NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Service Operations Management

Internal Assignment Applicable for December 2023 Examination

Question 1.
Strategies & decisions of regarding Service Operation are taken at various levels of
hierarchy in organizations. Discuss these levels of hierarchy and the Strategic decisions
taken at these levels. Explain these concepts by taking an example of any Educational
Institute of your choice.
Answer 1.
In the context of service operation in organizations, decisions are typically made at various levels of
hierarchy, each level addressing different aspects of the service delivery and management. The levels
of hierarchy commonly include strategic, tactical, and operational levels. Let's discuss these levels and
the strategic decisions taken at each level using an example of an educational institute.
Strategic Level:
Decision-Making Focus: The strategic level involves high-level decisions that align with the
overall organizational goals and mission. It focuses on long-term planning and setting the direction for
the organization.
Strategic Decisions:
Example: At the strategic level, an educational institute might decide to expand its program
offerings to cater to emerging industry demands or to enhance its global presence through partnerships
with international institutions. These decisions are typically made by the board of directors or top-
level executives.
Tactical Level:
Decision-Making Focus: The tactical level translates the strategic decisions into actionable plans.
It involves medium-term planning and coordination between different departments or units.
Tactical Decisions:
Example: The institute's management team at the tactical level might decide to implement a
new learning management system to improve course delivery and student engagement. This decision
supports the strategic goal of staying technologically competitive.
Operational Level:
Decision-Making Focus: The operational level deals with day-to-day activities and the execution of
plans developed at higher levels. It focuses on efficiency, effectiveness, and immediate problem-
solving.
Operational Decisions:
Example: At the operational level, faculty members may decide on the daily schedule of classes,
ensuring that teaching resources are efficiently utilized. This decision supports the tactical goal of
implementing the new learning management system by ensuring proper use in everyday teaching.
Example: XYZ University
Strategic Decision:
The university's board decides to invest in online education to reach a global audience and enhance the
institution's reputation. This decision aligns with the long-term strategic goal of becoming a leader in
online education.
Tactical Decision:
The university's management team decides to partner with a technology company to develop a
customized online learning platform. This decision supports the strategic goal by providing a specific
plan for implementation.
Operational Decision:
Individual professors decide on the content and schedule for their online courses, ensuring that
students receive quality education through the new platform. This decision contributes to the tactical
plan and ensures the effective execution of the online education initiative.
In summary, effective service operation in educational institutes involves aligning decisions at
different levels of hierarchy to achieve organizational goals. Strategic decisions guide the overall
direction, tactical decisions translate these into plans, and operational decisions ensure day-to-day
efficiency and effectiveness.
Question 2.
The ‘Service Design’ concept is understood and carefully planned in Service
Operations. Explain the various approaches that Service setups can apply to the ‘Service
Design’? Explain the concept with the help of reference of a hospitality setup like a Resort.
Answer 2
Service Design is a critical phase in the Service Lifecycle, focusing on the design and improvement of
services from the customer's perspective. Various approaches can be applied in Service Design to
ensure that services meet customer needs and expectations. Let's explore some of these approaches,
illustrating them with reference to a hospitality setup like a resort.
User-Centered Design (UCD):
Approach: UCD involves understanding the needs and behaviors of the users (in this case, guests
at the resort) throughout the design process. It emphasizes involving users in the design and testing
phases to ensure that services are intuitive and meet their expectations.
Example: In a resort setting, UCD may involve conducting surveys or interviews with guests to
understand their preferences, expectations, and pain points. The design of room layouts, amenities, and
service processes can then be tailored based on this user feedback.

