Mark M. Davis

1. Innovations in Teaching
Service Management
Mark M. Davis
Bentley University
mdavis@bentley.edu
ISSIP Presentation
August 6, 2014

2. Education as a Service
 Service Guarantees
 Student Participation
(Value Co-Creation)
 Course Customization
 Course Exercises

3. Service Guarantee
 Unconditional
 Easy to Collect
 Easy to Invoke
 Meaningful to Customer

4. Examples of Course
Service Guarantees
Guarantee Penalty
Power Points posted to BB two weeks prior to class $10.00
Power Points posted to BB one week prior to class $15.00
Return phone calls/emails within one business day $5.00
Return case write-ups by next class $20.00
Feedback on class participation $50.00

5. Examples of Course
Service Guarantees
The class expectations that will be voted on are:
1. Covering sufficient best practices
2. Case discussions relate to grading criteria
3. Have fun
4. Future trends
5. Class participation
6. Quick wins
1-3 = 1 Beer
4-6 = 2 Beers

6. Student Participation
(Value Co-Creation)
• Students submit:
• Questions
• Answers
• Comments
• Exam is a subset of
questions submitted
Wiki Final Exam

7. Course Customization:
Grading Criteria
Class Participation: 10%-30%
Internet Assignments (2) 5%-15%
Case Write-ups (3) 15%-35%
Wiki Final Participation 15%-35%
Final Exam 10%-20%

8. Class Exercises
 Coke Bottle Exercise
 Service Journal
 Process Mapping
(Blueprinting)

9. Journal Assignment – Impact of Technology on Services
Describe how technology has changed your interaction with three services
in the last several years. Are you more or less satisfied with the new service
models? Why?
Journal Assignment – How Services Add Value for Manufacturing
When you purchase a good or a product (like an automobile or computer),
there are usually services that are associated with it and these services are
often the reason for purchasing these goods or products. Identify the
services associated with two goods you use regularly. How has the service
affected your perception of the good?
Service Journal Examples

10. Process Mapping (Blueprinting)
Examples
Group 1 - Primarily front-of-the-house processes,
with only IT support in the back-of-the-house
• Checking in at the airport
• Checking out at a supermarket
• Buying a movie ticket
Group 2 - These all require some back-of-the-house
physical operations during the process
• Bringing an automobile in for an oil change
• Having a prescription filled at a pharmacy
• Ordering takeout food from a restaurant
• Taking clothes to the dry cleaner

11. Internet Exercises
 Got Feedback?
 How Can We Help You?
 Grapevine

12. Schiphol Airport Amsterdam
Services Needs to Include
Technology and Human Elements
Southwest Airlines

13. Service Delivery Process
Versus Service System
Step 2Step 1 Step 3 Step 4
Service Delivery Process
Customer Customer
Service System
Human
Resources
Facilities
Equipment
Marketing
Technology
Inventories

14. Expanded Service System
Customer
Service
Provider
Customer
Social
Network
Focal
Relationship
Provider
Partner
Network
Service
Experience
Value Proposition
Value
Proposition
Value
Proposition
Source: Steve Kwan, SJSU
United Breaks Guitars