Sanjivani College of Engineering, Kopargaon

Department of MBA

Service Operation Management-I

Customer as Co-Producer
Presented By

Dr. Niraj Chaudahri

Assistant Professor,
Sanjivani College of Engineering ,
Dept.of MBA,
Kopargaon

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Customer as Co-Producer

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 Key points in Customer as a Co-Producer

• Self-Service
• Smoothing Service Demand
• Customer-Generated Content

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Customer Contact Approach

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 Key points in Customer Contact Approach

• Degree of Customer Contact

• Separation of High- and Low-Contact
Operations

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Intellectual Property

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 Copyright
• Copyright protects creative endeavors such as literary
works, plays, artistic works and musical works as well as
films, sound recordings and television and radio
broadcasts.
• Not all copying is copyright infringement.  There are many
exceptions which allow unauthorized copying, for example
for research and study, reporting the news, parody and
satire and backing up computer programs.  However,
these exceptions have conditions that must be complied
with if the exception is to apply.

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 Trade marks
• Trade marks are used by business to identify the
business or its goods or services and differentiate them
from the business, goods or services of other
businesses.  In Australia trade marks can be registered
for so long as the trade mark is used.
• Trade marks can be words, logos or part of packaging
and even shapes, colors and scents.
• A special type of trade mark is the certification mark,
which indicates to consumers that the goods or services
meet a particular standard

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 Patents

• Patents protect new inventions in a wide range of

areas, for example pharmaceuticals, engineering
and genetically manipulated organisms.  Patents
are registered.  A patent gives the owner the
exclusive right to exploit the invention in Australia.
• A patent attorney prepares the application and
prosecutes it before the Patents Office.  Patent
attorneys are a different profession to lawyers
(although some patent attorneys also have legal
qualifications).
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 Passing off

• The action for passing off gives a business

the right to prevent another business from
passing itself, or its goods or services, as
those of first business.  Passing off is not a
registered right but, unlike trade mark
registration, the business owner must prove
that it has a reputation in the name, trade
mark or get up in order to succeed.

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 Confidential information

• Confidential information is not a type of

property – so that it is not strictly intellectual
property.  However, it is sometimes used as
an alternative to registering an invention or
plant variety – for example using a secret
method to make a product.  It can also
protect confidential documents stolen by an
ex-employee.  (There may also be copyright
in the stolen documents.)

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Service sectors after Covid -19 pandemic

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 Service sectors after Covid -19 pandemic
• A strong and better economic recovery from the COVID-19
pandemic requires governments to make the services
sector a key element in their policy mix.
• Globally, services represent two-thirds of economic
output, more than half of the world’s jobs and about a
quarter of direct exports.
• With their indirect contributions, including those
produced in-house by non-services firms, services can
account for almost two-thirds of the value-added of total
exports.
• Further, services make up two-thirds of total productivity
growth in developing countries.
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 Service sectors after Covid -19 pandemic

• As countries reel under the pandemic’s economic impact,

the services sector can help turn the tide by creating
opportunities for greater income, food security,
productivity, employment, investment and trade.
• Servicification – putting a premium on the role of trade in
services to power national economies – needs to be a key
element of countries’ strategies for recovery from COVID-
19.
• But for services to serve societies and economies, countries
need inclusive, coherent and fitting policies. In particular,
developing countries and least developed countries need
support to strengthen and upgrade their services.
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 Digital services transform economies

• Services can be used strategically to facilitate

economic transformation. These include ICT
services that enable timework, digital
financial services and e-commerce platforms,
which have kept economies running amid
COVID-19-induced lockdowns.
• ICT services, which can increase efficiency
and reduce costs, promote the digital
transformation of farming, manufacturing
and other sectors.
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 Digital services transform economies

• This services-enabled digitization improves

supply and export capacity, enhancing
countries’ economic resilience and recovery
in the wake of the pandemic.
• Digitization of services has helped creative
industries cope with the pandemic, as many
creative's have turned to digital platforms
and technologies to connect with audiences
and consumers

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