Service Blueprinting:
 Approach: Service blueprinting is a visualization technique that maps out the entire service
delivery process, including customer touchpoints and backstage operations. It helps in understanding
the end-to-end service experience and identifying areas for improvement.
Example: In a resort, service blueprinting may involve mapping out the guest journey from
booking a room online to check-in, on-site activities, dining experiences, and check-out. This visual
representation helps identify potential bottlenecks or areas where service can be enhanced.
Customer Journey Mapping:
Approach: Customer journey mapping involves creating a visual representation of the customer's
interactions with the service across various touchpoints. It helps in understanding the customer's
emotional and experiential journey.
Example: For a resort, customer journey mapping could involve tracking a guest's experience
from the moment they consider booking to after their stay. This includes interactions with the website,
reservation process, arrival, stay at the resort, and post-stay feedback. Understanding this journey
helps in optimizing each touchpoint for a positive experience.
Service Prototyping:
Approach: Service prototyping involves creating a tangible or visual representation of a service
concept before full implementation. It allows for testing and refining ideas before investing in the full-
scale launch.
Example: In a resort setting, service prototyping may involve creating a model room or a virtual
reality simulation of the guest experience. This allows the management to gather feedback from
stakeholders and make adjustments to enhance the overall service before the resort is officially
opened.
Agile Service Design:
Approach: Agile methodologies involve iterative and flexible development, allowing for
continuous improvement based on customer feedback and changing requirements. It is particularly
useful for adapting services to evolving customer needs.
Example: A resort using agile service design might regularly gather feedback from guests
through surveys or social media and make real-time adjustments to services, such as modifying
activity offerings, improving check-in processes, or refining dining options based on customer
preferences.
In the context of a resort, applying these Service Design approaches ensures that the services provided
align with customer expectations, creating a positive and memorable experience for guests. This, in
turn, contributes to customer satisfaction, loyalty, and the overall success of the hospitality setup.
Question 3.
An automobile service center is a common service setup involving many different types
of service processes. Discuss the following aspects of these kind of setups (you can take an
example of your choice) with reference to the following questions
a. Discuss the elements that need to be planned in a Service Framework of the mentioned
setup.
b. These services do not plan all operations in the presence of the customers as well as make
them visible to customers. Discuss this aspect of the layout planning of these process with
theconcept of Decoupling of processes.
Answer 3.
a. Service Framework Planning for an Automobile Service Center:
An effective Service Framework for an automobile service center involves careful planning to ensure
efficient and customer-centric operations. Here are the key elements that need to be planned:
Customer Interaction Points:
Identify and plan for various touchpoints where customers interact with the service center, such
as reception areas, service desks, and customer waiting areas. Ensure a welcoming and organized
environment.
Appointment Scheduling:
Implement a system for scheduling appointments to manage the flow of vehicles and customers
efficiently. This includes planning for an online or phone-based appointment system.
Service Bays and Equipment Layout:
Optimize the layout of service bays and equipment to facilitate smooth workflow. Consider
factors such as the proximity of tools, spare parts, and diagnostic equipment to minimize service time.
Parts Inventory Management:
Plan for an organized parts inventory management system to ensure that necessary spare parts are
readily available. This helps in reducing downtime and expediting repairs.
Staff Training and Skill Development:
Develop a plan for staff training and skill enhancement programs to ensure that technicians are
well-equipped to handle a variety of automobile issues. This contributes to the overall efficiency of the
service center.
Customer Communication Channels:
Establish effective communication channels to keep customers informed about the status of their
vehicles. This can include SMS updates, phone calls, or an online portal for tracking service progress.
Quality Assurance and Feedback Mechanism:
Implement a quality assurance process to ensure that services meet the desired standards. Set up
mechanisms for collecting customer feedback to continuously improve service quality.
Record-Keeping and Documentation:
Plan for a robust record-keeping system to maintain detailed service histories for each vehicle.
This aids in future diagnostics and provides valuable information for customers.

b. Layout Planning and Decoupling of Processes:

In an automobile service center, not all operations can or should be conducted in the presence of
customers. Decoupling of processes involves separating customer-facing activities from those that are
better performed in a controlled or specialized environment. This is crucial for maintaining efficiency
and safety. Here's how layout planning incorporates the concept of decoupling:
Customer Reception and Consultation Area:
 Customer-facing activities, such as vehicle drop-off, consultation, and service inquiries, are
typically located in a designated area that is separate from the service bays. This ensures a focused and
organized interaction with the customer.
Service Bays and Workshops:
The actual repair and maintenance processes take place in service bays, which are usually located
in a separate, controlled environment. This ensures that technicians can work efficiently without
distractions and that safety protocols are adhered to.
Decoupling for Safety and Efficiency:
Certain operations, such as welding, painting, or intricate diagnostics, may pose safety risks or
require specialized equipment. Decoupling these processes in dedicated areas helps in maintaining a
safe and controlled environment, ensuring the well-being of both customers and staff.
Minimizing Customer Disruption:
By decoupling processes that may create noise, odors, or disruptions, the service center can create
a more comfortable and customer-friendly environment in the reception and waiting areas. This
separation contributes to a positive customer experience.
Efficient Workflow Management:
Decoupling allows for a more organized workflow, where specialized tasks can be performed
with precision and focus. This contributes to overall efficiency and quality in the service center's
operations.

In conclusion, planning the Service Framework and incorporating the concept of decoupling processes
in layout planning is essential for the effective and customer-centric operation of an automobile
service center. It ensures a balance between customer interaction points and the optimized execution of
technical processes.