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production and operations management
Service Operations Management 5th Edition Robert Johnston ,Michael Shulver ,Nigel Slack ,Graham Clark - Solutions
To understand some of the elements of national cultures
Reread the case example on Yahoo in this chapter.What was/were Mayer’s mistake(s)?
EPC is a network of social policy researchers, consultants and lobbyists. The company provides consulting services to government and the voluntary sector that are, of necessity, low cost. EPC forgoes a percentage of typical consulting fees in exchange for research access, as well as access to
Construct a cultural web for your university/college course. Which elements of the web help or hinder service delivery?
Which elements of the cultural web can operations managers influence easily, and which might be more challenging? Interview a service operations manager and ask how they can influence their organisation’s culture in order to provide better service.
Evaluate an organisation’s website or annual report and assess the ‘language set’ in use.Also try to identify words and phrases that you would expect to see, but which are absent. After researching the language set, what can you say about the organisation’s paradigm and values?
Do you understand what are the principal underlying assumptions and values of your organisation?To what extent do these assumptions and values support your service concept? Where there are mismatches, how might you engineer a reparative change to these aspects of culture?
How would you characterise the challenges associated with change at Dexan, and how might these be overcome?
To understand the difference between dyadic and triadic relationships
To be able to explain the concept of internal and external supply chains and networks
To be able to identify the decisions that describe how supply networks are structured
To gain an appreciation of the main issues involved in the ongoing management of service supply networks
Reread the ‘Lunch delivery service of Mumbai’case example. (a) What makes the dabbawala service so successful? (b) What do you see as the threats to the business as Indian society changes?
Reread the case example on dark kitchens. (a) Why did this change to the home delivery network happen? (b) What points would you make if you had to make a case against the changes in the delivery network?
Reread the case example ‘Vodafone brings back call-centre jobs’. What are the advantages and disadvantages of locating call centres in low-labourcost areas?
Read the following statement by the chief service officer of an elevator maintenance company:We found ourselves unable to compete against the really big elevator manufacturers, yet we were great at providing maintenance services. Also the margin on new elevator systems had gotten smaller, but
Being a supplier in the airline catering business is tough. Meals must be of a quality that is appropriate for the class and type of flight, yet the airlines who are their customers are always looking to keep costs as low as possible, menus must change frequently and respond promptly to customer
Many retailers devise a policy on ethical sourcing, trying to stock items that conform to such things as workplace standards and business practices, health and safety conditions, human rights, legal systems, child labour, disciplinary practices, wages and benefits, etc. Some suppliers have focused
Everyone wants children to be safe, for society to identify those who are ‘at risk’ and for those ‘in authority’ to put processes in place to ensure that no child ‘slips through the net’. The key challenge is that a large number of individuals and agencies are involved in this activity,
Why was the partnership between Wersa and Holmart seen as successful by both parties?
Is the partnership really ‘unbalanced’ as David Crawley says?
What should Wersa do to ensure the future viability of the partnership?
To be able to explain why service process design is important
To define the main types of service process
To be able to explain how managers can ‘engineer’ service processes
To understand how service processes can be repositioned
To understand the impact of technology on service process design
When the management thinker and writer Charles Handy suffered a stroke, he had to spend time in hospital as he learned to walk, talk and even swallow again. He said that the experience taught him a valuable lesson about process objectives. As far as Mr Handy was concerned, the point of his hospital
Reread the case example on the Shouldice hospital. (a) Illustrate how hernia surgery has moved on from the time it was seen as difficult. (b) List some of the advantages of the move.
In the case example ‘Robot receptionists? Robot carers?’, technology was used as a substitute for service people. What other advantages might such technologies bring?
There have been a number of changes in medical process technology that have had a huge impact on the way healthcare operations manage themselves. In particular, telemedicine has challenged one of the most fundamental assumptions of medical treatment – that medical staff need to be physically
The headquarters of a major creative agency offered a service to all its global subsidiaries, which included the preparation of a budget estimate that was submitted to potential clients when making a‘pitch’ for new work. This service had been offered previously only to a few of the group’s
The Edinburgh Fringe, more accurately known as the Edinburgh Festival Fringe, is the world’s largest arts festival, lasting 25 days and featuring more than 55,000 performances of over 3,000 different shows across 317 venues. The scale of the festival poses a problem for the serious news outlets
What are the objectives of the CES process?
Where is the bottleneck (if any) in the process?
Do you think that the current process can achieve a service that provides a one-week turnaround to its customers?
How would you change the process to improve it?
To define what is meant by ‘performance’ in service operations
To define service performance management at strategic and operational levels
To understand the challenges of performance management and measurement
To be able to explain the evolution of performance management systems
To explain the design of ‘balanced’ performance management systems
To understand the methods of measure selection
To appreciate how managers can measure the customer’s perspective
To understand the principles of target setting and measure reporting
Reread the case example of the HappyOrNot company. Although the terminals have proved successful, what do you see as the disadvantages of adopting these terminals to gauge customer satisfaction?
With many new ways of collecting data (most notably from social media), how can services make sure that all the data are useful?
Common measures used by call centres are speed of response and call abandonment rate. Assess these measures as drivers of improvement.
A tour operator specialising in holidays for young people is concerned about the quality of service provided. Each month, the marketing manager reports on the number of complaints received.How could this be better reported to help the firm improve its service?
It is quite difficult to know exactly how long operators should be spending on each call. Sometimes a client really does need detailed advice or reassurance, at other times the call could be dealt with very quickly indeed. There’s a minimum amount of time just to go through the courtesies. But
Construct a strategy map (strategic linkage model)for an organisation with which you are familiar.How well do the objectives link with and support strategy? How well do the measures you use support your objectives?
