Service Thinking in PracticeMarc Fonteijn @ Creative Company Conference 2010

Marc Fonteijn

onderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansenonderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansen

onderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansen

onderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansen

Part 1:

service thinking in practice

find the service

Why should you care about

services in the first place?

1. people pay more

2. closer relationship

3. harder to copy

why services

What is Service Thinking

service thinking is about reframing value

Why Service Thinking

service thinking opens up

new business opportunities

lets put service thinking

into practice

business

challenge

business

challenge

radical

new solutions

create

concepts

explore

opportunitiescapture

results

service scenario

development

service thinking flows

trough this process

creating

concepts

capturing

results

service thinking

vocabulary

people

exploring

opportunities

needs and desires of people

you need

to be there

saying-doing gap

creating

concepts

capturing

results

service thinking

vocabulary

people

experiences

exploring

opportunities

experiences are your “intangible products”

consistent

& intuitive

you can’t

store a service

creating

concepts

capturing

results

service thinking

vocabulary

people

stagesexperiences

exploring

opportunities

design for different stages

backstage

frontstage

creating

concepts

capturing

results

service thinking

vocabulary

people timelines

stagesexperiences

exploring

opportunities

understand timelines

experience

the journey

visualize

creating

concepts

capturing

results

service thinking

vocabulary

people timelines

stagesexperiences

exploring

opportunities

Part 2:

service thinking in practice

(de)constructing value

exploring

opportunities

(de)constructing

value

service scenario

development

creating

concepts

capturing

results

Goal

reframe the core value of

an existing offering

Low HighMarket Value

Generic

SpecificC

ust

om

er

Ne

ed

commodities

products

services

experiences

Progression of economic value - Pine & Gilmore 1999

Commodities

/ basic & raw

/ access

/ quantity & volume

Products

/ processed

/ ownership

/ pre-produced & distributed

Services

/ intangible

/ time-based

/ situational

Experiences

/ personal

/ emotional

/ meaningful

cheatsheet

/ groups of 2-3

/ 15 minutes

/ 3 steps

setup

1. define the category

steps

1. define the category

2. break down into elements

steps

1. define the category

2. break down the elements

3. build it up again

steps

Go!

Recap

creating

concepts

exploring

opportunitiescapturing

results

service scenario

development

3 day programambition new service

Thank youhttp://31v.nl/ccc2010

slide 10: http://www.flickr.com/photos/brettpatterson/4808671776/

slide 12: http://www.flickr.com/photos/skuzik/3227823235/

slide 20: http://www.flickr.com/photos/sverreb/2722763403/

slide 24: http://www.flickr.com/photos/thms/462544635/

slide 25: http://www.flickr.com/photos/dbrulz/945284001/

slide 26: http://www.flickr.com/photos/dalboz17/418207489/

slide 28: http://www.flickr.com/photos/22577669@N08/4803820485/

slide 32: http://www.flickr.com/photos/27970957@N02/2631341098/

slide 38: http://www.flickr.com/photos/spinneyhead/2690872454/

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