UNCW OPS 372 - Topic 4 New Service Developmnt (23 pages)

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Topic 4 New Service Developmnt



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Topic 4 New Service Developmnt

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Lecture Notes


Pages:
23
School:
University of North Carolina Wilmington
Course:
Ops 372 - Service Operations Management
Service Operations Management Documents

Unformatted text preview:

New Service Development and Process Design Customer Benefit Package Hierarchy Level Element Core Good Example Core Service Example Category Business Custom clothier Business hotel First Core Business suits Room for the night Second Peripheral Good Garment bag Bath robe Peripheral Service Deferred payment plans In house restaurant Variant Coffee lounge Airport shuttle Third 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 Compare and contrast the generic approaches to service system design Place an example of service automation in it proper category Discuss the managerial issues associated with the adoption of new technology Levels of Service Innovation Radical Innovations Major Innovation new service driven by information and computer based technology Start up Business new service for existing market New Services for the Market Presently Served new services to customers of an organization Incremental Innovations Service Line Extensions augmentation of existing service line e g new menu items Service Improvements changes in features of currently offered service Style Changes modest visible changes in appearances New Service Development Cycle Full scale launch Post launch review Full Launch Or ga n Co iz atio nte na l xt s Design People m Tea Service design and testing Process and system design and testing Marketing program design and testing Personnel training Service testing and pilot run Test marketing Development Enablers Product Technology Formulation of new services objective strategy Idea generation and screening Concept development and testing Systems Tools Analysis Business analysis Project authorization Technology Driven Service Innovation Power energy International flights with jet aircraft Physical design Enclosed sports stadiums Materials Astroturf



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