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