The Service Science Factory at Maastricht University collaborates with international companies and students to innovatively design new services through open innovation and co-creation. It brings together multidisciplinary experts from various universities and companies to work on problem-based learning projects. The Service Science Factory aims to support service innovation and economic growth by developing value-adding solutions through its multidisciplinary network and partnerships.

1. ServiceScienceFactory
Prof.dr. Paul Iske, Prof.dr. Jos Lemmink, dr.
Gaby Odekerken, dr. Tjark Vredeveld, Prof.dr.
Rob de Bie, dr. Wynand Bodewes, Anja Jansen,
Service Science Factory Maastricht
Linda Lichel, Msc, Karol Karpinski

2. ServiceScienceFactory
Companies discover the ivory tower and develop in collaboration with
international professors and students of Maastricht University innovative
new services.
Services can be designed much better:
Maastricht University changes open innovation into co-creation of new
services.
International collaboration between e.g. India and The Netherlands results
in new service concepts
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 2

3. Service Science
“Everyone knows the story of Thomas
Edison, the inventor of the lightbulb. But
people don’t tend to think of getting
lightbulbs into houses and schools,
setting prices for the electricity
services to keep them lit. That’s all
service innovation”
Jim Spohrer, IBM Almaden Research Center
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 3

4. Services 70% GDP
Services But what
drive our about
economy innovation?
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 4

5. European Innovation Scoreboard, 2008:
1.Sweden Innovation
2.Finland
3.Denmark leaders
...
Innovation
11. Netherlands
followers
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl

6. example: mobile technologies
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl

7. mobile
boarding
pass
mobile
banking
alerts
wireless
healthcare
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl

8. mobile boarding pass
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl

9. Bottom line
support
less
for brand
queues
loyalty
decreased
costs
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 9

10. mobile banking alerts
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl

11. Bottom line
25% reduction
Enhanced in time
customer answering
relationships customer
inquiries
Enhanced customer
satisfaction
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 11

12. wireless healthcare
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl

13. Bottom line diabetes case
3 million
10% of
dollars
patients
saved
use
annually
20% cost
reduction
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 13

14. Unplanned Open Innovation
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 14

15. Planned open innovation / crowd
sourcing
• Netflix (DVD, reducing fee for late
returns)
• BBVA (making online appointments)
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 15

16. Problem Based Learning
Learning space
For collaborative learning
Guiding participants to construct and share knowledge
Within a particular context
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 16

17. Two crucial concepts in Learning
Problem
Questioning
solving
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 17

18. Problem Based Learning Format
-6 to 10 participants,
-high commitment [0.2;1.0] fte
-8 weeks, 16 weeks, 24 weeks,………..
Creativity
Cognition
Action
Structured
Interactive
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 18

19. Service Science Factory Maastricht
through win-win value
value is coproduced
propositions
is a service
system itself
directly /indirectly with Multidisciplinary
other service systems approach
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 19

20. Basics of our Service Science Concept
Service Science
Multi- Collaboration Service
disciplinary between Science
research scientific and Learning
corporate
world
International
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 20

21. Added Value
Smart use of
Careful problem Multidisciplinary
innovation
drafting innovators
budget
Learning by Access to larger
co-creation network
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 21

22. Multidisciplinary participation in groups
APG (One Size Doesn’t Fit All)
OCE (Just Merge It)
UM Msc students Business
(Marketing, Organization) Msc Design student
APG, OCE managers
European studies, Cologne
University College
Postdoc Twente University
MBA/PhD students
PhD student Free IIM,India
University Amsterdam
Business, Information
Information Systems, Strategy
Management/Systems
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 22

23. Learning and SSF Network
CTF –
Karlstad
Technion- University
Haifa of Cologne
Aalto -
SSF ASU–
Helsinki Tempe
IIM–
RWTH – Ahmedabad
Aachen and
Bangalore
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 23

24. Service Science
Factory
• Concept
development
Center for
Entrepreneurship
• Commercialization
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 24

25. Open up universities & companies
………dialogues house, open boundaries
house, studio, laboratory ……………………
Department of Marketing & Supply Chain Management ServiceScienceFactory
www.marketingsite.nl 25