Copyright Atomic Dog Publishing, 2004 Chapter Eleven Managing Supply, Demand, and Productivity.
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Transcript of Copyright Atomic Dog Publishing, 2004 Chapter Eleven Managing Supply, Demand, and Productivity.
Copyright Atomic Dog Publishing, 2004
Chapter Eleven
Managing Supply, Demand, and Productivity
Copyright Atomic Dog Publishing, 2004
Managing Supply and Demand
• Firm capacity
• Optimal capacity
• Perishability nature of services
• No buffer for services from demand
• Demand volatile
• Optimal, maximum demand for professional and business services
Copyright Atomic Dog Publishing, 2004
Matching Supply and Demand
• Determine demand pattern
• Assess causes of demand variations
• Develop methods for managing supply
• Develop methods for managing demand
Copyright Atomic Dog Publishing, 2004
Managing Supply
• Part-time employees
• Employees work overtime
• Peak-time operating procedures
• Cross-training of employees
• Increase customer participation
• Shared facilities
• Outsourcing
Copyright Atomic Dog Publishing, 2004
Part-Time Employees
• Reduce costs
• Increase capacity
• Less training
• Lower performance
• Lower productivity
• Poor attitude
• Less knowledgeable
• Less personalization
• Higher turnover
Benefits Concerns
Copyright Atomic Dog Publishing, 2004
Employees Work Overtime
• Employees knowledgeable
• Employees know customers
• Cost effective for some services
• Increase capacity
• Lower service quality due to fatigue
• Higher costs
Benefits Concerns
Copyright Atomic Dog Publishing, 2004
Peak-Time Operating Procedures
• Keep operations at capacity
• Identifying peak routines
• Lack of personal attention
• Incomplete job
• Crowded facility
• Feeling of being cheated
Benefits Concerns
Copyright Atomic Dog Publishing, 2004
Cross-Training of Employees
• Keep operation at capacity
• Reduce bottlenecks
• Fill-in for absent employees
• Lower service quality
• Lower productivity
Benefits Concerns
Copyright Atomic Dog Publishing, 2004
Increased Customer Participation
• Increase productivity
• Maximize capacity
• Reduce costs
• Customers lack expertise
• Conflict of scripts
• Lower service quality
• Sometimes decrease productivity—if customer is too slow
Benefits Concerns
Copyright Atomic Dog Publishing, 2004
Shared Facilities or Equipment
• Reduce capital investment costs
• Maximize facility utilization
• Efficient scheduling
• Access to facility or equipment
• Customer confusion
Benefits Concerns
Copyright Atomic Dog Publishing, 2004
Outsourcing
• Expand capacity
• Expand supply
• Level of service quality
• Stealing of customers
• Conflicts as to who was hired
Benefits Concerns
Copyright Atomic Dog Publishing, 2004
Managing Demand
• Shift demand from high to low demand periods
• Decrease demand during peak demand periods
• Stimulate demand during low demand periods
Copyright Atomic Dog Publishing, 2004
Shifting Demand
• Business is not lost
• Service quality is not adversely affected
• Increased efficiency
• Customers may not want to shift
• Customers may not have control over the way they use the service
Advantages Disadvantages
Copyright Atomic Dog Publishing, 2004
Reducing Demand
• Service quality is normally improved
• Increased efficiency
• Lost revenue
• Not a good strategy for firms in the for-profit sector
Advantages Disadvantages
Copyright Atomic Dog Publishing, 2004
Stimulating Demand
• Increased efficiency
• Increased income
• Increased utilization of facility
• May not be profitable
• May cause some current customers to shift usage
Advantages Disadvantages
Copyright Atomic Dog Publishing, 2004
Tools for Managing Demand
• Reservation system
• Differential pricing
• Communication
Copyright Atomic Dog Publishing, 2004
Enhancing Productivity
• Quality of workforce
• Capital equipment
• Automating tasks
• Customer/service interaction
• Customer contact and support functions
• Self-service options
• Outsourcing
Copyright Atomic Dog Publishing, 2004
Changing the Service Process
• Develop customer trust
• Understand customer habits
• Pretest innovation
• Teach customers
• Promote benefits
• Stimulate trial usage
• Monitor performance