Innovation

Question 1

What are common drivers for service innovation?

Answer 1

Opportunities (tech, market shifts), Regulations, Perishability, Seasonality, Fashion & Trends, Competitors, Customer Expectations, Unexpected shocks

Question 2

What are the six levels in the hierarchy of new service categories?

Answer 2

1. Style Changes
2. Service Improvements
3. Service Line Extensions
4. New Services for Existing Market
5. Major Process Innovations
6. Major Service Innovations

Question 3

How does crowdsourcing contribute to service innovation?

Answer 3

Co-creates ideas with customers, increases perceived novelty and benefit (Poetz and Schreier), improves sales (Allen et al. 2018)

Question 4

What are the five steps of the Multilevel Service Design Method?

Answer 4

1. Understand the Customer Experience
2. Design the Service Offering
3. Design the Service System
4. Design the Service Encounter
5. Prototype the Service

Question 5

What are the three levels of customer experience in the Multilevel Service Design Method?

Answer 5

1. Value Constellation Experience (ecosystem level)
2. Service Experience (multiple interfaces with the org.)
3. Service Encounter Experience (specific touchpoints)

Question 6

What is Service System Architecture (SSA)?

Answer 6

A tool to orchestrate interfaces, processes, tech, people and evidence to enable value co-creation in service systems

Question 7

What is Service System Navigation (SSN)?

Answer 7

A mapping tool used to visualise customer flows and journeys through the service system

Question 8

What is a service blueprint?

Answer 8

A visual tool to map out service encounters, defining interaction settings, processes, roles of participants, and supporting resources

Question 9

Why is prototyping important in service innovation?

Answer 9

Allows iterative testing, visualisation and enactment of services using storyboards, mock-ups, VR, and role-play before full implementation

Question 10

What is the difference between participatory and expert mindsets in service design?

Answer 10

Expert Mindset: Customers as reactive informers
Participatory Mindset: Customers as active co-creators in design processes

Question 11

What is a customer value constellation?

Answer 11

A network of interconnected services and partners delivering value to the customer through combined offerings