Page 137 - DMGT522_SERVICES MANAGEMENT
P. 137
Services Management
Notes Performance Indicators
The services plan should have clear measurable performance indicators. These indicators should
clearly identify any constraints and/or resources required to achieve the agreed services mix.
The performance indicators should be agreed with the Department of Health.
Consultation
A draft report, which documents the service plan, is to be prepared. Comparisons of the
throughput rate and facilities provided at similar centers are to be made. The relevant agency
managers are to review and sign off the service plan.
Preparation of the Report - A draft service plan should be prepared and form the basis for
discussion with a clear rationale for the recommended options outlined in the draft report.
Caselet Case: Differentiating Services – Yatra.com’s ‘Click and
Mortar’ Model
his case study focuses on Yatra.com’s differentiation strategies. Yatra.com became a
Tformidable online travel service provider in India in just about 3 years. However,
with increasing competition and intense rivalry, what is the best way to differentiate its
services from the rivals?
The turning point for the Indian tourism industry came with the innovative campaign
‘Incredible India’ launched by the Department of Tourism in 2002. In the light of the
transformation underwent by the Indian tourism and travel industry from an unorganised
state to an organized one, hotels, travel agents and aviation witnessed a boom in their
business. Also, the internet boom paved way for the emergence of online travel agents like
MakeMyTrip.com and ClearTrip.com in India, who have been dominating the market for a
long time. They made travelling a pleasure by offering various services to the tourists.
‘Saving time and money’ is no longer an appealing way of positioning any business,
especially an online business. Rather, effectively creating a unique value proposition for
the customers, places a company on a pedestal. And to do the same, any prudent company
should constantly chart out ways of differentiating itself as it is imperative. However, the
big question is, to what extent it would be able to bank on the model in the long run for
generating revenues. Also, to what extent can a company in the services sector, that too
which is acting only as a mediator differentiate its services.
Source: http://www.ibscdc.org/Case_Studies/Marketing/Services%20Marketing/SVM0002.htm
Self Assessment
Fill in the blanks:
9. A .............................. report, which documents the service plan, is to be prepared.
10. The services plan should have clear measurable performance .............................. .
11. A .............................. budget is to be determined for the preferred service model.
12. The estimated peak demand for service for a ten-year period should be used to
.............................. demand.
132 LOVELY PROFESSIONAL UNIVERSITY
