Servitization theory and service design Flashcards
Product vs service
What are the common pitfalls for servitization?
The potential state of a service is like a stored blueprint, where the hypothetical description of the service, such as the steps a barber should take for a haircut, is outlined. However, the actual execution of the service often deviates to some extent. Potential reasons for service failure include overlooking back-office operations, neglecting the role of people in service delivery, failure to analyze time, cost, and profitability, and a lack of understanding and communication regarding the connection between service and product elements. Deviations within acceptable limits are typically tolerated, but the complexity of the service and the specificity of the blueprint can influence the likelihood and extent of deviations.
What are personas?
A persona is essentially a fictional representation of users, typically developed based on interviews, surveys and other insights. Personas commonly have names, images and narratives that make them more real and easy to recall. Focus not only on features but also on customers’
emotions as part of an experience.
Personas can be a powerful tool to create empathy with the service users, as well as to ensure there is an understanding of nuances, behaviours and preferences of the people.
What is a customer journey map?
A customer journey map is a visual representation of the customer journey. It helps you tell the story of the intended customers’ experiences with the service across all touchpoints. One of the most important aspects of the customer experience is personalisation.
What is a UML use case diagram?
A use case diagram is
a representation of a
user’s interaction
with the system.
The purpose of use
case diagram is to
capture the dynamic
15
aspect of a system.
What is a UML activity diagram?
Activity diagrams are
graphical representations of
workflows of 15 stepwise activities. Compared to use
case diagrams, It
emphasized more
choices, iterations
and concurrency
What is a swimlane?
A swimlane (as in a swimlane diagram) is used in process flow diagrams or flowcharts, that visually distinguish job sharing and responsibilities for sub-processes of a business process. Swimlanes may be arranged either horizontally or vertically.
It is similar to a service blueprint, Service Blueprint does not make a clear distinction
where actions move across organizational boundaries to
avoid damaging service support,
It also fails to explain to back-office staff their role in
supporting on-stage customer interactions.
Business process modelling attempts to solve these
issues It also provides a more granular distinction between activities and decision points.
Explain the methods for simulation.
System Dynamics (SD) Developed by an electrical engineer Jay W. Forrester in the 1950s, System Dynamics is “the study of information-feedback
haracteristics of industrial activity to show how organizational structure, amplification (in policies), and time delays (in decisions and actions) interact to influence the success of the
enterprise”. SD abstracts from single events and entities and takes an aggregate view concentrating on policies. To approach the problem in SD style one has to describe the system
behavior as a number of interacting feedback loops,
balancing or reinforcing.
A discrete-event (DE) simulation
(DE) models the operation of a
system as a (discrete) sequence of events in time. Each event occurs at a particular instant in time and marks a change of state in the system.
Agent Based (AB) modelling differs from SD or DE models in one fundamental way: there is no place in an AB model where the global system behavior (dynamics) would be defined beforehand Instead, the modeller defines behavior at the individual level, and the global behavior emerges as a result of many (tens, hundreds, thousands, millions) individuals, each following its own behavior rules, living together in some environment and communicating with each other and with the environment. That is why AB modelling is also called bottom-up modelling.
What is CLD?
A causal loop diagram
(CLD) is a causal diagram
that aids in visualizing
how different variables in a system are causally
interrelated. The diagram
consists of a set of words
and arrows. Stocks and flows are the basic building blocks of system dynamics models. Jay Forrester originally referred to them as “levels” (for stocks) and “rates” (for flows). A stock variable is measured at one specific time and represents a quantity existing
at that point in time (say, December 3 1, 2004), which may
have accumulated in the past. A flow variable is measured over an interval of time. Therefore a flow
would be measured per unit
of time (say a year).
Mention the 3 methods for prototyping.
- Storyboarding
- Desktop walkthroughs
- Roleplay (bodystorm)
- Digital Mockup
Methods for service design can be divided into 3 categories, which are these? Give examples.
Methods for service design can be distinguished into methods for representing (customer journey map, use case diagram, activity diagram, business process
modelling).
Methods for simulation (systems dynamics, discrete-event simulation, agent-based
modelling).
Methods for prototyping (Storyboarding, Desktop Walkthroughs, Role-playing,
Experience Prototyping, Service Walkthroughs, Paper Prototyping, Digital Mockups)
