Ray Fisk

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  • 1. PDF processed with CutePDF evaluation edition www.CutePDF.com PDF processed with CutePDF evaluation edition www.CutePDF.com
  • 2. PDF processed with CutePDF evaluation edition www.CutePDF.com
  • 3. Service Creativity & Innovation: An American Scholars Perspective Customers Presented by Raymond Fisk Professor and Chair of Marketing Texas State University - San Marcos Ray.Fisk@txstate.edu
  • 4. Topics p 1. 1 Scarcity of Service Creativity & Innovation 2. Desperate Need for Service Creativity & Innovation 3. Technology for Service Creativity & gy y Innovation 4. 4 Broadening Our Perspective on Service Creativity & Innovation 5. Strategies for Personal Creativity & Innovation
  • 5. 1. 1 Scarcity of Service Creativity & Innovation y
  • 6. What is Creativity? y • Creativity is finding new ideas ideas. • Creativity is the source of Invention and Innovation. • Invention is the creation of new things things.
  • 7. What i I Wh t is Innovation? ti ? • Innovation is b g g o at o s bringing new ideas to market. • The ideas have to be new to the market, but not necessarily the world world.
  • 8. No One is Born Creative or Innovative I ti • Al Almost all h t ll human b h i behaviors are l learned d behaviors.
  • 9. Creativity and Innovation y are Temporary!
  • 10. The first Port Wine could only be made once!
  • 11. The Ponte Dom Luis was once the longest single span bridge!
  • 12. Good Id G d Ideas Are Always Scarce A Al S
  • 13. 2. Desperate N d f S 2 D t Need for Service i Creativity & Innovation
  • 14. “New id “N ideas are easy, getting rid of the old tti id f th ld ones i hard.” is h d ” - Edwin Land, Founder, Polaroid Corporation C ti
  • 15. Service • The word originates in Latin: – Service is from the Latin servus servus, which means “slave, servant or serf”.
  • 16. What are the Essentials of Human Civilization? • Stuff – Food, water, clothing, and shelter • Interaction – Human interactions are the essence of civilization. •S i l i t d Sociologists describe fi key institutions ib five k i tit ti of human society: • Family The f il i th Th family is the • Education most essential • Government service • Economy y organization in • Religion human history!
  • 17. Slow Progress of the Human Species • Human history is full of bloodshed, mistreatment or neglect. • Progress –hhappens d despite these d i h destructive f i forces. – is a function of creativity and innovation. • Innovations offer new solutions to ancient human problems problems.
  • 18. Inverting the Power Pyramid Dominance Culture Service Culture
  • 19. Four Service Areas Where We Need Service Creativity & Innovation
  • 20. Global Health Care (including the Swine Flu Pandemic) is a service problem!
  • 21. Global Warming is a service problem! bl !
  • 22. Global Poverty is a service problem!
  • 23. Global Ignorance is a service g problem!
  • 24. 3. Technologies for Service Creativity & I C ti it Innovation ti
  • 25. Technology Has Become More Interactive Phase 1: One Way Marketer Customer Phase 2: Partially Interactive Marketer Customer Customer Phase 3: Fully Interactive Marketer Customer Source: Fisk, Grove and John (2008)
  • 26. Social Networking Is Changing Economies (and Elections) • The Internet vastly reduced barriers to customer collaboration. – Customers are talking to each other. – Customer communities are forming. – Customers are raising their voices in unison. • Crowds can become mobs or movements! • Example - FlyersRights.org
  • 27. Era of Portable Services • GPS Enabled Smart Phones – Where Am I or Where Is it? – How Do I Get There? – Who Is There? – What Is Happening? – When Does it Start? – Why?
  • 28. Two Examples of Service Creativity and Innovation
  • 29. A Global Example p • IBM began as a business machines company, then became a computer company, and now they are a global p y service company. • IBM’s Service Innovations – Service Knowledge Advocate • Service Science, Management, Engineering and Design (SSMED) – Smarter Planet
  • 30. AP t Portuguese E Example l • Yd Ydreams – A i t An interactive experience ti i designer. • Educational experiences – Braganza Science Center • Promotional experiences - TMN Bluestore
  • 31. 4. Broadening Our Perspective on Service Creativity & Innovation
  • 32. We Are Limited by Our Existing y g Knowledge & Skills • Like the blind men and elephant parable, our understanding of services is limited limited. • Disciplinary training can weaken one’s ability to perceive problems from other perspectives! • Problems don’t know academic disciplines.
  • 33. Typical Silos of Knowledge yp g Service Service Science Management Service Service Arts At Engineering E i i
  • 34. A Unified Perspective p Service Service Science Management Serving Customers Service Service Arts Engineering
  • 35. Service Collaboration • Our modern communications vastly y reduces the barriers to collaboration. – We need worldwide multidisciplinary social networks. – We need to move from silos of knowledge to webs of knowledge. – We need to include customers in the conversation!
  • 36. 5. 5 Ten Strategies for Personal Creativity and Innovation y
  • 37. 1. Question Assumptions Q p
  • 38. 2. Dream Big g
  • 39. 3. 3 Be Flexible
  • 40. 4. Study Successful Creativity and Innovation
  • 41. 5. Experiment - Expect and Learn from F il f Failures! !
  • 42. 6. Practice, Practice, Practice! , ,
  • 43. 7. Gradual Change Is Always Better than No Change
  • 44. 8. Have Fun
  • 45. 9. Dare to Be Different
  • 46. 10. Take Action
  • 47. Five Rules for Serving g Customers in the 21st Century 1. Be Respectful 2. Be Engaging 3. Be Collaborative 4. Design for Humans 5. Be Technologically Sophisticated
  • 48. Creativity-Innovation-Change y g Innovation Creativity y Change g
  • 49. Thank You!
  • 50. 2009-2010 Common E 2009 2010 C Experience i at Texas State University The Whole New Mind: Crossing Boundaries of Disciplines
  • 51. Dan Pink’s A Whole New Mind • Four Major Ages: 1. Agricultural Age (farmers) 2. Industrial Age (factory workers) 3. Information Age (knowledge workers) 4. Conceptual Age (creators and empathizers)
  • 52. Pink’s Six Essential Senses: 1. Design - Moving beyond function to engage th sense. the 2. Story - Narrative added to products and services ser ices - not just argument. Best of the j st arg ment six senses. 3. 3 Symphony - Adding invention and big picture thinking (not just detail focus). 4. 4 Empathy - Going beyond logic and engaging emotion and intuition. 5. Play - Bringing humor and light- light heartedness to business and products. 6. Meaning - Immaterial feelings and values g g of products.