Service Operation Management
What is service operation management?
Covers the activities, decisions and responsibilities of operations managers in service organizations
Responsible for:
Service operation some of organizations resources (equipments, materials, staff, technology, whatever account 4 large proportion of organization’s total assets) customers(clients, patients)
‘processing’ their customers goods and services delivered to customers
• From the customers’ perspective, service is the combination of the customers’ experience and their perception of the outcome of the service.
The service experience
Service experience is the direct experience of the service process and aspects of how customer-facing staff interact with customers and also the customer’s experience of the organization and its facilities
Aspects of service experience included:
• The extent of personalization of the process
• The responsiveness of the service organization
• The flexibility of customer facing staff
• Customer intimacy
• Ease of access to service personnel or info systems
• The extent that the customer feels valued
• Courtesy and competence of customer-facing staff
• Interactions with other customers
The service outcome
Describe The result for the customer of service delivery
Most obvious is ‘expected’ and tangible output
Less tangible outcomes such as value, emotions, judgments and intentions
Value is the customer’s assessment of the benefits of the service weighed against all the costs involved
Not only financial cost –also time and effort of customer
*********be able to draw the figure**************
The challenges facing service operations manager
Managing multiple customers(different types of customers as well as the internal staff- the training needs, understand and manage the various customers’ needs and expectations)
Understanding the service concept( it is critical clarify the organization product to all its customers)
Managing the outcome and
Covers the activities, decisions and responsibilities of operations managers in service organizations
Responsible for:
Service operation some of organizations resources (equipments, materials, staff, technology, whatever account 4 large proportion of organization’s total assets) customers(clients, patients)
‘processing’ their customers goods and services delivered to customers
• From the customers’ perspective, service is the combination of the customers’ experience and their perception of the outcome of the service.
The service experience
Service experience is the direct experience of the service process and aspects of how customer-facing staff interact with customers and also the customer’s experience of the organization and its facilities
Aspects of service experience included:
• The extent of personalization of the process
• The responsiveness of the service organization
• The flexibility of customer facing staff
• Customer intimacy
• Ease of access to service personnel or info systems
• The extent that the customer feels valued
• Courtesy and competence of customer-facing staff
• Interactions with other customers
The service outcome
Describe The result for the customer of service delivery
Most obvious is ‘expected’ and tangible output
Less tangible outcomes such as value, emotions, judgments and intentions
Value is the customer’s assessment of the benefits of the service weighed against all the costs involved
Not only financial cost –also time and effort of customer
*********be able to draw the figure**************
The challenges facing service operations manager
Managing multiple customers(different types of customers as well as the internal staff- the training needs, understand and manage the various customers’ needs and expectations)
Understanding the service concept( it is critical clarify the organization product to all its customers)
Managing the outcome and