Service Innovation for the 21st Century

1. Service Innovation for the 21st Century Larry D. Roper Oregon State University

2. Service Innovation • Contributes to competitive advantage – point of distinction • Requires specific social and technical skills • Involves development and the application of new technologies • Costly to develop needed skills • Delivered through integrated thinking and agile environment for deliverers of service

3. Service Innovation • Requires knowledge of a specialist and breadth of a generalist • Can be implemented in all service areas • Most significant possibilities in financial and medical services

4. Communicate and Implement Universal Service Expectations • Ensure that all units operate consistently with an ethic of service. • Define the ethic of service, and provide concrete methods of delivery and assessment. • Provide all employees with training on institution’s expectation of providing service, as well as a skill base for delivering service.

5. Dimensions of Service • Tangibles - Physical environment, equipment, appearance, visuals • Reliability - Dependable and accurate service • Responsiveness - Willingness to help and provide timely service • Competence - Knowledge and skill to perform service • Courtesy - Polite, respectful and friendly personnel

6. Dimensions of Service • Credibility - Trustworthiness of provider, serving customers best interest • Security - Freedom of danger or risk. Provide appropriate confidentiality • Access - Approachability and ease of contact • Communication - Informing customers of process and procedure. Transparency

7. Dimensions of Service • Empathy - Individualized attention. Recognizing and building relationships • Diversity (applies to all Dimensions) - Recognize the social, cultural and systems of oppression and privilege

8. Prioritize internal and external signage - a campus signage plan • Increase ability to navigate campus environment • Way finding displays • Building signs • Consistent office numbering • Stairwell and elevator directional signs

9. Comprehensive Training Modules To Meet Dimensions Of Service • Modules • Group training • On-line training • Training for all employees, regardless of discipline and service function • Assessment of competencies and knowledge of Dimensions of Service. Levels of training should be distinguished for type of service provided. (Front desk versus academic advising). • Like-function training – service function offices combined training • Develop collaborative partnerships • Share resources on training • Develop a cross-functional implementation and training team.

10. Alignment of Service Units across Campus • Centralization of core student services (i.e. Financial Aid, Business Office, Career Services) • Consider the development of “Service Center” concepts for core student services. • Make alignment of service units core to the planning decisions of campus planning.

11. Extend Dimensions of Service into the Classroom • Assist in improving student engagement in and outside the classroom. • Support an ethic of learning for the entire campus (in particular the classroom) by implementing a positive ethos of service. • Design a classroom service ethos that encourages respect and understanding diversity in student body - acknowledging cultural backgrounds and learning styles.