Service: Design and Delivery

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Service Design and Delivery
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To Discuss

• Approach
• Progress to date

PAGB annual review of self care 2006
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Deliverables

• One week 10 CAT MSc module
• Edited Book

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Background

• Service Design and Delivery module outline led by
  John Waller, WMG and Pete Ward
• Agility in Self Care research project had
  promised development of educational material as
  part of the project deliverables and required a
  route to dissemination.
• led to the approved MA1 form.
• ma1 SDD Final.doc

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Education Partnerships

• Industry
• Market Driven Demand
• Competitive Global Market
• Academic Institutions
• Serving industry and progressing fields of
  knowledge
• Students
• Global market
• Research led teaching

Industry
Research/ Education
Academic Institutions
Students
Collaborative Research Collaborative Learning
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Education Partnership
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Intent of Meeting

• The intention was to develop a team and
  supporting Network to develop the Service Design
  and Delivery Module to be delivered by WMG
  academic year beginning 2008.
• Module content, delivery and presentation.
• supporting material in the form of an edited
  book.

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Process of development

• Whats in it for industry?
• Articulate by industry ultimately leading to
  performance objectives
• How does higher education respond?
• Articulated by HE and expressed as learning
  objectives
• Whats in it for the students?
• Whats in it for the higher education
  establishments?

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Method of delivery

• The module will itself be developed modularly so
  each section can be lifted and delivered as a
  stand alone representation of the information.
• Experiential learning material developed
• Anticipated excess material will be developed so
  a course can be jig-sawed together using
  alternative case studies
• Building on Allan Mayos observation

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Initial First stab at TT
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The Book

• Springer Bill Hefley
• Narrative theory
• The story sets the scene, gives context and
  demonstrates application and worth - the theory
  falls in behind

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Definition

• No commonly agreed definition
• Product vs. Service and/or Experience vs. Outcome
• The Essence - Service provokes a positive
  emotional response in the customer
• Value needs reaction
• Service Science must first begin by understanding
  the emotional response it is trying to evoke.
• Expectations change
• Measures
• Absolute vs. perception
• Service thinking as opposed to transactional
  thinking.
• Acknowledge the difference between types of
  service
• The Service Bundle - How do you design the
  bundle?
• value proposition - the emotional response
  created

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Types of Service Organisation

• Public vs. private sector
• competitive vs. political vs. obligation
• Service science requires an understanding of how
  results are delivered - in a repeatable way
• Repeatability manifests itself in different ways
  along the experience vs. outcome continuum
• The practical implications of understanding
  service science, i.e. the business benefits are
  made clear at this point.
• A process flow to show how things link together
  product, high service and experience base

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Business Models

• Categories different types of business model and
  detail the practical/operational implications of
  each

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Process Design

• The extent of co-creation of value
• The temporal nature of relationship building
• Touchpoints and value propositions
• We need to define the points of interest for the
  customer and consider the value for each
  individual

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Process Delivery

• Tools from IBM
• CBM component business model and use analyses
  structure of the organisation
• Product business modeller
• Serious game Innov8.
• It is process outcome orientated if it could be
  captured in a simulation game, we could teach
  around the game to include what was not there
  it also has supporting text
• http//www-306.ibm.com/software/solutions/soa/inn
  ov8.html

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Sustainability

• The sustainability chapter will focus on process
  outcome
• Transition work

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Future Implications

• Include all industries, some companies are
  product focused some are tailored to service
  companies can be mixed using two different
  strategies or even use different strategies in
  different customer areas (acute/community health
  service)
• Should firms be moving towards service?
• Implication of company moving between product and
  service shift between the two

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Next Steps

• Further consideration is being given to making
  explicit the expectations of how a participant of
  the module will function differently in their
  role at work should a measure be taken six months
  down the line.
• Individuals need to be identified to own the
  development and/or delivery of the session in the
  module and the chapters for the book.
• Meeting next week, 23rd September led by Dr. Jag
  Dhaliwal to develop a conceptual model that will
  form the foundation to a logical story being
  created.

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Service Design and Delivery

• Definition
• Workshops