...to deliver service excellene embodied in the product. With those employees, we have to make idea generatiion and concept developmeent testing. After that, systems for NSD should be established to do business analysis. At this point, we should consider that social norms need to be considered. Next, we have to gain significant competitive advantage based on innovative technology. Then, we can test our product and marketing with those enablers. Lets make an exmaple 1. Sk has to hire the technician and engineer for developing network(idea) 2. Sk has to analyze whether this idea is economically, technologically and socially acceptable. 3. Sk has to test the service if it works or not based on the technology given. Lastly, if it works, Sk can launch this service product. 2. In Strategic position, there are 2 types of structural alternatives, which are lower complexity and higher complexity. Int his process, complexity means that if degree of complexicity is high, then more personalized and customized products are available. on the other hand, if degree of complexity is low, then it leads to more standard service. Let s assume we are running a clothing store. We currently have lauched 4 basic color t shirs. in order to make more profits, we have launched more types of t shirt, and finally it brings more revenues. on the other hand, we can reduce the number of T shirts design to be unique or very high qualtiy. 3. There are 4 types of approach to service design First approach...
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...Marketing is all about delighting the customers. Discuss the theory and then give practical, real examples of how various products or services are delighting their customers today. Also provide your own ideas of how these products or services could further improve in the future. Introduction Nowdays, Marketing is all about delighting the customers, This concept has been deeply rooted. Most of the companies by all means for customers to please, but in fact it is useful to please the customer? In this essay, it will let us understand the production concept, product concepts, marketing concepts, marketing concepts and the meaning of the concept of social marketing, background and links between various ideas and differences, understand the new development of enterprise marketing management. We know that marketing is targeted at customers, so we should be aware of what customers, business trends, through what channels make customers happy. Body Customer satisfaction is a product that customers meet their needs and expectations of performance to compare the sensation of the state, from the customer point of view the value of enterprise products and services, the subjective evaluation. If the performance is less than expected, customers will be satisfied; if performance and expectations rather, the customer will be satisfied; if the performance is greater than expected, customers will be satisfied. The formation of customer expectations, depending on the customer experience...
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...Essays on Service Improvisation Competence: Empirical Evidence from The Hospitality Industry A Dissertation Presented to the Graduate School of Clemson University In Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Management by Enrico Secchi August 2012 Accepted by: Dr. Aleda V. Roth, Committee Chair Dr. Thomas A. Mroz Dr. Gulru Ozkan Dr. Rohit Verma Abstract This dissertation explores the service design antecedents and the performance outcomes of Service Improvisation Competence (Serv–IC)—the ability of service employees to deviate from established processes and routines in order to timely respond to unexpected events, using available resources. Service operations and strategy research have strongly highlighted the importance of possessing flexibility in order to face the uncertainty derived from the interaction with the external environment (Tansik and Chase 1988, Eisenhardt and Tabrizi 1995, Brown and Eisenhardt 1998, Frei et al. 1999, Menor et al. 2001, Frei 2006). An important component of the ability of service firms to adapt to customer requests, expectations, and needs rests in the systemic ability of frontline employees to creatively adapt to the challenges posed by the constant struggle to satisfy customers. This dissertation is composed of three essays. In Essay 1, we build the theoretical framework necessary to advance a theory of Service Improvisation Competence, and we propose a nomological network that links service delivery...
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...INCORRECT | | A walk-through audit is a service delivery process-oriented survey given to customers and mangers to evaluate the perception of the customer experience. | | | A) | True | | | B) | False | | | | | | | | 4 INCORRECT | | Quality function deployment is a service design tool to translate customer expectations into measurable conformance specifications. | | | A) | True | | | B) | False | | | | | | | | 5 CORRECT | | According to customers, __________ is the most important dimension of service quality? | | | A) | prompt service | | | B) | courtesy of employees | | | C) | the attractiveness of the service facility | | | D) | the dependability and accuracy of the service | | | | | | | | 6 INCORRECT | | Companies often "manage the evidence". For example, a motel will place a plastic liner on the toilet seat to show that it has been cleaned. Which 'GAP' is this activity attempting to close? | | | A) | GAP 5: difference between what customers expect and what they perceive | | | B) | GAP 4: difference between what is provided and what customers think is provided | | | C) | GAP 3: difference between what management wants to provide and what is actually provided | | | D) | GAP 1: difference between what customers want and what management thinks they want | | | | | | | | 7 INCORRECT | | There are four basic approaches to service...
