Managing Service Design and Operations - Syllabus Fall 2015 - V1
Managing Service Design and Operations - Syllabus Fall 2015 - V1
University
Extension
School
Management
E-‐5061
–
Managing
Service
Design
and
Operations
Syllabus
V1–
Fall
2015
Instructor:
Contact
Info
&
Social
Media
Course
Logistics
-‐ Time:
Please
refer
to
class
site
for
most
recent
information
-‐ Location:
Please
refer
to
the
Canvas
site
for
link
to
Blackboard
Collaborate
classroom
This
course
explores
how
leaders
design
and
manage
service
models,
and
systems
to
manage
employees
and
customers,
with
the
goal
to
consistently
deliver
exceptional
and
profitable
services.
Through
recent
and
relevant
literature,
case
studies
from
a
variety
of
industries,
and
the
sharing
of
direct
professional
experiences
in
a
community
of
learning,
students
will
gain
practical
insights
that
can
be
readily
applied
in
the
workplace.
A
key
theme
of
the
course
is
balancing
acquisition
and
application
of
knowledge.
Every
session
is
designed
to
provide
plenty
of
practical
examples
of
concepts
and
ideas,
drawn
from
case
studies
and
our
professional
experiences.
As
an
example,
Module
2
is
largely
delivered
via
workshops,
where
students
can
get
practice
in
the
application
of
the
tools,
and
feedback
from
the
instructor
and
their
peers
in
a
safe,
learning
environment
where
mistakes
are
seen
as
just
another
path
to
success.
Course
Structure
Module
1:
In
the
initial
module,
we
will
discuss
operational
topics,
including
the
trade-‐offs
involved
in
the
service
model,
the
customer
and
management
systems,
and
the
funding
mechanism.
We
will
touch
upon
customer
satisfaction,
loyalty
and
profitability.
The
concepts
of
service
journey
(vs.
touch
points)
and
capacity
and
demand
management
cap
this
module.
We
will
discover
tools
and
frameworks
to
instill
a
sense
of
efficiency,
effectiveness,
and
productivity
in
the
service
delivery.
Methodology
“Tell
me
and
I
forget,
teach
me
and
I
may
remember,
involve
me
and
I
learn.”
–
Benjamin
Franklin
The
course
will
be
taught
using
a
combination
of
presentations,
case
studies,
topic
discussions,
simulations,
and
in-‐class
workshops
designed
to
facilitate
understanding
of
key
concepts,
and
their
application
in
the
workplace.
I
do
not
lecture,
as
I
believe
a
participant-‐centered
approach
creates
unequaled
value
in
the
educational
process.
Expect
being
part
of
an
interactive
classroom,
collaborating
in
frequent
break-‐out
sessions,
and
engaging
in
extensive
teamwork,
as
I
believe
collaborative
and
experiential
learning
is
most
effective
for
adult
learners.
The
provision
of
services
is
not
an
exact
science,
and
students
should
expect
to
contend
with
complex,
multi-‐
factor
situations
that
do
not
have
clear-‐cut
solutions.
Additionally,
students
are
expected
to
monitor
current
business
news
and
correlate
events
as
they
unfold
in
the
real
world
with
concepts
reviewed
in
class.
We
will
use
the
course
Twitter
feed
to
enrich
our
class
discussions.
Relevant,
concise
contributions
will
result
in
a
better
class
participation
grade.
Objectives
-‐ Understand
that
service
success
depends
on
the
careful
design
and
execution
of
a
set
of
interrelated
systems
and
capabilities
to
reliably
deliver
a
service
that
customers
value
-‐ Understand
that
a
successful
service
provision
is
achieved
by
a
deliberate
set
of
tradeoffs
involving
the
service
offering,
funding
mechanism,
and
employee
and
customer
management
systems
-‐ Learn
and
apply
key
Design
Thinking
concepts
and
tools
as
applied
to
service
design
-‐ Explore
how
continuous
improvement
and
change
management
can
refine
and
amplify
the
strategic
advantages
created
by
successful
service
provision.
Course
Materials
• Digital
course
pack
[DCP]:
The
course
pack
for
this
this
course
contains
the
background
notes,
case
studies,
and
some
of
the
articles
we
will
use.
It
is
available
at
a
discount
from
Harvard
Business
Press.
-‐ Books
[B]:
REQUIRED:
This
is
Service
Design
Thinking,
Stickdorn,
Marc
and
Schneider,
Jakob,
Wiley,
2012,
ISBN:
978-‐1-‐118-‐15630-‐8
(hardcover
or
Kindle
editions
are
acceptable,
but
hardcover
is
more
beautiful)
We
will
use
chapters
from
the
following
textbook,
which
will
be
available
as
part
of
the
Digital
Course
Pack
at
a
substantial
discount.
There
is
no
need
to
purchase
this
book
separately.
-‐ Service
Management,
7th
Edition,
Fitzsimmons,
James
and
Fitzsimmons,
Mona,
McGraw
Hill,
2011,
ISBN:
0-‐07-‐340335-‐0.
Grading
“The
only
way
to
be
truly
satisfied
is
to
do
what
you
believe
is
great
work.”
-‐Steve
Jobs
Assignments
• Short
Introduction
To
assist
me
in
better
calibrating
the
class
to
your
interests,
expectations,
and
goals,
please
submit
a
2-‐page
personal
summary
prior
to
our
first
class.
Page
1
should
be
a
current
resume.
