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Service Thinking in Practice
Marc Fonteijn @ Creative Company Conference 2010
Marc Fonteijn
klantervaring           diensten




waardevolle               Nieuwe
 diensten               Marktkansen
waardevolle     Nieuwe
 diensten     Marktkansen
Part 1:
service thinking in practice
find the service
Why should you care about
services in the first place?
wh
                           ys
                             er
                                  vic
                                     es

1. people pay more
2. closer relationship
3. harder to copy
What is Service Thinking
service thinking is about reframing value
Why Service Thinking
service thinking opens up
new business opportunities
lets put service thinking
into practice
business
challenge
Service Thinking in Practice
business      radical
challenge   new solutions
se
                              rv
                           de ice
                              ve sce
                                lop n
                                   m ario
                                    en
                                      t



  explore        create    capture
opportunities   concepts   results
service thinking flows
trough this process
se
                              rv
                            vo   ice
                               ca thin
                                  bu ki
                                     lar ng
                                        y



  exploring     creating   capturing
opportunities   concepts    results



people
needs and desires of people
yo
to u n
  be ee
     th d
       er
          e
sa
  yin
        g-
          do
            ing
                  ga
                    p
se
                              rv
                            vo   ice
                               ca thin
                                  bu ki
                                     lar ng
                                        y
        experiences

  exploring     creating   capturing
opportunities   concepts    results



people
experiences are your “intangible products”
co
&    ns
  int iste
     uit nt
        ive
sto you
   re ca
     a s n’t
        er
           vic
              e
se
                                      rv
                                    vo   ice
                                       ca thin
                                          bu ki
                                             lar ng
                                                y
        experiences        stages

  exploring     creating        capturing
opportunities   concepts         results



people
design for different stages
ba
  ck
    sta
       ge
fro
   nt
     sta
        ge
se
                                      rv
                                    vo   ice
                                       ca thin
                                          bu ki
                                             lar ng
                                                y
        experiences        stages

  exploring     creating        capturing
opportunities   concepts         results



people                        timelines
understand timelines
ex
th per
  e j ien
     ou ce
       rn
          ey
vis
   ua
     liz
        e
se
                                      rv
                                    vo   ice
                                       ca thin
                                          bu ki
                                             lar ng
                                                y
        experiences        stages

  exploring     creating        capturing
opportunities   concepts         results



people                        timelines
Part 2:
service thinking in practice
Service Thinking in Practice
(de)constructing value
se
                                         rv
                                      de ice
                                         ve sce
                                           lop n
                                              m ario
                                               en
                                                 t



  exploring               creating   capturing
opportunities             concepts    results




                (de)constructing
                     value
Goal
reframe the core value of
an existing offering
Specific
                                                                 experiences


                                                      services
   Customer Need




                                    products


                   commodities


Generic

                   Low                      Market Value                 High


Progression of economic value - Pine & Gilmore 1999
Service Thinking in Practice
ch
                                         ea
                                           tsh
Commodities           Products                ee
                                                 t
/ basic & raw         / processed
/ access              / ownership
/ quantity & volume   / pre-produced & distributed


Services              Experiences
/ intangible          / personal
/ time-based          / emotional
/ situational         / meaningful
se
                    tu
                      p


/ groups of 2-3
/ 15 minutes
/ 3 steps
ste
                           ps



1. define the category
ste
                          ps



1. define the category
2. break down into elements
ste
                          ps



