|This class is concerned with the design and delivery of services: How to design and improve the service offering for sustained excellence, and how to identify and overcome key challenges in the service delivery. We consider a wide range of industries: from traditional services such as restaurants, to e-commerce, professional services, and services from both the public and private sector.
We consider a service one in which the customer is involved, actively or passively, in the production process, and we strive to understand and leverage the role customers play in the process. This course draws ideas not only from operations management, but also from consumer behavior, marketing, and strategy. And while mathematical modeling is not the focus of the course, it plays an important role.
We develop a Service Framework with three main components: A Service Model, Process Flows and Customer Interaction Diagrams
The Service Model has four parts: The Service Offering (what customer needs and expectations does the service emphasize, and which ones will it sacrifice?), the Funding Mechanism (how the offering is funded), the Employee Management System (with emphasis of job design) and the Customer Management System (the role and expectations placed upon your customers).
Process Flows are used to understand the aggregated flow of customers through a process to address issues such as capacity utilization, throughput, and waiting time of a system. These flows are covered in much detail in Bus 40000, but we develop for this class the ideas needed for services, as such there will be some overlap in this piece of our framework and Bus 40000.
Customer Interaction Diagrams depict the flow of a single customer. They are useful in examining the interactions between the firm and its customers, and can help explore service innovations, and the role management should play.
The course has both lecture and cases. Most cases are designed to explore our Service Framework in a broad sense, and then delve into a particular aspect in some detail.
This course can be taken in addition to Bus 40000 or as an alternative. You may take this course in addition to Bus 40000 if you are looking for more depth in the area of Operations, with the understanding that there will be some overlap as mentioned above (somewhere around 15\% of this course overlaps Bus 40000).
You may take this course as an alternative to Bus 40000 if you are mostly interested in Operations as it pertains to the delivery of services to the end consumer, rather than the issues of moving goods through the supply chain as a whole.