This module aims to provide students with a comprehensive understanding of service digitalization, which involves the transformation of service operations into digital ones. Students will learn how digital technologies are being used to enhance service delivery, optimize customer interface, and increase operational efficiency. The module will also examine the challenges and opportunities of service digitalization, such as its impact on service strategy setting and service organization management. Students will develop the skills and knowledge required to design and implement digital services through lectures, case studies, group discussions, and practical exercises. They will learn how to analyze customer needs and preferences, use digital tools to create engaging customer interfaces and personalized experiences, measure and evaluate the effectiveness of digital service delivery, etc.
A. Understand the front- and back-office processes throughout service operations management to support customer interface and optimize customer experience. B. Develop digital innovations in multiple stages of service operations to improve service efficiency, quality, and overall performance. C. Incorporate digitalization into developing overall service strategies and making managerial decisions. D. Critically evaluate the influences of digitalization among people in service organizations.
Based on the philosophy of Syntegrative Education, this module’s delivery pattern follows more intensive block teaching, and allows more meaningful contribution from industry partners. This delivery pattern provides space for students to concentrate on completing the problem-based and project-oriented assessments. This module will be delivered through a series of key lectures/seminars. In addition, students will be required to analyse a number of cases, determining what worked and why.