Figures 12.19, 12.20 and 12.21 show some measures from the Chilli Airways Balanced Scorecard documentation. The measures are associated with the two objectives illustrated above. What concerns might you have about the measures and targets developed?
What changes, or alternative measures, would you recommend for tracking activity objective 1 and outcome objective 10?
To define the meaning and importance of managing resources and capacity
To be able to explain the difference between long-, medium- and short-term resourcing and capacity decisions
To understand the importance of forecasting demand and capacity
To be able to identify the ways in which service organisations manage bottlenecks and queues
To gain an appreciation of what happens when service managers cannot cope with demand
To explain why and how service organisations seek to improve their capacity utilisation
Suggest how the following three service operations might measure their capacity, outlining the problems in so doing: (a) a garden centre that sells plants and gardening supplies; (b) a hospital; and(c) an online fashion retailer.
Reread the case example ‘Demand fluctuation on London Underground’. How might Transport for London spread out demand from its peak periods?
The idea of ‘pooling’ was described as increasing the efficiency of queuing. Why do you think that supermarkets do not use it?
One place where queues are not always enforced are bars, where people compete for attracting the attention of servers. People who jump the queue at the bar (even without meaning to) cause considerable frustration to customers who have been overlooked. However, one solution that has been proposed is
A recent newspaper article13 criticised London arts venues for introducing ‘surge pricing’ by charging higher prices for blockbuster exhibitions at busy times. The piece said that venues such as the Royal Academy of Arts and the National Portrait Gallery were asking visitors to pay up to 22 per
When a video, taken by a fellow passenger, showed a bloodied and unconscious man being pulled off a United Airlines flight at O’Hare International Airport in Chicago, it caused a sensation on social media and other news outlets.14 The incident began when United overbooked the flight and decided
What are the main capacity constraints that Rosemary faces?
How does Treegrove currently cope with demand fluctuations, and what more could it do?
What would be the effects on the capacity management of the business of the three proposals for the future that Rosemary mentions (expanding the number of day visitors, promoting wedding packages and school visits)?
If Rosemary goes ahead and builds a car park, how many car or bus spaces should it have?
To be able to explain what is meant by innovation
To understand the nature and importance of service innovation
To be able to identify the stages of the service innovation process
To gain an appreciation of the resources necessary for the service innovation process
Reread the case example on Singapore Zoo. The chief executive of Singapore Zoo is keen to continue developing the zoo. Try to develop a new service concept for the zoo.
In the case example of the Icehotel, where did the inspiration for the service come from? What lessons does this example have for the service innovation processes of other service organisations?
Using the diagram shown in Figure 14.4, how would you characterise the development of retail banking services from conventional branch banking, through the use of call centres, to internet banking and mobile banking apps?
A conventional method of judging the effectiveness of any process is to assess the quality of its output, the speed with which it responds, the dependability of its response, its flexibility and its cost/efficiency. How could these aspects of performance be used to judge the effectiveness of a new
Reread the case example ‘If one customer wants it, maybe more do?’, on the Heywood Hill bookshop and its subscription service. In what way is this service different from the algorithm-driven recommendations that are used by many online retailers, such as Amazon?
Who are the main stakeholders in the development of this service, and what is their interest in it?
How would you position each stakeholder group on Dale’s power–interest grid?
Why is Phase 2 of the development looking more difficult? What could have been done to reduce potential problems?
Specifically, how would you include the local population in the development of Phase 2?
To understand how ‘value’ can be used as a basis for improvement
To be able to explain the difference between improvement to be ‘better’ and improvement to be ‘different’
To be able to explain the connection between ‘better’ and ‘different’ and continuous and radical improvement
To identify some of the main approaches to continuous improvement
To describe how improvement can be sustained
Think about the last time you used a highcustomer-contact service such as a clinic, a hotel, or a restaurant. Sketch the service process, and try to determine which elements were subject to high levels of control. Were there any elements of the service that were not subject to control, but should
A transport services company provides a whole range of services to railway operators. Its reputation for quality is a valuable asset in its increasingly competitive market.We are continually looking for innovation in the way we deliver our services because the continuous improvement of our
Some organisations believe that the well-known approaches to improvement (such as TQM, etc.)are, in fact, pre-packaged ‘solutions’ made up by selecting from a set of common ingredients.So, does this mean that anyone can simply pick out whatever elements appeal to them and construct their own
Reread the case example on Four Seasons and Zara. In terms of being either ‘better’ or ‘different’, how would you classify IKEA, the most successful furniture retailer ever, and Amazon, with whose website (almost) everyone is familiar? Justify your judgement.
Lucy is the COO of an outsourcing business that provides ‘back-office’ services to a range of companies. She believes that:everything we do can be broken down into a process. It may be more straightforward in a manufacturing business, but the concept of process improvement is just as powerful
What should be Alain’s priorities for strategic improvement?
The acquisition of EAP and Équipe 25 was intended to provide Fermat Numérique with several advantages in terms of strategic positioning. What were the possible disadvantages to the acquisition?
Assess the value stream maps for the simple and complex installations. What improvements would you suggest to Alain?
To understand the main causes of service problems
To be able to describe the process for handling customer complaints
To gain an appreciation of how problems can drive improvement
To be able to identify the main ways service operations managers can prevent problems occurring
Banking customers often suffer digital banking failures and shutdowns, either because of security alerts or because the bank’s systems have failed.What is the damage to a bank’s reputation when such problems occur and how can the bank both learn from them and minimise them?
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