service delivery system design
TRANSCRIPT
GOODS AND SERVICES DESIGN
GROUP II
DESIGNING GOODS AND SERVICES
Rodilyn Francisco
Strategic Mission and Vision
Strategic and Market Analysis and understanding
Competitive Priorities
An Integrated Framework for Goods and Service Design
Strategic Mission and Vision
Strategic and Market Analysis and
understanding Competitive Priorities
Customer Benefit Package Design and Configuration
Strategic Mission and Vision
Strategic and Market Analysis and understanding
Competitive Priorities
Customer Benefit Package Design and Configuration
Detailed Goods, Service and Process Design
Strategic Mission and Vision
Strategic and Market Analysis and
understanding Competitive Priorities
Customer Benefit Package Design and
Configuration
Detailed Goods, Service and Process
Design
Manufactured Good Design and
Development
Strategic Mission and Vision
Strategic and Market Analysis and understanding
Competitive Priorities
Customer Benefit Package Design and Configuration
Detailed Goods, Service and Process Design
Manufactured Good Design and Development
Manufactured Good Design and Development
Process and Selection and Design
Strategic Mission and Vision
Strategic and Market Analysis and understanding
Competitive Priorities
Customer Benefit Package Design and Configuration
Detailed Goods, Service and Process Design
Manufactured Good Design and Development
Manufactured Good Design and Development
Process and Selection and Design
Service and Service Delivery System Design
Strategic Mission and Vision
Strategic and Market Analysis and understanding
Competitive Priorities
Customer Benefit Package Design and Configuration
Detailed Goods, Service and Process Design
Manufactured Good Design and Development
Manufactured Good Design and Development
Process and Selection and Design
Service and Service Delivery System Design
Service Encounter Design
Strategic Mission and Vision
Strategic and Market Analysis and understanding
Competitive Priorities
Customer Benefit Package Design and Configuration
Detailed Goods, Service and Process Design
Manufactured Good Design and Development
Manufactured Good Design and Development
Process and Selection and Design
Service and Service Delivery System Design
Service Encounter Design
Market Introduction/Deployment
Strategic Mission and Vision
Strategic and Market Analysis and understanding
Competitive Priorities
Customer Benefit Package Design and Configuration
Detailed Goods, Service and Process Design
Manufactured Good Design and Development
Manufactured Good Design and Development
Process and Selection and Design
Service and Service Delivery System Design
Service Encounter Design
Market Introduction/Deployment
Market Evaluation
ROBUST DESIGN AND THE TAGUCHI LOSS
FUNCTIONJONAS BANGCO
ROBUST DESIGN AND THE TAGUCHI LOSS FUNCTION
The performance of a good or service is affected by
variations that occur during production or service delivery,
environmental factors, and the ways in which people use
it.
Goods that are insensitive to external sources of variation are called robust
Genichi Taguchi• A Japanese engineer who made numerous
contributions to the field quality management, explained the economic value of reducing variation in manufacturing. Taguchi maintaned that the traditional practice of meeting design specification is inherently flawed.
Traditional Goal Post View of Conforming to Specifications
Tolerance
0.480 0.520
LossLossNo Loss
0,500
Taguchi measured quality as the variations from the target value of design specification and then translated that variation into an economic “loss function” that expresses the cost of variation in monetary terms. The economic loss applies to both goods and services.
Taguchi assumed that losses can be approximated by a quadratic function so that larger deviations from target cause increasingly larger losses.
The loss function is represented by:
L(x) = k(x-T)2
Nominal Is Best Taguchi Loss Function
L(X)
Quality Characteristic Value
K(x-T)2
XT
Reliability and Quality Function Deployment
Raven Pascual
Reliability• Is the probability that manufactured good, piece of equipment, or
system performs its intended function for a stated period of time under specified operating conditions.
Note : A system could be a service process where each stage (work activity or station) is analagous to a companent part in a manufactured good.
This definition has four important elements :
• Probability• Time• Performance• Operating conditions
Probability• A probability of .97 indicates that, on average, 97 out of 100 times the
item will perform it function for a given period of time under specified operating conditions.
Time• A device having a reliabilty of .97 for 1,000 hours of operation is
inferior to one that has the same reliability for 5,000 hours of opertion, if the objective of the device is long life.
