Service design matrix
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The document summarizes the Service-System Design Matrix, which is a tool for understanding the different elements of a service system. The matrix establishes the relationship between three key factors of service - degree of customer contact, opportunity for sales, and production efficiency - and how these factors relate to service production and delivery. It classifies services according to the degree of customer contact and explores different approaches to service design based on where a service falls within the three key factors of the matrix.
Service design matrix
- 1. Service-System Design Matrix • The Service-System Design Matrix is a useful tool for understanding the different elements Service Design Matrix of a service system. • The matrix establishes the relationship Presented By: between Anupam Kumar – three key factors of service and Reader – how these factors relate to service production SMS Varanasi and delivery. © Copyright 2013 Anupam Kumar 1 © Copyright 2013 Anupam Kumar 2 The Service Design Matrix Operational Classification of Services Stagnant Substitutable • The Service design matrix consists of Type Personal Personal Progressive Explosive Aspect Services Services Services Services – Degree of contact • between the consumer and the service provider. Efficiency Extremely low Significantly – Opportunity for sales (Degree of (person Moderate Extremely high low Automation) specific) • the greater the amount of contact; • the greater the sales opportunity; Degree of Significantly Customer Extremely high Moderate Extremely low high – Production efficiency Contact • services that require a large amount of customization and customer input have lower efficiency Opportunity of Extremely high Significantly Moderate Extremely low sale high © Copyright 2013 Anupam Kumar 3 © Copyright 2013 Anupam Kumar 4 The Service System Design Matrix Service System Design Matrix High Total customization Degree of Customer Contact Opportunity Loose Specs Low Sales Face to face (tight control) Production Efficiency Phone Contact Low On-site technology Mail Contact High Buffered Permeable Reactive System Sales Opportunity Technology Production Efficiency Low Degree of Customer Contact High © Copyright 2013 Anupam Kumar 5 © Copyright 2013 Anupam Kumar 6 © Copyright 2013 Anupam Kumar 1
- 2. Three Contrasting Service Design Designing the Service System • Services are classified • The service design may • Major Design Issues: according to the degree thus be considered – Product & Process to be designed simultaneously of customer contact using one of the – Scheduling of Capacity with the technical core. following approaches. • due to uncertainty in demand – High Contact (Pure – The Personal Attention • inability to store inventory Services) Approach – Medium Contact (Mixed – The Self Serving – Dealing will uncertainty in demand Service) Approach • preemptive tactics • flexibility – Low Contact (Quasi – The Production Line • forecasting Manufacturing) Approach • use of waiting lines © Copyright 2013 Anupam Kumar 7 © Copyright 2013 Anupam Kumar 8 Characteristics of Service System Characteristics of Service System • Each element of service • It should provide system should be effective links between consistent with the the back and front operating focus of the offices so that nothing falls between the organization. cracks. • It should be structured • It should manage the so that consistent evidence of service performance by people quality such that and systems may be customers see the value maintained. of the service. © Copyright 2013 Anupam Kumar 9 © Copyright 2013 Anupam Kumar 10 Characteristics of Service System Further, the services should be: • Cost Effective For further details / comments ... • User Friendly -Contact: • Robust Anupam Kumar Reader, School of Management Sciences, Varanasi. Email: anupamkr@gmail.com © Copyright 2013 Anupam Kumar 11 © Copyright 2013 Anupam Kumar 12 © Copyright 2013 Anupam Kumar 2