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Service Innovation: Designing Innovative Experiences - presented at the 2009 ASQ World Conference on Quality and Improvement, May 2009.
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Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 1
SERVICE INNOVATIONSERVICE INNOVATIONDesigning Innovative Experiences
Alexis GoncalvesInnovation Insight Network
2009 ASQ World Conference on Quality & ImprovementSession T35
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 2
Discuss Innovation Thinking
Discuss Experience Thinking
Describe an Innovation Process
Introduce some Innovation Tools
Share some practical examples
LEARNING
OBJECTIVES
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 3
INNOVATION
THINKING
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 4
INNOVATION
THINKING
when you have changed somebody’s
HABIT PATTERNS
INNOVATION GOES
BEYOND…
> A CREATIVE IDEA
> AN INVENTION
INNOVATION IS...
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 5
EXPERIENCE
THINKING
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 6
EXPERIENCE IS STRUCTURALLY DETERMINISTICevery company delivers the customer experience that is organized to deliver.
IVRPhone service
THE CUSTOMER WORLD
The welcome letterThe physical store
In-store serviceThe statements
Channel
Website
Direct mailing
The buying processCashiers
Account Manager TV ads
EXPERIENCE IS NOT JUST PRACTICALit is also emotional, and sometimes even irrational.
THINKINGEXPERIENCE
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 7
The sum total of all the interactions that a customer has with a business in the course of their daily life, as compared with their expectations.
These interactions will either strengthen or weaken the future relationship and that customer’s desire to return, spend more and recommend.
It is a blend of an organization’s physical performance, the senses stimulated and emotions evoked.
EXPERIENCE
IT IS NOT JUST PRACTICALWhat is Customer Experience?
THINKING
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 8
THE STRUCTURE OF CUSTOMER EXPERIENCE
THE CUSTOMER WORLDIV R
Reta
il st
ore
E- Mai
l
Stat
emen
ts
Chan
nel
Dire
ct
Mai
l
Web
site Cred
it ca
rd Bilb
oar
ds Appl
icatio
ns Acct
. M
gr.
TV
Ads
Day To Day Experiences
Expectations & Needs
THE BUSINESS WORLD
Technology & Infrastructure
Organizational Culture
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 9
INNOVATION
PROCESS
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 10
Visioning Discovering Analyzing Synthesizing Realizing
INNOVATION LIFE CYCLEINNOVATION LIFE CYCLE
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 11
DeclareInnovationIntent
1DevelopInsights
5ExploreConcepts
6MakeRoadmaps
7StageExperiences
8People2
Technology3
Business4
Visioning Discovering Analyzing Synthesizing Realizing
WORKING PROCESSWORKING PROCESS
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 12
DeclareInnovationIntent
1DevelopInsights
5ExploreConcepts
6MakeRoadmaps
7StageExperiences
8People2
Technology3
Business4
Visioning Discovering Analyzing Synthesizing Realizing
PROCESS IS NON-LINEARPROCESS IS NON-LINEAR
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 13
DeclareInnovationIntent
1DevelopInsights
5ExploreConcepts
6MakeRoadmaps
7StageExperiences
8People2
Technology3
Business4
Visioning Discovering Analyzing Synthesizing Realizing
Tasks Tasks Tasks Tasks TasksSense trendsDevelop foresightDeclare intent
Discover latent needsDiscover technologiesDiscover white spaces
Analyze dataFind patternsDevelop insights
Develop and evaluate conceptsCreate platformsMake briefs and roadmaps
Make prototypesCreate pilotsPlan launch
TASKSTASKS
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 14
DeclareInnovationIntent
1DevelopInsights
5ExploreConcepts
6MakeRoadmaps
7StageExperiences
8People2
Technology3
Business4
Visioning Discovering Analyzing Synthesizing Realizing
Tasks
Tools
Tasks
Tools
Tasks
Tools
Tasks
Tools
Tasks
Tools
Sense trendsDevelop foresightDeclare intent
Trend MapScenario PlanPreferred FutureDiagnostic SystemConcept SpaceBibliometrics
Discover latent needsDiscover technologiesDiscover white spaces
Ethnographic StudiesShadowingPhoto-ElicitationTechnology MiningTechnology ScoutingInnovation Canvas
Analyze dataFind patternsDevelop insights
Activity StructuringExperience MapContextual AnalysisExtreme UsersPerverted UsersThink Inside the BoxInsight Matrix
Develop and evaluate conceptsCreate platformsMake briefs and roadmaps
Bodystorming / BrainstormingUnfocused GroupSensualizationStoryboardingSecond Life Mock-upsPlatform PlanBusiness Case
Make prototypesCreate pilotsPlan launch
Behavioral PrototypeConcept PrototypeBlueprintScenario TestingSimulationDevelopment PlanPartnership Net
TOOLSTOOLS
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 15
DeclareInnovationIntent
1DevelopInsights
5ExploreConcepts
6MakeRoadmaps
7StageExperiences
8People2
Technology3
Business4
