1、Technology in Service,Learning Objectives,Discuss the of technology in the service encounter. Describe the emergence of self-service. Place an example of service automation in its proper category. Describe different Internet business models. Understand the importance of scalability to e-commerce suc
2、cess. Discuss the managerial issues associated with the adoption of new technology.,Role of Technology in the Service Encounter,Technology,Technology,Technology,Technology,Technology,Customer,Customer,Server,Server,Server,Server,Server,Customer,Customer,Customer,D. Technology-Mediated Service Encoun
3、ter,E. Technology-Generated Service Encounter,A. Technology-Free Service Encounter,B. Technology-Assisted Service Encounter,C. Technology-Facilitated Service Encounter,Evolution of Self-service,Self-service Technologies (SST),Does customer adoption of self-service follow a predictable pattern? How d
4、o we measure self-service quality (e.g., ease of use, enjoyment, and/or control)? What is the optimal mix of SST and personal service for a service delivery system? How do we achieve continuous improvement when using SST? What are the limits of self-service given the loss of human interaction?,Class
5、ification of Service Automation,Fixed-sequence (F) - parking lot gate Variable-sequence (V) - ATM Playback (P) - answering machine Numerical controlled (N) - animation Intelligent (I) - autopilot Expert system (E) - medical diagnosis Totally automated system (T) - EFT,Purpose of Web-site,A retail ch
6、annel (A) Supplemental channel (Barnes & Nobel) Technical support (Dell Computer) Embellish existing service (HBS Press) Order processing (Delta Airline) Convey information (Kelly Blue Book) Organization membership (POMS.org) Games (T),Technology Convergence Enabling E-Business,Internet Global telep
7、hone system Communications standard TCP/IP (Transfer Control Protocol/Internet Protocol) Addressing system of URLs Personal computers and cable TV Customer databases Sound and graphics User-friendly free browser,E-Business Models (Weill & Vitale, Place to Space, HBS Press, 2001),Content Provider: Re
8、uters Direct to Customer: Dell Full-Service Provider: GE Supply Co. Intermediary: eBay Shared Infrastructure: SABRE Value Net Integrator: 7-Eleven Japan Virtual Community: M Whole-of-Enterprise: Government,Economics of E-Business,Sources of Revenue: - Transaction fees - Information and advice - Fees
9、 for services and commissions - Advertising and listing fees Ownership - Customer relationship - Customer data - Customer transaction,Electronic and Traditional Services,Grocery Shopping Comparison,Economics of Scalability,Adoption of New Technology in Services,Challenges of Adopting New Technology
10、The Process is the Product Back Office vs Front Office Changes Need for Standardization Managing the New Technology Adoption Process Ten step process with concern for employees and customers,Topics for Discussion,Can an Internet service encounter be a memorable experience? How does the economics of
11、scalability explain the failure of L, an online furniture retailer? What are the characteristics of early adopters of self-service? How can we design for self-recovery when self-service failure occurs?,Interactive Exercise,The class breaks into small groups and each comes up with an Internet site th
12、at they believe will be successful in the long run and explain why.,A,How would you contrast Amazons business design with that of Barnes & Noble before Barnes & Noble went online? Why has A not turned a profit yet and what needs to be done to achieve profitability? Will Amazon continue to be success
13、ful against “click and mortar” competitors, such as Barnes & Nobel, which go online? Is A a model for the future of retailing?,Evolution of B2C E-Commerce in Japan,What features of the 7-Eleven Japan distribution system illustrate the “Value Net Integrator” e-business model? Does the 7-Eleven Japan
14、distribution system exhibit scalability economics? How does the 7-Eleven example of B2C e-commerce in Japan illustrate the impact of culture on service system design? Will the 7-Eleven “Konbini and Mobile” system be adopted in the United States?,E-Business Supply Chain (Network) Elements,Major entities including firm of interest and its customers, suppliers, and allies Major flows of product, information, and money Revenues and other benefits each participant receives Critical aspects: participants, relationships, and flows Example: 7-Eleven Japan,
