Service Process Design

1. Identify the 3 elements of the service-product bundle:
One of the 3 elements of the service-product bundle is tangible service which in this case is the finished airplane or space shuttle, assembled especially to meet the need of the customer. The second element of the service-product bundle is psychological benefits that are, in this case, the safety and quality of the airplane as well as supporting the environment and meeting the regulations of the FAA. The third element of the service-product bundle is physical goods which is Boeing airplane itself.
2. Identify the cell they operate in on the service matrix:
The cell on the service matrix they operate in, is the Customer Routed-Estate Planning cell because Boeing has many process pathways which require complex work and planning. Customers of Boeing have a great-decision making power in some cases such as commercial airplanes. Commercial or private planes are highly customized in order to satisfy the customer. On top of satisfying the customer, complex work and planning, the cost is highly expensive.
3. Identify some types of customer contact they encounter and how they respond to it.
Boeing use high contact services as well low contact services with customers. Boeing use high contact services that includes direct customer contact mostly for marketing and sales of aircrafts. Boeing uses “the Web portal MyBoeingFleet.com, and field support that helps [customers] day in and day out to get the most of [their] asset in terms of reliability, availability, and, of course, safety...it includes [Boeing’s] Operations Center, which is a 24-hour-a-day oper¬ation, available seven days a week to answer [customers’] urgent service requests” and helps Boeing to concentrate on the maintenance and production of the airplane (in the back room=low contact service).
4. Do they use self service?
Boeing does not use self service; it uses Client/Work Teams to provide customization for each client whether it is working with the US government to provide tactical defense systems or provide company specific commercial airplanes to Boeing largest clients Quantas, LAN, and ANA.
5. Do they use technology?
Boeing is a technological company that uses brand new technologies to create industry leading products. One example, the Boeing 787 made with lightweight carbon composite material and improved engine engineering to make a commercial plane that is 20% more fuel efficient.
6. Do they use focused operations?
Yes, Boeing using focused operations. They separate the military, commercial, and airspace operations to optimize operations efficiency.
7. How do they support employee?
Boeing supports its employees in many ways such as pay for college tuition, they offer family support groups, health care, retirement savings plan, life insurance, fitness and recreation opportunities and commuting options.
8. What types of service recovery and guarantees do they offer?
Boeing offers service recovery such as “On-site technical support to recover [the] airplane”, “Consultation on appropriate airplane recovery equipment and methods for your operations”, “AOG Incident Recovery and Repair Services [that include] Engineering, logistics, and maintenance experts available 24 hours a day for airplane recovery, repair, and modification anywhere in the world” and to access warranties require “online access through MyBoeingFleet enabling operators to settle warranty claims quickly and with a minimum of paperwork”.