Service thinking cases 20130702 v1
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Service thinking cases 20130702 v1

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  • Notes Service Thinking Cases are either Historical (based on real press releases) or Hypothetical (based on imagined future press releases)

Service thinking cases 20130702 v1 Service thinking cases 20130702 v1 Presentation Transcript

  • Service Thinking Historical Case: IBM & Social Business (Fluor, Curam, Brainmates) Case Creator Name Date
  • Outline • Slide 1: Title • Slide 2: Outline • Slide 3: Company and Offering– IBM & Social Business • Slide 4: Three Company Summary Table • Slide 5: Company 1: Press Release for IBM-Fluor • Slide 6: Company 1: Service Thinking Analysis • Slide 7: Company 2: Press Release for IBM-Curam • Slide 8: Company 2: Service Thinking Analysis • Slide 9: Company 3: Press Release for IBM-Brainmates • Slide 10: Company 3: Service Thinking Analysis • Slide 11: References and resources used to create case • Slide 12 – N: Backup Slides
  • Company & Offering • Company: IBM – Forbes Global 2000 Ranking – Analyst Report on Industry and Company – Student Analysis • Offering: Social Business – Analyst Report on Category of Offering – Student Analysis View slide
  • Case Summary Table Company 1 Company 2 Company 3 GIE: Forbes 2000 Globally Integrated Enterprise, many customers Regional: National, State, or City Market, regional customers Startup: Limited quantity of paying customers More than $100M Rev/yr About $10M-100M Rev/Yr Less than $10M Rev/Yer Press Release(s) Press Release(s) Press Release(s) Phrases to map to… Phrases to map to… Phrases to map to… 1 Value Co-Creation 1 Value Co-Creation 1 Value Co-Creation 2 Service System 2 Service System 2 Service System 3 Components 3 Components 3 Components 4 Platform 4 Platform 4 Platform 5 Run-Transform-Innovate 5 Run-Transform-Innovate 5 Run-Transform-Innovate 6 Multi-sided Metrics 6 Multi-sided Metrics 6 Multi-sided Metrics Impact Rev, Profit, Brand Impact Rev, Profit, Brand Impact Rev, Profit, Brand View slide
  • Press Release Company 1 • 12-60 sentences – with key phrases italicized that map to Service Thinking principles
  • Service Thinking Analysis Principle Questions Phrases from PR Impact: Revenue, Profit, Brand, etc. 1. Co-Creation e.g., How are customers empowered and engaged? 2. Service System e.g., How is there a shift in work, skills, information, risk, resource sharing between provider, customer, and other entities? 3. Components e.g., What can be outsourced? What are the routine KPIs? 4. Run-Transform- Innovate e.g., What is the continuous improvement discipline? 5. Platform Global/Mobile/Soci al e.g., How fast can this grow? 6. Multi-sided Metrics e.g., How many stakeholders complement each other? What are the new KPIs?
  • Press Release Company 2 • 12-60 sentences – with key phrases italicized that map to Service Thinking principles
  • Service Thinking Analysis Principle Questions Phrases from PR Impact: Revenue, Profit, Brand, etc. 1. Co-Creation e.g., How are customers empowered and engaged? 2. Service System e.g., How is there a shift in work, skills, information, risk, resource sharing between provider, customer, and other entities? 3. Components e.g., What can be outsourced? What are the routine KPIs? 4. Run-Transform- Innovate e.g., What is the continuous improvement discipline? 5. Platform Global/Mobile/Soci al e.g., How fast can this grow? 6. Multi-sided Metrics e.g., How many stakeholders complement each other? What are the new KPIs?
  • Press Release Company 3 • 12-60 sentences – with key phrases italicized that map to Service Thinking principles
  • References • URLS to web accessible information resources • Academic References (Google Scholar Citations) • Analyst Reports on Industries, Businesses, Offering Categories, etc. • Interviews and other sources
  • Service Thinking Analysis Principle Questions Phrases from PR Impact: Revenue, Profit, Brand, etc. 1. Co-Creation e.g., How are customers empowered and engaged? 2. Service System e.g., How is there a shift in work, skills, information, risk, resource sharing between provider, customer, and other entities? 3. Components e.g., What can be outsourced? What are the routine KPIs? 4. Run-Transform- Innovate e.g., What is the continuous improvement discipline? 5. Platform Global/Mobile/Soci al e.g., How fast can this grow? 6. Multi-sided Metrics e.g., How many stakeholders complement each other? What are the new KPIs?
  • Backup Slides • Important Dates • Student Evaluation • Service Thinking • Two Case Studies Per Student – Historical: Team, Slideshare, Monday 3-5pm Hult July 8th – Hypothetical: Individual, YouTube, July 30th 5pm • Examples: Historical Case Analysis (One Per Team) – Recommended: Fluor, Curam, Brainmates • Examples: Hypothetical Case Analysis (One Per Individual) – Select One and Generate Four Other Candidates: – Companies/Service system entities • GIE: ICBC, JPMorgan Chase, GE, Exxon, HSBC • http://www.forbes.com/global2000/ • Regional: Sulzer Group, Interconexion Electrica, UOL Group, Health Net, Klabin • http://www.forbes.com/global2000/ • Startup: 9Lenses, Befunky, Bloomfire, Crowdtwist, Evzdrop • http://www.cio.com/article/731885/10_Hot_Social_Media_Startups_to_Watch • Other Example Generator • Detailed Example
