Product Design and Process Selection - Services

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Product Design and Process Selection - Services
Case: Creature Care Animal Clinic

1. Identify the operations management problems that Dr. Barr is having at the clinic.

Dr, Barr is experiencing several operations problems due to a change in what customers are requesting compared to the services the clinic was designed to offer. The increase in specialized services and the addition of grooming requires a different layout. Not only have the space requirements changed but some non-contact services are being performed in contact areas. Customers are requesting a mix of services but the clinic has not thought about service “packages”. Finally, the staff is not trained for the new service mix.

2. How would you define the “service bundle” currently being offered? How is this different from the initial purpose of the clinic?

Customers are now requesting a bundle of grooming, examining, and sometimes minor surgical services. The business was originally designed to offer examining and surgical services. Not only do the new demands require additional services but also customers see these as a package. The clinic needs to offer the demanded bundle more seamlessly.

3.Identify the high-contact and low-contact segments of the operation. How should each be managed?

The high contact segments include reception and customer waiting. The low contact segments are examining, surgery, and grooming. However, grooming is currently being performed in a high contact area. High contact segments must be performed while the customer is present and in contact. Low contact segments can be performed while the customer is not there, and do not need customer contact. In fact, as the grooming operations demonstrate, customer contact with low contact segments can decrease performance.

4.What should Dr. Barr have done differently to avoid the problems she is currently experiencing? What should she do now?

Dr. Barr should have studied the impact of a change in the mix of...
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