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IN
SERVICES SECTOR
(OPERATIONS MANAGEMENT)
SUBMITTED TO:
SUBMITTED BY:
Baalesh Mathur
Chandranath Banerjee
Pradipta Saha
Sibashish Banerjee
Subhadip Nath
2008-2010
Introduction :
Productivity defined
Measuring productivity in a service organization is difficult due to the intangible nature of the
product. Service companies base productivity on the number of tasks performed, or the number
of customers served in any given time period. Other measures include a comparison of the
service provided with established company, industry, or customer quality standards. Since, it is
often difficult to establish a standard time for a task in the service industry, usually, only a
probable time for a task can be established.
➢ Banking
➢ health care(hospitals)
➢ hospitality industry(focusing on hotel industry)
➢ aviation industry
➢ IT
Banking sector
Past decade has seen a tremendous rise in the Indian banking industry. With time consumers
have seen a great change in the quantum and quality of services offered by the banks. Banking
industry which was once totally controlled and operated under government control now has
many private players, both national and international. Due to the emergence of private players,
the industry has seen immense competition which has lead to new innovations and development
in the sector. It became quite obvious to the various banks that mere service quality will not be
sufficient. To excel, they must work over various productivity improvement measures. This leads
to the adoption of many productivity enhancement changes in the processes.
Various parameters are evaluated to measure the productivity of service in the banking sector:
Service is more productive when the input resources are minimized and the desired output is
more. Such a situation is attained in the banking industry by working over their service
mechanism, minimizing operating costs without compromising on services.
Customer satisfaction is a direct reflection of the quality service provided by a bank. Various
parameters will decide the level of customer satisfaction:
• Economy of time: decreasing the waiting time for the customer is very important to
increase productivity as well as to enhance customer satisfaction. The service should be
provided without any hassles and as soon as demanded.
• Punctuality: services should be produced as per promised schedule. For eg. When a
customer opens an account , it should become operative on or before the promised date
and time.
• Quality of the service offered: quality of the service should be delighting for the
customer. Quality service delivered on time ensures customer loyalty and also leads to
increase of customer base.
Moreover, various processes in the banks are redesigned and re engineered to suit to the
customers, removing bottlenecks and increasing efficiency.
Step1: ICICI executive calls in, requesting credit approval for a client.
Step2: Clerk logs the call on paper, messenger takes it to credit department.
Step3: A specialist enters data into computer, checks creditworthiness and
prepares a report.
Step4: The report is physically moved to the business practices department.
Step5: The business practices department modifies a standard loan to fit
customer`s needs.
Step6: Using a spread sheet, a pricer determines the appropriate interest rate and
payment schedule.
Step7: An administrator uses the information to develop a quote letter.
Step8: The quote letter is delivered to the salesperson, who submits it to the
customer.
One person, called a deal structure, conducts all the above steps. To enable one
person to execute the above steps, a simple DSS provides the deal structure with
the guidelines needed. The program guides the deal structure in finding
information in the databases, plugging numbers into an evaluation model, and
pulling standardized clauses from a file. For a difficult situation he can get help
from a specialist from the financial department.
✔ Increased use of IT in the business process within the organizations ,has resulted in great
enhancement of productivity in the banking sector. IT tools like shared databases,
client/server architecture, electronic mail, high performance computing systems,
DSS(decision support system), enterprise support systems and expert systems, have lead
to increased coordination and better communication within the organization.
.
Use of IT for productivity enhancement in overall banking operations at ICICI bank
ICICI bank has been one of the pioneers in the banking sector in India to provide high quality
online banking services. A wide gamut of online services offered has not only resulted in great
cost cutting(infrastructure cost) but also made the services more reliable and effective. Clients
could perform transactions with the bank with the help of their log in id`s. various other services
like e-ticketing, mobile banking, e-shopping, e-billing etc., offered by the bank have also lead to
customer base enhancement.
Latest initiative of the bank to increase the quantum and quality of its services is to start India`s
first branch free banking service. This will totally remove the need of physical transactions
between the clients and the bank. The client will not need to associate himself with any branch
of the bank and is free to perform all the banking transactions from his own place.
Advantages: increase in customer comfort, huge cost cutting for the bank, increased customer
base , enhanced reliability of services.
All these factors are resulting in great productivity enhancement for the bank.
Health Care Industry
The health care industry in India, is a rapidly increasing service industry. With the increase in the
number of patients and good doctors, the need for efficient health care services is also increasing.
Today, India is not only catering to millions of patients from across the country but also
thousands of people come daily, from across the border to get good treatment. This provides the
very reason for the constant improvement in the services offered and greater efficiency in the
productivity of hospitals.
