The	  paradox	  of	  Service	                      Industrializa7on	  16.02.2011	                                  Jesus	 ...
three	  pilars	  of	  SSME	                                                                                 Technology	   ...
one	  is	  less	  considered	  than	  the	  rest	                                                                         ...
we	  do	  not	  perceive	  things	  as	  they	  are	  
we	  do	  not	  remember	  things	  as	  they	  are	                                                 Rubin,	  Wetzler	  &	...
brain	  ac7vity	  is	  internally	  focused	  	                                        98%	   	   	  =   	  	  	  	   	   ...
mental	  models	  
mental	  models	  create	  meaning	  
mental	  models	  create	  meaning	  
mental	  models	  create	  meaning	  You	  have	  to	  be	  very	  smart	  if	  you	  can	  read	  this.	  
mental	  models	  are	  difficult	  to	  change	  
mental	  models	  are	  difficult	  to	  change	  
mental	  models	  are	  difficult	  to	  change	  
different	  people	  =	  different	  meaning	  
economy	  has	  changed	                                  (Pine	  &	  Gilmore,	  1998)	  
industraliza7on	  and	  value	  price	     cost	                                                                          ...
different	  people	  =	  different	  experiences	  
different	  people	  =	  same	  experience	  
industraliza7on	  and	  perceived	  value	    High	  level	  of	  industrializa7on.	    Top	  quality	  controls.	    Heal...
experience	  design	  
immersion	  and	  par7cipa7on	                                 (Pine	  &	  Gilmore,	  1998)	  
personaliza7on	                       (Treacy	  &	  Wiersema,	  1993)	  
3	  keys	  to	  build	  customer	  experience	                       Immersion	     Par7cipa7on	                 Personali...
Informa7on	  Systems	                                                                                      First	  contact...
The paradox of service industrialization
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The paradox of service industrialization

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Jesus Alcoba

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The paradox of service industrialization

  1. 1. The  paradox  of  Service   Industrializa7on  16.02.2011   Jesus  Alcoba  González,  Ph.D.  
  2. 2. three  pilars  of  SSME   Technology   Shared   People   InformaFon   Service   Systems  IFM & IBM.: Succeeding through Service Innovation: A Service Perspective for Education, Research, Business and Government. University of Cambridge Institute for Manufacturing, Cambridge (2008)
  3. 3. one  is  less  considered  than  the  rest   Technology   Shared   InformaFon   People   Service   Systems  IFM & IBM.: Succeeding through Service Innovation: A Service Perspective for Education, Research, Business and Government. University of Cambridge Institute for Manufacturing, Cambridge (2008)
  4. 4. we  do  not  perceive  things  as  they  are  
  5. 5. we  do  not  remember  things  as  they  are   Rubin,  Wetzler  &  Nebes  (1986)  
  6. 6. brain  ac7vity  is  internally  focused     98%      =              =    
  7. 7. mental  models  
  8. 8. mental  models  create  meaning  
  9. 9. mental  models  create  meaning  
  10. 10. mental  models  create  meaning  You  have  to  be  very  smart  if  you  can  read  this.  
  11. 11. mental  models  are  difficult  to  change  
  12. 12. mental  models  are  difficult  to  change  
  13. 13. mental  models  are  difficult  to  change  
  14. 14. different  people  =  different  meaning  
  15. 15. economy  has  changed   (Pine  &  Gilmore,  1998)  
  16. 16. industraliza7on  and  value  price   cost   margin   industrializaFon   CUSTOMIZATION   INDUSTRIALIZATION   PRICE   PRICE   CLIENTS   CLIENTS  
  17. 17. different  people  =  different  experiences  
  18. 18. different  people  =  same  experience  
  19. 19. industraliza7on  and  perceived  value   High  level  of  industrializa7on.   Top  quality  controls.   Health  protec7on.   Traceability.   …  but   NO  EXPERIENCE  AT  ALL!  
  20. 20. experience  design  
  21. 21. immersion  and  par7cipa7on   (Pine  &  Gilmore,  1998)  
  22. 22. personaliza7on   (Treacy  &  Wiersema,  1993)  
  23. 23. 3  keys  to  build  customer  experience   Immersion   Par7cipa7on   Personaliza7on  
  24. 24. Informa7on  Systems   First  contact  with  client  How  to  increase  the  amount  of  available  informaFon  and  how  it  is   How  to  increase  interpersonal  adapFve  behaviour  and  service  offering  interconnected  in  customers’  databases  so  that  every  department   adaptaFon  to  the  staff  in  contact  with  the  customers,  by  devising  knows  the  whole  informaFon  about  every  client.   specific  ways  to  deal  with  the  client  depending  on  his/her  profile.    How  to  present  those  large  amounts  of  informaFon  in  a  way  that  can   How  to  benefit  from  the  analysis  of  the  first  moment  in  which  a  be  rapidly  understood  by  computers  and  humans.     customer  comes  into  contact  with  the  service  either  virtually  or   personally.    How  to  interpret  the  behaviour  of  a  client  in  a  specific  moment   How  to  classify  customers  who  come  into  contact  with  a  service  from  according  to  the  past  history  of  that  customer  with  the  service,  and   the  first  moment  (classifying  beZer  to  provide  a  more  adapted  also  how  to  predict  the  future  behaviour  of  the  customer  based  on   service).  that  history.  How  to  extract  informaFon  from  client  databases  so  that  the  systems   How  to  gather  informaFon  about  client  expectaFons.  can  assess  specific  acFons  for  them,  in  order  to  customize  and  enrich  the  service  experience.  How  to  capture  and  store  subjecFvity  in  databases.     How  to  classify  clients  depending  on  their  need  for  customizaFon.     20  issues  to  research  Service-­‐client  interac7on   Measuring  How  to  improve  research  on  customers’  percepFon  of  the  experience   How  to  measure  the  impact  of  outsourcing,  offshoring  and  lean  by  introducing  qualitaFve  research  techniques.     manufacturing  in  customizaFon.  How  to  store  customers’  percepFon  of  the  experience  (mainly  if  it  is   How  to  measure  the  influence  of  using  automated  systems  in  negaFve)  and  how  to  use  that  informaFon.     customers’  percepFon  of  service  value.  How  to  increase  clients  self  disclosure  of  informaFon.   How  to  measure  the  impact  of  customizaFon  in  service  producFon   cost.  How  to  benefit  from  service  improvement  ideas  spontaneously  given   How  to  measure  the  number  of  contacts  or  informaFon  which  a  by  clients.     service  needs  in  order  to  gather  enough  informaFon  from  clients  to   provide  the  required  level  of  customizaFon.  How  to  interpret  a  client’s  emoFonal  state  by  analyzing  natural   How  to  measure  client  saFsfacFon  with  the  customizaFon  level.    language  automaFcally  (wriZen  or  spoken).    
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