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In a fictional world,will Product Manager define also Services?
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In a fictional world,will Product Manager define also Services?

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C-urVision is an agency that assisting companies to develop their service capabilities from basic needs up to full service innovation and service design cycles. ...

C-urVision is an agency that assisting companies to develop their service capabilities from basic needs up to full service innovation and service design cycles.
C-urVision assisting companies to transfer to a better business situation, based on new business innovation tools and vast experience in strategy, technology and services

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  • Why to go to Services Innovation?
  • The Old Funnel ModelsAwareness  Interest  DesireAwareness  Familiarity  Consideration  Purchase  Loyalty

In a fictional world,will Product Manager define also Services? Presentation Transcript

  • 1. Zvika Weinshtock January 2014 Proprietary and Confidential Copyrights© 2014 C-urVision Ltd. all rights reserved www.C-urVision.com Page 1
  • 2. C-urVision – what and who are we  C-urVision is an agency that assisting companies to develop their service capabilities from basic needs up to full service innovation and service design cycles  C-urVision assisting companies to transfer to a better business situation, based on new business innovation tools and vast experience in strategy, technology and services  We bring simplicity to the process using our Experience and Expertise  Ours experts bring years of senior managerial and hands on experience in the Service arena Copyrights© 2014 C-urVision Ltd. all rights reserved Page 2
  • 3. “Service innovation is the best opportunity to change the world we have - in terms how business is operate” Dean Crutchfield - Speaker of NEXT 2013 Copyrights© 2014 C-urVision Ltd. all rights reserved Page 3
  • 4. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 4
  • 5. Copyrights© 2014 C-urVision Ltd. all rights reserved Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf Page 5
  • 6. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 6
  • 7. UBER Founded – 2009 Until 2012 total funding 49.5M$ Locations – 56 cities all over the world Aug 2013 – raise 361M$ at valuation of 3.76Billion$ post money Copyrights© 2014 C-urVision Ltd. all rights reserved GetTaxi Founded – 2010 Until 2012 total funding 40M$ Locations – 20 cities all over the world Aug 2013 – raise 12M$ at valuation of 300Million$ Page 7 Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  • 8. What is an Innovative Service ? To Improve and Innovate services that create Business advantage and Economic Value through better Customer Experience Copyrights© 2014 C-urVision Ltd. all rights reserved Source: http://www.riveriaglobal.com/Backoffice/logo/warehouse.jpg
  • 9. How Service Differ from Products "Products" Service Produces Performed Material No intrinsic value Can be stored Can't be stored Consumption after production Value created only in use Tangible Intangible Value by transfer of "goods" Value by Co-Production Discrete object Interaction between people Copyrights© 2014 C-urVision Ltd. all rights reserved Source: http://www.riveriaglobal.com/Backoffice/logo/warehouse.jpg
  • 10. Why Services 1 ?  Service & Experience Economy  Commodity trap http://www.slideshare.net/st_moritz/service-design-introduction-designship-stefan-moritz Manufacturing - 70% explore Smart Technologies for After-Sales Service…. plan to use service as a competitive differentiator (IDC July 2013) In 2020 57% of B2B firms will compete on basis of services (BDO 2011) According to IBM study Service Innovation can increase company success likelihood by 26% Page 10 Copyrights© 2014 C-urVision Ltd. all rights reserved
  • 11. Copyrights© 2014 C-urVision Ltd. all rights reserved Source:http://www.slideshare.net/st_moritz/service-design-introduction-designship-stefan-moritz Page 11
  • 12. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 12
  • 13. Copyrights© 2014 C-urVision Ltd. all rights reserved  Product  Service  Avoiding the Commodity trap  Create value to customer  Changed market rules of game (and Business model)  Cisco acquires Meraki for $1.2 billion – Nov 2012, WHY? Page 13
  • 14. 20M$ per Engine • Heavy competition • After market (Spares & • “Power by the Hour” Repairs) • Copyrights© 2014 C-urVision Ltd. all rights reserved • • Aligned incentives with the customer 50% out of revenue @ GM~50% Page 14
  • 15. Product Manager main KPI • • • • • • ROI • Optimize Resources • Productivity - Yield Copyrights© 2014 C-urVision Ltd. all rights reserved Competition Speed Time To Market Market Share Roadmap • • • • • Economic of scale Launch plan Branding Adoption Rate Cost reduction Page 15
