service thinking in practice
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Service Thinking in PracticeMarc Fonteijn @ Creative Company Conference 2010
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Marc Fonteijn
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onderscheidende
klantervaring
waardevolle
dienstenNieuwe
Marktkansenonderscheidende
klantervaring
waardevolle
dienstenNieuwe
Marktkansen
onderscheidende
klantervaring
waardevolle
dienstenNieuwe
Marktkansen
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onderscheidende
klantervaring
waardevolle
dienstenNieuwe
Marktkansen
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Part 1:
service thinking in practice
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find the service
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Why should you care about
services in the first place?
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1. people pay more
2. closer relationship
3. harder to copy
why services
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What is Service Thinking
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service thinking is about reframing value
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Why Service Thinking
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service thinking opens up
new business opportunities
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lets put service thinking
into practice
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business
challenge
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business
challenge
radical
new solutions
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create
concepts
explore
opportunitiescapture
results
service scenario
development
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service thinking flows
trough this process
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creating
concepts
capturing
results
service thinking
vocabulary
people
exploring
opportunities
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needs and desires of people
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you need
to be there
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saying-doing gap
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creating
concepts
capturing
results
service thinking
vocabulary
people
experiences
exploring
opportunities
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experiences are your “intangible products”
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consistent
& intuitive
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you can’t
store a service
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creating
concepts
capturing
results
service thinking
vocabulary
people
stagesexperiences
exploring
opportunities
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design for different stages
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backstage
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frontstage
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creating
concepts
capturing
results
service thinking
vocabulary
people timelines
stagesexperiences
exploring
opportunities
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understand timelines
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experience
the journey
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visualize
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creating
concepts
capturing
results
service thinking
vocabulary
people timelines
stagesexperiences
exploring
opportunities
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Part 2:
service thinking in practice
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(de)constructing value
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exploring
opportunities
(de)constructing
value
service scenario
development
creating
concepts
capturing
results
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Goal
reframe the core value of
an existing offering
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Low HighMarket Value
Generic
SpecificC
ust
om
er
Ne
ed
commodities
products
services
experiences
Progression of economic value - Pine & Gilmore 1999
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Commodities
/ basic & raw
/ access
/ quantity & volume
Products
/ processed
/ ownership
/ pre-produced & distributed
Services
/ intangible
/ time-based
/ situational
Experiences
/ personal
/ emotional
/ meaningful
cheatsheet
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/ groups of 2-3
/ 15 minutes
/ 3 steps
setup
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1. define the category
steps
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1. define the category
2. break down into elements
steps
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1. define the category
2. break down the elements
3. build it up again
steps
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Go!
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Recap
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creating
concepts
exploring
opportunitiescapturing
results
service scenario
development
3 day programambition new service
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Thank youhttp://31v.nl/ccc2010
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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/
photocredits