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00 - Service Operations Management Outline

The course Service Operations Management focuses on strategic and operational dimensions of managing service systems. It uses case-based pedagogy, a simulation game, and a group project. The course covers topics like service strategy, service system design, managing employees, and managing customers. It is a 3-credit course offered in term IV and uses a textbook on service management along with various case studies for discussion. Student performance will be evaluated based on case submissions, a simulation exercise, a group project, and an individual end-term exam.

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Sagar Badnakhe
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135 views

00 - Service Operations Management Outline

The course Service Operations Management focuses on strategic and operational dimensions of managing service systems. It uses case-based pedagogy, a simulation game, and a group project. The course covers topics like service strategy, service system design, managing employees, and managing customers. It is a 3-credit course offered in term IV and uses a textbook on service management along with various case studies for discussion. Student performance will be evaluated based on case submissions, a simulation exercise, a group project, and an individual end-term exam.

Uploaded by

Sagar Badnakhe
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Course Name : Service Operations Management

____________________________________________________________________________________

PGP II Instructor: Prakash Awasthy Credit: 3 Term: IV

Course background/Introduction

Services are economic activities offered by one party to another; for example, network service,
medical service or delivery service. Service Operations Management (SOM) deals with design and
management of service systems which includes service processes, employees and customers. This
course covers strategic and operational dimensions of managing service systems.

Objectives

The objective of the course is to develop state-of-the-art service management thinking and to
appreciate and analyze the role of design, employees and customers in successful service delivery.
Pedagogy:

- Course primarily uses case-based pedagogy which requires case analysis &
submission before class and case discussion during sessions
- A simulation game is planned to facilitate active decision making in Service
Operations context
- A project work is assigned to re-enforce and complement in-class learnings

Pre-requisites: OM core course

Course Book/Reference Material

- Textbook: Service Management- Operations, Strategy, Information Technology


James A. Fitzsimmons And Mona J. Fitzsimmons Eighth Edition, McGraw-Hill
- See session plan for cases
- See session plan for readings

Attendance Policy: Same as PGP policy


Session Plan: Session wise details (each session of 90 minutes)

Session TOPICS

Module I: Service Strategy

1 Introduction to service operations, Nature of services-recipient,


acts, core and periphery, characteristics of service operations-
customer participation, simultaneity, perishability, Intangibility
and Heterogeneity; Service package; Service process matrix-
Degree of interaction and customization, degree of labor
intensity; Service dominant logic

Read: Chapter 1 and 2

2 Strategic service vision, Developing vision for service system;


Strategic analysis; Order qualifier and order winners

Case: Aravind Eye Hospital (Product #:593098)


Read: Chapter 3

Compassionate high-quality health care at low cost: The Arvind


Model

3 Pricing strategies in services; service strategy: affordable


services for masses

New Service Design briefing

Case: Narayana Hrudayalaya Heart Hospital: Cardiac Care for


the Poor (A) (Product #:505078)
Read: Pricing of retail services

The future of pricing in services

Differential pricing and efficiency

Module II: Service System Design

4 Service design elements- delivery system, facility design,


location, capacity planning, information, quality, service
encounter, managing capacity and demand; Value; Service
blueprinting;

Case: Benihana of Tokyo (Product #:673057)


Read: Chapter 4
Session TOPICS

5 Service quality- reliability, responsiveness, assurance, empathy,


tangibles; Perceived service quality- quality surprise; Gaps in
quality; Poka-Yoke; Quality function deployment – House of
quality; Service recovery

Case: Starbucks: Delivering Customer Service (Product #:504016)


Read: Chapter 6

6 Service design for operational excellence; Approaches to service


system design- Production-line approach, Customer contact
approach and information empowerment approach, Customer-
Operator exercise briefing.

Read: Chapter 4

A Framework for Analyzing Service Operations

7 Designing service process

Case: Pharmacy service improvement at CVS (Product #:606015)


Read: The Process Enterprise: An Executive Perspective

Who Has The Next Big Idea?

8 Capacity planning and queueing; Managing demand; Managing


capacity; Psychology of waiting, Queueing systems

Case: Breakfast at the Paramount (Product #:617702)


Read: Chapter 12, 12 and 16

9 Behavioural insights based service design, decentralized


selection

Case: Commonwealth Bank of Australia: Unbanklike


Experimentation (Product #:619018)
Read: Menu analysis: A better way
Session TOPICS

10 Design of innovative service model

Case: Innovation at Progressive (A) & (B) (Product #:602175 &


601138)
Read: Diamonds in the Data Mine

Internet of Things: Convenience vs. privacy and secrecy

Module III: Managing Employees

11 The service encounter triad- Customer, contact personnel,


service organization; Encounter dominated by customer,
contact personnel or service organization

Case: Oberoi Hotels (Product #:615043)


Read: Chapter 9

What happens when you really meet people’s needs

12 New Service Design discussion;

Customer-Operator exercise discussion-I

13 Operational excellence, Employee and service organisation,


decentralized system

Case: Dabbawala System: On-time delivery, every time (Product


#:610059)
Read: Beefing Up Operations in Service Firms

14 Role of customer transparency in employee management,


Transparency paradox,

Case: Trouble at Tessei (Product #:615044)


Read: Transparency Paradox

The Transparency Trap

Module IV: Managing Customers


Session TOPICS

15 Role of customer, Customer-centric operations, Customer


compatibility, B2B services

Case: Compass Group: The Ascension Health Decision (Product


#:615026)
Read: Chapter 9

Breaking the Trade-Off Between Efficiency and Service

Services as Customer-Intensive Systems

16 Customer as an operator, Customer Management- selection,


training

Customer-Operator exercise discussion -II

Case: Zipcar (Product #:605054)


Read: The Four Things a Service Business must get right

Customer-introduced variability in service operations

17 Customer experience, retention

Case: Headspace (Product #:SM314)


Read: A better way to manage customer experience

The truth about customer experience

Case of a complaining customer

18 Simulation Game

Read: Think customers hate waiting? Not so fast…

19-20 Project presentations and course wrap-up


Cases (Require submission)
Benihana of Tokyo
Starbucks
CVS
Paramount
Progressive
Oberoi
Dabbawala
Trouble at Tessei
Zipcar

Evaluation Criteria:

Sr no. Evaluation Component Weightage


1 Case / Exercise submission (Group) 20%
2 Simulation (Individual) 20%
3 Project (Group) 20%
4 End term exam (Individual) 40%
Total 100%

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