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Technology in Service. Learning Objectives. Discuss the of technology in the service encounter. Describe the emergence of self-service. Place an example of service automation in its proper category. Describe different Internet business models. - PowerPoint PPT Presentation
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Technology in Service
Learning Objectives
Discuss the of technology in the service encounter.
Describe the emergence of self-service. Place an example of service automation in its
proper category. Describe different Internet business models. Understand the importance of scalability to e-
commerce success. Discuss the managerial issues associated with
the adoption of new technology.
Role of Technology in the Service Encounter
Technology Technology Technology
Technology Technology
Customer Customer
Server
Server
Server
Server
Server
CustomerCustomer
Customer
D. Technology-MediatedService Encounter
E. Technology-GeneratedService Encounter
A. Technology-FreeService Encounter
B. Technology-AssistedService Encounter
C. Technology-FacilitatedService Encounter
Evolution of Self-serviceService Industry Human Contact Machine Assisted Service Electronic Service
Banking Teller ATM Online banking
Grocery Checkout clerk Self-checkout station Online order/ pickup
Airlines Ticket agent Check-in kiosk Print boarding pass
Restaurants Wait person Vending machine Online order/ delivery
Movie theater Ticket sale Kiosk ticketing Pay-for-view
Book store Information clerk Stock-availability terminal Online shopping
Education Teacher Computer tutorial Distance learning
Gambling Poker dealer Computer poker Online poker
Self-service Technologies (SST)
Does customer adoption of self-service follow a predictable pattern?
How do we measure self-service quality (e.g., ease of use, enjoyment, and/or control)?
What is the optimal mix of SST and personal service for a service delivery system?
How do we achieve continuous improvement when using SST?
What are the limits of self-service given the loss of human interaction?
Classification of Service Automation
Fixed-sequence (F) - parking lot gate Variable-sequence (V) - ATM Playback (P) - answering machine Numerical controlled (N) - animation Intelligent (I) - autopilot Expert system (E) - medical diagnosis Totally automated system (T) - EFT
Purpose of Web-site A retail channel (Amazon.com) Supplemental channel (Barnes & Nobel) Technical support (Dell Computer) Embellish existing service (HBS Press) Order processing (Delta Airline) Convey information (Kelly Blue Book) Organization membership (POMS.org) Games (Treeloot.com)
Technology Convergence Enabling E-Business Internet Global telephone system Communications standard TCP/IP
(Transfer Control Protocol/Internet Protocol)
Addressing system of URLs Personal computers and cable TV Customer databases Sound and graphics User-friendly free browser
E-Business Models(Weill & Vitale, Place to Space, HBS Press, 2001)
Content Provider: Reuters Direct to Customer: Dell Full-Service Provider: GE Supply Co. Intermediary: eBay Shared Infrastructure: SABRE Value Net Integrator: 7-Eleven Japan Virtual Community: Monster.com Whole-of-Enterprise: Government
Economics of E-Business
Sources of Revenue:- Transaction fees- Information and advice- Fees for services and commissions- Advertising and listing fees
Ownership- Customer relationship- Customer data- Customer transaction
Electronic and Traditional Services
Features Electronic Traditional
Encounter Screen-to-face Face-to-face
Availability Anytime Working hours
Access From anywhere Travel to location
Market Area Worldwide Local
Ambiance Electronic interface
Physical environment
Payment Credit card Cash or check
Differentiation Convenience Personalization
Privacy Anonymity Social interaction
Grocery Shopping Comparison
On-lineShopping
TraditionalShopping
Advantages ConvenienceSaves timeLess impulsebuying
See new itemsMemory triggerProduct samplingSocial interaction
Disadvantages Forget itemsLess controlNeed computerDelivery fee
Time consumingWaiting linesCarry groceriesImpulse buying
Economics of ScalabilityDimensions High Scalability Low
E-commerce continuum
Sellinginformation(E-service)
Selling value-added service
Sellingservices with
goods
Selling goods(E-commerce)
Information vs. Goods Content
Information dominates
Information with some service
Goods with support services
Goods dominate
Degree of Customer Content
Self-service Call center backup Call center support Call center order processing
Standardization vs. Customization
Mass distribution Some personalization
Limited customization
Fill individual orders
Shipping and Handling Costs
Digital asset Mailing Shipping Shipping, order fulfillment, and warehousing
After-sales service None Answer questions Remote maintenance Returns possible
Example Service Used car prices Online travel agent Computer support Online retailer
Example Firm Kbb.com Biztravel.com Everdream.com Amazon.com
Adoption of New Technology in Services
Challenges of Adopting New TechnologyThe Process is the ProductBack Office vs Front Office ChangesNeed for Standardization
Managing the New Technology Adoption Process
Ten step process with concern for employees and customers
Topics for Discussion1. Can an Internet service encounter be a
memorable experience?2. How does the economics of scalability
explain the failure of Living.com, an online furniture retailer?
3. What are the characteristics of early adopters of self-service?
4. How can we design for self-recovery when self-service failure occurs?
Interactive Exercise
The class breaks into small groups and each comes up with an Internet site that they believe will be successful in the long run and explain why.
Amazon.com
How would you contrast Amazon’s business design with that of Barnes & Noble before Barnes & Noble went online?
Why has Amazon.com not turned a profit yet and what needs to be done to achieve profitability?
Will Amazon continue to be successful against “click and mortar” competitors, such as Barnes & Nobel, which go online?
Is Amazon.com a model for the future of retailing?
Evolution of B2C E-Commerce in Japan
1. What features of the 7-Eleven Japan distribution system illustrate the “Value Net Integrator” e-business model?
2. Does the 7-Eleven Japan distribution system exhibit scalability economics?
3. How does the 7-Eleven example of B2C e-commerce in Japan illustrate the impact of culture on service system design?
4. Will the 7-Eleven “Konbini and Mobile” system be adopted in the United States?
E-Business Supply Chain (Network) Elements Major entities including firm of interest and its
customers, suppliers, and allies Major flows of product, information, and
money Revenues and other benefits each participant
receives Critical aspects: participants, relationships,
and flows
Example: 7-Eleven Japan