services management dominos grp 10

7/29/2019 Services Management Dominos Grp 10

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SERVICE Management

ASSIGNMENTService Blueprint

Neha Somai(52)Lavesh Daryanani (108)Vinita Merchant (120)Kaushal Shah (142)


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Service managementis integrated into supply chain managementas the intersection

between the actual sales and the customer. The aim of high performance servicemanagement is to optimize the service-intensive supply chains, which are usually more

complex than the typical finished-goods supply chain. Most service-intensive supply

chains require larger inventories and tighter integration with field service and third

parties. They also must accommodate inconsistent and uncertain demand by

establishing more advanced information and product flows. Moreover, all processes

must be coordinated across numerous service locations with large numbers of parts and

multiple levels in the supply chain.

Service Blueprinting:

The service blueprintis a technique used for service innovation. The technique was first

described by Lynn Shostack, a bank executive, in the Harvard Business Review in 1984.

The blueprint shows processes within the company, divided into different components

which are separated by lines.

Shostacks methodical procedure draws upon time/motions method engineering,PERT/project programming and computer system and software design. The proposed

blueprint allows for a quantitative description of critical service elements, such as time,

logical sequences of actions and processes, also specifying both actions/events that

happen in the time and place of the interaction (front office) and actions/events that are

out of the line of visibilityfor the users, but are fundamental for the service.

(Zeithaml, Bitner et al. 2006) define service blueprinting as a tool for simultaneously

depicting the service process, the points of customer contact, and the evidence of theservice from the customers point of view. With this description, the authors emphasise

the different systemic layers overlapping in a service, from the layer of customer

interaction and physical evidence to the layer of internal interaction within the service

production process

Service blueprinting involves the description of all the activities for designing and

managing services, including schedule, project plans, detailed representations (such

as Use cases) and design plans, or service platforms.
http://en.wikipedia.org/wiki/Supply_chain_managementhttp://en.wikipedia.org/wiki/Harvard_Business_Reviewhttp://servicedesign.wikispaces.com/Use+Caseshttp://servicedesign.wikispaces.com/Use+Caseshttp://servicedesign.wikispaces.com/Use+Caseshttp://en.wikipedia.org/wiki/Harvard_Business_Reviewhttp://en.wikipedia.org/wiki/Supply_chain_management


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Blueprinting Key Components

1) Customer Actions

This component contains all of the steps that customers take as part of the service

delivery process. This element is always on top of the service bluet.

2) Onstage / Visible Contact Employee Actions

This element is separated from the customer actions by a line of interaction. These

actions are face-to-face actions between employees and customers.

3) Backstage / Invisible Contact Employee Actions

The line of visibility separates the onstage from the Backstage actions. Everything that

appears above the line of visibility can be seen by the customers, while everything

under the line of visibility is invisible for the customers. A very good example of an

action in this element is a telephone call; this is an action between an employee and a

customer, butthey dont see each other.

4) Support Processes

The internal line of interaction separates the contact employees from the support

processes. These are all the activities carried out by individuals and units within the

company who are not contact employees. These activities need to happen in order for

the service to be delivered.

5) Physical EvidenceFor each customer action, and every moment of truth, the physical evidence that

customers come in contact with is described at the very top of the service blueprint.

These are all the tangibles that customers are exposed to that can influence their quality

perceptions..


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Building a Service Blueprint


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Application of Service Blueprints

New Service Development1. Concept development2. Market testing

Supporting a Zero Defects Culture1. managing reliability2. identifying empowerment issues

Service Recovery Strategies1. identifying service problem2. conducting root cause analysis3. modifying processes

Blueprints Can Be Used By:

Service Marketers creating realistic customer expectations

service system design promotion

Operations Management rendering the service as promised

managing fail points training systems quality control

Human Resources empowering the human element

job descriptions selection criteria appraisal systems


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System Technology

providing necessary tools: system specifications personal preference databases

Dominos

Domino's Pizzais an American restaurantchain and international franchise pizza

delivery corporation headquartered in Ann Arbor Township, Michigan, United States,

near Ann Arbor, Michigan.[1][2]Founded in 1960, Domino's is the second-largest pizza

chain in the United States (after Pizza Hut)[3]and has more than 10,000 corporate

and franchised stores[4]in 70 countries[5]and all 50 U.S. states. Domino's Pizza was sold

to Bain Capital in 1998 and went public in 2004.

