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Managing service delivery is the single most effective mean for differentiation among companies. Technologies and travel industry development bring people and products even closer. The customer participation is service process is quickly increasing due to this reason. Service operations managers need to decide to which extend the customer is involved into delivery process.
Customer’s involvement is usually mandatory, obligatory for the delivery processes. However, the service operations manager needs to know very well the specifics of service product: the level of necessary customer involvement will vary depending on this. There are cases when customers provide only minimal assistance throughout the process: they stay passively preoccupied. Nevertheless, in most cases customers substitute employee service with the self-service: they play active roles.
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Increasing customer involvement has a lot of benefits as practice has shown. The expenses for hiring new employees for service delivery are absent. The difference in the proportion of workload which is outsourced tot eh customer or end user influences the company’s service delivery process and infrastructure as well as costs’ reduction. As a result, customers increasing participation in the service processes will bring changes on the market with high competition level. He is the one responsible for the delivery quality and there is nobody else to blame for faults.
Outsourcing delivery of service to customers gives competitive advantage to the company. Service manager needs to decide what services can be outsourced or what amount of this service delivery can be handles by customers. If the service is not very complicated or difficult to do and does not require highly specialized skills it can be outsourced to customers. In addition, even if some knowledge and expertise is required in service delivery it still can be outsourced: customer needs to be provided with certain information on how to accomplish the task. If the number is somewhere in between, the company may even encounter minimization of the profit figure.