Value is perceived by the customer by following two
elements of a service
ü
Utility (Fitness for purpose)
ü
Warranty (Fitness for use)
Utility is derived from the
attributes or functionality of the service that have a positive effect on
the performance of objects, tasks, activities associated with desired outcomes.
Elimination or removal or relaxation of constraints on performance is also
perceived as a positive effect.
Warranty
is derived from the positive effect being available when needed, in enough magnitude
or capacity and dependably in terms of continuity security and support.
Utility is what the customer gets, and warranty is how it
is delivered.
Customers can’t benefit from
something that is fit for purpose but not fit for use and vice versa. It is
beneficial to separate the logic of utility from the logic of warranty for purpose
of design, development and improvement.
Utility and warranty are the key aspects
throughout the service life cycle from conceptualization to design, testing and
validation, operations (monitoring and control) and continuous improvements.
Services – Value Creation
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