Bill Hollins
Sadie Shinkins

Pub Date: 09/2006
Pages: 312

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Bill Hollins & Sadie Shinkins
About the Book
The focus of this book takes a broader view than many operations management books. There is Operations Management, Design Management and some Marketing in this because although the three subjects often tend to be taught separately it is not possible, in practice, to treat these subjects as such. By linking these topics under one umbrella there will be a greater understanding of the realities of management.
Another feature of this book is that it is mainly on the service sector. This will include those managing in the not for profit sector, health provision, transport, banking, hotel and catering, etc. Manufacturing will not be ignored as many of the techniques used in service operations have their roots in manufacturing but have then been adapted to be applicable to the service sector.
The scope will cover services from the original ‘Trigger’ or idea right through the market research, service development, implementation and performance improvement to the eventual termination and disposal of the service.
The Structure
The text has been divided into four parts. It begins with an introduction to Services Management explaining why services are different from manufactured products.
The second part is about the development of new services and includes findings showing that service design management is generally poor. This part also acknowledges that service operations management is undertaken by people and for people and the performance of the former must be optimized for the benefit of the latter. Part three focuses on the management of service operations and includes operations management aspects.
Throughout the book there are case studies but the part four is an extended case study relating to a struggling football club.
There are also student activities at the end of each chapter.
Part 1 Services, Strategy and People
1 - Introduction to Services Management: The Customer-Led Organization
The operations manager’s role and the role of operations management. Considering the customer-led organization, customer care versus customer service, relationship marketing, customer satisfaction and improvement
2 - Service Operations Strategy
The strategic role and objectives of operations, customer satisfaction versus resource utilization, adding value. Analysis of operations strategies and frameworks for their effective management, scheduling and allocating resources, job design and work organization, how to develop the implementation plan
3 - People, Leadership and Management
Who should be involved and how to co-ordinate these experts including how to organize teams and leadership and communications. Working methods and how to manage creative people, Job Design and aspects of motivation

Part 2 Developing New Services
4 - The Product and Service Design Management Process
The Total Design Management process for products and services showing that it can be used to manage money, time and concurrencies. Findings showing that service design management is poor and recent research on simplifying the NPD process. How Blueprinting can be used in the design of services and the link with project management
5 - Customer Identification
Identification of customer needs and how to avoid the main reasons for product and service failure. Why customers buy – advantages and benefits – as well as sources, types and analysis of information needed to ensure a viable operation
6 - Design Specifications - Controlling the Process
How these should be written, who should write them and what they should include. The most important aspects of a product and service design where managers should focus their services. The link between the marketing mix and specifications
7 - Creativity and Innovation
Conceptual design; how to control the early stages. The nature of creativity and the creative process. Where ideas come from and the tools and techniques for enhancing creativity. When to innovate and when to improve services and how to choose the best concept. Life styles
8 - Learning from Product and Service Failures
Often, more can be learned from failures than successes. The failure of products and services: what is a failure, the types of failure and where they occur in the design process. How failures can be minimized and where management should concentrate their emphasis

Part 3 Management of Service Operations
9 - Service Quality Management
The most important aspect of any product or service is reliability, achieved through quality. The merits of inspection, quality assurance and Total Quality Management Tools to improve the quality of services, problem diagnosis and customer care programmes. Qualitative measurement of customer expectations and satisfaction including SERVQUAL instrument and Benchmarking
10 - Global Supply Chain Management
The optimization of scheduling and allocation of resources focusing on the need of differing service types. The impact of e-commerce and the use of information technologies on supply chain management. Outsourcing, the service side of controlling inventory management, JIT and MRP in the service sector.
11 - Services Location and Distribution
Tools used in assessing a location strategy. Service layout designs
12 - Managing Capacity and Variations in Demand
Demand variations and describe how companies can forecast and plan their capacity or alter customer demand to cope and to optimize their performance. Methods for scheduling and planning; queuing strategies for service industries and the marketing implications.
13 - Evaluation and Performance Measurement
Planning and control using techniques such as the Balanced Scorecard as well as philosophies and tools; problem diagnosis; customer care programmes and Customer Relations Management.
14 - Thinking about and Managing for ‘the Future’
In this chapter shows our findings into how organizations plan their products over a longer time scale, showing that it is possible to plan far further ahead than most managers believe.

Part 4 Case Study
‘Trenbrover Football Club’
Bringing the techniques together when trying to manage a struggling football club
References and Glossary
In this section will be a list of definitions for the less familiar terms and all the references used in this book