MARK270 Lecture Notes - Lecture 6: Service Design
Service innovation and design:
• Challenges inherent in service innovation and design.
• Types of service innovations, including service offering innovation, innovating around
customer roles, and innovation through service solutions.
• Engaging customers and employees and employing service design thinking in service
innovation.
• Stages and unique elements of the service innovation and development process.
THEN:
• The value of service blueprinting
• How to develop and read service blueprints
Risks of relying on words alone to describe services:
• Oversimplification
• Incompleteness
• Subjectivity
• Biased interpretation
Important considerations for service innovation:
• Involve customers and employees
• Employ service design thinking and techniques
Five principles of service design thinking:
1. User-centred: services should be experienced and designed through the customers eyes
2. Cocreative: all stakeholders should be included in the service design process
3. Sequencing: a service should be visualised as a sequence of interrelated actions
4. Evidencing: intangible services should be visualised in terms of physical artefacts
5. Holistic: the entire environment of a service should be considered
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Types of service offering innovations:
• Major or radical innovations
o New services for markets as yet undefined.
• Start up businesses
o New services for a market already served by existing products that meet the same
generic needs.
• New services for the currently served market
o Attempts to offer existing customers a service not previously available from the
company.
• Service line extensions
o Augmentation of existing service line
• Service improvements
o Changes in features of existing services
• Style changes
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