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...should be involved in the new service development process? What are service improvements What is the first step of service development process? * Business Strategy Development or Review: reviewing the organization’s mission or vision. New strategy must fit in the larger strategic mission. What is a business analysis: * An estimate of its economic feasibility and potential profit implication. Including demand analysis, revenue projections, cost analyses and operational feasibility are assessed here What is concept development and evaluation: * To product a description of the service that represents its specific characteristics and then determine initial customer and employee response to the concept What is market testing: * A tangible product might be test marketed in a limited number of trading areas to determine marketplace acceptance of the product as well as other marketing mix variables such as promotion, pricing, and distributing systems What is post introduction evaluation: * The information gathered during commercialization of the service can be reviewed and changes made to the delivery process, staffing, or marketing mix variables on the basis of actual market response to the offering. * Formalizing the review process to make those changes that enhance service quality from the customer’s point of view is critical What is a service blueprint: * A picture or map that portrays the customer experience and the service system, so that the different...
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...he GAP modelThe figure below shows the "GAP" model of service quality from Parasuraman et al. (Zithaml & Bitner 1996). This model offers an integrated view of the consumer-company relationship. It is based on substantial research amongst a number of service providers. In common with the Grönroos model it shows the perception gap (Gap 5) and outlines contributory factors. In this case expected service is a function of word of mouth communication, personal need and past experience, and perceived service is a product of service delivery and external communications to consumers. Parasuraman et al. GAP model (Zeithaml 1996)However the GAP model goes further in its analysis of these key contributory factors. It not only provides a more rigorous description of the contributory Gaps, it lists key drivers for each gap and generic breakdown of each of these drivers. These are illustrated below in summary form below. Gap 1 | * Inadequate market research orientation | Lack of upward communication | Insufficient relationship focus | Gap 2 | * Absence of customer driven standards | Inadequate service leadership | Poor service design | Gap 3 | * Deficiencies of human resource policies | Failure to match supply and demand | Customers not fulfilling roles | Gap 4 | * Ineffective management of customer expectations | Overpromising | Inadequate horizontal communications | Key factors in the GAP model (Zeithaml 1990)This...
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...com/shop/acc-560-week-3-assignment-1/ ACC 560 WEEK 3 ASSIGNMENT 1 ACC 560 WeeK 3 Assignment 1, Hilton Worldwide Management Services Hilton Worldwide Management Services is the brains and brawn behind the Hilton brand. The Hilton brand consists of hotel chains across the Americas like Hilton, Hampton, Embassy Suites, Waldorf and more. This management services group has a portfolio of over 340 properties in the Americas with nearly 69,000 team members. Hilton worldwide. (n.d.) The support functionof this group is fairly extensive. They have legal services, supply management, HR & Training, finance, technology, architecture and construction, owner relations and communications. The last note on the company is they created a specialist global ecommerce force to manage the online presence of their partners. Hilton worldwide. (n.d.) Discuss how a time driven ABC cost system can be implemented in thecompany you researched and the benefits that the use will yield to the business performance First, this service company uses a hub and spoke concept so they are always in the right place to assist their partners.This tells me that HMS has already looked at TDABC and understands that moving services closer to their partners saves time and money. Even with this concept in place, there is always room for improvement, and this is how HMS can design TDABC to improve their services. After you have buy-in from management, the ABC team will need to be selected. Exhibit 1 from the article “Implementing...
