Professional Documents
Culture Documents
Performance Measurement
Internationalisation
Service Strategy
Customer Information Relationships & Loyalty Technology Communication Customer & Promotion Satisfaction Pricing
Collaboration
Competencies
Innovation
MIM 1 - Service Quality in the New Economy
Corporate objectives
Operation
Operations task
Environment
Opportunities
Performance objectives
Value
MIM 1 - Service Quality in the New Economy
Service concept
STRATEGY DRIVERS
Needs of stakeholders
Corporate objectives
Activities of competitors
Operation
New services, skills, etc. Visionary leadership
Environment
Performance objectives
Repositioning of competitors
MIM 1 - Service Quality in the New Economy
Service concept
Needs of customers 4
Strategic Service Vision
WANT
SHOULD
Managing the firm-environment fit
CAN
Allocating resources
ALLOWED
The need of most service organizations to plan as well as direct marketing and operations as one function has led to the formation in leading companies, so called Strategic Service Vision (SSV).
(Heskett, 1987)
MIM 1 - Service Quality in the New Economy
(Heskett, 1991)
Identification of Target Market Segments Positioning (Customer focus) Development of a Service Concept to address tageted customer needs Maximising value Development of Operating Strategy, to support the service concept Transformation of strategy into system Design of a Service Delivery System to support the Operating Strategy Final Output (Quality)
(Na podstawie Heskett, 1991, de Matta 1995)
Common characteristics Dimensions to segment the market Demographics Psychographics Need of each segment By whom and in what capacity are the needs being served
MIM 1 - Service Quality in the New Economy
10
SERVICE CONCEPT
Results produced for customers Service perception by each target segment, employee, market in general Individual customers service perception Service design, delivery and marketing requirements
11
OPERATING STRATEGY
Operations, financing, marketing, organisation, human resources Controlling quality and cost Incentives and rewards Comparing service quality, cost, productivity, morale and loyalty of servers with competition
12
Workers, technology, layout, systems and procedures Normal and peak service capacity Quality standards Service differentiation Risk of copy cats
13
Maximise the difference between service value and service cost by: standardisation or customisation supply and demand management service quality control creating barriers to entry by competition
MIM 1 - Service Quality in the New Economy
14
Target Market Companies using boilers and related equipment with high operating risk Service Concept Emphasise cost reduction in addition to risk reduction Operating Strategy Concentrate on a few types of equipment, hire more engineers than competition, maintain close contact with customers Service Delivery System Maintain a large database on equipments operating and performance characteristics. Inspect equipment before and after it is insured.
MIM 1 - Service Quality in the New Economy
15
Directing the vision inward by targeting employees as well as customers Elements are the same as the externally- oriented SSV
16
17
(Heskett, 1991)
18
Business: Manages support services for hospitals, schools and industrial companies Target employee group Functionally illiterate employee Service Concept Provide educational and motivational programme to help these employees to be something
MIM 1 - Service Quality in the New Economy
19
Operating Strategy Invest in training and laboratory for developing new equipment and materials. Target a 20% growth per year from expansion of existing operations rather than acquisitions. Service Delivery System Redesign jobs and develop equipment and pictorial, colour coded instruction materials. Hold weekly training programmes Help people grow.
MIM 1 - Service Quality in the New Economy
20
Stressing service quality control that is based on: enhanced visibility of service deliverer team building generous incentives customer feedback peer group control (professional standards)
MIM 1 - Service Quality in the New Economy
21
Appraising the effects of scale on service efficiency and effectiveness (e.g., Visa, Hyatt, Marriott, SAS, power plants) Substituting information for other assets the use of forecasting and inventory control techniques (e.g., car & appliance repair shops, credit card company)
22
TODAY STRATEGIES?
From mass customisation to individualisation From forecasting to quick response From delivering service to delivering experience From inventory control to pull strategies From quality control to total quality From cost orientation into revenue and value orientation From procedures into flexibility From best practices into new practices
MIM 1 - Service Quality in the New Economy
23