Service Innovation for the 21st Century

Larry D. Roper

Oregon State University

Service Innovation Contributes to competitive advantage – point

of distinction Requires specific social and technical skills Involves development and the application of

new technologies Costly to develop needed skills Delivered through integrated thinking and

agile environment for deliverers of service

Service Innovation

Requires knowledge of a specialist and breadth of a generalist

Can be implemented in all service areas Most significant possibilities in financial and

medical services

Communicate and Implement Universal Service Expectations

Ensure that all units operate consistently with an ethic of service.

Define the ethic of service, and provide concrete methods of delivery and assessment.

Provide all employees with training on institution’s expectation of providing service, as well as a skill base for delivering service.

Dimensions of Service

Tangibles - Physical environment, equipment, appearance, visuals

Reliability - Dependable and accurate service Responsiveness - Willingness to help and provide

timely service Competence - Knowledge and skill to perform

service Courtesy - Polite, respectful and friendly personnel

Dimensions of Service

Credibility - Trustworthiness of provider, serving customers best interest

Security - Freedom of danger or risk. Provide appropriate confidentiality

Access - Approachability and ease of contact

Communication - Informing customers of process and procedure. Transparency

Dimensions of Service

Empathy - Individualized attention. Recognizing and building relationships

Diversity (applies to all Dimensions) - Recognize the social, cultural and systems of oppression and privilege

Prioritize internal and external signage - a campus signage plan

Increase ability to navigate campus environment

Way finding displays Building signs Consistent office numbering Stairwell and elevator directional signs

Comprehensive Training Modules To Meet Dimensions Of Service

Modules Group training On-line training

Training for all employees, regardless of discipline and service function

Assessment of competencies and knowledge of Dimensions of Service. Levels of training should be distinguished for type of service provided. (Front desk versus academic advising).

Like-function training – service function offices combined training

Develop collaborative partnerships Share resources on training

Develop a cross-functional implementation and training team.

Alignment of Service Units across Campus Centralization of core student services

(i.e. Financial Aid, Business Office, Career Services)

Consider the development of “Service Center” concepts for core student services.

Make alignment of service units core to the planning decisions of campus planning.

Extend Dimensions of Service into the Classroom Assist in improving student engagement

in and outside the classroom. Support an ethic of learning for the entire

campus (in particular the classroom) by implementing a positive ethos of service.

Design a classroom service ethos that encourages respect and understanding diversity in student body - acknowledging cultural backgrounds and learning styles.