  • 16. Why innovation? We are Here ! "The most certain way to fail is to focus only on “PRODUCTS”. Successful innovators use many types of innovation"... Copyrights© 2014 C-urVision Ltd. all rights reserved Source: Dublin 10 innovation types Page 16
  • 17. Why Services 2 ? Consumer Decision Journey – and Branding WOM vs ADS  70% a BRAND is a collective perception in a mind of a customer ( F.Yakob) Source:McKinsey 2009 Copyrights© 2014 C-urVision Ltd. all rights reserved Page 17
  • 18. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 18
  • 19. Copyrights© 2014 C-urVision Ltd. all rights reserved Virtual Supermarket
  • 20. fundamentals of Service Innovation Copyrights© 2014 C-urVision Ltd. all rights reserved Page 20
  • 21. Copyrights© 2014 C-urVision Ltd. all rights reserved ©Shir weinshtock 2013 Page 21
  • 22. Be aware from Economic Efficiency vs. Service effectiveness Minimal gap between Expectation and Experience means Greater customer Satisfaction Copyrights© 2014 C-urVision Ltd. all rights reserved Page 22
  • 23. Copyrights© 2014 C-urVision Ltd. all rights reserved http://media.tumblr.com/1ce28eacf94557fca9a1ac85c7ec12be/tumblr_inline_mr5wodEeRM1qz4rgp.png People Co-Creation Page 23
  • 24. Customer Journey Copyrights© 2014 C-urVision Ltd. all rights reserved ©Zvika weinshtock Page 24
  • 25. Holistic People Value Process Business Copyrights© 2014 C-urVision Ltd. all rights reserved ©Zvika weinshtock Page 25
  • 26. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 26 Source:http://www.slideshare.net/st_moritz/service-design-introduction-designship-stefan-moritz
  • 27. Selling “Products” Delivering Services Shifts: Things  Experience Owning  Using Inside out  Outside In Copyrights© 2014 C-urVision Ltd. all rights reserved Source: http://www.slideshare.net/kazumichisakata/meta-servicedesign-andia201310 Page 27
  • 28. Service design (outside-In) is about : Interaction Behavior Needs Motivations Copyrights© 2014 C-urVision Ltd. all rights reserved Page 28
  • 29. Service Innovation Frame work (inside-out) Copyrights© 2014 C-urVision Ltd. all rights reserved Page 29
  • 30. Service design – Double Diamond model Discover Define Copyrights© 2014 C-urVision Ltd. all rights reserved Develop Deliver Source: Design Council Page 30
  • 31. Discover - Insights  Qualitative  Feeling , motivation, behaviors , Usage  How To  Interview, Observe, Diaries  Questioners and guidelines:  Service Design – Rosenfeld (ch.#5)  Running Lean – Maurya (ch.#7 Problem Interview)  Bootcamp bootleg - Dschool stanford Copyrights© 2014 C-urVision Ltd. all rights reserved Source: Rosenfeld Service Design 2013 Page 31
  • 32. Discover - Insights In product we segment the market by :  Age, socioeconomic, behavioral, demographic Copyrights© 2014 C-urVision Ltd. all rights reserved In services we segment by: • Stages in the service cycle • Journeys people might take • Transition through the various touchpoints • Study how people use a service at home, on the road, at work etc.. Page 32
  • 33. Customer Journey Map  Cross organization  Cross silos  Across time  Multiple Touchpoints  Human Experience lens  Job Mapping (B2B) Service Design vs product or UX design: (1) Number of stakeholders are usually larger (2) Number and range of touchpoints broader (3) And all of these interact over time Copyrights© 2014 C-urVision Ltd. all rights reserved Page 33
  • 34. Ideation Copyrights© 2014 C-urVision Ltd. all rights reserved Page 34
  • 35. Source: http://www.slideshare.net/kazumichisakata/meta-servicedesign-andia201310 Copyrights© 2014 C-urVision Ltd. all rights reserved Page 35
  • 36. Source: http://fivewhys.wordpress.com/2013/09/10/customer-experience-innovation/ Copyrights© 2014 C-urVision Ltd. all rights reserved Page 36
  • 37. • • • • Source: Rosenfeld Service Design 2013 Copyrights© 2014 C-urVision Ltd. all rights reserved Mockups Touchpoints MVP – Minimum Viable Proposition Cloud services • Happy Staff = Happy Customer Page 37
  • 38. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 38
  • 39. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 39
  • 40. Service Design Methodology http://www.servicedesigntoolkit.org/templates/ Copyrights© 2014 C-urVision Ltd. all rights reserved Page 40
  • 41. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 41
  • 42. “Service innovation is the best opportunity to change the world we have - in terms how business is operate” Dean Crutchfield - Speaker of NEXT 2013 Copyrights© 2014 C-urVision Ltd. all rights reserved Page 42
  • 43. Zvika Weinshtock www.C-urVision.com zvikaw@C-urVision.com Proprietary and Confidential Copyrights© 2014 C-urVision Ltd. all rights reserved www.C-urVision.com