Visioning Discovering Analyzing Synthesizing Realizing
Tasks
Tools
Tasks
Tools
Tasks
Tools
Tasks
Tools
Tasks
Tools
Sense trendsDevelop foresightDeclare intent
Trend MapScenario PlanPreferred FutureDiagnostic SystemConcept SpaceBibliometrics
Discover latent needsDiscover technologiesDiscover white spaces
Ethnographic StudiesShadowingPhoto-ElicitationTechnology MiningTechnology ScoutingInnovation Canvas
Analyze dataFind patternsDevelop insights
Activity StructuringExperience MapContextual AnalysisExtreme UsersPerverted UsersThink Inside the BoxInsight Matrix
Develop and evaluate conceptsCreate platformsMake briefs and roadmaps
Bodystorming / BrainstormingUnfocused GroupSensualizationStoryboardingSecond Life Mock-upsPlatform PlanBusiness Case
Make prototypesCreate pilotsPlan launch
Behavioral PrototypeConcept PrototypeBlueprintScenario TestingSimulationDevelopment PlanPartnership Net
Add tools… tailor it to projects.Add tools… tailor it to projects.
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 16
DeclareInnovationIntent
1DevelopInsights
5ExploreConcepts
6MakeRoadmaps
7StageExperiences
8People2
Technology3
Business4
Visioning Discovering Analyzing Synthesizing Realizing
Tasks
Tools
Tasks
Tools
Tasks
Tools
Tasks
Tools
Tasks
Tools
Sense trendsDevelop foresight
Trend MapScenario PlanPreferred FutureDiagnostic SystemConcept SpaceBibliometrics
Discover latent needsDiscover technologiesDiscover white spaces
Ethnographic StudiesShadowing
Technology Mining
Analyze dataFind patternsDevelop insights
Activity Structuring
Contextual AnalysisExtreme UsersPerverted UsersThink Inside the BoxInsight Matrix
Develop and evaluate conceptsCreate platformsMake briefs and roadmaps
Bodystorming / BrainstormingUnfocused GroupSensualizationStoryboarding
Platform PlanBusiness Case
Make prototypesCreate pilotsPlan launch
Behavioral PrototypeConcept PrototypeBlueprintScenario TestingSimulationDevelopment PlanPartnership Net
PRACTICAL EXAMPLESPRACTICAL EXAMPLES
Declare intent
Photo-Elicitation
Technology ScoutingInnovation Canvas
Experience Map
Second Life Mock-ups
11
22
33
44
55
66
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 17
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Hospitality Industry
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 18
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66 1
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 19
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
“We will put a man on the moon and bring him back again before the end of the decade.” JFK
Construct a clear Innovation Intent
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 20
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
The Ritz-Carlton Hotels
“We need to change our brand from elegant formality to one of more relevant and relaxed luxury.” Simon Cooper President & COO
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 21
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
“I want to create a fundamentally new category of Hotels… it will have the same features as a Marriott but cost only $20.00 per night.”Ratan Tata Chairman Tata Group
Ginger Hotels (Tata Group)
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 22
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Summary
Senior executives need to create a point of view and have skin in the game.
An innovation intent clarifies:
An arena of ascending importance – not a slogan or ad campaign.
Valuable stretches we don’t know how to do today.
Base idea: Characterize the next source of industry focus, stretch, and value
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 23
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66 2
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 24
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Content Analysis of Images
Distribute CAMERAS to Guests along with a set of GUIDELINES for taking pictures.
DESIGN EQUIPMENT
AMENITIES SERVICE
SETTING
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 25
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Quality of Experience
“Food tray in the hall left unattended and this gives a negative impression and represents a lower quality of service”.Hotel Guest
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 26
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Evidence of Thoughtfulness
“The staff took time to fold the toilet paper; the attention to detail in the bathroom met my needs”.Hotel Guest
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 27
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66PEOPLE
OBSERVATIONALMETHODS
Ethnographic studiesPhoto-elicitationShadowingDeep hanging outVisual diariesVideo ethnographiesCustomer LabsSEGMENTATION
DemographicsPsychographicsTechnographics
Personas, Lifestyle
SELF REPORTMETHODS
SurveysFocus Groups
InterceptsLead User
Interview
ARCHETYPING
EmotionsMetaphor elicitation
Use Observational Methods to discover people’s latent and unarticulated needs.