  • Important Dates • Week 1 – Monday July 1st 2-5pm meet mentor at IBM Almaden & form teams – Tuesday July 1st and 2nd email mentor social media profiles, invite to connect on LinkedIn – Tuesday July 2nd get template for July 8th presentations – Complete historical case, post presentation to slideshare.net, and tweet link to #ISSIP with short message • Week 2 – Monday July 8th 3-5pm meet mentor at Hult – Team 1 presents 3-3:30, followed by discussion – Team 2 presents 4-4:30, followed by discussion – Tuesday July 9th 5pm submit a list of five possible large, five possible medium, and five possible small companies for hypothetical case study – in rank order of preference and with one line description of why they would be good company to analyze (no more than one from the list Jim provided) – also include a short peer evaluation (excellent/good/average and why; any areas for improvement and why) • Week 3 – Monday July 15th 5pm, post ISSIP new member intro video to YouTune and tweet link and short message to @JimSpohrer with hashtag #ISSIP • Week 4 – Monday July 22nd 5pm, send status report and any questions or request for help to spohrer@us.ibm.com, and to Jeff Saperstein and Hunter Hastings – Friday July 26th – working on an opportunity to learn more about IBM Social Business and partners at IBM Foster City • Week 5 – Tuesday July 30th 5pm, post final (less than ten minute) presentation with audio to YouTube and tweet link and short message to @JimSpohrer with hashtag #ISSIP (example of type of audio presentation - http://www.youtube.com/watch?v=_3bw_MOEqiE&feature=youtu.be) • Week 6 – Monday August 5th 5pm, you will receive your mentors evaluation of work
  • Student Evaluations • 1. Communication – a. Ability to communicate with colleagues and senior management – b. Written communication and ability to convey information clearly and concisely – c. Ability to listen, retain and appropriately use information – d. Presentation skills • 2. Teamwork – a. Ability to work as a team member – b. Contribution to team objectives and department as a whole – c. Actively shares ideas and opinions – d. Ability to work in a collaborative team environment • 3. Self-Management Capability and Decision Making – a. Self-management capability; effectively works unsupervised – b. Ability to prioritize work – c. Time management skills – d. Level of self-organization • 4. Professionalism – a. Objectives are completed by deadlines – b. Punctuality – c. Drive and self-motivation – d. Professional persona in workplace • 5. Organizational Awareness of Customer's Organization – a. Understands team’s direction and structure – b. Understands organizational strategy – c. Understands IT’s vision • 6. Work Product Delivery and Customer's Organization Fit – a. Quality of work delivered – b. Fulfillment of project expectations – c. Commitment to excellence and innovation – d. Inquisitiveness and display of initiative – e. Cisco cultural fit • 7. Functional/Technical Skills and Knowledge – a. Application of technical skills in projects – b. Development of practical skills in projects – c. Technical skills met the position's expectations – d. Analytical skills met the position’s expectations • 7. ISSIP T-shaped Service Systems Innovation Thinking – a. ISSIP membership mention on LinkedIn Profile – b. ISSIP New Member Intro Video on YouTube – c. ISSIP Tweets to #ISSIP and @MyTShape – d. ISSIP SIG EdRes Whitepaper Case Contribution
  • What do students do? Apply the 6 principles of service thinking All value is co-created Service systems we live and work in Componentized business architecture Global-mobile-social scalable platforms Run-Transform-Innovate Multi-sided metrics 1/11/13 CVC Group, LLC for Hult International Business School 15
  • Two Cases Studies Per Student • Analysis (Team work) - Slideshare – Mentor specifies companies & offerings – Historical - Real companies/real press releases – Identify & Summarize Service Thinking Principles – Students estimate revenue, profits, brand impact • Recommendation (Individual work) - Youtube – Mentor specifies set of companies & offerings – Future - Real companies/hypothetical press releases – Identify & Summarize Service Thinking Principles – Students estimate revenue, profits, brand impact
  • Example: Historical Analysis • IBM wants to grow it social business offerings, revenue, profits, brand for innovation • Companies/Service system entities – GIE: Fluor • http://www- 03.ibm.com/press/us/en/pressrelease/40217.wss – Regional: Curam • http://www- 03.ibm.com/press/us/en/pressrelease/36373.wss – Startup: Brainmates • http://www.meetup.com/StartupProductTalks/events/12486 8192/
  • Example: Hypothetical Analysis • IBM wants to grow it social business offerings, revenue, profits, brand for innovation • Companies/Service system entities – GIE: ICBC, JPMorgan Chase, GE, Exxon, HSBC • http://www.forbes.com/global2000/ – Regional: Sulzer Group, Interconexion Electrica, UOL Group, Health Net, Klabin • http://www.forbes.com/global2000/ – Startup: 9Lenses, Befunky, Bloomfire, Crowdtwist, Evzdrop • http://www.cio.com/article/731885/10_Hot_Social_Media_ Startups_to_Watch
  • Other examples generator • For each company on the Forbes Global 2000, classify them as GIE or Regional • For each company, identify in their annual report a recent acquisition or partnership and the type of offering or capability • For the category of the offering, search for startups in that space • It is OK for students to generate other examples they would prefer to analyze or make recommendations about based on their interest • Or the students can choose from the list the mentor or faculty generate
  • Detailed example • Sample press release with italicized phrases • Classify phrases into six Service Thinking principles • Methods for estimating impact – Revenue – Profit – Brand • Students who add to the techniques for generating cases get “extra credit”