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Developing Service Innovations
內容大綱
This book asks: (1) How is the service sector growing; (2) what is service innovation; (3) what are the drivers of service innovation; and (4) how can organizations innovate service in a structured way? The book views service as the value-creating activity of customers. The role of a company is to provide the resources and knowledge to enable value creation. We develop a model of service innovation. We also develop guidelines for what is required from the organizational perspective: how should an organization view its customers to be successful, what does a service development process look like, and how to transform an organization that has a product focus to a service orientation. Chapter 4 covers the service innovation process and what an organization must do to create a com¬plete offering. Service innovation is more iterative and less structured than product-development processes for goods. They suggest that a service innovation process can be divided into three steps: focus (on the development project), understand (the customer), and build (a structure that facilitates delivery of customer value). Because services are easier and quicker to copy than physical products, the chapter concludes by discussing how a company can create unique offerings.