service: design and delivery. to discuss approach progress to date pagb annual review of self care...
TRANSCRIPT
Service: Design and Delivery
To Discuss
• Approach
• Progress to date
PAGB annual review of self care 2006
• One week 10 CAT MSc module
• Edited Book
Deliverables
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
Education Partnerships• Industry
– Market Driven Demand– Competitive Global Market
• Academic Institutions– Serving industry and
progressing fields of knowledge
• Students – Global market– Research led teaching
Research/Education
StudentsAcademic
Institutions
Industry
Collaborative Research Collaborative Learning
Education Partnership
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.
Process of development
– What’s 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
– What’s in it for the students?– What’s in it for the higher education
establishments?
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 Mayo’s observation
Initial First stab at TT
The Book
• Springer – Bill Hefley
• Narrative – theory– The story sets the scene, gives context and
demonstrates application and worth - the theory falls in behind
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
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
Business Models
• Categories different types of business model and detail the practical/operational implications of each
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
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/innov8.html
Sustainability
• The sustainability chapter will focus on process outcome
• Transition work
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
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.
Service: Design and Delivery
Definition
Workshops