Summary
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 28
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66 3
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 29
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Surface Computer Technology
Hotel Lobby Experience: a virtual concierge for finding local restaurants, bars, entertainment, shopping and other services; a digital music jukebox; and a directory with photos and info.Sheraton Hotels and Microsoft, 2008
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 30
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Tray Tracking Technology
The Tray Tracker System detects food trays in hotel corridors and alerts staff to their location for prompt pick-up.Axxess Industries, Inc. 2008
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 31
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
NFC + RFID Technologies
Guests make an electronic reservation and receive a SMS on their cell phone with room number and secure electronic key, avoiding check-in lines by going directly to their hotel room.Ginger Hotels, IBM, and Vingard 2008
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 32
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Create Technology Briefs What are the problems to solve
Look for proven technologies Working prototypes Evidence of consumer interest
Determine the areas to look for Produce a Top-10 consumer needs list
Summary
Screen & Evaluate Ideas Log ideas into “Eureka Catalog”
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 33
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66 4
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 34
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Find the White Space
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 35
How you express your offering’s
benefit to customers
How you create an overall experience
for customers
How you connect your offerings to your customers
Core process
Process.
Enabling process
Business
model
FinanceNetworking Product
performance
OfferingProduct system
Service Channel
DeliveryBrand Customer
experience
How you service
your customers
Extended system that surrounds an offering
Basic features,
performance, and
functionality
Core processes related to
core competencies
Non-core processes
that support the business
How the enterprise
makes money
Enterprise structure and value chain
The Innovation Canvas: 10 types of Innovation
Note: adapted from “The Ten Types of Innovation”, by Larry Keeley, Doblin Inc. 1999.
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 36
web-basedtravel agent
vouchers
cell phones,Never-Lost
Minimal / none
Some activity
Moderate activity
Frequent activity
Non-stop activity
availability,models
rapid pick-up,rapid return
fleetoptimization
modelingtravel
agentsairport
shuttle busbusinesstravelers
Offering
Core process
Process.
Enabling process
Business
model
Finance
Networking Product performance
Productsystem
Service Channel
Delivery
Brand Customer experience
Rental car industry: stuck in feature warfare
Most competitive activityin the rental car industry is focused here
Note: adapted from the TEKES Report, by Jeneanne Rae, Peer Insight 2007.
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 37
web-basedtravel agent
vouchers
cell phones,Never-Lost
Minimal / none
Some activity
Moderate activity
Frequent activity
Non-stop activity
rapid pick-up,rapid return
fleetoptimization
modelingtravel
agentsairport
shuttle busbusinesstravelers
Offering
Core process
Process.
Enabling process
Business
model
Finance
Networking Product performance
Productsystem
Service Channel
Delivery
Brand Customer experience
chargeinsurers
• Now largest ($6.9b vs. $4.9b for Hertz, $2.5b for Avis)• Targets the occasional renter• Uses the insurance company channel• Brings the car to the renter; avoids airport cost structure
brings car to you
occasional rentersinsurers
availability,models
Rental car industry: Enterprise breaks out of the pack…
Note: adapted from the TEKES Report, by Jeneanne Rae, Peer Insight 2007.
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 38
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Summary
Challenge Projects Add dimensions of experience and better business models
Use the ones that matter most Ensure you have a shared understanding of which dimensions you should concentrate
Make a Splash Use enough of them to make a splash (3 or 4 fields, changed at once, are disruptive)
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 39
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66 5
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 40
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Sample Experience Map
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 41
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Summary
A. Physical Evidence
B. Customer Actions
C. Onstage Contact Employee Actions
D. Backstage Contact Employee Actions
E. Support Processes
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 42
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66 6
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 43
Declare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Exploring Concepts
For Starwood, opening aloft in Second Life is a way to test-market the hotel's design and rapidly prototype the evolving concept.Starwood Hotels and Linden Lab, 2006
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 44
SummaryDeclare intent11
Photo-Elicitation
Technology Scouting
Innovation Canvas
22
33
44
Experience Map55
Second Life Mock-ups66
Select your Virtual WorldBuy an island or a plot on the mainland? Create a tribe or join an existing one?
Verify your Target MarketDetermine if your target market is in the virtual world
Conduct Qualitative ResearchUse real avatars to test your virtual world concept
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 45
Discuss Innovation Thinking
Discuss Experience Thinking
Describe an Innovation Process
Introduce some Innovation Tools
Share some practical examples
LEARNING
OBJECTIVES
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 46
Q&A
Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 47
REFERENCIAS
Book “Innovation Hardwired”AMAZON Books http://www.amazon.com
Visit my Websitehttp://innovationinsight.net/
Join my Networkhttp://www.linkedin.com/in/goncalves
Skype Mealexis_goncalves
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