Pgbm03 MBA OPERATION MANAGEMENT session 03 operations performance and strategy
Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management
-
Upload
aquamarine-emerald -
Category
Business
-
view
604 -
download
4
Transcript of Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management
![Page 1: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/1.jpg)
PGBM03 Operations Management
Session 02 Service Operations
Management
Module Leader: Peter Coleman
![Page 2: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/2.jpg)
The Operations Management System
INPUTS TheTransformation
Process
OUTPUTS
•Staff•Materials•Energy•Capital•Information
•Tasks•Flows•Storage
•Volume•Variety•Variation•Visibility
•Customer contact
![Page 3: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/3.jpg)
Production Customer
Manufacturing operation
![Page 4: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/4.jpg)
Service operation
Service operation
Customer
The organisation
![Page 5: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/5.jpg)
Service operation
Service operation
Customer
The organisation
![Page 6: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/6.jpg)
Service operation
Service operation
Customerexperience
VALUE
Customer
The organisation
Service product
Inputs OutcomeProcess
![Page 7: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/7.jpg)
Service operation
Service operation
Customerexperience
VALUE
Customer
The organisation
Service product
Inputs OutcomeProcess
Back Office
Front office
![Page 8: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/8.jpg)
. .??
. .!!. . . .
. .
“Front Office”
“Back Office”
“Contact Staff”
“Support Staff”
ResourcesInformationEquipment
+problem
+solution
INPUTS TRANSFORMATION PROCESS
PRODUCTS
Tangible goods
The Service Model
plus
![Page 9: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/9.jpg)
“SERVICE” A WORKING DEFINITION
• A service is the product of the interaction between a provider and a client or the client’s facilities, in order to relieve the client of a problem, or to enable him to resolve it in a satisfactory manner.
• KEY WORDS– PRODUCT; INTERACTION; RELIEVE; ENABLE;
RESOLUTION; SATISFACTORY
• the product of an experience
![Page 10: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/10.jpg)
Service concept
Serviceconcept
Organisation
Customer
Businessproposition
Perceptionof service
The concept is thepicture held by
•the customers•the employeesof the organisation
It is comprised of:•the service experience•the service outcome•the service operation•the value of the service
![Page 11: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/11.jpg)
The airport
Airport -contact area
Different destinations
Arrivals by plane
Different destinationson landing
Arrivals to use plane
Differentusers
Differentusers
![Page 12: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/12.jpg)
The airport
Core ServiceCONTACT WITH AIR
TRANSPORT
![Page 13: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/13.jpg)
The airport
Core ServiceCONTACT WITH AIR
TRANSPORT
Supporting services
Police CustomsTickets Duty-freeFuel
FoodBaggage
ParkingAccess
Maintenance
Air trafficcontrol Shops
AgentsAdmin.
Need goods and facilities to provide these services
![Page 14: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/14.jpg)
The Service Package
Intangibles Tangible Items
Service Package
![Page 15: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/15.jpg)
The Service Package
Intangibles
Supporting goods
Tangible Items
Service Package
![Page 16: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/16.jpg)
The Service Package
Intangibles
Supporting goods
Supporting facilities
Tangible Items
Service Package
![Page 17: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/17.jpg)
The Service Package
Intangibles
ExplicitService
Supporting goods
Supporting facilities
Tangible Items
Service Package
![Page 18: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/18.jpg)
The Service Package
Intangibles
ExplicitService
Supporting services
Supporting goods
Supporting facilities
Tangible Items
Service Package
![Page 19: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/19.jpg)
The Service Package
Intangibles
ExplicitService
Supporting services
Supporting goods
Implicit Service
Supporting facilities
Tangible Items
Service Package
![Page 20: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/20.jpg)
The Service Package
Service Package
The process
The experience
outcome
ExplicitService
Implicit Service
Supporting services
Supporting goods
Supporting facilities
![Page 21: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/21.jpg)
THE SERVICE PACKAGE
What you get • Explicit service (core service)
The means to deliver it• Supporting services • Supporting goods & facilities
How you get it• Implicit service (additional benefits)
• the psychological benefits
![Page 22: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/22.jpg)
Characteristics of Services
•A service is
• Intangible
• Inseparable from the customer
• Variable with each customer (heterogeneous)
• Perishable and immediately consumed by the customer
•These points raise distinctive issues for the delivery of the service during the SERVICE ENCOUNTER.
![Page 23: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/23.jpg)
Consequences for Service management
1. Intangibility
•can only be experienced when delivered•can’t be produced ahead of use and stored•can’t sample/ evaluate before use
•can’t display•difficult to communicate•element of “risk”
•difficult to make unique•easy to modify/copy • difficult to maintain control of delivery
![Page 24: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/24.jpg)
Consequences for Service management
2. Inseparability
•customer is present during “production”•involved in design•need to understand role•can do some of the work•layout suits customer
•use on demand - or control delivery•capacity management issues
![Page 25: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/25.jpg)
Consequences for Service management
3. Variability
•depends on the individuals in the service encounter•both the customer and the provider
•depends on the circumstances of delivery•number of customers•type/ mood of customers•situational factors
•quality is difficult to assess precisely
![Page 26: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/26.jpg)
Consequences for Service management
4. Perishability
•produce on demand
•difficult to synchronise supply and demand•need to manage demand easily
•can’t manage quality easily•defective service is used immediately (.....too late!!)•“recovery” issues
•can’t be returned or resold
![Page 27: Pgbm03 MBA OPERATION MANAGEMENT session 02 service operations management](https://reader034.fdocuments.in/reader034/viewer/2022042618/58a5a1591a28abaf3e8b6b95/html5/thumbnails/27.jpg)
Thank you