Zvika Weinshtock
January 2014

Proprietary and Confidential

Copyrights© 2014 C-urVision Ltd. all rights reserved www.C-ur...
C-urVision – what and who are we
 C-urVision is an agency that assisting
companies to develop their service capabilities
...
“Service innovation is the best opportunity
to change the world we have - in terms
how business is operate”
Dean Crutchfie...
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 4
Copyrights© 2014 C-urVision Ltd. all rights reserved

Source: http://www.slideshare.net/ptquattlebaum/service-design-makin...
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 6
UBER
Founded – 2009
Until 2012 total funding 49.5M$
Locations – 56 cities all over the world
Aug 2013 – raise 361M$ at val...
What is an Innovative Service ?

To Improve and Innovate services that create Business
advantage and Economic Value throug...
How Service Differ from Products
"Products"

Service

Produces

Performed

Material

No intrinsic value

Can be stored

Ca...
Why Services 1 ?

 Service & Experience Economy
 Commodity trap

http://www.slideshare.net/st_moritz/service-design-intr...
Copyrights© 2014 C-urVision Ltd. all rights reserved
Source:http://www.slideshare.net/st_moritz/service-design-introductio...
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 12
Copyrights© 2014 C-urVision Ltd. all rights reserved

 Product  Service
 Avoiding the Commodity trap
 Create value to ...
20M$ per Engine
• Heavy competition •
After market (Spares & • “Power by the Hour”
Repairs)
•
Copyrights© 2014 C-urVision ...
Product Manager main KPI
•
•
•
•
•

• ROI
• Optimize Resources
• Productivity - Yield

Copyrights© 2014 C-urVision Ltd. al...
Why innovation?

We are
Here !

"The most certain way to fail is to focus only on “PRODUCTS”.
Successful innovators use ma...
Why Services 2 ?
Consumer Decision Journey – and Branding

WOM vs ADS  70%

a BRAND is a collective perception in a mind ...
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 18
Copyrights© 2014 C-urVision Ltd. all rights reserved

Virtual Supermarket
fundamentals of Service Innovation
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 20
Copyrights© 2014 C-urVision Ltd. all rights reserved
©Shir weinshtock 2013

Page 21
Be aware from
Economic Efficiency vs.
Service effectiveness
Minimal gap between
Expectation and Experience
means Greater c...
Copyrights© 2014 C-urVision Ltd. all rights reserved

http://media.tumblr.com/1ce28eacf94557fca9a1ac85c7ec12be/tumblr_inli...
Customer Journey

Copyrights© 2014 C-urVision Ltd. all rights reserved
©Zvika weinshtock

Page 24
Holistic
People
Value
Process
Business

Copyrights© 2014 C-urVision Ltd. all rights reserved
©Zvika weinshtock

Page 25
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 26
Source:http://www.slideshare.net/st_moritz/service-design-in...
Selling “Products”
Delivering Services
Shifts:

Things  Experience
Owning  Using
Inside out  Outside In
Copyrights© 201...
Service design (outside-In) is about :
Interaction
Behavior
Needs
Motivations
Copyrights© 2014 C-urVision Ltd. all rights ...
Service Innovation Frame work (inside-out)

Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 29
Service design – Double Diamond model

Discover

Define

Copyrights© 2014 C-urVision Ltd. all rights reserved

Develop

De...
Discover - Insights
 Qualitative
 Feeling , motivation, behaviors

, Usage
 How To
 Interview, Observe, Diaries

 Que...
Discover - Insights
In product we segment the market by :
 Age, socioeconomic, behavioral,

demographic

Copyrights© 2014...
Customer Journey Map
 Cross organization

 Cross silos
 Across time
 Multiple Touchpoints
 Human Experience lens
 Jo...
Ideation

Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 34
Source: http://www.slideshare.net/kazumichisakata/meta-servicedesign-andia201310

Copyrights© 2014 C-urVision Ltd. all rig...
Source: http://fivewhys.wordpress.com/2013/09/10/customer-experience-innovation/

Copyrights© 2014 C-urVision Ltd. all rig...
•
•
•
•
Source: Rosenfeld Service Design 2013

Copyrights© 2014 C-urVision Ltd. all rights reserved

Mockups
Touchpoints
M...
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 38
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 39
Service Design
Methodology

http://www.servicedesigntoolkit.org/templates/
Copyrights© 2014 C-urVision Ltd. all rights res...
Copyrights© 2014 C-urVision Ltd. all rights reserved

Page 41
“Service innovation is the best opportunity
to change the world we have - in terms
how business is operate”
Dean Crutchfie...
Zvika Weinshtock
www.C-urVision.com
zvikaw@C-urVision.com

Proprietary and Confidential

Copyrights© 2014 C-urVision Ltd. ...
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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 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
  • Transcript of "In a fictional world,will Product Manager define also Services?"

    1. 1. Zvika Weinshtock January 2014 Proprietary and Confidential Copyrights© 2014 C-urVision Ltd. all rights reserved www.C-urVision.com Page 1
    2. 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. 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. 4. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 4
    5. 5. Copyrights© 2014 C-urVision Ltd. all rights reserved Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf Page 5
    6. 6. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 6
    7. 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. 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. 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. 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. 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. 12. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 12
    13. 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 $1.2 billion – Nov 2012, WHY? Page 13
    14. 14. 20M$ 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. 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. 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. 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. 18. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 18
    19. 19. Copyrights© 2014 C-urVision Ltd. all rights reserved Virtual Supermarket
    20. 20. fundamentals of Service Innovation Copyrights© 2014 C-urVision Ltd. all rights reserved Page 20
    21. 21. Copyrights© 2014 C-urVision Ltd. all rights reserved ©Shir weinshtock 2013 Page 21
    22. 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. 23. Copyrights© 2014 C-urVision Ltd. all rights reserved http://media.tumblr.com/1ce28eacf94557fca9a1ac85c7ec12be/tumblr_inline_mr5wodEeRM1qz4rgp.png People Co-Creation Page 23
    24. 24. Customer Journey Copyrights© 2014 C-urVision Ltd. all rights reserved ©Zvika weinshtock Page 24
    25. 25. Holistic People Value Process Business Copyrights© 2014 C-urVision Ltd. all rights reserved ©Zvika weinshtock Page 25
    26. 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. 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. 28. Service design (outside-In) is about : Interaction Behavior Needs Motivations Copyrights© 2014 C-urVision Ltd. all rights reserved Page 28
    29. 29. Service Innovation Frame work (inside-out) Copyrights© 2014 C-urVision Ltd. all rights reserved Page 29
    30. 30. Service design – Double Diamond model Discover Define Copyrights© 2014 C-urVision Ltd. all rights reserved Develop Deliver Source: Design Council Page 30
    31. 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. 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. 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. 34. Ideation Copyrights© 2014 C-urVision Ltd. all rights reserved Page 34
    35. 35. Source: http://www.slideshare.net/kazumichisakata/meta-servicedesign-andia201310 Copyrights© 2014 C-urVision Ltd. all rights reserved Page 35
    36. 36. Source: http://fivewhys.wordpress.com/2013/09/10/customer-experience-innovation/ Copyrights© 2014 C-urVision Ltd. all rights reserved Page 36
    37. 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. 38. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 38
    39. 39. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 39
    40. 40. Service Design Methodology http://www.servicedesigntoolkit.org/templates/ Copyrights© 2014 C-urVision Ltd. all rights reserved Page 40
    41. 41. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 41
    42. 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. 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

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