Service Thinking in Practice

52
Service Thinking in Practice Marc Fonteijn @ Creative Company Conference 2010

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Transcript of Service Thinking in Practice

Page 1: Service Thinking in Practice

Service Thinking in PracticeMarc Fonteijn @ Creative Company Conference 2010

Page 2: Service Thinking in Practice

Marc Fonteijn

Page 3: Service Thinking in Practice

onderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansenonderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansen

onderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansen

Page 4: Service Thinking in Practice

onderscheidende

klantervaring

waardevolle

dienstenNieuwe

Marktkansen

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Part 1:

service thinking in practice

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find the service

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Why should you care about

services in the first place?

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1. people pay more

2. closer relationship

3. harder to copy

why services

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What is Service Thinking

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service thinking is about reframing value

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Why Service Thinking

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service thinking opens up

new business opportunities

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lets put service thinking

into practice

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business

challenge

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business

challenge

radical

new solutions

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create

concepts

explore

opportunitiescapture

results

service scenario

development

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service thinking flows

trough this process

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creating

concepts

capturing

results

service thinking

vocabulary

people

exploring

opportunities

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needs and desires of people

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you need

to be there

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saying-doing gap

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creating

concepts

capturing

results

service thinking

vocabulary

people

experiences

exploring

opportunities

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experiences are your “intangible products”

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consistent

& intuitive

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you can’t

store a service

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creating

concepts

capturing

results

service thinking

vocabulary

people

stagesexperiences

exploring

opportunities

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design for different stages

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backstage

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frontstage

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creating

concepts

capturing

results

service thinking

vocabulary

people timelines

stagesexperiences

exploring

opportunities

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understand timelines

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experience

the journey

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visualize

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creating

concepts

capturing

results

service thinking

vocabulary

people timelines

stagesexperiences

exploring

opportunities

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Part 2:

service thinking in practice

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(de)constructing value

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exploring

opportunities

(de)constructing

value

service scenario

development

creating

concepts

capturing

results

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Goal

reframe the core value of

an existing offering

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Low HighMarket Value

Generic

SpecificC

ust

om

er

Ne

ed

commodities

products

services

experiences

Progression of economic value - Pine & Gilmore 1999

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Commodities

/ basic & raw

/ access

/ quantity & volume

Products

/ processed

/ ownership

/ pre-produced & distributed

Services

/ intangible

/ time-based

/ situational

Experiences

/ personal

/ emotional

/ meaningful

cheatsheet

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/ groups of 2-3

/ 15 minutes

/ 3 steps

setup

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1. define the category

steps

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1. define the category

2. break down into elements

steps

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1. define the category

2. break down the elements

3. build it up again

steps

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Go!

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Recap

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creating

concepts

exploring

opportunitiescapturing

results

service scenario

development

3 day programambition new service

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Thank youhttp://31v.nl/ccc2010

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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/

photocredits