1、Service Design服务设计(服务业的产品设计与工艺过程选择),Russell&Taylor,OM ed6 Ch05-Service DesignChase,Aquilano&Jacobs,OM ed.11Ch07-Service Process Selection and Design,目录,Service EconomyCharacteristics of ServicesService Design ProcessTools for Service DesignWaiting Line Analysis for Service ImprovementService Recover
2、yApplying Behavioral Science to Service Encounters,服务经济服务的特征服务设计流程服务设计工具排队理论的应用服务缺陷的补救行为科学的应用,5-3,Service Economy 服务经济,Source:U.S.Bureau of Labor Statistics,IBM Almaden Research Center,A Contemporary View of Service Management服务管理的当代观念（两条）,The customer is(or should be)the focal point of all decision
3、s and actions of services organization.以顾客为中心The customer gets the service the management deserves;In other words,how management treats the worker is how the worker will treat the public.管理者怎么样对待员工，员工就怎么样对待顾客,5-5,Continuum from Goods to Services 服务与产品组合图,Source:Adapted from Earl W.Sasser,R.P.Olsen,a
4、nd D.Daryl Wyckoff,Management of Service Operations(Boston:Allyn Bacon,1978),p.11.,Copyright 2009 John Wiley&Sons,Inc.,5-6,Characteristics of Services服务的特征1-4/8,Services are intangibleService output is variableServices have higher customer contactServices are perishable,无形易变顾客参与不易保存,Copyright 2009 J
5、ohn Wiley&Sons,Inc.,5-7,Characteristics of Services服务的特征5-8/8,Service inseparable from deliveryServices tend to be decentralized and dispersedServices are consumed more often than products Services can be easily emulated,产销合一分权和地理分散消费频繁容易模仿,Fang Aihua Wuhan University,服务业内部的差别很大,Many parts of servic
6、e package are often defined by training individuals receive before they become part of the service organization.PSOs:professional service organizationMany service organization can change their service offering virtually overnight.RSOs:routine service organization,全套服务的许多部分是正式雇佣前的培训内容专业性服务组织：律师事务所、医院
7、许多服务机构可以一夜之间改变服务内容日常服务机构：零售店、理发店,Copyright 2009 John Wiley&Sons,Inc.,5-9,Service Design Process,服务理念,服务包(组合),绩效规格,设计规格,交付方式,Service Design Process服务设计中的关键,Service conceptpurpose of a service;it defines target market and customer experienceService packagemixture of physical items,sensual benefits,and
8、 psychological benefitsService specificationsperformance specificationsdesign specifications delivery specifications,服务理念服务组合服务规格,Copyright 2009 John Wiley&Sons,Inc.,5-10,Copyright 2009 John Wiley&Sons,Inc.,5-11,Service Process Matrix服务设计矩阵,服务工厂,大规模服务,店铺服务(小批量),专业服务(定制化),Three Contrasting Service De
9、signs服务方式的对比,The production line approach 生产线方式McDonaldThe self-service approach 自助服务方式ATMsGas stationsThe personal attention approach 个性化服务方式Nordstorm department store,Copyright 2009 John Wiley&Sons,Inc.,5-12,Copyright 2009 John Wiley&Sons,Inc.,5-13,Design Decision,High-Contact Service,Low-Contact
10、Service,High v.Low Contact Services 高/低参与程度,Facility location选址,Convenient to customer 方便客户,Near labor or transportation source靠近劳动力或运输资源,Source:Adapted from R.Chase,N.Aquilano,and R.Jacobs,Operations Management for Compensative Advantage(New York:McGraw-Hill,2001),p.210,Facility layout设施布置,Must loo
11、k presentable,accommodate customer needs,and facilitate interaction with customer 互动,Designed for efficiency高效率,Copyright 2009 John Wiley&Sons,Inc.,5-14,Tools for Service Design服务设计工具,Service blueprinting服务蓝本line of influenceline of interactionline of visibilityline of supportFront-office/Back-offic
12、e activities 前台/后台,Servicescapes服务情景设计space and functionambient conditionssigns,symbols,and artifactsQuantitative techniques 定量技术,Copyright 2009 John Wiley&Sons,Inc.,5-15,Service Blueprinting(咖啡店),顾客看招牌,顾客下单,服务员准备,服务员进仓库取货（最后一杯）,服务员报告缺货,服务员完成订单,顾客付款,旅游车停靠,顾客涌入,前台请求帮忙,影响线,互动线,分界线,支持线,Copyright 2009 J
