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- General Management
- Marketing
- Entrepreneurship
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- Accounting
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- Teaching & the Case Method
最新個案
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Unlocking Capabilities
內容大綱
Service process design is evolving with opportunities for new design configurations being supported and limitations diminishing. Tasks usually done by the service provider are now sometimes done by customers, resulting in customers having a bigger role in the service process through self-service and offering information to service providers to create a personalized service experience. This book examines how service processes should be designed to use expanding opportunities for customers and service providers to create value together. Frameworks and models are given for designing various kinds of service processes and knowledge-intensive services. The text also takes COVID-19 into account, offering examples of how services adapted during the pandemic. Technology-enabled innovations are also discussed, which provide flexibility in service process design and influence how service providers and customers co-produce services. Readers will learn about the important impacts these service innovations can have on benefit and cost trade-offs and synergies that determine value co-creation. Chapter 5 looks more closely at underlying capabilities that are the source of value co-creation. The service providers and customers both contribute resources to the service process; the resources make up the capabilities in the service process design that drive value. Improving current capabilities and creating new ones means that the value from the service delivery process can rise. How to "unlock" these capabilities is discussed, including how to unlock capabilities in a firm and how service providers can unlock customer capabilities. Customers can also unlock service provider capabilities; service inventory and customer-driven service innovation are explored with this in mind. The power of service providers and customers unlocking each other's capabilities comes from the synergies reached when they work together to improve their joint capabilities.