1. define the category
2. break down the elements
3. build it up again
Go!
Recap
se
                                rv
                             de ice
                                ve sce
                                  lop n
                                     m ario
                                      en
                                        t



   exploring     creating   capturing
 opportunities   concepts    results




ambition                    new service
            3 day program
Thank you
http://31v.nl/ccc2010
ph
                                                                        ot
                                                                           ocre
                                                                               dit
                                                                                  s

slide 10: http://www.flickr.com/photos/brettpatterson/4808671776/
slide 12: http://www.flickr.com/photos/skuzik/3227823235/
slide 20: http://www.flickr.com/photos/sverreb/2722763403/
slide 24: http://www.flickr.com/photos/thms/462544635/
slide 25: http://www.flickr.com/photos/dbrulz/945284001/
slide 26: http://www.flickr.com/photos/dalboz17/418207489/
slide 28: http://www.flickr.com/photos/22577669@N08/4803820485/
slide 32: http://www.flickr.com/photos/27970957@N02/2631341098/
slide 38: http://www.flickr.com/photos/spinneyhead/2690872454/

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Service Thinking in Practice

  • 1. Service Thinking in Practice Marc Fonteijn @ Creative Company Conference 2010
  • 3. klantervaring diensten waardevolle Nieuwe diensten Marktkansen
  • 4. waardevolle Nieuwe diensten Marktkansen
  • 7. Why should you care about services in the first place?
  • 8. wh ys er vic es 1. people pay more 2. closer relationship 3. harder to copy
  • 9. What is Service Thinking
  • 10. service thinking is about reframing value
  • 12. service thinking opens up new business opportunities
  • 13. lets put service thinking into practice
  • 16. business radical challenge new solutions
  • 17. se rv de ice ve sce lop n m ario en t explore create capture opportunities concepts results
  • 19. se rv vo ice ca thin bu ki lar ng y exploring creating capturing opportunities concepts results people
  • 20. needs and desires of people
  • 21. yo to u n be ee th d er e
  • 22. sa yin g- do ing ga p
  • 23. se rv vo ice ca thin bu ki lar ng y experiences exploring creating capturing opportunities concepts results people
  • 24. experiences are your “intangible products”
  • 25. co & ns int iste uit nt ive
  • 26. sto you re ca a s n’t er vic e
  • 27. se rv vo ice ca thin bu ki lar ng y experiences stages exploring creating capturing opportunities concepts results people
  • 29. ba ck sta ge
  • 30. fro nt sta ge
  • 31. se rv vo ice ca thin bu ki lar ng y experiences stages exploring creating capturing opportunities concepts results people timelines
  • 33. ex th per e j ien ou ce rn ey
  • 34. vis ua liz e
  • 35. se rv vo ice ca thin bu ki lar ng y experiences stages exploring creating capturing opportunities concepts results people timelines
  • 39. se rv de ice ve sce lop n m ario en t exploring creating capturing opportunities concepts results (de)constructing value
  • 40. Goal reframe the core value of an existing offering
  • 41. Specific experiences services Customer Need products commodities Generic Low Market Value High Progression of economic value - Pine & Gilmore 1999
  • 43. ch ea tsh Commodities Products ee t / basic & raw / processed / access / ownership / quantity & volume / pre-produced & distributed Services Experiences / intangible / personal / time-based / emotional / situational / meaningful
  • 44. se tu p / groups of 2-3 / 15 minutes / 3 steps
  • 45. ste ps 1. define the category
  • 46. ste ps 1. define the category 2. break down into elements
  • 47. ste ps 1. define the category 2. break down the elements 3. build it up again
  • 48. Go!
  • 49. Recap
  • 50. se rv de ice ve sce lop n m ario en t exploring creating capturing opportunities concepts results ambition new service 3 day program
  • 52. ph ot ocre dit s slide 10: http://www.flickr.com/photos/brettpatterson/4808671776/ slide 12: http://www.flickr.com/photos/skuzik/3227823235/ slide 20: http://www.flickr.com/photos/sverreb/2722763403/ slide 24: http://www.flickr.com/photos/thms/462544635/ slide 25: http://www.flickr.com/photos/dbrulz/945284001/ slide 26: http://www.flickr.com/photos/dalboz17/418207489/ slide 28: http://www.flickr.com/photos/22577669@N08/4803820485/ slide 32: http://www.flickr.com/photos/27970957@N02/2631341098/ slide 38: http://www.flickr.com/photos/spinneyhead/2690872454/