Guiding readers through each stage in the design and implementation of service operations, this book combines lively examples that are easy to relate to with clearly explained theory. Readers are introduced to the main differences between managing services to managing products and given a concise induction into the core principles of operations management. The text then maps out each consecutive stage in the life of a service, from the initial business proposal for a new service, through market research practices, to the development and implementation of a service and concludes with the termination and disposal of a service.

Customer Identification

Customer identification

Even if you're on the right track, you'll get run over if you just sit there.

Will Rogers, American Political Humourist

In broad terms, all services need customers and this chapter will focus on market research. This is just a brief introduction to the topic. It will show some simple tools for data collection, which very early in the process and with very little effort, can identify potential failures and eliminate them. This will enable those managing operations to focus on products and services, which will be potentially more successful.

Learning Outcomes

When you have completed this chapter you should be able to:

  • Realize the importance of market research.
  • Know how to use the experts within an organization.
  • Identify what services are not right for an organization.
  • Identify advantages, benefits ...
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