Lecture 9: Services Strategy and Service Level Management

Question 1

What can be done to improve IS service quality and how can service quality be built into IS?

Answer 1

1.

Question 2

What are the challenges in technology-mediated customer contacts when it comes to deliver services and meet customer’s service level expectations?

Answer 2

ws

Question 3

How is service quality measured?

Answer 3

expected vs. perceived - the perceived service is based on word of mouth, needs, past experience, service provider

Question 4

Five costumer contact modes - explain face-to-face

Answer 4

A. Technology
➢ Physical customer presence at place of service
➢ Interaction with a particular provider
➢ Traditional services without technology application ➢ Some professional services
B. Technically assisted customer contact
➢ Only service companies have access to technology
➢ Interaction between customer and the particular provider
C. Technically facilitated customer contact
➢ Customers and service providers have technology available
➢ Technical resources for better communication and interaction

Question 5

Five costumer contact modes - explain face-to-screen

Answer 5

D. Technically mediated customer contact
➢ In this dimension, service is only possible by application of technology ➢ No direct contact between customer and employees
➢ Employees operate and administrate technology
E. Technically generated customer contact
➢ In this dimension, service is only possible by application of technology ➢ No direct contact between customer and employees
➢ Staff totally replaced by technology

Question 6

explain the change from mass production to mass costumization and compare the two

Answer 6

d

Question 7

Explain the context - why is there a need for service strategy?

Answer 7

• demand from costumers - individuality –> costumized goods/service/recommendations
• service is the key differentiator - S-D logic to G-L –> compete effectively
• IT enables to meet this demand through computing driven technology –> communication, storage and processing information

Question 8

Service Level Management

Answer 8

Service Level Management
➢ “Service level management should design service relationships through the use of contractually fixed agreements more transparent and effective as well as determining the level or quality of the service.”

Question 9

How to build in IS service quality

Answer 9

3 levels:
strategic - cooperate align with IT
tactical - design and implement processes to deliver services
operational - IS service personnel communicate honestly

5 dimensions: client communicatio, processes, training and reward system

CIO –> ongoing process = dynamic

Question 10

Challenges of building in IS service quality?

Answer 10

retain the relationship with costumers, adapt constantly changing needs and expectations

Question 11

Mass costumization - five methods

Answer 11

1. costumize standardised products - e-newspaper
2. create products and services that can be customised - instagram, ATM
3. point of delivery costumization
4. quick response in the value chain
5. modularize - reuse components

Question 12

SOA

Answer 12

create oppurtunity to reuse service and enhance flexibility in IT systems = time to market
modularity –>