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    ICT Enabled Distribution of Services: Dr. Erik de Vries

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    tobz07
    This document outlines a research study on how information and communication technologies can enable the distribution of services. The study will examine how the degree of customization required for a service relates to the information needs in specifying that service. Case studies of four Dutch organizations will analyze how front office types are related to service positioning strategies and how insufficient information impacts front office effectiveness. The research aims to develop a reference model for ICT application in front offices and how distribution strategies are formulated for services.

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    ICT Enabled Distribution of Services: Dr. Erik de Vries

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    tobz07
    28 views12 pages
    This document outlines a research study on how information and communication technologies can enable the distribution of services. The study will examine how the degree of customization required for a service relates to the information needs in specifying that service. Case studies of four Dutch organizations will analyze how front office types are related to service positioning strategies and how insufficient information impacts front office effectiveness. The research aims to develop a reference model for ICT application in front offices and how distribution strategies are formulated for services.

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    This document outlines a research study on how information and communication technologies can enable the distribution of services. The study will examine how the degree of customization required for a service relates to the information needs in specifying that service. Case studies of four Dutch organizations will analyze how front office types are related to service positioning strategies and how insufficient information impacts front office effectiveness. The research aims to develop a reference model for ICT application in front offices and how distribution strategies are formulated for services.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    28 views12 pages

    ICT Enabled Distribution of Services: Dr. Erik de Vries

    Uploaded by

    tobz07
    This document outlines a research study on how information and communication technologies can enable the distribution of services. The study will examine how the degree of customization required for a service relates to the information needs in specifying that service. Case studies of four Dutch organizations will analyze how front office types are related to service positioning strategies and how insufficient information impacts front office effectiveness. The research aims to develop a reference model for ICT application in front offices and how distribution strategies are formulated for services.

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    ICT Enabled Distribution of Services

    Dr. Erik de Vries


    erik.devries@uva.nl
    Thesis positioned
    Information /
    Business Technology
    Communication

    Strategy

    Alignment

    (Infra)structure

    Impact

    Operations

    Source: de Vries, 2003


    Conceptual research design
    Literature:
    Research model:
    services
    service positioning
    strategies and front
    office information
    marketing
    model

    Objective:
    mass customization
    Knowledge on relationship organizational
    forms and ICT- application
    BPR
    Reference model for
    elec.commerce & digital marketing –ICT application in the front office
    technical research –Distribution strategy formulation in services
    distribution strategies design

    organizational design Research objects:


    –Unique
    information requirements analysis –Gak
    –Interpolis
    –Sioo

    Source: de Vries, 2003


    Research questions
    How is the degree of customization of services, that needs to be
    specified in the front office, related to the information requirements
    in the specification process and can front offices be classified
    based on this relation?
    How is the effectiveness of the front office influenced if the
    required information for the specification of a certain degree of
    customization is not available?
    How are the types of front offices related to the business unit's
    service positioning strategy?

    Source: de Vries, 2003


    The importance of service specification
    Customers specify their needs; service providers inform and
    advise
    Building of customer relations
    Complete specifications reduce customer fear and improve
    perceived service quality
    Initiating service delivery processes
    Service network is specified
    Starting point for service innovation
    Market information can be accumulated

    Source: de Vries, 2003


    Information model for the front-office
    Front-office Degrees of Relation Product Process
    type customization information information information

    pure anonimous norms for delivery


    'counter' end products
    standardization transactions time of end products

    segmented characteristics of norms for delivery


    'one-stop shop' assortment
    standardization market segments time of assortments

    'field and inside customized standard capacity


    customer profiles
    services' standardization components occupation

    relationship smallest
    tailored capacity assignment
    'control room' development replicapable
    customization
    unit
    implementation and
    'symbiosis' pure customization opportunities for design
    outsourcing
    partnership knowledge
    possibilities

    Source: de Vries, 2003


    Relation between insufficient information and
    front office effectiveness

    limited proactivity specification quality longer specification limited protection of


    problems lead time the front office

    Insufficient relation X
    information

    Insufficient product X X X X
    information

    Insufficient process X X X
    information

    Source: de Vries, 2003


    Front office types and service positioning
    strategies
    Mass oriented Scope oriented Partnership oriented
    Nature of the Standardised/ Modular / component based Professional knowledge based and
    infrastructural interconnected with customer
    service process processes
    Service type Product Service/product (mass customized) Pure service (customized)
    (standardized)

    Value adding Proces and source Proces, interactive and client Client and interactive
    focus
    Interaction Selling (take it or Sparring Partnering and diagnosing
    leave it)
    governance
    Management Production-line Empowerment perspective Empowerment perspective
    perspective
    approach
    Marketing Transaction Relationship marketing Relationship marketing
    marketing
    approach
    Economies Economies of scale Economies of scope Economies of relationships

    Front office type Counter / one stop Field and inside service Control room / symbiosis
    shop

    Source: de Vries, 2003


    Information at moment of truth: case study design
    Exploratory/explanatory multiple case study
    ƒ revision of theory by theory building proces
    ƒ replication logic of analytic generalisation
    ƒ site selection criteria: variability
    Embedded case study:
    ƒ BU (context) - front office (central unit of analysis) - subunits (management,
    employees, IT-people)
    Data gathering:
    ƒ triangulation of questionaire, interviews, documentation, IS
    ƒ informants with different views
    ƒ review proces: tape rec. - transcribtion - interviewee review - report review
    ƒ case study database

    Source de Vries, 2003


    Protocol
    procedures regarding the training of research team members
    introduction material for business
    procedures to start and finish a case study
    procedures for conducting interviews
    an outline of the case study report and review procedures
    procedures for data recording in the case study database
    displays and tactics for data analysis
    basic literature

    Source: de Vries, 2003


    Contents, part one
    1 Introduction and motivation
    2 Service strategy: processes, resources and networks
    3 Service delivery design and front office
    4 Research design: a model for the information requiremenst of the
    front office
    5 Case study Unique Nederland
    6 Case study Gak Nederland
    7 Case study Interpolis
    8 Case study Sioo
    9 Cross case analysis, conclusions and further research

    Source: de Vries, 2003


    Part two: additional work
    Ch. 10: multi-channeling and front, mid and back
    office architectures (Management en Informatie, '00 /
    IEEE workshop at ECIS, '05)
    Ch. 11: knowledge management in hybrid supply
    channels (International Journal of Technology
    Management, '00)
    Ch. 12: Case research in IS: state of affairs (ECIS,
    '99)

    Source: de Vries, 2003

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