innovations in teaching service management
TRANSCRIPT
Innovations in Teaching Service Management
Mark M. DavisBentley University
ISSIP PresentationAugust 6, 2014
Education as a Service
Service Guarantees
Student Participation(Value Co-Creation)
Course Customization
Course Exercises
Service Guarantee
Unconditional
Easy to Collect
Easy to Invoke
Meaningful to Customer
Examples of CourseService Guarantees
Guarantee Penalty
Power Points posted to BB two weeks prior to class $10.00
Power Points posted to BB one week prior to class $15.00
Return phone calls/emails within one business day $5.00
Return case write-ups by next class $20.00
Feedback on class participation $50.00
Examples of CourseService Guarantees
The class expectations that will be voted on are:
1. Covering sufficient best practices 2. Case discussions relate to grading criteria3. Have fun4. Future trends5. Class participation6. Quick wins
1-3 = 1 Beer
4-6 = 2 Beers
Student Participation(Value Co-Creation)
• Students submit:• Questions• Answers• Comments
• Exam is a subset ofquestions submitted
Wiki Final Exam
Course Customization:Grading Criteria
Class Participation: 10%-30%
Internet Assignments (2) 5%-15%
Case Write-ups (3) 15%-35%
Wiki Final Participation 15%-35%
Final Exam 10%-20%
Class Exercises
Coke Bottle Exercise
Service Journal
Process Mapping (Blueprinting)
Journal Assignment – Impact of Technology on Services
Describe how technology has changed your interaction with three services in the last several years. Are you more or less satisfied with the new service models? Why?
Journal Assignment – How Services Add Value for Manufacturing
When you purchase a good or a product (like an automobile or computer), there are usually services that are associated with it and these services are often the reason for purchasing these goods or products. Identify the services associated with two goods you use regularly. How has the service affected your perception of the good?
Service Journal Examples
Process Mapping (Blueprinting) Examples
Group 1 - Primarily front-of-the-house processes, with only IT support in the back-of-the-house
• Checking in at the airport• Checking out at a supermarket• Buying a movie ticket
Group 2 - These all require some back-of-the-house physical operations during the process • Bringing an automobile in for an oil change• Having a prescription filled at a pharmacy• Ordering takeout food from a restaurant• Taking clothes to the dry cleaner
Internet Exercises
Got Feedback?
How Can We Help You?
Grapevine
Schiphol Airport Amsterdam
Services Needs to IncludeTechnology and Human Elements
Southwest Airlines
Service Delivery Process Versus Service System
Step 2Step 1 Step 3 Step 4
Service Delivery Process
Customer Customer
Service System
Human Resources
Facilities
Equipment
Marketing
Technology
Inventories
Expanded Service System
CustomerService
Provider
CustomerSocial
Network
Focal Relationship
ProviderPartner
Network
Service Experience
Value Proposition
Value Proposition
Value Proposition
Source: Steve Kwan, SJSUUnited Breaks Guitars