NEW SERVICE INNOVATION

Kelompok 10 :

Devi Ningtyasih Apriani (115020201111006)

Galuh Ayu Pangastuti (115020201111007)

Sulaiman Brahim (115020200111115)

Within the EU services now account for 60% of GDP (Eurostat, 2006).

Growth in knowledge intensive business services (KIBS)

Growth In Services

huge growth in coffee bars, smoothie bars and hair salons?

Since 2003, shares in oil companies have doubled.

Halliburton and Schlumberger, the world market leader for oil services, have more than tripled.

Outsourcing dan pertumbuhan layananKeuntungan yang diharapkan perusahaan yang didapat dari outsourcing meliputi:Fokus pada kompetensi utama.Penghematan dan Pengendalian

biaya operasional.Akses kepada hak-hak intelektual

dan pengalaman dan pengetahuan yang luas.

Business-to- business services (traditional)

Business-to- business services (KIBS)

Consumer services

Internal firm services

Public services Not-for-profit services

Description menyediakan layanan untuk.

Usaha memberikan pelayanan kepada spesialis.

Layanan yang diberikan kepada perorangan.

Layanan yang disediakan oleh fungsi internal.

Layanan yang disediakan oleh pemerintah daerah dan nasional.

layanan yang diberikan oleh badan amal.es

Examples AccountancyLegal adviceTraining

Management consultancyIT consultancy

ShopsHotelsBankingHealth and beauty

FinancePersonnelIT

HealthEducationLeisurePrisons

HospicesCounsellingAid agencies

Customers Sering dibeli oleh para profesional, yang mungkin tidak akan berakhir.

Sering dibeli oleh para profesional, yang mungkin tidak akan berakhir.

Dibeli oleh konsumen layanan

Konsumen dari layanan ini tidak punya pilihan penyedia.

Dibiayai melalui pajak dan sedikit pilihan untuk konsumen.

Yang didanai pemerintah melalui badan amal atau hibah, konsumen bisa memilih atau dipilih.

Challenges Memberikan pelayanan yang baik dan berkualitas tinggi yang bisa disesuaikan.

Untuk menyediakan jasa berkualitas tinggi yang memiliki daya beli tinggi.

Konsisten dengan menyediakan berbagai layanan pelanggan.

Memberikan customised, layanan pribadi.Dan untuk menunjukkan nilai uang.

Memberikan layanan publik yang diterima melawan terhadap tekanan politik.

Menyeimbangkan kebutuhan relawan, donor dan hal yang sangat dibutuhkan masyarakat.

Typology of services

Teknologi dan pengembangan layanan baru

Teknologi telah menjadi pendukung yang paling signifikan dari inovasi dalam layanan. 

Transformasi peran karyawan dan pelanggan.

Mempermudah konektivitas antara pengembang layanan dan pelanggan. 

E.g. ebay . .

Berbagai Pelayanan Baru Juga Membangun Model Bisnis Baru

Perusahaan

Sektor industri Layanan baru/Model bisnis baru

You-Tube Video online dan arsip film

Komunitas pengguna dapat membuat video klip dan merekam klip dari film favorit.

eBay Lelang online Sebuah cara baru untuk membeli dan menjual di komunitas pengguna pribadi.

Google Mesin pencari internet

Cara tercepat mencari informasi di internet

Characteristics of Services

Services areprocesses

Services areintangible

Services areperishable

Services areproduced andconsumedsimultaneously

Services areheterogeneous

Klasifikasi Jasa Lovelock dalam Tjiptono (2007:26-28) Segmen pasarTingkat keberwujudanKeterampilan penyedia jasaTujuan organisasi jasaRegulasiTingkat  intensitas karyawanTingkat kontak penyedia jasa dan

langganan

Typology for innovations (Ozdemir, 2007)Booz et al. (1982) Lovelock (1984)

New to the world products: new products that not only represent a major new challenge to the supplier, but which are also seen to be quite new in the eyes of customers

Major innovation: new services for markets as yet undefined; innovations usually driven by information and computer-based technologies

New product lines: new products which represent major new challenges to the supplier

Start-up business: new services in a market that is already served by existing services

Additions to existing product lines: new products that supplement a company’s established product lines, so rounding out the product mix

New services for the market presently served: new service offerings to existing customers of an organisation (although the services may be available from other companies)

Improvements and revisions to existing products: new products that provide improved performance and so replace existing products

Service line extensions: augmentations of the existing service line such as adding new menu items, new routes and new courses

Repositionings: existing products that are targeted to new markets or market segments

Service improvements: changes in feature of services that currently are being offered

Cost reductions: new products that provide similar performance at a lower cost of supply

Style changes: the most common of all “new services”; modest forms of visible changes that have an impact on customer perceptions, emotions and attitudes, with style changes that do not change the service fundamentally, only its appearance

The New Sevice Development Process

Den Hertog (2002) menawarkan empat dimensi inovasi layanan yang semuanya dipengaruhi oleh pilihan teknologi yang tersedia. Yaitu : konsep layanan, antarmuka klien baru, sistem pengiriman layanan baru dan pilihan teknologi.

Four service dimensions

Illustration

New service concept On-line auction community of tradersNew client interface Introduction of payment system that helps

eBayers trade more easily – PaypalNew service delivery system

Huge investment in technology infrastructure to improve reliability and performance

Technological options Introduction of voice over internet protocol service – SKYPE

Four dimensions of service innovation by

New Service Development Models

Sequential service development models or stage-gate models

Concurrent service development models

Sequential Model

• formulation of new service

• idea generation

idea generation

• idea screening

• concept development

• concept testing

• business analysis

• project authorisation

evaluation• service design and

testing • prcess and system

design and testing• marketing

programme design and testing

• personnel training• service testing

and pilot run• test marketing • full--scale launch • post-launch

review realisation

New Service Development Cycle

Service Innovation And The Consumer

Consumer user toolkitsCustomer testing of services

Customer’s input into new service development process

New service development stages Activities performed by the customer

Strategic planning Thoughts and feedback on long term plans

Idea generation State needs, problems, criticize existing service

Idea screening Suggest desired features, benefits and attributes

Business analysis Possible feedback on financial data, including profitability of concepts

Formation of cross functional team Either participate in team selection or even form part of the team

Service design and process system Review and jointly develop blueprints, suggest improvements by identifying

weak or fail points

Personnel training Observe and participate in simulated service delivery process and suggest

improvements

Service testing and pilot Participated in simulated service delivery process and suggest final

improvements and design changes

Test marketing Provide feedback on the marketing plan

Commercialisation Adopt the service as a trial, word of mouth communication to other potential

customers.