Preparing the organisation for Change by Using Service Concepts - Annita Fjuk, Birgitte Yttri, Knut...
Transcript of Preparing the organisation for Change by Using Service Concepts - Annita Fjuk, Birgitte Yttri, Knut...
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Preparingtheorganisa.onforchangebyusingserviceconcepts
AnnitaFjuk,Birgi/eY/riandKnutKvaleTelenorResearch
Among the major mobile operators in the world More than 203 million mobile subscriptions
33 000 employees
Present in markets with 1.3 billion people
Holds economic stake of 33% in VimpelCom Ltd. with 217 mill. subscribers in 14 markets
Telenor has an ambition to become market leader
Telenor launched its services in December and has operations in seven circles
INCREASEDUNCERTAINTYANDCOMPLEXITYDEMANDSNEWWAYSOFWORKINGANDINNOVATING
“Asasuccessfulscaledcompany,youcannotruntheshipthewayyouusedto.You’llgetrunoverbyaswarmofstart-ups”-Sco/Cook.FounderandChairmanoftheExecuKveCommi/ee,Intuit
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ROUTINESARECARVEDINSTONE
“Wearesortofmarriedtotheprojectmethodologythatwehave……withcompletescopes,andnoitera9veapproaches
wherewecanimprovethings“
-ThoughtleaderinTelenor(atanInnovaKonworkshop).
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Thinkinglikeadesignercantransformthewayyoudevelopproducts,services,processes–andevenstrategy
-TimBrownCEOandpresidentofIDEO
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SERVICECONCEPTEarlyprototypeofaservicethatdrive
criKcalpartsofachange
Edvardsson & Olsson (1996): A service concept is a detailed description of what is to be done for the customer (what needs and wishes are to be satisfied), and how this is to be achieved”. A service concept is a prototype, and ensures the integration between the what and the how.
Feedbackfromcustomersonearlyprototype
(#200)
IdeaKonandsketchingofprototypesacross
organizaKonalfuncKonsandmanagerial
levels
VISIONSTATEMENTDelightthe
customerinthepurchasejourney
In-depthinterviewsofmanagers
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INSIGHTI§ Customersarenotabletoplaceanorderintheweb-shop
§ Customersarenotabletomakeanimmediatedecisioninpurchase
INSIGHTII“Thecross-channelcultureisnon-exisKng,makingithardtodeliver
sustainableandprofitablecustomerexperience”
“ItisfrustraKngthatIcan’tbeawardedforhelpingacustomertocompleteapurchaseinanotherchannel”
-Managersinco-designworkshops
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Visualiza.onsofcross-func.onallyconstruc.onofknowledge-Thefirstsketches
Different channels and touchpoints with underlined organizational incentives
A service allowing the customer to use more time on the decision
LEARNINGTHROUGHITERATIONSANDDIALOGUES
“Itmadeiteasiertounderstandandtoincreasethevalueofeachother’sideas”
“ItallowedustoquicklymovetoveryinteresKngpartsof
thediscussion.Itwouldhavetakenhourstogettothesameresultwithoutit”
[Telenormanagers]
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CUSTOMERFEEDBACKONTHESERVICECONCEPT1.Makingtherightchoice
POSITIVEONLY GUARDEDPOSITIVE
Thisisgood,andsomethingIhavehopedforsinceIboughtanewphone,accessories,orevenanewsubscripKon.
CondiKonalposiKvelyrelatedtoconcernthatthesoluKoncanbeabusedtoaggressivemarke9ng
Thisservicewillprobablyworkwellandappealtomany.YougettheopportunitytogatherinformaKoninthestore,andeventuallygohometothinkabouttheoffering.
SeemslikeaneatandgoodsoluKonaslongasyoucandeletetheofferingandnotbecontactedbecauseofIhaveaskedforanoffering….
CUSTOMERFEEDBACKONTHESERVICECONCEPT2.Be/eradviceacrosschannels
POSITIVEONLY GUARDEDPOSITIVE
ThisiscertainlysomethingIwant,anditshouldhavebeenimplementedlongago.......Ithinkcustomerswillbeveryhappywithit,andthatitwillpayoffinthelongrunforboththecustomerandforTelenor
ReservaKonso`enlinkedtoproblemsrelatedtoprivacy
Ithinkitmayworkfine,butfromexperience,they[Telenor]willNEVERofferwhatyoutrulyneed,butonlyusethistopushservicesyouwouldotherwisegetotherplaces…..