Objective of a hospital:-
To cater to large number of patients with full responsibility and efficiency which make the
patients ultimately satisfied with the services being provided.
Services provided includes the facilities of general treatment, inbound treatment, operations and
surgery, clinical test facilities, emergency rooms and trauma center , ambulance faculties, and
many more.
Productivity in a hospital:-
Productivity in a hospital is generally defined in many senses, like productivity equal to output
(number of operations and ambulance trips) divided by the input ( people and capital).
Productivity can also be measured in terms of the number of patients being provided the services
to the length of their stay in the hospital. Quality of care though not very much measured as
productivity but is as a result of it.
Thus to increase the productivity of a hospital, several adaptations and improvement measures
are required both at the managerial level as well as the operational level.
1. Designing the hospital so as to decrease the waiting time and difficulties suffered by
the patients:
• Hospitals are generally multistoried which creates a lot of time wastage and
difficulties for patient. The ground floor is very much crucial as all the activities
starts from this level. The ground floor could be made more productive by:-
Registration desk made close to the entrance to avoid any confusion among the
incoming patients. The doctor’s consultancy rooms at this level, as the 1st
requirement of the patients before going for any further procedures. Emergency
rooms must be made at this level which can be connected to the ambulances
arriving with serious patients. This will not only decrease the reaction time but
will reduce further pain for the patients due to lesser movements. Billing counters,
pharmacy department and waiting hall could also facilitate faster procedures and
will cut down the chaos in upper levels.
• The clinical testing laboratories, facilities like X-Ray, CT-Scan etc can be well
distributed on the upper floors so that the patients prescribed to the above tests by
the doctors only could queue for it and this will also make the hospital staff
comfortable.
• The general wards and the special personal ones could be made on upper floors so
that they are not disturbed by the incoming patients presence and the noises at the
ground level. These wards should be made closer to the testing labs and the
operational theatres so that little movement for the patients admitted can be
provided. The movement time between processes and also the sufferings of the
patients can be reduced.
• The children wards which require a special attention must be made at a level
which could provide a good environment like good amount of sunlight, pleasant
outside view and least amount of noise.
• Each floor must be equipped with storage rooms for drugs, oxygen cylinders and
other necessary items.
• There must be a good ventilation and efficient source of light in every floor.
The systems can be efficiently use for improving patients flow; Scheduling; Bed
management; Patient, staff and asset tracking, and Interactive patient care.
• Improve Scheduling: Scheduling softwares provides comprehensive
appointments, event and task management like testing and surgeries. Over-
booking and satisfaction-zapping wait times can be eased or eliminated.
Reminders and alerts can be generated to minimize no-shows-patients who fail to
arrive for treatment.
• Helps in simplifying bed management: The goal of bed management is to
accurately place the patient in the right unit with the right level of staff required
and the right level of care. A bed management system helps to assign or transfer
patients from emergency department and other clinical units reducing the phone
calls and paper processes.
• Tracking of patients, staffs and assets can be greatly improved by the use of
many iIT tools. Ambulances carrying patients can be tracked with the help of
systems like GPS and also can be made to reach hospitals in quick time free from
traffics with the help of navigator systems.
• A major concern for the hospital administration lies with its inventory
management. The application of IT like inventory management system helps in
solving the problem of inventory level to a great extent. Since a hospital cannot
go a shortage of inventories like drugs, surgical equipments, oxygen cylinders,
blood requirements, or any other important items, the inventory management
system takes care of the shortages as well as reducing the excess. Most of the
inventories bear an expiry deadline so this system also provides timely utilization
of the items as well as reducing the chances of use of expired things.
• Improving patient care and operational efficiency:-
Real time and convenient electronic access to patient medication records and
prescription history.
Reduce incidents of medication and dispensing errors through the use of
automation engines (e.g. drug interaction and medical alert systems).
Enhance workflow through automated and integrated back end processe such as
pharmacy and billing management.
1. Cost saving techniques helps in improving the productivity as well as makes better
investments in future possible.
• Waste management is a major concern for this industry as tons of wastes are
produced daily from the various activities. Recycling of these waste products can
be used to decrease harm of the environment as well as acts as a source for
increasing the revenue for the hospital.
• Renewable energy development cuts down the expenses of hospitals to a great
extent. Waste water treatment facilities, rain water harvesting technique, use of
solar energy for purpose like heating, cleaning and lightening.
• Use of glass windows and proper ventilation, enabling proper sunlight and air
flow helps in saving a lot of energy. This also makes the environment more lively.
• Use of CFL technology for lightening which needs an initial investment but is
very useful in cutting the energy expenditures.
