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Chapter 8:Service Innovation and Design

Chapter 8:Service Innovation and Design. CHALLENGES OF SERVICE INNOVATION AND DESIGN: Oversimplification Incompleteness Subjectivity Biased Interpretation IMPORTANT CONSIDERATIONS FOR SERVICE DESIGN Involve Customers and Employees Employ Service Design Thinking and Techniques

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Chapter 8:Service Innovation and Design

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  1. Chapter 8:Service Innovation and Design CHALLENGES OF SERVICE INNOVATION AND DESIGN: • Oversimplification • Incompleteness • Subjectivity • Biased Interpretation IMPORTANT CONSIDERATIONS FOR SERVICE DESIGN Involve Customers and Employees Employ Service Design Thinking and Techniques Principles of behind Service Design Thinking 1.User-Centered (Customer-Centric): Designing your services based upon how they are experienced from the ‘customers perspective 2.Co-Creative: All stakeholder groups should be involved in the service design process 3.Sequencing: Services should be viewed and treated as a sequence of interrelated actions or events 4.Evidencing: Services are essentially intangible in nature and should be visualized in terms of ‘physical elements’ 5.Holistic:The entire environment in which the service exists and is delivered should be considered

  2. TYPES OF SERVICE INNOVATION Service Offering Innovation: Types of change: • Major or Radical: FedEx Small package OND • Start-up businesses: Online Banking • New service for currently served: Coffee bar in a book shop • Service line extensions :Restaurant with new menu • Service improvements: evening banking • Style changes: Revising logo Innovating around Customer Roles Innovation through Service Solutions Service Innovation through Interconnected Products

  3. STAGES IN SERVICE INNOVATION AND DEVELOPMENT

  4. Front-End PlanningBusiness Strategy Development or ReviewNew Service Strategy Development SERVICE BLUEPRINTING: A TECHNIQUE FOR SERVICE INNOVATION AND DESIGN What is a Service Blueprint?

  5. Service Blueprint Example • Blueprint for Express Mail Delivery Service

  6. Blueprint for Technology-Delivered Self-Service

  7. Reading and Using Service Blueprint Benefits of Service Blueprinting • Provides a platform for innovation. • Recognizes roles and interdependencies among functions, people, and organizations. • Facilitates both strategic and tactical innovations. • Transfers and stores innovation and service knowledge. • Designs moments of truth from the customer’s point of view. • Suggests critical points for measurement and feedback in the service process. • Clarifies competitive positioning. • Provides understanding of the ideal customer experience.

  8. Building a Blueprint

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