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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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