1. Improved service facilities:-
• Use of new and modern improved equipments for treatment and monitoring of
patients health like, info-imaging technique adopted by various hospitals which
provides the facilities of X-Ray, CT-Scan and other radiotherapy procedures in a
single machine. It provides the detailed computerized report which can be thus
stored and communicated directly. This technology not only saves room space but
also reduces the patient’s movement time which in other cases was too much.
• Advanced services like inter-connecting hospitals though web which can be used
by the doctors to get assistance in handling severe cases as well as passing the
knowledge for the benefit of its patients, includes getting an international and pre-
booked appointment.
• Providing the ambulances with emergency facilities like on board treatment
and operation service which reduces the suffering time for patients and also
reduces the difficulties of the hospital staffs.
• Human resource management like recruitment of skilled staffs and giving them
proper care and value for their work also enhances the productivity of hospitals.
Job specialization is indeed a major requirement for this type of service.
• Hygiene adds a lot to the image of the hospital. Many hospitals nationwide boasts
of the clean environment it provides and thus investing in the hygiene
maintenance will only add to the number of patients for the hospital. It also
provides a good working atmosphere for its staffs.
Productivity improvement process in hotel industry will work on the following lines:
➢ Integrated Management: This is another cost effective tool in the armor of management
to confirm smooth functioning of the Business where all Departments are interlinked. For
example, in hotels with integrated management customer can easily check in and check
out from any counter because of the inter-link.
➢ Online Booking:- It is estimated that by 2010 around 18 percent of revenues for hotels
will come from hotel bookings made on the internet, compared to the current 8–10
percent of revenues. Online bookings are more cost effective, tend to attract more
affluent customers and reduce reliance on more expensive booking channels.
The focus of all activities lies on providing quality services at affordable prices. For this the hotel
groups need to minimize unfruitful expenses and try to figure out ways to provide greater
customer delight.
➢ E-marketing:- It has been seen that every year Travelers using the internet for
information on destinations or to check prices or schedules have been growing at 395
percent over the past three years. Thus Hotels must make full use of internet to develop
trust and increase their market share.
➢ Electricity cost cutting:-To be cost effective and highly productive, Hotels set up a solar
power mechanism wherein most of the electricity is generated with the help of solar
energy, also the heat generated by the Air condition can be used through coiled heater to
warm water and thus saving lot of Electricity.
➢ Multitasking: An employee should be trained in such a way that he manages more than
one task at a given point of time. This will reduce the need of any extra employee which
can help in reducing the cost.
➢ Renting places for banquets: this is one of the ways by which hotels provide for a cover
for the maintenance of high quality banquets.
To curtail the marketing budget, various alternative strategies are adopted, which are cost
effective:
➢ Tie up with Tourism industry hours and travel:- The hotel collaborate with the tour
and travel operators on commission basic for designing travelling packages for domestic
as well as international package.
➢ Local Taxi Drivers:- Local Taxi auto drivers are commissioned to bring customer to the
hotel picked up from railway stations and airports.
AVIATION INDUSTRY
The Indian aviation industry is one of the fastest growing aviation industries in the world. India
has 454 airports and airstrips; of these, 16 are designated international airports. With the
liberalization of the Indian aviation sector, aviation industry in India has undergone a rapid
transformation. From being primarily a government-owned industry, the Indian aviation industry
is now dominated by privately owned full-service airlines and low-cost carriers. Private airlines
account for around 75 per cent share of the domestic aviation market. Earlier, air travel was a
privilege only a few could afford, but today air travel has become much cheaper and can be
afforded by a large number of people.
There has been phenomenal growth in the Indian aviation sector in 2007-08. India has
jumped to 9th position in world's aviation market from 12th in 2006. As per the Ministry of
Civil Aviation, the airline business is growing at 27 per cent per annum in India. During
2007, the domestic airline passenger traffic has shown a growth of 32.51 per cent. Further,
the scheduled domestic air services are now available from 82 airports as against 75 in
2006.
Flight Sharing
There are examples of different airline companies which fly in the same route at same time
with half the flight filled for both the companies. In such scenarios it could be done that two
companies come together and share the same flight with mutual understanding and share the
profit as per contract. This in turn reduces the operating cost of both the flights and reduces
wastage of fuel by going half empty.
Reduction of Frills
The airlines could reduce the amount of frills generally provided by them so as to reduce the
operating cost and also maintain good service i.e. timing and regularity which adds more
value to the customers.
First process is to depict the enhancement of productivity and efficacy at the airport,
adopted by airport authorities
1. The process of getting the baggage checked before boarding is time consuming
2. The passenger has to wait in queue twice and both passengers and authorities
time is wasted
The ways to rectify the process is as follows:
The baggage and security check should be done together so that the extra time in the
baggage checking is not done and the extra money and infrastructure required for that could
be removed. The reengineered process is shown below and the actual implementation of the
process can be found at new Hyderabad Airport. This has facilitated in serving the
customers more efficiently and also helped the aviation sector too.
