-SERVICE MANAGEMENT-Vision, Mission and Strategy &
Leadership
- Sonia verma
Contents
• Service management.• Vision.• Mission.• Distinguish.• Strategy.• Case lets.• Service Leadership concepts.
Overview
Service Management: is monitoring and optimizing a service to ensure that it meets the critical outcomes the customer values and stakeholders want to provide.
Vision: “A description of something that is an organization, a corporate culture, a business, a technology or any activity in future.”*Service Vision*
Benefits of having a vision:
1) long tern thinking.2) risk taking and experimentation.3) competitive, original and unique.4) common identity & sense of purpose.5) direction for the organization.6) inspiring and exuberating.7) idealistic.8) unique & distinctive.9)Practicality.10)encourages commitment from the employees.
Example of Vision Statements:
• Nokia : Connecting people.
• Mc. Donalds: To be the world best quick service restaurant.
Other Companies:• TCS JRD TATA:• Kingfisher Airlines:• Infosys:• Wipro’s Vision:• Google
Vision and Mission:
Mission
Definition – Hunger and Wheeler:- “Mission is the purpose or reason for the organization’s existence.”
Essentials of a Mission statement:
Key Market
Contribution Distinction
Courtyard Marriott: To provide economy and quality minded travelers
with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people“
Mc. Donald’s To provide the fast food customer food prepared in
the same high-quality manner world-wide that is tasty, reasonably-priced & delivered consistently in a low-key décor and friendly atmosphere."
Example:
# 3 EssentialsMc. Donald's:
i. Key Market: The fast food customer world-wide.
ii. Contribution: reasonably-priced food & high-quality.
iii. Distinction: low-key décor and friendly atmosphere.
• Courtyard Marriott:• Key Market: economy and quality minded
travelers.• Contribution: moderate priced lodging.
• Distinction: Leisurely ambience.
Characteristics:
• Feasible• Precise• Clear• Motivating• Distinctive• Strategy• Accomplishment of objectives
Mission
Benefits:
Defines the actions and goals. measure your current reality and your
progress. Allows you to evaluate your values. To communicate the direction of the
organization. To help make day-to-day operating decisions. To keep the organization focused. To motivate employees.
Examples of mission statements:
1) Wal-Mart - “To give ordinary folk the chance to buy the same thing as rich
people.“
2) Walt Disney - "To make people happy.“
3) PEPSI - "Beat Coke“
4) HONDA - "We will crush, squash and slaughter Yamaha“
5) NIKE - "Crush Reebok"
Distinguish:
Strategy
What is strategy?• Strategy is a plan, a "how," a means of
getting from here to there.• Strategy is a pattern in actions over time; for
example, a company that regularly markets very expensive products is using a "high end" strategy.
• Strategy is position; that is, it reflects decisions to offer particular products or services in particular markets.
• Strategy is perspective, that is, vision and direction.
Types of strategies
1) Corporate Level Strategy Reach – Competitive Contact - Managing Activities - Business Interrelationships - Management Practices -2) Business Unit Level Strategy3) Functional Level Strategy4) Service strategy
Case lets:
• Service Strategy volume provides guidance on how to design, develop, and implement service management not only as an organizational capability but also as a strategic asset.
• Pizza hut’s Hot-Dot promise.• Textron Inc. Aircraft – 32% of revenue Automotive – 25% of revenue Industrial – 39% of revenue Finance – 4% of revenue
Concepts:
Service leadership: is the culture that empowers the organization to strategize its promises, design its processes & engage its people in a pro active quest for competitive advantage.
Service leaders: are those firms that stand out in their respective markets & industries.
Service leadership and sustainable competitive advantage refers to making a place for your business in the market through effective leadership and thereby gain a long run competitive advantage over other players in the market.
Service Leadership:
1. Personal Needs:2. Personal Needs:3. Past Experience:4. Word-of-Mouth Communications:5. Explicit Service Promises:6. Implicit Service Promises:7. Self-Perceived Service Role:8. Perceived Service Alternatives:.9. Situational Factors: 10.Sustainable Competitive Advantage:11.Cost advantage:12.Value advantage:
Essentials of Service Leadership
The Six Dimensions of Service Leadership:
1. Vision & Values2. Direction3. Persuasion4. Support5. Development6. Appreciation
SERVICE LEADERS & CHARACTERISTICS.
1. Service Vision2. High Standards3. in the field Leadership Style.4. Integrity Additional characteristics:(a) Concern of Customers(b) Use Technology to Promptly Serve
Customer(c) Involve Customers in Organization
Growth:(d) Flat Organizations(e) Training of Employees
Service Leadership Scale Dimensions:
• 1) Approachability:• 2) Empathy/Caring:• 3) Flexibility:• 4) Friendliness:• 5) Humility:• 6) Professionalism
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