Service Journal: Question 5 of 15

Here are a couple of definitions related to business process design:
1. Complexity: number and intricacies of the steps in a process
2. Divergence: requirement of exercising judgment or discretion in a process

The way to spot complexity in a service blueprint is to count the number of steps. Complex procedures have many steps. Alternatively, divergence is seen in the nature of the steps. When there are multiple ways of handling steps there is high divergence.

1. Think about your focal company....in general, would it's service blueprint exhibit complexity, divergence, both, neither. Talk a little bit about where we might see either complexity or divergence (types of activities, why these are complex/divergent).
IHC as a health care and insurance provider exhibits both complexity and divergence. A doctors office provides services through triage; this is based on several functions, and a patient file may be handled by many different individuals dependant on laboratory tests performed physicians background knowledge and area of expertise, or the network of how doctors at differing site refer patients. For instance Jeff is complaining of chest pain he could see any number of doctors a generalist may refer him to xray for a chest exam, or an MRI, or sonogram, or a bronchial levage could be preformed. The doctor may refer him to an internal medicine doctor or a cardiologist dependant on symptoms and physicians background experience with like situations. In short this is a very complex system in that many other systems may be touched nursing, radiology, cardiology, laboratory, billing both physician and hospital. It is also a very divergent practice in that no two cases are alike and may be treated differently in kind. There is standardizaton as much as can be but medical treatment is fluid and unpredictable. In contrast the insurance side of the business is based on set prices for all procedures all transactions are delt with through automated systems for the most part it is niether complex nor divergent dependant on program utilized.
2. If you had a choice between subsituting divergence for complexity or vice versa, which would you do? Why? Under what circumstances? I would choose complexity for areas where a great amount of choice is important such as a university education. I would chose divergence for experienced difficult situational services such as medical or law practices

Service Journal: Question 4 of 15

1) I use an American Express card. I use it primarily for the low interest rate; however, there are other perks including: rewards program, anti-theft protection, and 1 year warranty on all products goods and services I buy using the card. I also like the fact that I can use on-line services to look at my account. They also offer free of charge a yearly report of transactions cataloged by category
2) I have had no complaints, in fact though my account was late due to billing issue as I was out of town they waved the traditional late payment fees and gave me an extra week to pay on time. They are extremely accessible.
3) On a scale of 1-10 I would rate them a 10 I really like doing business with AMEX
4) I feel like more than any other card AMEX cares most about customer service and providing new and exciting rewards and programs across such a wide spectrum of customer wants and needs it seems like a no brain decision when doing business with them.

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