service delivery system design

GOODS AND SERVICES DESIGN

GROUP II

DESIGNING GOODS AND SERVICES

Rodilyn Francisco

Strategic Mission and Vision

Strategic and Market Analysis and understanding

Competitive Priorities

An Integrated Framework for Goods and Service Design


Strategic and Market Analysis and

understanding Competitive Priorities

Customer Benefit Package Design and Configuration





Detailed Goods, Service and Process Design


Strategic and Market Analysis and

understanding Competitive Priorities

Customer Benefit Package Design and

Configuration

Detailed Goods, Service and Process

Design

Manufactured Good Design and

Development






Manufactured Good Design and Development


Process and Selection and Design









Service and Service Delivery System Design










Service Encounter Design











Market Introduction/Deployment











Market Introduction/Deployment

Market Evaluation

ROBUST DESIGN AND THE TAGUCHI LOSS

FUNCTIONJONAS BANGCO

ROBUST DESIGN AND THE TAGUCHI LOSS FUNCTION

The performance of a good or service is affected by

variations that occur during production or service delivery,

environmental factors, and the ways in which people use

it.

Goods that are insensitive to external sources of variation are called robust

Genichi Taguchi• A Japanese engineer who made numerous

contributions to the field quality management, explained the economic value of reducing variation in manufacturing. Taguchi maintaned that the traditional practice of meeting design specification is inherently flawed.

Traditional Goal Post View of Conforming to Specifications

Tolerance

0.480 0.520

LossLossNo Loss

0,500

Taguchi measured quality as the variations from the target value of design specification and then translated that variation into an economic “loss function” that expresses the cost of variation in monetary terms. The economic loss applies to both goods and services.

Taguchi assumed that losses can be approximated by a quadratic function so that larger deviations from target cause increasingly larger losses.

The loss function is represented by:

L(x) = k(x-T)2

Nominal Is Best Taguchi Loss Function

L(X)

Quality Characteristic Value

K(x-T)2

XT

Reliability and Quality Function Deployment

Raven Pascual

Reliability• Is the probability that manufactured good, piece of equipment, or

system performs its intended function for a stated period of time under specified operating conditions.

Note : A system could be a service process where each stage (work activity or station) is analagous to a companent part in a manufactured good.

This definition has four important elements :

• Probability• Time• Performance• Operating conditions

Probability• A probability of .97 indicates that, on average, 97 out of 100 times the

item will perform it function for a given period of time under specified operating conditions.

Time• A device having a reliabilty of .97 for 1,000 hours of operation is

inferior to one that has the same reliability for 5,000 hours of opertion, if the objective of the device is long life.

Performance • The reliabilty of a system is the probability that the system will

perform satisfactorily over a specified period of time

Operation Conditions• Many manufactured goods consist of several components that are

rearranged in series but are assumed to be interdependent of one another.

Structure of a Serial System

Component1

Componentn

Component2

. .

.

• If we know the reliabilty, pj, for each component, j, we can compute the total reliability of an n-component series system, Rs.

• If the individual reliabilities are denoted by P1, P2, . . ., Pn Land the system reliability is denoted by Rs, then

Equation 6.2Rs = (p1) (p2) (p3) ... (pn)

Structure of a Parallel System

Component1

Componentn

Component2

.

.

.

Equation 6.3• The system reliabiilty of an n- component parallel system is computed

as:

Rp = 1 – (1-p1) (1-p2) (1-p3) ... (1-pn)

Combinations of series and parallel components• Compute the reliability of the parallel components using the equation

Rp = 1 – (1-p1) (1-p2) (1-p3) ... (1-pn) and treat the result as a single series component• Use the equation Rs = (p1) (p2) (p3) ... (pn) to compute the reliability

if the resulting series system.

Subassemblies Reliabilites

To find the reliability of the proposed product design , we note that this is a series system and use equation 6.2

A CB

.98 .99.91

Rs = (p1) (p2) (p3) ... (pn) = (.98) (.91) (.99) = .883, or 88.3%

Modified DesignNow suppose that the original subassembly B is duplicated, creating a

paralle pathIllustration 6.7

What is the reliability of this configuration?

B

B

A C

.91

.98 .99

.91

The reliability of the parallel system for subassembly B is

Rp = 1 - (1-.91) (1-.91) = 1 – (.09) (.09) = 1 - .0081 = .9919

Rs = (p1) (p2) (p3) = (.98) (.9919) (.99) = .962, or, 96.2%

The reliabilty of the total product increases from 88.3% tp 96.2% for an absolute increase of 7.9%

Quality Finction Deployment• is both a philosophy and a set of planning and communication tools that focuses

on costumer requirements in coordinating the design , manufacturing, and marketing of goods or services.• Costumer requirements, as expressed in the costumers own terms, are called

the voice of the costumer.• QFD focuses on turning the voice of the costumer into specific technical

requirements that characterize a design and provide the “blueprint” for manufacturing or service delivery. Technical requirements might include materials, size and shapeof parts, strength requirements, service procedures to follow, and even employee behavior during costumer interactions. The process is initiated with a matrix, which because of its structure (shown in Exhibit 6.8) is often called the House of Quality.

SERVICE DELIVERY DESIGN SYSTEM

FACILITY LOCATION AND

LAYOUTSERVICESCAPE

SERVICE PROCESS AND JOB DESIGN

TECHNOLOGY AND INFORMATION

SUPPORT SYSTEMS

ORGANIZATIONAL STRUCTURES

FACILITY LOCATION AND LAYOUT

Location

Layout

SERVICESCAPE

LEAN SERVICESCAPE ENVIRONMENTS

ELABORATE SERVICESCAPE ENVIRONMENTS

SERVICE PROCESS AND JOB DESIGN

Service Process Design

TECHNOLOGY AND INFORMATION SUPPORT SYSTEM

ORGANIZATIONAL STRUCTURES

CUSTOMER CONTACT BEHAVIOR

AND SKILLS

SERVICE-PROVIDER SELECTION,

DEVELOPMENT, AND EMPOWERMENTS

RECOGNITION AND REWARDS

SERVICE RECOVERY AND GUARANTEES

SERVICE ENCOUNTER

DESIGN

CUSTOMER CONTACT

HIGH-CONTACT SYSTEMS

CUSTOMER CONTACT

BEHAVIOR AND SKILLS

LOW-CONTACT SYSTEMS

CUSTOMER-CONTACT REQUIREMENTS• are measurable

performance levels or expectations that

define the quality of customer contact with representatives of an

organization

SERVICE-PROVIDER SELECTION, DEVELOPMENT, AND EMPOWERMENTS

EMPOWERMENT

RECOGNITION

ANDAWARD

SERVICE RECOVERY

AND GUARANTEES

SERVICE UPSET

SERVICE GUARANTEE

SERVICE RECOVERY

service delivery system design

Business