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...Executive Summary - Process Design Matrix Sayurii Slade OPS/571 March 25, 2015 Cody Smith Appendix A - Process Design Matrix |Process Design Aspect |Drive-thru Car Wash (Service) |Portable Generators (Product) | |Design focal point |Customer |End user | |Strategy |Speedy delivery, customer treatment | | |Process design approach |Designing for the customer, easy access |Contract manufacturer, access to a variety | | |to car wash stations |of markets, increase customer benefits, | | | |difficult to imitate, design for the | | | |customer | |Process map |Flow chart |Service blueprint | |Process Performance Measurement |Customer surveys, mean, standard |Production cycle, defects, time to market, | | ...
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...Week 5 Ch. 4 - Process Design Inggang Perwangsa Nuralam, SE., MBA. Process Design Tujuan: • Apa itu Process Design? • Apa Maksud/Tujuan yang harus dimiliki Process Design? • Bagaimana Volume & Variety mempengaruhi Process Design? • Bagaimana Proses di Desain secara detail? • Products, services and the processes which produce them all have to be designed. Produk, layanan, dan proses perlu untuk di desain. • Decisions taken during the design of a product or service will have an impact on the decisions taken during the design of the process which produces those products or services and vice versa. Keputusan yang diambil selama mendesain produk dan layanan akan mempunyai dampak pada keputusan yang diambil selama mendesain proses; yang menghasilkan produk dan layanan tesebut. Process Design (Desain Proses) Products / Services Effective Product / Service Offered The Smart car uses environmentally friendly design principles • There are different ‘process types’. Ada beberapa perbedaan Tipe Proses • Process types are defined by the volume and variety of ‘items’ they process. Tipe Proses di definisikan dengan Volume dan Variasi item (barang/jasa) yang diproses • Process types go by different names depending on whether they produce products or services. Tipe Proses berjalan dengan perbedaan nama, tergantung pada apa yang diproduksi / dilayani. Manufacturing process types Project processes • One-off...
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...Customer Experience The importance of strategic design of servicescape is to create the customer experience towards to service given. Servicescape term coined by Bitner (1992) as the physical environment as designed by service organizations to facilitate the provision of service offerings to spectators which comprise both tangible and intangible aspects. Through these physical environments that have been designed to ensure that the customer could at least feel the service. Thus, this created the experience than never been offered by other Service Company. If the servicescape was designed very well it might give the customer the best experience that indirectly will created commitment and loyalty from the customer to the organization. In the other note, customer experience also could help the organization in designing their serviscape. This could be more successful ways because from the feedback of customer experience that the organization gets, the organization knows what is it that they missed or any important element that they need to improve in designing their servicescape. As for our refered company, DHL can use their customer experience in designing their servicescape. For example, the packaging of their brand in every product that they delivered helps providing the customer the experience towards theirs services as it shows the organization image and convey an external image of what is inside to customers. This element is importance to give the experience to the new customer...
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...Service Processes and People: Customer Experience Analysis June 3, 2012 Abstract In an article written by Chris Young of the Rainmaker Group Inc., (2008), “having a clear understanding of a customer's emotional involvement with a product or service can go a long way in helping to create a positive and memorable customer experience. Often organizations do not fully understand the high level of emotional attachment a customer may have in or with a product or service provided. The truth of the matter is that it could not be more important that organizations understand these emotions, as they are often the foundation to creating a “WOW!” customer experience. Conversely, failing to understand these emotions can cause an organization to unwittingly harm a customer and lose them for life.” Therefore the personal customer experience encountered at two organizations will be described through out this paper. If you had a formal, semi-formal, business event, or just needed professional attire to attend and needed to buy an outfit where would you go? If you choose to go to Nordstrom Department Store or the store Black and White, do not expect to be greeted with a smile if you do not look the part of a person of wealth, economic status, and maybe cultural or race majority. Excellent service is defined as satisfying the customer and meeting the strategic intention of the organization (Johnston & Clark, 2008, p. 182). Neither one of these establishments when visited utilized...