Performance • The reliabilty of a system is the probability that the system will
perform satisfactorily over a specified period of time
Operation Conditions• Many manufactured goods consist of several components that are
rearranged in series but are assumed to be interdependent of one another.
Structure of a Serial System
Component1
Componentn
Component2
. .
.
• If we know the reliabilty, pj, for each component, j, we can compute the total reliability of an n-component series system, Rs.
• If the individual reliabilities are denoted by P1, P2, . . ., Pn Land the system reliability is denoted by Rs, then
Equation 6.2Rs = (p1) (p2) (p3) ... (pn)
Structure of a Parallel System
Component1
Componentn
Component2
.
.
.
Equation 6.3• The system reliabiilty of an n- component parallel system is computed
as:
Rp = 1 – (1-p1) (1-p2) (1-p3) ... (1-pn)
Combinations of series and parallel components• Compute the reliability of the parallel components using the equation
Rp = 1 – (1-p1) (1-p2) (1-p3) ... (1-pn) and treat the result as a single series component• Use the equation Rs = (p1) (p2) (p3) ... (pn) to compute the reliability
if the resulting series system.
Subassemblies Reliabilites
To find the reliability of the proposed product design , we note that this is a series system and use equation 6.2
A CB
.98 .99.91
Rs = (p1) (p2) (p3) ... (pn) = (.98) (.91) (.99) = .883, or 88.3%
Modified DesignNow suppose that the original subassembly B is duplicated, creating a
paralle pathIllustration 6.7
What is the reliability of this configuration?
B
B
A C
.91
.98 .99
.91
The reliability of the parallel system for subassembly B is
Rp = 1 - (1-.91) (1-.91) = 1 – (.09) (.09) = 1 - .0081 = .9919
Rs = (p1) (p2) (p3) = (.98) (.9919) (.99) = .962, or, 96.2%
The reliabilty of the total product increases from 88.3% tp 96.2% for an absolute increase of 7.9%
Quality Finction Deployment• is both a philosophy and a set of planning and communication tools that focuses
on costumer requirements in coordinating the design , manufacturing, and marketing of goods or services.• Costumer requirements, as expressed in the costumers own terms, are called
the voice of the costumer.• QFD focuses on turning the voice of the costumer into specific technical
requirements that characterize a design and provide the “blueprint” for manufacturing or service delivery. Technical requirements might include materials, size and shapeof parts, strength requirements, service procedures to follow, and even employee behavior during costumer interactions. The process is initiated with a matrix, which because of its structure (shown in Exhibit 6.8) is often called the House of Quality.
SERVICE DELIVERY DESIGN SYSTEM
FACILITY LOCATION AND
LAYOUTSERVICESCAPE
SERVICE PROCESS AND JOB DESIGN
TECHNOLOGY AND INFORMATION
SUPPORT SYSTEMS
ORGANIZATIONAL STRUCTURES
FACILITY LOCATION AND LAYOUT
Location
Layout
SERVICESCAPE
LEAN SERVICESCAPE ENVIRONMENTS
ELABORATE SERVICESCAPE ENVIRONMENTS
SERVICE PROCESS AND JOB DESIGN
Service Process Design
TECHNOLOGY AND INFORMATION SUPPORT SYSTEM
ORGANIZATIONAL STRUCTURES
CUSTOMER CONTACT BEHAVIOR
AND SKILLS
SERVICE-PROVIDER SELECTION,
DEVELOPMENT, AND EMPOWERMENTS
RECOGNITION AND REWARDS
SERVICE RECOVERY AND GUARANTEES
SERVICE ENCOUNTER
DESIGN
CUSTOMER CONTACT
HIGH-CONTACT SYSTEMS
CUSTOMER CONTACT
BEHAVIOR AND SKILLS
LOW-CONTACT SYSTEMS
CUSTOMER-CONTACT REQUIREMENTS• are measurable
performance levels or expectations that
define the quality of customer contact with representatives of an
organization
SERVICE-PROVIDER SELECTION, DEVELOPMENT, AND EMPOWERMENTS
EMPOWERMENT
RECOGNITION
ANDAWARD
SERVICE RECOVERY
AND GUARANTEES
SERVICE UPSET
SERVICE GUARANTEE
SERVICE RECOVERY