Designing and Excelling in Service Operations
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Services constitute the dominant part of most nations’ GDP (in India the share of services is over 50%, and in most advanced countries over 70%); hence the importance of studying service management is almost self-evident. This program carries the established principles of operations management to services. While many aspects of manufacturing can be carried over to services, there are also important differences. Foremost among these is the primacy of the customer: as the purchaser, often the co-producer and judge of the whole service experience (in contrast to the purchase and use of a manufactured product). This means that the design of the process must be carefully planned so that it can deliver on the promise of the customer experience. Before the service design, however, we must fully appreciate the service strategy of the organization (i.e., the corporate, operational, and performance objectives that the organization wishes to achieve) and generate the service concept that will be translated into the design. The service design involves decisions about the choice and use of processes, technologies and systems that will be implemented. In addition, the customer experience can never be satisfactory without the total commitment of the employees who must (at least partly) deliver the experience so their welfare must be carefully considered. Once operationalized, the service process needs to be continuously improved (and occasionally repositioned) by measuring the appropriate performance objectives such as customer satisfaction and service quality. All the above topics are discussed in detail in this course. Finally, we end the program with the last session discussing the obvious question: “How do we become and remain a world-class service organisation?”
The overall objective of this course is to understand the application of operations management to design and excel in services operations.
This would include:
- To understand the importance of the service dominant logic
- To understand the service strategy of the organisation and the formulation of a service concept for new service development.
- To understand the primary role of customers in service operations – their expectations, perceptions, and experience.
- To understand the “nuts and bolts” of process analysis.
- To translate the service concept into a design for the service that ensures service quality and satisfaction.
- To understand supply networks and supplier relationships.
- To manage all resource capacity (people, technology, and systems) to satisfy demand, and reduce excessive waiting lines.
- To understand the importance of measuring a “balanced scorecard” of objectives so that the service delivery can be improved.
- To understand the notion of “excellent service”, and the characteristics of a world-class service organization
The program aims to provide a comprehensive coverage of service management – strategy, new service development, running service operations, and continuous improvement. We therefore expect participants to acquire an in-depth knowledge of service management at the strategic level (senior executives), operations and delivery (operations managers), implementation and improvement (staff and customers) for the achievement of service excellence. A major benefit of the program is that participants will learn how to influence customer behaviour.
Who should attend
The program attempts to unify the subject of service management, and thus its conclusions are valid for all types of services (retail, travel, hospitality, health, government services, tourism etc.). It will thus prove useful for all executive and senior managers engaged in servicing (as opposed to providing a “service”) customers. That also includes manufacturers whose major share of sales and profits has now moved from the “good” itself to the “service” that the good provides. It will also be useful for marketing professionals who either ascertain customer requirements, make delivery promises, or assess customer satisfaction since service marketing and delivery are not easily separable.