By J. Teboul

ISBN-10: 0230006604

ISBN-13: 9780230006607

ISBN-10: 0230579477

ISBN-13: 9780230579477

This e-book features a uncomplicated yet strong definition of providers dependent upon a separation among back-stage and front-stage actions. prone care for entrance interactions, creation and production with back-stage operations. Teboul makes use of this contrast to systematically discover the $64000 problems with the sphere.

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Additional info for Service Is Front Stage: Positioning Services for Value Advantage (Insead Business Press)

Example text

Customers are an integral part of the performance and therefore have an important role to play. This role may be purely routine or may require a specific effort, such as providing information to help a medical diagnosis or taking part in the search for a solution. Customers guide and control the service provider and can even be involved before or after the contact, as is the case with students, for example, who prepare for classes beforehand and do homework afterward. So, far from being “objects” subject to a process of blind transformation, customers can help improve the design of the service and the way in which it is delivered.

6 Marriott hotels 44 FairField T H E S E R V I C E - I N T E N S I T Y M AT R I X The main advantage of the service-intensity matrix is to display three essential and interdependent dimensions of the service mix: product, process and people. As communications theorist and writer Marshall McLuhan1 used to say, the medium is the message – we could say the process is the product and the product is the process. It is important to show the interplay of these elements on the same picture. 7 is a simplified version.

POSITIONING IN E-BUSINESS It is worthwhile exploring further the process/people dimension of the service-intensity matrix. The most intense and expensive interaction is a face-to-face with an expert; the least intense and expensive is a 50 T H E S E R V I C E - I N T E N S I T Y M AT R I X simple online link between two computers on the web. The cost difference is huge and is not always justified, as a face-to-face with an expert is not necessarily better than a face-to-face with a teller equipped with an expert system, and an interaction with a teller is not necessarily better than an interaction with an automatic teller machine.

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Service Is Front Stage: Positioning Services for Value Advantage (Insead Business Press) by J. Teboul


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