Overview<br />Service Management: is monitoring and optimizing a service to ensure that it meets the critical outcomes the customer values and stakeholders want to provide.<br />Vision: “A description of something that is an organization, a corporate culture, a business, a technology or any activity in future.”<br />*Service Vision*<br />
Benefits of having a vision:<br />1) long tern thinking.<br />2) risk taking and experimentation.<br />3) competitive, original and unique.<br />4) common identity & sense of purpose.<br />5) direction for the organization.<br />6) inspiring and exuberating.<br />7) idealistic.<br />8) unique & distinctive.<br />9)Practicality.<br />10)encourages commitment from the employees.<br />
Example of Vision Statements:<br /><ul><li>Nokia : Connecting people.
Mc. Donalds: To be the world best quick service restaurant.</li></ul>Other Companies:<br /><ul><li>TCSJRDTATA:
Google</li></li></ul><li>Vision and Mission:<br />
Mission<br /><ul><li>Definition – </li></ul>Hunger and Wheeler:-<br /> “Mission is the purpose or reason <br />for the organization’s existence.”<br /><ul><li>Essentials of a Mission statement:</li></ul>Key Market<br /> Contribution<br /> Distinction<br />
Courtyard Marriott:<br />To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people“ <br />Mc. Donald’s<br />To provide the fast food customer food prepared in the same high-quality manner world-wide that is tasty, reasonably-priced & delivered consistently in a low-key décor and friendly atmosphere."<br />
To motivate employees.</li></li></ul><li>Examples of mission statements:<br />Wal-Mart - “To give ordinary folk the <br />chance to buy the same thing as rich people.“<br />2) Walt Disney - "To make people happy.“<br />3) PEPSI - "Beat Coke“<br />4) HONDA - "We will crush, squash<br />and slaughter Yamaha“<br />5) NIKE - "Crush Reebok"<br />
Strategy<br />What is strategy?<br />Strategy is a plan, a "how," a means of getting from here to there.<br />Strategy is a pattern in actions over time; for example, a company that regularly markets very expensive products is using a "high end" strategy.<br />Strategy is position; that is, it reflects decisions to offer particular products or services in particular markets.<br />Strategy is perspective, that is, vision and direction.<br />
Types of strategies<br />1) Corporate Level Strategy<br /> Reach –<br /> Competitive Contact -<br /> Managing Activities -<br />Business Interrelationships -<br /> Management Practices -<br />2) Business Unit Level Strategy<br />3) Functional Level Strategy<br />4) Service strategy<br />
Case lets:<br />Service Strategy volume provides guidance on how to design, develop, and implement service management not only as an organizational capability but also as a strategic asset. <br />Pizza hut’s Hot-Dot promise.<br />Textron Inc.<br /> Aircraft – 32% of revenue<br /> Automotive – 25% of revenue<br /> Industrial – 39% of revenue<br /> Finance – 4% of revenue<br />
Concepts:<br /><ul><li>Service leadership: is the culture that empowers the organization to strategize its promises, design its processes & engage its people in a pro active quest for competitive advantage.
Service leaders: are those firms that stand out in their respective markets & industries.
Service leadership and sustainable competitive advantage refers to making a place for your business in the market through effective leadership and thereby gain a long run competitive advantage over other players in the market.</li></li></ul><li>Service Leadership:<br />Personal Needs:<br />Personal Needs:<br /> Past Experience:<br />Word-of-Mouth Communications:<br />Explicit Service Promises:<br />Implicit Service Promises:<br />Self-Perceived Service Role:<br />Perceived Service Alternatives:.<br />Situational Factors: <br />Sustainable Competitive Advantage:<br />Cost advantage:<br />Value advantage:<br />
Essentials of Service Leadership<br />The Six Dimensions of Service Leadership:<br />1. Vision & Values<br />2. Direction<br />3. Persuasion<br />4. Support<br />5. Development<br />6. Appreciation<br />
SERVICE LEADERS & CHARACTERISTICS.<br />1. Service Vision<br />2. High Standards<br />3. in the field Leadership Style.<br />4. Integrity<br /><ul><li>Additional characteristics:</li></ul>(a) Concern of Customers<br />(b) Use Technology to Promptly Serve Customer<br />(c) Involve Customers in Organization Growth:<br />(d) Flat Organizations<br />(e) Training of Employees<br />