Managing Operations: Week 3

eCRM

• Firms use CRM systems help manage relationships with customers.
• CRM systems provide info all business processes deal customers' sales, marketing + service optimise revenue.
• Info helps firms identify, attract + retain most profitable customers.

Customer: Sales

• Telephone sales
• Web sales
• Retail store sales

Customer: Service

• Call centre data
• Web self-service data
• Wireless data

Project processes:

• Processes produce high-variety + low-volume products termed projects.
• Project processes make one-off products customer specification.
• Location product stationary.
• Examples: Building construction, movie film production.

Jobbing processes:

• Processes produce high-variety + low-volume products. 
• Jobbing processes used make one-off/low volume product customer specification.
• Product moves location transforming resources, e.g. equipment.
• Example: Bespoke tailors.

Batch processes:

• Processes produce products medium variety + medium volume.
• Products grouped batches (batch size range 2-100s).
• Products move location transforming resources, e.g. equipment.
• Example: Vehicle components.

Mass (Line) processes:

• Processes produce low variety + high volume products.
• High volumes product = cost effective use specialised labour + equipment.
• Example: Television.

Continuous processes:

• Processes produce high volume standard products.
• Products produced continuous operation usually continuous flow e.g. oil + gas.
• Examples: Oil + electricity production.

Overview

3 service process types: Professional service, Service shop + Mass service.

Professional Service

• Operate high variety + low volume.
• Characterised high levels customisation.
• Example: Management consultancy.

Service Shop

• Processes operate medium amount variety + volume service.
• Certain amount customisation service.
• Example: Restaurants.

Mass Service

• Processes operate low variety + high volume.
• Little customisation service individual customer needs + limited contact between customer + people providing service.
• Example: Supermarkets.

Layout Types

• Fixed-position layout.
• Process (Functional) layout.
• Cell layout.
• Product (line) layout.

Fixed Position Layout

• Used product/service cannot moved + so transforming process must place location product creation/service delivery.
• Example: Buildings.

Process (Functional) Layout

• One which resources (e.g. equipment + people) have similar processes/functions grouped together.
• Process layouts used large variety products/services being delivered.