Service: Design and Delivery

1. Service: Design and Delivery

2. To Discuss • Approach • Progress to date PAGB annual review of self care 2006

3. Deliverables • One week 10 CAT MSc module • Edited Book

4. Background • Service Design and Delivery module outline led by John Waller, WMG and Pete Ward • Agility in Self Care research project had promised development of educational material as part of the project deliverables and required a route to dissemination. • led to the approved MA1 form. • ma1 SDD Final.doc

5. Education Partnerships • Industry • Market Driven Demand • Competitive Global Market • Academic Institutions • Serving industry and progressing fields of knowledge • Students • Global market • Research led teaching Industry Research/ Education Academic Institutions Students Collaborative Research Collaborative Learning

6. Education Partnership

7. Intent of Meeting • The intention was to develop a team and supporting Network to develop the Service: Design and Delivery Module to be delivered by WMG academic year beginning 2008. • Module content, delivery and presentation. • supporting material in the form of an edited book.

8. Process of development • What’s in it for industry? • Articulate by industry ultimately leading to performance objectives • How does higher education respond? • Articulated by HE and expressed as learning objectives • What’s in it for the students? • What’s in it for the higher education establishments?

9. Method of delivery • The module will itself be developed modularly so each section can be lifted and delivered as a stand alone representation of the information. • Experiential learning material developed • Anticipated excess material will be developed so a course can be jig-sawed together using alternative case studies • Building on Allan Mayo’s observation

10. Initial First stab at TT

11. The Book • Springer – Bill Hefley • Narrative – theory • The story sets the scene, gives context and demonstrates application and worth - the theory falls in behind

12. Definition • No commonly agreed definition • Product vs. Service and/or Experience vs. Outcome • The Essence - Service provokes a positive emotional response in the customer • Value needs reaction • Service Science must first begin by understanding the emotional response it is trying to evoke. • Expectations change • Measures • Absolute vs. perception • Service thinking as opposed to transactional thinking. • Acknowledge the difference between types of service • The Service Bundle - How do you design the bundle? • value proposition - the emotional response created

13. Types of Service Organisation • Public vs. private sector • competitive vs. political vs. obligation • Service science requires an understanding of how results are delivered - in a repeatable way • Repeatability manifests itself in different ways along the experience vs. outcome continuum • The practical implications of understanding service science, i.e. the business benefits are made clear at this point. • Aprocess flow to show how things link together – product, high service and experience base

14. Business Models • Categories different types of business model and detail the practical/operational implications of each

15. Process Design • The extent of co-creation of value • The temporal nature of relationship building • Touchpoints and value propositions • We need to define the points of interest for the customer and consider the value for each individual

16. Process Delivery • Tools from IBM • CBM – “component business model” and use analyses structure of the organisation • Product business modeller • Serious game Innov8. • It is process outcome orientated if it could be captured in a simulation game, we could teach around the game to include what was “not there” – it also has supporting text • http://www-306.ibm.com/software/solutions/soa/innov8.html

17. Sustainability • The sustainability chapter will focus on process outcome • Transition work

18. Future Implications • Include all industries, some companies are product focused some are tailored to service – companies can be mixed – using two different strategies – or even use different strategies in different customer areas (acute/community health service) • Should firms be moving towards service? • Implication of company moving between product and service “shift” between the two

19. Next Steps • Further consideration is being given to making explicit the expectations of how a participant of the module will function differently in their role at work should a measure be taken six months down the line. • Individuals need to be identified to own the development and/or delivery of the session in the module and the chapters for the book. • Meeting next week, 23rd September led by Dr. Jag Dhaliwal to develop a conceptual model that will form the foundation to a logical story being created.

20. Service: Design and Delivery Definition Workshops