1

Preparingtheorganisa.onforchangebyusingserviceconcepts

AnnitaFjuk,Birgi/eY/riandKnutKvaleTelenorResearch

2

BACKGROUND

3

Among the major mobile operators in the world More than 203 million mobile subscriptions

33 000 employees

Present in markets with 1.3 billion people

Holds economic stake of 33% in VimpelCom Ltd. with 217 mill. subscribers in 14 markets

Telenor has an ambition to become market leader

Telenor launched its services in December and has operations in seven circles

INCREASEDUNCERTAINTYANDCOMPLEXITYDEMANDSNEWWAYSOFWORKINGANDINNOVATING

“Asasuccessfulscaledcompany,youcannotruntheshipthewayyouusedto.You’llgetrunoverbyaswarmofstart-ups”-Sco/Cook.FounderandChairmanoftheExecuKveCommi/ee,Intuit

{ }

ROUTINESARECARVEDINSTONE

“Wearesortofmarriedtotheprojectmethodologythatwehave……withcompletescopes,andnoitera9veapproaches

wherewecanimprovethings“

-ThoughtleaderinTelenor(atanInnovaKonworkshop).

{ }

11

Thinkinglikeadesignercantransformthewayyoudevelopproducts,services,processes–andevenstrategy

-TimBrownCEOandpresidentofIDEO

13

SERVICECONCEPTEarlyprototypeofaservicethatdrive

criKcalpartsofachange

Edvardsson & Olsson (1996): A service concept is a detailed description of what is to be done for the customer (what needs and wishes are to be satisfied), and how this is to be achieved”. A service concept is a prototype, and ensures the integration between the what and the how.

Feedbackfromcustomersonearlyprototype

(#200)

IdeaKonandsketchingofprototypesacross

organizaKonalfuncKonsandmanagerial

levels

VISIONSTATEMENTDelightthe

customerinthepurchasejourney

In-depthinterviewsofmanagers

Dilemma

15

16

INSIGHTI§  Customersarenotabletoplaceanorderintheweb-shop

§  Customersarenotabletomakeanimmediatedecisioninpurchase

INSIGHTII“Thecross-channelcultureisnon-exisKng,makingithardtodeliver

sustainableandprofitablecustomerexperience”

“ItisfrustraKngthatIcan’tbeawardedforhelpingacustomertocompleteapurchaseinanotherchannel”

-Managersinco-designworkshops

17

Visualiza.onsofcross-func.onallyconstruc.onofknowledge-Thefirstsketches

Different channels and touchpoints with underlined organizational incentives

A service allowing the customer to use more time on the decision

LEARNINGTHROUGHITERATIONSANDDIALOGUES

“Itmadeiteasiertounderstandandtoincreasethevalueofeachother’sideas”

“ItallowedustoquicklymovetoveryinteresKngpartsof

thediscussion.Itwouldhavetakenhourstogettothesameresultwithoutit”

[Telenormanagers]

{ }

DELIGHTTHECUSTOMERINTHEPURCHASEJOURNEY

19

Be/eradvicesacrosschannels Makingtherightchoice 1 2

20

CUSTOMERFEEDBACKONTHESERVICECONCEPTusingLivingLab

CUSTOMERFEEDBACKONTHESERVICECONCEPT1.Makingtherightchoice

POSITIVEONLY GUARDEDPOSITIVE

Thisisgood,andsomethingIhavehopedforsinceIboughtanewphone,accessories,orevenanewsubscripKon.

CondiKonalposiKvelyrelatedtoconcernthatthesoluKoncanbeabusedtoaggressivemarke9ng

Thisservicewillprobablyworkwellandappealtomany.YougettheopportunitytogatherinformaKoninthestore,andeventuallygohometothinkabouttheoffering.

SeemslikeaneatandgoodsoluKonaslongasyoucandeletetheofferingandnotbecontactedbecauseofIhaveaskedforanoffering….

CUSTOMERFEEDBACKONTHESERVICECONCEPT2.Be/eradviceacrosschannels

POSITIVEONLY GUARDEDPOSITIVE

ThisiscertainlysomethingIwant,anditshouldhavebeenimplementedlongago.......Ithinkcustomerswillbeveryhappywithit,andthatitwillpayoffinthelongrunforboththecustomerandforTelenor

ReservaKonso`enlinkedtoproblemsrelatedtoprivacy

Ithinkitmayworkfine,butfromexperience,they[Telenor]willNEVERofferwhatyoutrulyneed,butonlyusethistopushservicesyouwouldotherwisegetotherplaces…..

23