nguyen manh tuan Unit 4 New Service Development Sự phát triển của dịch vụ mới Innovation in Services Quản lý dịch vụ Service management New service development process Service blueprint Service design approaches
Unit New Service Development Nguyen Manh Tuan 5/18/2020 nguyen manh tuan – internal use AGENDA 5/18/2020 Innovation in Services New service development process Service blueprint Service design approaches nguyen manh tuan – internal use Learning Objectives Discuss the new service development process Prepare a blueprint for a service operation Describe a service process using the dimensions of divergence and complexity Use the taxonomy of service processes to classify a service operation Describe the generic approaches to service system design 5/18/2020 nguyen manh tuan – internal use Innovation in Services Research to: Search for new knowledge Apply existing knowledge in creating a new service Apply existing knowledge in improving a current service Innovation as both the process and the outcome 5/18/2020 nguyen manh tuan – internal use Innovation in Services Unique challenges for service innovation: (In)Ability to protect intellectual property Incremental nature Degree of integration required (people, product, technology) (In)Ability to build prototypes in a controlled environment risk of failure or poor performance upon launch 5/18/2020 nguyen manh tuan – internal use Levels of Service Innovation 5/18/2020 nguyen manh tuan – internal use 1-6 Levels of Service Innovation Radical innovations: offerings not previously available to customers or new delivery systems for existing services Increment innovations: changes to existing services that are valued as improvements 5/18/2020 nguyen manh tuan – internal use New Service Development Cycle • Full-scale launch • Post-launch review Full Launch Enablers • Service design and testing • Process and system design and testing • Marketing program design and testing • Personnel training • Service testing and pilot run • Test marketing Design Development • Formulation People Product Technology Systems of new services objective/ strategy • Idea generation and screening • Concept development and testing Tools Analysis • Business analysis 5/18/2020 nguyen manh tuan – internal use 1-8 • Project authorization Service Design Elements Design Elements Topics Structural Delivery system Process structure, service blueprint, strategic positioning Facility design Sizes, architecture, process flows, layout, aesthetics Location Geographic demand, site selection, location strategy Capacity planning Strategic role, queuing models, planning criteria Managerial Information Quality Service encounter Managing Capacity and Demand 5/18/2020 Technology, scalability, use of Internet Measurement, design quality, recovery, tools, six-sigma Encounter triad, culture, supply relationships, outsourcing Strategies, yield management, queue management nguyen manh tuan – internal use Service Blueprint – An example of Luxury Hotel 5/18/2020 nguyen manh tuan – internal use 10 Taxonomy for Service Process Design 5/18/2020 nguyen manh tuan – internal use 1-11 Generic Approaches to Service Design Production-line • Limited Discretionary Action of Personnel • Division of Labor • Substitution of Technology for People • Standardize the Service Customer as Co-producer • Self Service • Smoothing Service Demand • Customer-Generated Content Customer Contact • Degree of Customer Contact • Separation of High and Low Contact Operations • Sales Opportunity and Service Delivery Options 5/18/2020 nguyen manh tuan – internal use 12 Production-line Approach to Service Design Design the system to control the process Limit Discretion of Personnel: standardization and consistency Division of Labor: specialisation of skills; pay only for required skills Substitute Technology for People: Standardize the Service: limit service array Opportunity for pre-planning; predictability Uniformity in quality Franchising possible 5/18/2020 nguyen manh tuan – internal use 13 Customer Participation Ranges from self-service to complete dependence on service provider Substitution of consumer labor for provider labor: encourage co-production by customer (automatic checkin kiosks) Promote Demand Smoothing: requires participation of customer They must adjust the time of their demand to service availability Reservations & appointments: compensation for customer is to avoid waiting time Customer/user-generated content (UGC): often Internet based (wiki) 5/18/2020 nguyen manh tuan – internal use 14 Customer Contact Approach 5/18/2020 nguyen manh tuan – internal use 15 THE END 5/18/2020 nguyen manh tuan – internal use 16 ... Innovation in Services New service development process Service blueprint Service design approaches nguyen manh tuan – internal use Learning Objectives Discuss the new service development process... approaches to service system design 5/18/2020 nguyen manh tuan – internal use Innovation in Services Research to: Search for new knowledge Apply existing knowledge in creating a new service Apply... systems for existing services Increment innovations: changes to existing services that are valued as improvements 5/18/2020 nguyen manh tuan – internal use New Service Development Cycle • Full-scale