On May 12, 1983, Domino's opened its first international store, inWinnipeg, Manitoba,

Canada. That same year, Domino's opened its 1,000th store overall. In 1985, they

opened their first store in the United Kingdom in Luton Also in 1985; Domino opened

their first store in Tokyo, Japan. By 1995 Domino's had 1,000 international locations. In

1997, Domino's opened its 1,500th international location, opening seven stores in one

day across five continents. Within the last five years, Domino's has also expanded to

India with numerous locations, of at least 1,000.
http://en.wikipedia.org/wiki/Restauranthttp://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Pizza_deliveryhttp://en.wikipedia.org/wiki/Pizza_deliveryhttp://en.wikipedia.org/wiki/Ann_Arbor_Township,_Michiganhttp://en.wikipedia.org/wiki/Ann_Arbor,_Michiganhttp://en.wikipedia.org/wiki/Michiganhttp://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-1http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-1http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-1http://en.wikipedia.org/wiki/Pizza_Huthttp://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Market_position-3http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Market_position-3http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Market_position-3http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Yahoo_Profile-4http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Yahoo_Profile-4http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Yahoo_Profile-4http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Stores-5http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Stores-5http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Stores-5http://en.wikipedia.org/wiki/Bain_Capitalhttp://en.wikipedia.org/wiki/Winnipeghttp://en.wikipedia.org/wiki/Winnipeghttp://en.wikipedia.org/wiki/Manitobahttp://en.wikipedia.org/wiki/Manitobahttp://en.wikipedia.org/wiki/Winnipeghttp://en.wikipedia.org/wiki/Bain_Capitalhttp://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Stores-5http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Yahoo_Profile-4http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-Market_position-3http://en.wikipedia.org/wiki/Pizza_Huthttp://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-1http://en.wikipedia.org/wiki/Domino%27s_Pizza#cite_note-1http://en.wikipedia.org/wiki/Michiganhttp://en.wikipedia.org/wiki/Ann_Arbor,_Michiganhttp://en.wikipedia.org/wiki/Ann_Arbor_Township,_Michiganhttp://en.wikipedia.org/wiki/Pizza_deliveryhttp://en.wikipedia.org/wiki/Pizza_deliveryhttp://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Restaurant


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Franchise Chain

Dominos in India

Jubilant FoodWorks Limited (the Company) is a Jubilant Bhartia Group Company, The

Company was incorporated in 1995 and initiated operations in 1996, The Company got

listed on the Indian bourses in February 2010, Mr, Shyam S, Bhartia, Mr, Hari S, Bhartia

and Jubilant Enpro Private Ltd, are the Promoters of the Company. The Company & its

subsidiary operates Domino's Pizza brand with the exclusive rights for India, Nepal,

Bangladesh and Sri Lanka, The Company is India's largest and fastest growing food

service company, with a network of 500+ Domino's Pizza stores

Stores (as of 31st March, 2012)The Company is the market leader in the organized pizza

market with a 54% market share (Euromonitor Report 2010) and 70% share in the

pizza home delivery segment in India, The Company has strengthened its portfolio by

entering into an agreement with Dunkin' Donuts Franchising LLC, for developing the

Dunkin' Donuts brand and operating restaurants in India,


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Over the period since 1996, Dominos Pizza India has remained focused on delivering

great tasting Pizzas and sides, superior quality, exceptional customer service and value

for money offerings. We have endeavored to establish a reputation for being a home

delivery specialist capable of delivering pizzas within 30 minutes or else FREE to acommunity of loyal consumers from all our stores around the country.

Dominos vision is focused on " Exceptional people on a mission to be the best pizza

delivery company in the world!" We are committed to bringing fun, happiness and

convenience to lives of our consumers by delivering delicious pizzas to their doorstep

and our efforts are aimed at fulfilling this commitment towards a large and ever-

growing customer base.