1. The passengers are forced to take to seat they are forced to take
2. The passenger who are placed in the emergency exits gates might not be ready to
seat over there and they have to be changed
The ways to rectify the process is as follows:
In the existing system if the passenger gets a bit late he/she will not get the seat of his
convenience. So the customer satisfaction is hampered to a great extent. So it can be done
that the customer while booking the ticket online only can select his preferred seat. As a
result the time taken to get the boarding pass will be saved and also the customer gets happy
with his own selection of the seat. This kind of modification of process has already been
done in Kingfisher Airlines.
The Reengineered Process
Computer Software / Services production accounts for a share of 4.56 percent in India’s GDP at
current prices during the year 2007-08. Production of Computer Software / Services has been
growing at an annual average growth rate of 31.14 percent (33.74 percent in US$ terms) during
the past five years. 75 out of total 116 SEI CMM level 5 certified companies worldwide are
Indian.
India’s information technology and IT-enabled services industry is expected to be more than
double in size by 2012, led by a fast-expanding domestic market. The industry's revenues,
including those from export markets, will reach Rs 5.3 trillion (132 billion dollars) in 2012, from
Rs 2.46 trillion last year, as per report by market-research firm IDC India. Last year, India's
overall IT and IT-enabled services industry logged 22.4 per cent growth in revenue to Rs 2.46
trillion, of which the domestic market contributed Rs 900 billion.
In 2008, the overall industry is expected to grow 20 per cent, with the Indian market expanding
22.4 per cent, maintaining its growth rate last year. However, Indian IT companies, including
software makers, are grappling with a slowdown in demand from the United States, their biggest
market.
Productivity of Service in IT/Software Industry can be measured in the following ways:
Total Cost - This comprises development costs (measured in Man hour) and support costs.
2. Reusability:
Code reusability where the code of one project or module/functionality can be used in the
another module/functionality of the same or different project of similar nature is one of
the major ways of improving software productivity as it reduces the cost by reducing the
extra effort ,resources and man-hours to write that piece of code from scratch.
3. Reducing Defects :
Reducing the overall defects induced during the software development improves the
productivity of the software project. Use of standard processes, clear understanding of the
requirement, effective use of technology etc are some of the ways to reduce the defects.
➢ If the developer is not clear about the Test cases for the particular module; it will require
clarification (from the person who has written Test Cases) which will increase the time
and cost and thus affect the productivity.
➢ Developer codes the application (or particular module) based on the Requirements,
Design and Test Cases (generally each prepared by different persons). If the developer is
not clear or has ambiguity in any of the above he will need to go back and understand the
things and accordingly again make changes in the code written ; increasing the time ,no
of lines of code .This affects productivity( as productivity is dependent on the No of
lines of code written per man-hour.)
• Since the developer(S) write the code for a particular module preparing the Low
Level Design of the corresponding module will make the developer clear about the
exact requirement, design and idea of what he/she is going to code.
• Similarly, while preparing the ‘Understanding Document’ the developer will exactly
understand the requirements, how to code based the Low Level Design on the design
prepared for the corresponding module.
• The Test Cases for each module will be detailed and clear covering all the possible
scenarios as it is written by the developer (s) of that particular module.
In all the above steps the developer will do the work and get it reviewed from the particular lead
and almost all the doubts and ambiguity will be cleared at the particular stage itself. This will
improve the efficiency of the Coding process as there will be little chances of change in the code
due to lack of or ambiguity in understanding the task/module.
These steps will directly impact the productivity of the project as the man-hour per module will
be reduced thus reducing the cost of the module and in-turn of the project.
Example :
Thus, from the above example we can say that Process Re-engineering of Software project
process will reduce the type of defects mentioned in Table 1 and will decrease the Total Cost
and in turn the Productivity of the project.
Service industry is the most important industry for a developing nation. The share of service
sector is the greatest in any developed nation. With the economic development, demand for
quality service increases which in turn propels the service industry.
In the past decade the world has observed a great shift in the service industry. The industry has
now turned extremely customer oriented. Moreover, with the advancement of technology new
and improved techniques of servicing are evolving. This again has made the service industry an
extremely dynamic front. Big organizations throughout the globe continuously innovate
processes and techniques to provide better services to clients.
We are witnessing the rise of global players in the service sector, who are mapping the whole
world with the services. The customers are reaping the benefits of this revolution as quality
services are available at suitable prices.
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