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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)
  • Transcript

    • 1. Service Thinking Historical Case: IBM & Social Business (Fluor, Curam, Brainmates) Case Creator Name Date
    • 2. 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
    • 3. 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
    • 4. 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
    • 5. Press Release Company 1 • 12-60 sentences – with key phrases italicized that map to Service Thinking principles
    • 6. 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?
    • 7. Press Release Company 2 • 12-60 sentences – with key phrases italicized that map to Service Thinking principles
    • 8. 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?
    • 9. Press Release Company 3 • 12-60 sentences – with key phrases italicized that map to Service Thinking principles
    • 10. References • URLS to web accessible information resources • Academic References (Google Scholar Citations) • Analyst Reports on Industries, Businesses, Offering Categories, etc. • Interviews and other sources
    • 11. 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?
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. 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
    • 16. 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
    • 17. 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/
    • 18. 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
    • 19. 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
    • 20. 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”

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