential outlets as the basis of EE or just as marketing tools (Apple Stores)
An opportunity for services to differentiate themselves
CRITICISMS TO EXPERIENCE ECONOMY
Context: dot-com, unlimited expansion. BUT the reality is that resources are scarce in the economy
Efficiency should lead the economy, rather than effectiveness
New approaches to economy criticizing unlimited growth: circular economy, sustainability, degrowth theories, etc.
Scientific: ignoring approaches from tourism, difficulties in evaluating EXPERIENCES (because of their subjectivity.
Somehow replaced/complemented by some marketing approaches (relational, services, etc.)
THE SHARING ECONOMY
The “sharing economy” refers to a set of organizational and business models based on “sharing,” “collaborative,” “gig,” or “access” approaches to the use of resources (Schlagwein, Schoder & Spindeldreher, 2019)
Similar (but slightly different concepts):
‘Peer economy’, ‘Collaborative economy’, ‘Crowdfunding’, ‘Plaftorm economy’
Can be C2C or B2C. Some well-known examples are AirBnB, Uber, Rappi
On small-scale helps optimizing capacities: on a large scale generates cheap labour (from employees to contractors)
It may be non-commercial BUT also commercial (not to be confused with ONG’s or free giving) TRUST is an essential factor Development levels differ in the world’s regions (for the UE, most touched sectors are transport, accommodation, finance and online skills sectors) EXERCISE: Check on “Rappi”
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SERVICE DESIGN & PROCESSES/I
DR. NARCIS BASSOLS
BBA223 – SERVICE MANAGEMENT
Spring Term 2022
CUSTOMER ATTRACTION, SATISFACTION AND RETENTION
WHO are our customers?
Customer Lifecycle
Attraction (Salespeople)
Satisfaction (Deliverers)
Retention (KAM)
CRM: your best friend in dealing with customers. Internal customer info flow
The Apostle Model. Source: Haskett et al., 2008, HBR.
DESIGNING A SERVICE…
Defining the service and positioning it
SWOT Diagram for services
Service delivery (who, how, when, where). Where and how is Technology applied? Apply the Service Technology Triad.
Information: internal (CRM) and external (policies – how much info to the customers? By whom?
Personnel (strong sales or relational skills?)
Customers: attracting, satisfying and retaining them
Scalability
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SERVICE DESIGN & PROCESSES/II (Process Flows & Support Facilities)
DR. NARCIS BASSOLS
BBA223 – SERVICE MANAGEMENT
Spring Term 2022
PROCESS FLOW DIAGRAMS
Help visualizing and documenting processes
Identify bottlenecks
Determine system capacity
Propose improvements
A VERY SIMPLE SERVICE FLOW DIAGRAM: Booking a taxi
A MORE COMPLEX SERVICE FLOW DIAGRAM: Mortgage Services
A MORE COMPLEX SERVICE FLOW DIAGRAM: School Admissions
SOME MORE CONCEPTS
Direct Labor Content is the actual amount of work time consumed.
Total Direct Labor Content is the sum of all the operations times.
Direct Labor Utilization is a measure of the percentage of time that workers are actually contributing value to the service.
BOTTLENECK MANAGEMENT
BOTTLENECK AT A SHOW ENTRANCE
IMPROVING THINGS…
WHAT ARE NOW THE IMPROVED CAPACITIES?
Summing Up: Two Sides of the Same Coin 1. From the perspective of the Server Why is there waiting time? Why is the resource under-utilized? ∵ limited supply and variable demand 2. From the egocentric perspective of the Customer Long wait time despite arriving on time. ∵ poor planning ∴ perception of low quality
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