New Service Development

Pengembangan Jasa Baru

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.
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Learning Objectives
 Describe the fundamental characteristics of service innovation.
 Describe the four structural and four managerial elements of service
design.
 Describe the components of the customer value equation.
 Explain and differentiate what is meant by the divergence and the
complexity of a service process.
 Describe the sequence of states and the enablers of the new service
development process.
 Prepare a blueprint for a service operation.
 Explain the difference between direct and indirect customer contact.
 Compare and contrast the four approaches to service system design:
production-line, customer as coproducer, and information
empowerment.
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Inovasi dalam Jasa

 Basic Research/Riset Dasar: Merencanakan/
perencanaan untuk ilmu/pengetahuan baru
berkaitan dengan aplikasi atau penerapan yang
memungkinkan.
 Applied Research/Riset Terapan: Menerapkan
ilmu/pengetahuan yang ada tentang masalah-
masalah dalam penciptaan jasa baru.
 Pengembangan/Development: Menerapkan ilmu
tentang masalah-masalah untuk mengembangkan/
memperbaiki jasa yang telah ada.
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Tantangan dalam Inovasi Jasa

 Kemampuan untuk melindungi teknologi

intelektual dan properti.
 Sifat inovasi yang inkremental (bertahap).
 Tingkat integrasi yang diperlukan.
 Kemampuan untuk membangun prototipe
atau melakukan pengujian dalam
lingkungan yang terkontrol.
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Level Inovasi Jasa

Radical Innovations
 Major Innovation: new service that customers did not know they
needed.
 Start-up Business: new service for underserved market.
 New Services for the Market Presently Served: new services to
customers of an organization.
Incremental Innovations
 Service Line Extensions: augmentation of existing service line
(e.g. new menu items).
 Service Improvements: changes in service delivery process (e.g.
self-service boarding kiosk).
 Style Changes: modest visible changes in appearances.
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Technology-Driven Service Innovations

Source of Service Example Service Industry Impact

Technology
Power/energy Jet aircraft International flight is feasible
Nuclear energy Less dependence on fossil fuel

Facility design Hotel atrium Feeling of grandeur/spaciousness

Enclosed sports stadium Year-around use

Materials Photochromic glass Energy conservation

Synthetic engine oil Fewer oil changes

Methods Just-in-time (JIT) Reduce supply-chain inventories

Six Sigma Institutionalize quality effort

Information E-commerce Increase market to world-wide

Satellite TV Alternative to cable TV
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Key Concepts of Six Sigma

 Critical to Quality: Attributes most important
to the customer
 Defect: Failing to deliver what the customer
wants
 Process Capability: What your process can
deliver
 Variation: What the customer sees and feels
 Stable Operations: Ensuring consistent,
predictable processes to improve what the
customer sees and feels
 Design for Six Sigma: Designing to meet
customer needs and process capability
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Service Design Elements

Design Elements Topics

Structural

Delivery system Process structure, service blueprint, strategic positioning

Facility design Servicescapes, architecture, process flows, layout
Location Geographic demand, site selection, location strategy
Capacity planning Strategic role, queuing models, planning criteria
Managerial

Information Technology, scalability, use of Internet

Quality Measurement, design quality, recovery, tools, six-sigma
Service encounter Encounter triad, culture, supply relationships, outsourcing
Managing Capacity and Strategies, yield management, queue management
Demand
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New Service Development Cycle

• Full-scale launch
• Post-launch review

Full Launch Enablers Development

• Formulation

l
nte na
Co izatio of new services
objective / strategy
People
xt

Te
• Idea generation
Service design
n

am
ga

and screening
and testing

s
Or

• Concept
• Process and system
development and
design and testing Product
• Marketing program
testing
design and testing
• Personnel training Technology Systems
• Service testing and

pilot run
• Test marketing Tools

Design Analysis
• Business analysis
• Project authorization
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Service Blueprint of Luxury Hotel

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Strategic Positioning
Melalui Struktur Proses

 Degree of Complexity (Tingkat

Kompleksitas): Diukur dengan jumlah langkah
dalam blueprint. Contoh sebuah RSU lebih
komplek dari pada klinik.
 Degree of Divergence (Tingkat perbedaan):
Jumlah keleluasaan/ kelonggaran yang
diperbolehkan penyedia jasa agar berbeda/unik.
Contoh: kegiatan seorang pengacara kontras
dengan orang-orang dari paralegal
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Structural Alternatives for a Restaurant

LOWER COMPLEXITY/DIVERGENCE CURRENT PROCESS HIGHER COMPLEXITY/DIVERGENCE

No Reservations TAKE RESERVATION Specific Table Selection

Self-seating. Menu on Blackboard SEAT GUESTS, GIVE MENUS Recite Menu: Describe Entrees & Specials
Eliminate SERVE WATER AND BREAD Assortment of Hot Breads and Hors D’oeuvres
Customer Fills Out Form TAKE ORDERS At table. Taken Personally by Maltre d’

Pre-prepared: No Choice Salad Bar Salad (4 choices)

Limit to Four Choices Entree (6 choices) Expand to 10 Choices: Add Flaming Dishes;
Bone Fish at Table
Sundae Bar: Self-service Dessert (6 choices) Expand to 12 Choices

Coffee, Tea, Milk only Beverage (6 choices) Add Exotic Coffees; Wine list, Liqueurs
Serve Salad & Entree Together: SERVE ORDERS Separate-courses; Hand Grind Pepper
Bill and Beverage Together

Cash only: Pay when Leaving CASH OR CREDIT CARD Choice of Payment. Including House Accounts:
Serve Mints
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Generic Approaches to Service Design

 Production-line
• Limit Discretion of Personnel
• Division of Labor
• Substitute Technology for People
• Standardize the Service
 Customer as Coproducer
• Self Service
• Smoothing Service Demand
• Customer-Generated Content
 Customer Contact
• Degree of Customer Contact
• Separation of High and Low Contact Operations
• Sales Opportunity and Service Delivery Options
 Information Empowerment
• Employee
• Customer
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Customer Value Equation

Value 
 Re sults Pr oduced    Pr ocessQuality 
 Pr ice   CostsofAcquiringtheService
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INTERACTIVE CLASS EXERCISE

 The class breaks into small groups and

prepares a service blueprint for specific
service business that you choose by
your self.
 By group of two students, look for a new
service innovation driven by information
technology. Present and discuss your
work to a class.