Blueprint and GAPS Model


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Gaps Model

GAP 1: The gap between customer expectations and Management perception of

customers expectations.

This gap arises whenever they have peak hours, that is, during day & night and at

weekends. At this time the waiting time for the food to come is quite big. Generally a

single pizza took 7 minutes to get prepared but at peak hours the service provider took

3 times more than the usual time. Hence this is the case of what time customer expected

for his meal to be ready and what the management thought of time to prepare the meal.

Also too much of a gap between the top management and frontline managers.GAP 4 the gap between Service delivery and external communication to customers.

This gap arises when the services are not provided as promised. That is, for example, in

their advertisement they talk of Pizza in just Rs.199 but the actual cost of that pizza is

more than 199 after including VAT and other taxes. Therefore, what Pizza Hut is

promised to their customers are not providing to them which leads to the formation of

this Gap.


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Q1) Describe what service(s) of this organization you will be blueprinting and why you

selected it.

We have tried to cover the entire experience of eating or taking a home deliveryof pizza from Dominos in a concise manner

Broadly we have blue printed :1. Entry stage : entering the restaurant2. Check-in stage: pre-order inquiry and placing the order3. Waiting period: time taken for placing the order payment.4. Delivery: getting the delivery of pizza and either having it there or taking a home

delivery .

Q 2) Describe what you believe to be the three key employee actions and discuss why

they are so critical to a Successful service experience.

Order placement: ensuring smooth and easy placement of order as well asaccurate placement of same.


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Delivery and other services: courteous and efficient staff that ensure proper andtimely delivery of food.

Training: Recruiting young, enthusiastic and dedicated employees, Appropriatelytrained for delivering the service.

Q 3) Describe the three key elements of physical evidence revealed in the blueprint and

discuss how they influence the Customers experience.

Q 4) Identify, number, and describe three potential fail-points (points in the process

where problems may occur) And/or bottlenecks (points in the process where backups

or slow delivery may occur).

1. Accuracy: Of employee in taking order and passing the same to chef2. Ambience: Providing an experience to the customer3. Menu: providing different option of cuisine to customer and also catering needs

of someone who is calorie conscious

Q 5) Suggest possible solutions/alternatives to address these (potential) problem areas.

Have a token system for the people who have ordered. Try to focus on tangible (place) aspect; though main focus on home delivery.


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Health conscious people- make use of calorie-controlled ingredients andintroduce a little healthier version of pizzas, due to the shift.

Provide options of breakfast along with tea coffee.

Efficient backend processes like house keeping, catering etc

Q 6) Discuss how such a service blueprint might be used in each of the following

areas in this organization: Marketing, human resource management, and

operations.

Human Resources:

Recruiting young, enthusiastic and dedicated employees. Appropriately trained for delivering the service. Personality development and grooming sessions. Provide them with various facilities such as medical help, consultation, traveling

facilities, perks and bonuses.

Team members are recognized and rewarded based on ability and merit for theircontributions .

Marketing:

Pizza order discount: Dominos offers its customers a number of discount andother promotions on purchasing Dominos pizza.

Dominos also allows its customers to play games by the time their food arrives. Dominos started providing coke/fanta/sprite. Dominos started pizzas mania which starts from Rs 35 and we get the toping

according to our choice.

New schemes at regular interval of time according to the taste of the INDIANcustomer.

Operations

Self service system. Hungry hotline facility. Keep in mind the health and hygiene.


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Dominos Pizza India also boasts about its commitment to serve its customers ontime by implementing the 30 MINUTES OR FREE service commitment.

Domino's constantly strives to develop products that suit the tastes of itscustomers.

Domino's believes strongly in the strategy of 'Think local and act regional'.

Q 7) Discuss what was learned in doing this assignment and how it could be applied in

the business world.

Provides a customer orientation overview employees can relate to what Idoin the process

Identifies Fail points- weak links in the chain of service activities. Basis for identifying costs, revenues, capital investment required. Facilitates top-down, bottom-up approach to quality improvements.

services management dominos grp 10

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