Page
2
is
a
short
essay
indicating
whether
you
have
been
admitted
to
the
ALM
degree
program,
why
you
are
taking
this
class,
your
goals,
expectations,
and
the
features
you
consider
make
for
a
successful
course.
All
Short
Intro
Assignments
will
be
posted
to
the
course
Canvas
to
assist
your
classmates
determine
the
teams
for
the
Case
Study
Assignments
and
the
Final
Project,
and
to
foster
networking.
I
won’t
grade
this
assignment,
but
it
will
count
towards
your
first
class
participation.
• Case
Studies
(teams
of
4
students)
Every
student
needs
to
prepare
for
the
discussion
of
every
case
study,
as
that
will
determine
their
participation
grade.
In
addition,
each
4-‐person
team
needs
to
turn
in
a
written
analysis
of
2
case
studies.
The
makeup
of
the
Assignment:
-‐ Short
Introduction
posted
to
iSite
Assignment:
-‐ DCP:
“Commerce
Bank”,
HBS
Case
9-‐603-‐080
Assignment:
-‐ DCP:
“Innovation
at
Progressive
(A):
Pay-‐as-‐You-‐Go
Insurance”,
Harvard
Business
School
Case
9-‐602-‐175
Assignment:
-‐ DCP:
“Zipcar:
Influencing
Customer
Behavior”,
Harvard
Business
School
Case
9-‐605-‐054
Assignment:
-‐ DCP:
“eBay
(A):
The
Customer
Marketplace”,
Harvard
Business
School
Case
9-‐602-‐071
Session 6 – October 6: Managing the Operating Role of Employees and Culture (I)
Readings:
-‐ DCP:
“Building
the
Bottom
Line
by
Developing
the
Frontline:
Career
Development
for
Service
Employees”,
by
Donald
W.
Jackson,
Nancy
J.
Sirianni,
Business
Horizons,
2009
-‐ “Walmart
vs.
Union-‐Backed
OUR
Walmart”,
BloombergBusinessweek,
December
13,
2012,
http://goo.gl/5pAmnS
-‐ “Management
Be
Nimble”,
New
York
Times,
January
4,
2014,
http://goo.gl/S2bRJn
Assignments:
-‐ DCP:
“Four
Seasons
Goes
to
Paris:
53
Properties,
24
Countries,
1
Philosophy”,
Harvard
Business
School,
Case
803-‐069
Session 7 – October 13: Managing the Operating Role of Employees and Culture (II), and Customer Satisfaction
Readings:
-‐ DCP:
“The
Rules
of
Measurement:
Understanding
the
Fundamentals
of
the
Net
Promoter
Score
(NPS)-‐-‐
And
How
It
Can
Help
Your
Company
Thrive
in
a
Customer-‐Driven
World”,
by
Fred
Reichheld
and
Rob
Markey,
Harvard
Business
Press
Chapters,
September
2011.
-‐ DCP:
“Stop
Trying
to
Delight
Your
Customers”,
by
M.
Dixon,
K.
Freeman,
and
N.
Toman,
Harvard
Business
Review,
July-‐August
2010
-‐ “NPS
Trailblazer
Series:
Zappos”,
Bain
&
Co.,
September
25,
2014,
http://goo.gl/GLkQeB
-‐ “How
can
American
Express
help
you?”,
Fortune.com,
April
19,
2012,
http://goo.gl/3KDUL2
Assignments:
-‐ DCP
–
Multimedia
Case:
“Zappos.com
2009:
Clothing,
Customer
Service,
and
Company
Culture”,
Harvard
Business
School,
Case
612701-‐HTM-‐ENG
Session
9
–
October
27:
Disruptive
Services:
Tools
and
Cases
Research
Presentations
Assignment:
-‐ 20-‐minute
team
presentations
(15-‐min
presentation,
5-‐min
QA)
on
disruptive
service
tools
and
cases.
Session
10
–
November
3:
The
Service
Journey
and
Improving
Services
Readings:
-‐ DCP:
“The
Truth
About
Customer
Experience”,
by
A.
Rawson,
E.
Duncan,
C.
Jones,
Harvard
Business
Review,
September
2013
-‐ Essentials
of
Lean
Sigma
Process
Improvement
for
Services
(provided
by
Instructor)
Assignment:
-‐ DCP:
“Lean
at
Wipro
Technologies”,
Harvard
Business
School,
Case
9-‐607-‐032
-‐ Due
(all
teams):
Queuing
Problem
Set
Assignment:
-‐ DCP:
“Design
Thinking
and
Innovation
at
Apple”,
Harvard
Business
School,
Case
9-‐609-‐066
Sessions
12,
13,
14–
November
17,
24,
December
1:
Service
Design
Thinking
Workshops
Readings:
-‐ Explore
http://thisisservicedesignthinking.com
-‐ Textbook:
“This
is
Service
Design
Thinking”,
pages
158-‐161,
204-‐207,
212-‐213
-‐ DCP:
“An
Anthropologist
Walks
into
a
Bar...”,
by
C.
Madsbjerg,
M
Rasmussen,
Harvard
Business
Review,
March
2014
In-‐Class
Activity:
-‐ Service
Design
workshop
Sessions
15
and
16
–
December
8
and
15:
New
Service
Design
Project
Presentations
-‐ Each
team
presents
their
Service
Design
in
15
minutes,
plus
an
additional
5-‐minute
Q&A
session.