SID Workshop with the IRC
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Service Innovation & Design Workshop
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Transcript of SID Workshop with the IRC
Service Innovation & Design Workshop
Agenda:
#GSJam 2015 map
What are we going to do?
TerminologiesServiceInnovationDesignCustomerExperience
CustomerA customer is anyone who receives products or services (outputs) from a supplier. Customers can be either people or organizations and can be either external or internal to the supplier organization.
Examples: customers include clients, consumers, users, guests, patients, purchasers, and beneficiaries.
ServiceWhat is Service?
• Intangible products• An interaction between a business and
customers• Generate a value to customer, and a revenue
to a business
Service Dimensions
Service Dimensions
Service Dimensions
Innovation
Innovation
Innovation
Innovation
Innovation
Innovation
InnovationDo you know a story about innovation?
Innovation
DesignRealization of a concept or idea into a configuration, drawing, model, pattern, plan or specification (on which the actual or commercial production of an item is based) and which helps achieve the item's designated objective(s).
Design Thinking!
Design Thinking
Design
Design
Customer ExperienceCustomer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service.
ServiceProvide a ”VALUE” to a “Customer”, to solve a problem, do a jobCreate money/target for provider
Business or Social
Singapore
Service DesignThe service design takes form from a multidisciplinary process, merging several figures and competences.
At first the tools used during this process were taken from the fields that gave rise to the service design practice: social science, business, design and technology.
Service DesignService design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.
SDN
Tools
What happens When you refuse to empathize with your customerWhen you refuse to cope & adapt with change
i phone
Customer Life Cycle Model
55
Customer Life Cycle
56
Customer Life Cycle
57
Pain Relievers
Gain Creator
Products & Services
Gains
Pains
Job to be done
58
Please:• No go out due to security reasons• Keep the space clean and arranged• Recollect tools after the session in the box• Try to keep our voice low (because we are near
to the library)• We should leave at 3:30 pm sharp
How to use the Canvas?
Mistakes:1. Not looking at the Value Proposition
Canvas as two separate building blocks2. Mixing several customer segments into
one canvas3. Creating your Customer Profile through
the lens of your value proposition4. Only focusing on functional jobs5. Trying to address every customer pain
and gain
1- Not looking at the Value Proposition Canvas as two separate building blocks
2. Mixing several customer segments into one canvas
(work through the Customer Profile one customer segment at a time)
3. Creating your Customer Profile through the lens of your value proposition
(you should step into your customers shoes)
4. Only focusing on functional jobs
(functional, social, or emotional)
5. Trying to address every customer pain and gain
(that the best value propositions are focused primarily on resolving only those jobs, pains, and gains that are highest priority to customers)
It is a design processPut it once in the pains or the gains, depending on customer profilee.g.: “high cost saving” is a gain creator for wealthy customers “high cost saving” is a pain releaver for a teenager customer
Business Models, & Why They’re Important
http://timkastelle.org/blog/2012/01/eight-models-of-business-models-why-theyre-important/
Value Networks from Verna Allee
Henry Chesbrough
Strategy Diamond
Patrick Staehler
Business Model Canvas
Long Range Planningthe special issue mentioned above makes a couple of important contributions. There is a new model of business models in the paper by David Teece, but it is more of a model to use in description if you are trying to study these academically. It’s not really one that you could use very easily within a firm for analysis.
Seizing the White Space
Escape Velocitythe latest book by Geoffrey Moore is fantastic. In it he includes a 9-point Market Strategy Framework, which includes elements like Target Customer, Compelling Reason to Buy, Partners and Allies, etc. If you look at it, it’s outlining a business model.
Blue Ocean Strategy
creating a new market space, by blending opera and ballet with the circus format while eliminating star performers and animals
Business Model Canvas
Books & References
http://www.servicedesigntools.org/
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