Technology in Service
Learning Objectives
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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 ecommerce success.
Discuss the managerial issues associated
with the adoption of new technology.
Role of Technology in the Service Encounter
Technology
Customer
Technology
Server
A. Technology-Free
Service Encounter
Customer
Technology
Server
B. Technology-Assisted
Service Encounter
Technology
Customer
Customer
C. Technology-Facilitated
Service Encounter
Technology
Server
D. Technology-Mediated
Service Encounter
Customer
Server
Server
E. Technology-Generated
Service Encounter
Evolution of Self-service
Service Industry
Human Contact
Machine Assisted Service
Electronic Service
Banking
Teller
ATM
Online banking
Grocery
Checkout clerk
Self-checkout station
Online order/ pickup
Airlines
Ticket agent
Check-in kiosk
Print boarding pass
Restaurants
Wait person
Vending machine
Online order/ delivery
Movie theater
Ticket sale
Kiosk ticketing
Pay-for-view
Book store
Information clerk
Stock-availability terminal
Online shopping
Education
Teacher
Computer tutorial
Distance learning
Gambling
Poker dealer
Computer poker
Online poker
Self-service Technologies (SST)
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Does customer adoption of self-service follow
a predictable pattern?
How do 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?
Classification of Service Automation
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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
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A retail channel (Amazon.com)
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 (Treeloot.com)
Technology Convergence
Enabling E-Business
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Internet
Global telephone system
Communications standard TCP/IP
(Transfer Control Protocol/Internet Protocol)
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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)
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Content Provider: Reuters
Direct to Customer: Dell
Full-Service Provider: GE Supply Co.
Intermediary: eBay
Shared Infrastructure: SABRE
Value Net Integrator: 7-Eleven Japan
Virtual Community: Monster.com
Whole-of-Enterprise: Government
Economics of E-Business
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Sources of Revenue:
- Transaction fees
- Information and advice
- Fees for services and commissions
- Advertising and listing fees
Ownership
- Customer relationship
- Customer data
- Customer transaction
Electronic and Traditional Services
Features
Electronic
Traditional
Encounter
Screen-to-face
Face-to-face
Availability
Anytime
Working hours
Access
From anywhere
Travel to location
Market Area
Worldwide
Local
Ambiance
Payment
Electronic
interface
Credit card
Physical
environment
Cash or check
Differentiation
Convenience
Personalization
Privacy
Anonymity
Social interaction
Grocery Shopping Comparison
On-line
Shopping
Advantages
Convenience
Saves time
Less impulse
buying
Disadvantages Forget items
Less control
Need computer
Delivery fee
Traditional
Shopping
See new items
Memory trigger
Product sampling
Social interaction
Time consuming
Waiting lines
Carry groceries
Impulse buying
Economics of Scalability
Dimensions
High
Scalability
Low
E-commerce
continuum
Selling
information
(E-service)
Selling valueadded service
Selling
services with
goods
Selling goods
(E-commerce)
Information vs.
Goods Content
Information
dominates
Information with
some service
Goods with support
services
Goods dominate
Degree of Customer
Content
Self-service
Call center backup
Call center support
Call center order
processing
Standardization vs.
Customization
Mass distribution
Some
personalization
Limited
customization
Fill individual orders
Shipping and
Handling Costs
Digital asset
Mailing
Shipping
Shipping, order
fulfillment, and
warehousing
After-sales service
None
Answer questions
Remote maintenance
Returns possible
Example Service
Used car prices
Online travel agent
Computer support
Online retailer
Example Firm
Kbb.com
Biztravel.com
Everdream.com
Amazon.com
Adoption of New Technology in
Services
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Challenges of Adopting New Technology
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
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Can an Internet service encounter be a
memorable experience?
How does the economics of scalability
explain the failure of Living.com, 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 that
they believe will be successful in the
long run and explain why.
Amazon.com
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How would you contrast Amazon’s business
design with that of Barnes & Noble before
Barnes & Noble went online?
Why has Amazon.com not turned a profit yet
and what needs to be done to achieve
profitability?
Will Amazon continue to be successful
against “click and mortar” competitors, such
as Barnes & Nobel, which go online?
Is Amazon.com a model for the future of
retailing?
Evolution of B2C E-Commerce in Japan
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What features of the 7-Eleven Japan
distribution system illustrate the “Value Net
Integrator” e-business model?
Does the 7-Eleven Japan distribution
system exhibit scalability economics?
How does the 7-Eleven example of B2C ecommerce 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
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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