3. Service Creativity & Innovation:
An American Scholars Perspective
Customers
Presented by
Raymond Fisk
Professor and Chair of Marketing
Texas State University - San Marcos
Ray.Fisk@txstate.edu
4. Topics
p
1.
1 Scarcity of Service Creativity & Innovation
2. Desperate Need for Service Creativity &
Innovation
3. Technology for Service Creativity &
gy y
Innovation
4.
4 Broadening Our Perspective on Service
Creativity & Innovation
5. Strategies for Personal Creativity &
Innovation
6. What is Creativity?
y
• Creativity is finding new ideas
ideas.
• Creativity is the source of Invention and
Innovation.
• Invention is the creation of new things
things.
7. What i I
Wh t is Innovation?
ti ?
• Innovation is b g g
o at o s bringing
new ideas to market.
• The ideas have to be new
to the market, but not
necessarily the world
world.
8. No One is Born Creative or
Innovative
I ti
• Al
Almost all h
t ll human b h i
behaviors are l
learned
d
behaviors.
13. 2. Desperate N d f S
2 D t Need for Service
i
Creativity & Innovation
14. “New id
“N ideas are easy,
getting rid of the old
tti id f th ld
ones i hard.”
is h d ”
- Edwin Land, Founder, Polaroid
Corporation
C ti
15. Service
• The word originates in Latin:
– Service is from the Latin servus
servus,
which means “slave, servant or serf”.
16.
17. What are the Essentials of
Human Civilization?
• Stuff – Food, water, clothing, and shelter
• Interaction – Human interactions are the
essence of civilization.
•S i l i t d
Sociologists describe fi key institutions
ib five k i tit ti
of human society:
• Family The f il i th
Th family is the
• Education most essential
• Government service
• Economy y organization in
• Religion human history!
18. Slow Progress of the Human
Species
• Human history is full of bloodshed,
mistreatment or neglect.
• Progress
–hhappens d despite these d
i h destructive f
i forces.
– is a function of creativity and innovation.
• Innovations offer new solutions to ancient
human problems
problems.
26. Technology Has Become More
Interactive
Phase 1: One Way Marketer Customer
Phase 2: Partially Interactive Marketer Customer
Customer
Phase 3: Fully Interactive Marketer
Customer
Source: Fisk, Grove and John (2008)
27. Social Networking Is Changing
Economies (and Elections)
• The Internet vastly reduced barriers to
customer collaboration.
– Customers are talking to each other.
– Customer communities are forming.
– Customers are raising their voices in unison.
• Crowds can become mobs or movements!
• Example - FlyersRights.org
28. Era of Portable Services
• GPS Enabled Smart Phones
– Where Am I or Where Is it?
– How Do I Get There?
– Who Is There?
– What Is Happening?
– When Does it Start?
– Why?
30. A Global Example
p
• IBM began as a business machines
company, then became a computer
company, and now they are a global
p y
service company.
• IBM’s Service Innovations
– Service Knowledge Advocate
• Service Science, Management, Engineering and
Design (SSMED)
– Smarter Planet
31.
32. AP t
Portuguese E
Example
l
• Yd
Ydreams – A i t
An interactive experience
ti i
designer.
• Educational experiences – Braganza
Science Center
• Promotional experiences - TMN Bluestore
34. We Are Limited by Our Existing
y g
Knowledge & Skills
• Like the blind men and elephant parable,
our understanding of services is limited
limited.
• Disciplinary training can weaken one’s
ability to perceive problems from other
perspectives!
• Problems don’t know academic disciplines.
35. Typical Silos of Knowledge
yp g
Service Service
Science Management
Service Service
Arts
At Engineering
E i i
36. A Unified Perspective
p
Service Service
Science Management
Serving
Customers
Service Service
Arts Engineering
37. Service Collaboration
• Our modern communications vastly
y
reduces the barriers to collaboration.
– We need worldwide multidisciplinary
social networks.
– We need to move from silos of
knowledge to webs of knowledge.
– We need to include customers in the
conversation!
49. Five Rules for Serving
g
Customers in the 21st Century
1. Be Respectful
2. Be Engaging
3. Be Collaborative
4. Design for Humans
5. Be Technologically Sophisticated
53. 2009-2010 Common E
2009 2010 C Experience
i
at Texas State University
The Whole New Mind:
Crossing Boundaries of
Disciplines
54. Dan Pink’s A Whole New Mind
• Four Major Ages:
1. Agricultural Age (farmers)
2. Industrial Age (factory workers)
3. Information Age (knowledge workers)
4. Conceptual Age (creators and
empathizers)
55. Pink’s Six Essential Senses:
1. Design - Moving beyond function to
engage th sense.
the
2. Story - Narrative added to products and
services
ser ices - not just argument. Best of the
j st arg ment
six senses.
3.
3 Symphony - Adding invention and big
picture thinking (not just detail focus).
4.
4 Empathy - Going beyond logic and
engaging emotion and intuition.
5. Play - Bringing humor and light-
light
heartedness to business and products.
6. Meaning - Immaterial feelings and values
g g
of products.
