The paradox of Service Industrializa7on 16.02.2011 Jesus Alcoba González, Ph.D.
three pilars of SSME Technology Shared People InformaFon Service Systems IFM & IBM.: Succeeding through Service Innovation: A Service Perspective for Education, Research, Business and Government. University of Cambridge Institute for Manufacturing, Cambridge (2008)
one is less considered than the rest Technology Shared InformaFon People Service Systems IFM & IBM.: Succeeding through Service Innovation: A Service Perspective for Education, Research, Business and Government. University of Cambridge Institute for Manufacturing, Cambridge (2008)
3 keys to build customer experience Immersion Par7cipa7on Personaliza7on
Informa7on Systems First contact with client How to increase the amount of available informaFon and how it is How to increase interpersonal adapFve behaviour and service oﬀering interconnected in customers’ databases so that every department adaptaFon to the staﬀ in contact with the customers, by devising knows the whole informaFon about every client. speciﬁc ways to deal with the client depending on his/her proﬁle. How to present those large amounts of informaFon in a way that can How to beneﬁt from the analysis of the ﬁrst moment in which a be rapidly understood by computers and humans. customer comes into contact with the service either virtually or personally. How to interpret the behaviour of a client in a speciﬁc moment How to classify customers who come into contact with a service from according to the past history of that customer with the service, and the ﬁrst moment (classifying beZer to provide a more adapted also how to predict the future behaviour of the customer based on service). that history. How to extract informaFon from client databases so that the systems How to gather informaFon about client expectaFons. can assess speciﬁc acFons for them, in order to customize and enrich the service experience. How to capture and store subjecFvity in databases. How to classify clients depending on their need for customizaFon. 20 issues to research Service-‐client interac7on Measuring How to improve research on customers’ percepFon of the experience How to measure the impact of outsourcing, oﬀshoring and lean by introducing qualitaFve research techniques. manufacturing in customizaFon. How to store customers’ percepFon of the experience (mainly if it is How to measure the inﬂuence of using automated systems in negaFve) and how to use that informaFon. customers’ percepFon of service value. How to increase clients self disclosure of informaFon. How to measure the impact of customizaFon in service producFon cost. How to beneﬁt from service improvement ideas spontaneously given How to measure the number of contacts or informaFon which a by clients. service needs in order to gather enough informaFon from clients to provide the required level of customizaFon. How to interpret a client’s emoFonal state by analyzing natural How to measure client saFsfacFon with the customizaFon level. language automaFcally (wriZen or spoken).