13、ohn Wiley&Sons,Inc.,5-16,Elements ofWaiting Line Analysis(cont.),Channels通道number of parallel servers for servicing customersPhases 阶段number of servers in sequence a customer must go through,Copyright 2009 John Wiley&Sons,Inc.,5-17,Psychology of Waiting等待心理学,Waiting rooms候诊室magazines and newspaperst
14、elevisionsBank of America银行mirrorsSupermarkets 超市magazines“impulse purchases”激情购买,Disney 迪士尼costumed charactersmobile vendors流动售货accurate wait timesspecial passes特别通道,Copyright 2009 John Wiley&Sons,Inc.,5-18,Psychology of Waiting(cont.),Preferential treatment 优先处理Grocery stores:express lanes for cus
15、tomers with few purchases 少量购物的快捷通道Airlines/Car rental agencies:special cards available to frequent-users or for an additional feePhone retailers:route calls to more or less experienced salespeople based on customers sales historyCritical service providers 紧急服务提供者services of police department,fire d
16、epartment,etc.waiting is unacceptable;cost is not important,Basic Single-Server Model(cont.),probability that server is busy and a customer has to wait(utilization factor)probability that server is idle and customer can be served,系统使用效率系统空闲的概率,Copyright 2009 John Wiley&Sons,Inc.,5-19,Service measure
17、ment monitoring and recovery process 服务的测量、监督和补救,Service delivery system 服务系统,Service marketing 服务营销,Promise 承诺,Execution of promise 兑现承诺,Customer expectation 顾客期望,Customer experience 顾客体验,Customer perception 顾客感受,Service advantage 服务优势,Service oblivion 服务失败,Marketing 市场营销,Operation 生产运作,Monitor 监督,
18、Recovery补救,Level of Satisfaction Achieved Due to Service Performance 满意水平取决于服务表现,Legend奇迹,Nightmare,噩梦,Angry愤怒,Irritated 生气,Dissatisfied 不满,Satisfied 满意,Delighted 高兴,Customer Experience 顾客体验,Service performance 服务水平,Service Recovery(Just in case)服务缺陷的预防与补救,A real-time response to a service failure.B
19、lueprinting can guide recovery planning(fail points).Recovery planning involves training front-line workers to respond to such situations as overbooking,lost luggage,or a bad meal.,实时反应预案指导一线员工的预先培训,Service Failsafing服务缺陷预防方法Poka-Yokes,Poka-Yokes:“avoid mistakes”Keeping a mistake from becoming a ser
20、vice defect.,避免过失防止失误演变为过错,Application of Poka-Yokes Poka-Yokes的应用方法,Warning methodPhysical or visual contact methodThree TsTask to be doneTreatment accorded to the customerTangible or environmental features of the service facilities.,警告方式物理接触或可视工具3T 处理程序任务合适的待客方式与态度服务设施与环境的特征,Poka-Yokes 3Ts 3T技术,Ho
21、w can we fail-safe the three Ts?,Have we compromised one of the 3 Ts?,Applying Behavioral Science to Service Encounters应用行为科学,The front-end and back-end of the encounter are not created equalSegment the pleasure,combine the painLet the customer control the processPay attention to norms and ritualsPe
22、ople are easier to blame than systems Let the punishment fit the crime in service recovery,服务过程的前后阶段重要程度不同分割满意合并痛苦让顾客控制流程关注标准与礼节人员比制度更容易受到批评进行类型适当的服务补救(道歉或重新服务),What is a Good Service Guarantee?服务承诺/保证,UnconditionalMeaningfulThe payout covers-fully-customer dissatisfactionEasy to understand and comm
23、unicateFor customersFor employeesPainless to invokeGiven proactively,无条件对顾客有意义/价值不满意赔偿容易理解与沟通对顾客对员工无条件退换？,Service Guarantees as Design Drivers服务承诺:从推销手段到设计驱动,Any guarantee is better than no guaranteeInvolve the customer as well as employees in the designAvoid complexity or legalistic languageDo not
24、quibble or wriggle when a customer invokes a guaranteeMake it clear that you are happy for customers to invoke the guarantee,有胜于无将顾客和员工同时考虑避免复杂的或法律式的用语不狡辩、歪曲承诺条款不害怕提到承诺条款,医疗服务流程,医疗运营管理(health care operations management)是关于医疗服务系统的设计、日常运作、改进的系列活动。由于人命关天，所以运营质量、效率和成本问题是医院生存和发展的关键问题。布局与治疗链(care chain)医疗行业的标准化操作程序医疗运营趋势贵重药品的JIT采购计算机辅助诊断（Computer-assisted diagnosis）机器人辅助手术(robot)远程诊断(remote diagnosis,telemedicine),Fang Aihua Wuhan University,