Winning application presentation for Service Science Factory (SSF), Project Management position, in The Netherlands. Topic to develop: Why is service innovation becoming more and more important for businesses?

1. Service Innovation
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2. Why is Service Innovation
becoming more and more
important for businesses ?
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3. Businesses are changing
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4. But why and how?
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5. Thats the million dollar
question, isn´t it?
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6. ...or probably the billion of
billions question...
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7. It would be
easier if we
had a crystal
ball to know it
best
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8. Where should people start to
search for an answer ?
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9. lunes 28 de enero de 13

10. The good news is that the
answer is...
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11. ... within us,
human people, from
our own
human insights !
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12. We need these insights to
cope with today challenges
and for the future ones
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13. “By 2025 two-
thirds of the
world´s
population will
be living in
cities”.
- Challenges for the
future: Megatrends by
BASF
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14. Technology has been the
trigger for all the changes in
society
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15. lunes 28 de enero de 13

16. Technology, technology, yes
but...
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17. Technology has not
worked by its own all this
time
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18. lunes 28 de enero de 13

19. It is true the importance of
Technology, but no Tech
would have been innovative
or transcendental without
Human application
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20. Period !
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21. It is said that businesses are
becoming more and more
towards being customer
centric,
but why ?
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22. Because human activity its
what really triggers
Economy
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23. Not
Technology
by itself
“No computer,
machine or robot can
cope with the
individual need of
clients sufficiently”.
- Stefan Moritz, Practical Access
to Service Design, 2005.
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24. and at some point of the
time this was forgotten.
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25. now business
men simply
wonder
“ what went
wrong? ”
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26. For centuries it was
all about quantity...
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27. “The product
market is satisfied.
Over the last years
products got more
and more similar”
-Stefan Moritz, Service Design
Researcher
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28. Everything has been
concentrated in the “mass
production” topic without
relating it to people and to
their real needs
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29. ...and now this is no longer
competitive neither
sustainable.
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30. So how does
Service Innovation performs
here ?
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31. Service Innovation
is the ultimate strategy for
successful businesses
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32. of any kind
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33. Source: Stefan Moritz, 2012
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34. Human activities are changing.
The way we consume, work,
communicate, interact, everything
is changing at a faster pace...
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35. lunes 28 de enero de 13

36. ... so how can businesses
adapt to all these changes
and at the same time use
them as a competitive
advantage?
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37. With Service Design
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38. Service Design
“Methodology to help improve or innovate
service experiences that result in more satisfied
customers and more profitable enterprises by
discovering and understanding the real
customer expectations and needs”.
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39. so
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40. Service Innovation as a result
of Service Design should be on
top of mind of today
Enterprises
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41. and this
worried guy
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42. Service Innovation can
help to create those
new relationships
between organizations
and clients
“The only
sustainable
competitive
advantage is
knowledge of and
engagement with
customers”
- Forrester report, Competitive
Strategy in the Age of the
Customer
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43. Through a more
human approach to
their clients that
happen to be
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44. humans!
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45. lunes 28 de enero de 13

46. Makes total sense
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47. “Clients are
complicated, they
have individual
needs and
expectations that
can´t be
standardized”.
- Stefan Moritz, Practical
Access to Service Design, 2005
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48. Now just talking a little about
the Service Sector in today´s
World Economy...
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49. “Services are
becoming
increasingly
important for the
economy, up to 70%
of the GDP lies in the
service sector today”
- Leonard L. Berry, Creating New
Markets through Service Innovation,
MIT Sloan Management Review, 2006
GDP, Service sector composition in %
Hong Kong
Bahamas
West Bank
France
United States
Lebanon
Japan
Taiwan
UK
Cuba
Belgium
Singapur
Denmark
Italy
Portugal
Germany
Australia
New Zeland
Canada
Poland
0 25 50 75 100
Source: www.cia.gov
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50. The World bank
recognizes: “Services
industries increased
their share on the
World economy
during the past two
decades, while
relative shares of
agriculture and
industry shrank”.
- World bank. Retrieved the
2005-03-12 www.worldbank.org
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51. and now
some examples of
Service Innovation
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52. lunes 28 de enero de 13

53. just to name a few
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54. Knowing all this, we can proceed
to answer...
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55. Because
Innovation
is the only way to create new
Markets,
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56. and specifically
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57. Service Innovation means a
big opportunity to offer a
total new dimension of
value to Clients
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58. and as a result
to Enterprises
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59. Service Innovation is not only
becoming more important for
businesses
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60. Service Innovation is...
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61. the Future of
Businesses !
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62. as simple as that
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63. Thank you !
by Lucía Reyes
lua.reyes@gmail.com
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