Service Thinking Project By Ana Maria Rodriguez

1. IBM Service Thinking Project
Theoretical Case Study Applications
By: Ana Maria Rodriguez
MBA Candidate 2013
Hult International Business School

2. Agenda
1. Service Thinking Principles
2. Company 1: Syngenta
3. Company 2: Synchonoss
4. Company 3: Crowdtwist
5. Service Thinking Applied To Three Companies
Summary
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3. Service Thinking Principles
Service
Thinking
Co-
Creation
Service
System
Compone
nts
R-T-I
Glo-Mo-
So
Multi-
Sided
Metrics
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4. &
• World's leading companies with
more than 27,000 employees in
over 90 countries
• Increase crop productivity, protect
the environment and improve
health and quality of life.
• Offers integrated solutions to
farmers
• Challenges: Help produce more
with less
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Company Information

5. &
• engage and empower growers
• create communities and cooperatives to share knowledge and expertise
Co-Create
• The platform will provide access to mobile and web-based applications
Service
Systems
• global and local Research Centers
• community knowledge and expertise
Components
• allow growers to focus
• optimize their production systems and manage resources
R-T-I
• to mobile and web-based applications
• Community knowledge
Glo-Mo-So
• gain an average 0.5 percent market share across their combined
businesses
Multi-Sided
Metrics
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Service Thinking Principles

6. +
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Mobile Innovation for a Connected World
Company Information
• Mobile innovation leader that provides
personal cloud solutions and software-
based activation for connected devices
across the globe
• 273 Million in Revenue
• Over 1300 employees
• Enables a seamless connected
experience

7. +
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Mobile Innovation for a Connected World
Service Thinking Principles
• Customers are able to connect, synchronize and activateCo-Create
• access to datacenters located around the globe
Service
Systems
• enables these companies to manage user experienceComponents
• enable new customer acquisition, sales of new devices, accessories and
new service offerings , reducing operational cost at the same timeR-T-I
• flexible and scalable mobile technology solutionsGlo-Mo-So
•connect more than 50 million devices, manage 10 billion entities and perform more
than 7 billion synchronizations per day.
Multi-Sided
Metrics

8. &
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• 3 yr old Start-up
• Multi-Channel Customer Relationship
and Loyalty Platform
• Identifies Most Influential Customers
and Connects them with actual
spending
Company Information

9. &
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Service Thinking Principles
• identify their most influential customers
• tailoring reward programs for this specific customers
Co-Create
• data analytics into the existing platform
Service
Systems
• connecting this to actual spending, and then tailoring reward programs
• to find valuable insights
Components
• target specific consumers, directly influence and develop assertive
customized offerings with and less resourcesR-T-I
• using social media to deploy their initiatives in a viral paceGlo-Mo-So
•helps companies monetize and calculate ROI
•metrics based on behavioral analysis and tracking impact
Multi-Sided
Metrics

10. Summary
Syngenta Synchronoss Crowdtwist
Description Forbes Global 2000 Headquarters in New Jersey, US Startup:
90 countries around the world
Offices in Ireland, Germany,
England, France, India, Australia
New York, Atlanta
Revenue $ 14.2 Billion USD $ 273 Million USD
Raised a $6 million round of
funding
Co-Creating engarge and empower connect, syncrhonize, activate Identify influential customers
Service Systems mobile and web-based access, datacenters Data Analytics
Components community manage user experience tailoring reward programs
Glo-Mo-So
mobile and web-based,
communities
mobile, flexible, scalable
social media to deploy
initiatives
RTI
focus, manage resources,
optimize
customer acquisition, cost
reduction
directly inflience, less resources
Multisided
Metrics
reach market share 7 billion synchronization per day based on behavrioral analysis
Impact
offering individual products to
an integrated solution for
growers where they can not
only learn about Syngenta’s
products but how to optimize
their usage
enable new customer
acquisition, sales of new
devices, accessories and new
service offerings , reducing
operational cost at the same
time.
helps companies monetize and
calculate ROI by allowing them
to create new metrics based on
behavioral analysis and tracking
impact of brand initiatives.
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11. Thank You
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