Service Design, features of Production Line Approach.


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Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers

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Service Design, features of Production Line Approach.

  1. 1. Service Design Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers. The backbone of this process is to understand the behavior of the customers, their needs and motivations.[ Features of Production Line Approach : Limited discretionary action of personnel Division of labour Substitution of technology for people Service standardisation The production-line approach pioneered by McDonald’s refers to more than just the steps required to assemble a Big Mac. It
  2. 2. treats the delivery of fast food as a manufacturing process rather than a service process as McDonald’s believes that this concept could overcome mane problems inherent in the concept of service itself. Service implies subordination of the server to the served and manufacturing, on the other hand, focusses more on other things rather than people. Thus, in manufacturing and at McDonald’s, the orientation is more towards efficient production of output and not on the people working o the process. McDonald’s marketing and financial skills and its careful control over the execution of each outlets’s central function – the rapid delivery of a uniform, high quality mix of prepared foods in an environment of obvious cleanliness, order, and cheerful courtesy have taken McDonald’s to great heights of success. Production-line approach of McDonald’s : McDonald’s French fryer allows cooking of the optimum number of French fries at one time. A wide-mouthed scoop is used to pick up the precise amount of French fries for each order size.( The employee never touches the product) Storage space is expressly designed for a predetermined mix of prepackaged and premeasured products.
  3. 3. Cleanliness is pursued by providing ample trash cans in and outside each facility.(Larger outlets have motorized sweepers for the parking area) Hamburgers are wrapped in a colour-coded paper. Through painstaking attention to total design and facilities planning, everything is built integrally into the McDonald’s machine itself – into the technology of the system. The only choice available to the attendant is to operate it exactly as the designers intended. Self-Service Approach : Self-Service is a process automation solution for the end user enabling you to push the process of service ordering and management away from the IT department and out into the business. End users and IT staff manage requests and resources through an easy-to-use web interface, backed by a powerful process engine and large set of automated workflows. Benefits : Better service quality Saves time through faster management and execution requests Process and resources traceability and transparency Positive and user experience with IT issue management
  4. 4. In contrast to the production-line approach, the service process can be enhanced by having the customer take a greater role in the production of the service. Company websites, automatic teller machines, self-service gas stations, salad bars and e-tickets are approaches that shift the service burden to the consumer. Many customers like self-service because it puts them in control, For others, this philosophy requires some selling on the part of the service organization to convince customers that it helps them. C.H.Lovelock and R.F.Young propose a number of steps, including developing customer trust, promoting the benefits of cost, speed, and convenience, and following up to make sure that the procedures are being effectively used. In essence, this turns customers into “partial employees” who must be trained in what to do and, must be fail-safed in case of mistake.