Chapter 3 Review and Discussion Question - Essay Example

Review and Discussion Question - How does the design of a service process differ from designing a manufactured good? Explain the factors that one must consider for a good service design. The design of a service process differs from designing of manufactured goods in a number of ways. First and foremost is the fact that service designers should keep in mind that their products are intangible, yet directed at achieving customer’s satisfaction. Moreover, service users have to stay prepared to fulfill the demands of customers, for which there is no need to maintain inventory, which is essential for manufactured goods.

An additional factor is the ‘customer-specific’ nature of services, since every customer presents a unique pattern of needs and hence a new challenge every time. While most manufacturing processes are automated, the service organizations cannot adopt this process. Lastly, manufacturing demands physical location for production of products, whereas service designers are least bothered about this aspect. For a good service, the designer should keep in mind factors like legitimacy of services, access to potential clients, competitors in the market, price ranges, cost of maintaining services and demand in the markets.

- What is mass customization? Why does mass customization present process design challenges?Mass customization refers to the combination of two business practices commonly referred to as craft production and the mass production. Being directed at providing maximum satisfaction to the customers, the practice promotes the notion of providing individualized products to customers with mass production efficiency. Although the application of the notion of mass customization appears promising, there are a number of challenges related to this concept.

The challenges that arise secondary to the application of this process may be regarded as being internal complexities or external complexities. External complexities arise when customers face difficulties regarding customization of their ordered products. The uncertainty associated with this process is often the cause of dissatisfaction for the client. Internal complexities on the other hand are related to the internal functions of the company regarding designing of products that are customizable enough to meet the customer’s demands.

Due to wide product range and variety that results secondary to mass customization, the company faces internal complexities that may hinder its smooth functioning.