Process Management is a group of activities that involves planning, monitoring and, results of the process. It is a skill that includes techniques, knowledge, and report and improves processes in order to meet customer service goals and requirements, in turn for a profit. Table 1A describes the product flow matrix. ”There are three main approaches to delivering services; they include the production-line approach, the self-service approach, and the personal-attention approach” (Jacobs & Chase, 2011). The purpose of this assignment is to recognize the appropriate design approach for a product or service.
The three contrasting approaches are production line, self-service and personal attention. The first approach is a production line. “The value of this philosophy is that it overcomes many problems inherent in the concept of service itself. That is, service implies subordination or subjugation of the server to the served; manufacturing, on the other hand, avoids this connotation because it focuses on things rather than people” (Jacobs & Chase, 2011). An example of production line would be McDonald’s.
The service delivery is treated much like a manufacturing. Instead of possessing different equipment and stations, they would focus on having one large grill for one person to cook the burgers, a dressing station to prepare the burgers, a fryer where one person would make French fires, and a counter where customers place their orders.
The second approach is a self-service, proposes. It means “that the service process can be enhanced by having the customer take a greater role in the production of the service” (Jacobs & Chase, 2011). Self Service is an effective way for the company to save money. As in the example of McDonald’s, there are some restaurants where customers can go up to the counter and place their orders themselves by using a screen touch computer.
This comes in handy, because it lets the customer tailor their order to their liking. Other examples of self-service is an ATM machine cuts the cost of a teller. The customer can go to any ATM machine and deposit or withdraw money at any time of the day. Other examples would be IKEA, bikes, furniture or toys, where the customer can assemble the final production bringing the cost of shipping and the actual item to a lower price.
The third approach in the service design is personal attention. Some companies for example, a department store, a doctor’s office or information technology support will try to develop a relationship between the clerk and customer. Some companies at end of the year will send Christmas cards for their customers or a coupon for their next purchase. This is a good way to keep in touch with their customers and in addition, give it that “personal touch”.
In the Process Design Matrix “the formats by which a facility is arranged are defined by the general pattern of work flow; there are five basic structures (project, work center, manufacturing cell, assembly line, and continuous process” (Jacobs & Chase, 2011).
The job shop approach focuses on having functions or equipment in a group. An example would be a machine shop that would make parts for local companies, such as boats; they can even specialize on parts for planes. Toyota Company follows this approach since they have different machine shops so they can create different parts of a car. One area can specialize in building the hood while the other can be cutting customize parts to assemble the car.
The second approach is called the assembly line. This creates a similar and constant process on the assembly line in which it follows steps. Toyota Company follows this approach. Each worker has his or her own task and focus on that task. There are stations that will install the tires, another station will specialize on the electrical aspect, and another station will finish of the car by adding a nice coat of paint. When each station finishes their section, it moves on to the next station so it can get worked on.
The last approach is the Continuous process. “This approach is used for products that are similar to the assembly line. The only difference is that the production flow is continuous like with liquids” (Jacobs & Chase, 2011). Some common continuous processes are oil refining, chemicals, and fertilizers. This type of approach sometimes operates 24 hours a day and workers are in rotating shifts.
The product process matrix helps industries understand what their options are especially regarding a manufacturing function. Some firms can have certain traits that belong in the matrix, depending on what life cycle the product is on. By applying this concept into their strategic planning, industries are able to think outside the box and gain competitive advantage. In addition, using the matrix allows manufacturing managers to get involved more in the planning process so they can share their prospects and decision more effectively.
Table 1A – Jacobs, F. R. & Chase, R. (2011). Operations and Supply Chain Management (13th ed.). Boston, MA: McGraw-Hill Irwin.
Jacobs, F. R. & Chase, R. (2011). Operations and Supply Chain Management (13th ed.). Boston, MA: McGraw-Hill Irwin. I do not have page numbers sited because I am unable to download the textbook. I have no problem with reading it through the OLS, I just cannot see page numbers.