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Customers as Cocreators in 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 5 covers customers taking active roles in service innovation. The most pertinent example of active customers is lead users, who innovate what they are most in need of. Lead users are those who stand to most benefit from product advances, but are often identified by the fact that they are already innovating. Customer involvement encompasses how companies may identify and cooperate with those customers who possess a potential for innovation. The chapter also discusses ethnography, a research method used to understand the customer's value-creation processes in depth.