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...SERVICE DESIGN Assessment of service system at Toyota retail outlet in East London in terms of * Service delivery system * Use of technology in service system * Employees they use Service delivery Find out what is their service delivery method in terms of cross-functionality as against functionality ( is there cooperation between marketing, sales, finance and accounting). Find out the method they use to assess the level of customer satisfaction in terms of( meeting customer requirements, extent of customer involvement in decision making and how customers perceive their service). Find out how they achieve customer contact and choice of staff for front line and back office. How they restore customer trust and belief though service recovery and guarantees. Use of technology What technology and how they use technology to achieve customer contact support for front line staff and back office staff. Find out if they outsource some of their service such as IT maintenance and call centres or have them internal. Employee they use How do they achieve internal service quality though employee retention, employee productivity, employee satisfaction, employee training and development and employee support. PRODUCT DESIGN Assessment of product design at Toyota production plant Assess what strategy they use for new product introduction in terms of Market pull, technology push or Inter-functional view. Assess their product development process in terms of product...
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...Gaining a Competitive Advantage through Agile Service Management and Operations Changing Business Models The Communication Service Provider (CSP) market is characterized by vertically integrated players with end-to-end ownership of network, operations and consumer businesses. In the near future, the communications industry landscape is expected to change and become a mosaic of specialized service providers pursing varying business models. This is the result of stagnating voice/data revenues, explosive growth in consumer content, rising demand for XaaS (Anything as a Service) among Small and Medium Businesses, and the emergence of new OTT (over the top) players. CSPs have been weighing changes in their business models for the past decade, and have been evaluating options for expanding their reach up the value chain by providing select content services (walled garden model), leveraging their network and data centers to deliver a user experience superior to content service providers (open garden model), or remain focused on being a bandwidth and capacity provider (utility model). While Tier 1 CSPs such as AT&T and Verizon will likely end up experimenting with all of these business models (depending on their lines of services), the tier 2 and tier 3 CSPs will likely have to make choices between the open garden and the utility model, and implement their strategies to remain competitive. A recent survey conducted by the TM forum in May 2011 indicates that 52% of CSPs would consider...
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...SMS Model, a Service Management System The SMS model is invented by Richard Norman and it illustrates a Service Management System consisting of five elements closely connected together. None of the elements can be viewed uniquely. You may even consider the arrows as glue. However, for the sole purpose of explaining each of the elements they are separated below. Service Management System by Richard Norman (1972) John Wiley & Sons, edition 1 page 58 The Market Segment: Consists of both existing customers and potential customers. The Service Concept: Are the benefits (service package) offered to the client as well as the efforts of how benefits are designed, marketed, delivered and perceived both by the client, by the employee and by others. The Image: The information tool whereby management can influence staff, clients and other stakeholders. The Culture and Philosophy: Are the overall principles of how the social process leading to the delivery of the service benefits are controlled, maintained and developed long term. The Delivery System: Is a triad consisting of personnel, client and the technical and physical support. * Personnel: As a service is co-produced together with the client, the personnel’s appearance, education, training and attitude matter greatly to the quality of the entire service. * Client: Equally as the client contributes to the service they are receiving their role is vital to the quality of the outcome. *...
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...Dieter Braun o p e r a t i o n s p r a c t i c e The human factor in service design John DeVine, Shyam Lal, and Michael Zea Focus on the human side of customer service to make it psychologically savvy, economically sound, and easier to scale. Poor customer service isn’t a headache just for consumers; it’s a problem that vexes senior managers too. Balancing the trade-offs between the cost of services and the customer experience benefits they provide is difficult. Ensuring that frontline workers can efficiently and consistently execute service offerings across a far-flung organization is harder still. Along the way, many com- panies lose sight of what makes human beings tick—for instance, by overlooking well-known principles of behavioral science when delivering services—and thus unwittingly predispose customers to dissatisfaction. At the same time, the customer service landscape is changing as social media and new mobilephone technologies give com- 2 panies unprecedented access to data on customer interactions, while the technologies are changing the nature of the interactions themselves—for example, by amplifying the speed and impact of customer complaints. 1 How human is our service? Three questions Against this backdrop, some organizations are making strides in the design and delivery of services. By focusing more thoughtfully on the human side of customer service, these companies are lowering costs by 10 percent or more while improving customer...
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