Case Studies in Service Innovation (eBook)

Contents 5
Introduction to the Book 9
Acknowledgements 12
Introduction to Service Innovation 13
Service Innovation Comes in from the Cold 13
The Ambiguities of Service---and Service Innovation 14
The Service Relationship: Interactivity 14
From Interactivity to Intangibility 18
``Servicisation'' and Industrialisation 19
Varieties of Service Innovation and Innovation Across Services 20
Dimensions of Service Innovation 22
Service Innovation Management, New Service Development,and the Rise of Service Design 23
Future Directions 25
References 25
Theme I Business Model Innovation 28
Introduction to Business Model Innovation Cases 29
Service Innovation in the Chinese Aviation Industry: The Case of Chinese Low Cost Carriers 32
Background 32
The Opportunity 32
Description of the Innovation 33
How is Success Measured? What Success has been Achieved to Date? 34
Links to Further Information 35
References 35
Survival by ``Servicisation'': A Multiple-Case Study of the Taiwanese Video Games Industry 36
Background 36
The Opportunity 37
Innovative Activities 37
Measurement of Success 40
Success to Date 40
Further Information 40
References 41
Innovation in China's Mobile Multimedia Broadcasting Service 42
Background 42
The Opportunity 42
Description of the Innovation 43
What Success has been Achieved to Date? 43
How is Success Measured? 44
Summary 44
References 44
Optimization of the Clients’WarehouseLogistics: A KIBS-type Service in theManufacturing Context 45
Background 45
The Opportunity 46
Description of the Innovation 46
How is Success Measured? 48
What Success has been Achieved to Date? 48
Links to Further Information 48
References 48
Theme II The Organization in Its Environment 50
Introduction to the Organization and its Environment Cases 51
Public-Private Innovation Network inKnowledge Intensive Services: Co-production orTechnological Lock-in? FARMSTAR, a CaseStudy in Advisory Services for Farmers 54
Background 54
The Opportunity 55
Description of the Innovation 55
How is Success Measured? What Success has been Achieved to Date? 56
Link to Further Information 57
The Role of Boundary Objects in Public-PrivateInnovation Networks: The Story of NæstvedHealth School 58
Background 58
The Opportunity 59
Description of the Innovation 60
How Success is Measured 60
What Success has been Achieved to Date? 61
References 61
A Platform Innovation in Public Service 62
Background 62
The Opportunity 63
Description of the Innovation 63
How is Success Measured? 64
What Success has been Achieved to Date? 65
Links to Further Information 65
References 65
Theme III Innovation Management within an Organization 66
Introduction to Innovation Management within an Organization Cases 67
Understanding Drivers of Customer Satisfaction in the Social Housing Sector 70
Background 71
The Opportunity 71
Description of the Innovation 71
How is Success Measured? 72
What Success has been Achieved to Date? 72
Links to Further Information 73
References 73
TRUSTECH: Innovators in the Fieldof Innovation 74
Background 74
The Opportunity 75
Description of the Innovation 75
2011 and Beyond 76
Links to Further Information 77
Soft Systems Methodology and Innovation 78
Introduction 78
Case Vignette---Department for Transport 79
Designing the New System 80
References 82
Achieving Service Innovation Through a Health Education Programme 83
Background 83
The Opportunity 84
Description of the Innovation 84
How is Success Measured? 84
What Success has been Achieved to Date? 85
Links to further information 85
Theme IV Process Innovation 86
Introduction to Process Innovation Cases 87
References 90
A Systems Approach to Housing Repairs 91
Background 92
The Opportunities 92
Description of the Innovation 93
What Success has been Achieved to Date?: The Achievementof Effective Local Service Delivery and Outlook 94
References 94
Opportunities to Improve Health Visiting Services Through Lean Thinking 95
Background 95
The Opportunities 97
Description of the Innovation 97
How is Success Measured? 97
Implementing Lean Thinking in Health Visiting 98
Links to Further Information 98
References 98
Including Customer Representatives in theDevelopment of the Service Innovation ‘Model’for an Insurance Company 100
Background 100
The Opportunity 101
Description of the Innovation 102
How is Success Measured? 103
What Success has been Achieved to Date? 103
Links to Further Information 103
References 103
Social Housing Asset Management:An Innovative Approach to IncreaseProductivity and Performance 105
Background 105
The Opportunity 106
Description of the Innovation 106
How is Success Measured? 107
What Success has been Achieved to Date? 107
Links to Further Information 107
Innovation Perspectives of a Personal Financial Services Call Centre 108
Background 108
The Opportunity 109
Description of the Innovation 109
How is Success Measured? 110
Summary 111
References 111
Theme V Technology Innovation 112
Introduction to Technology Innovation Cases 113
References 114
The Benefit of Knowledge Sharing: A Case Study of a Real Estate Brokerage Service 116
Background and Opportunity 116
Description of the Innovation 117
How Success is Measured? and What Success has been Achieved to Date? 117
Links to Further Information 118
Using Virtual World Technology to Deliver Educational Services 119
Background 119
The Opportunity 120
Description of the Innovation 121
How is Success Measured? 121
What Success has been Achieved to Date? 122
References 122
Partnering for Technology-Led Innovationto Deliver Enterprise Service Innovation: UltraHigh Resolution Seismic Sensing Solution 123
Background 123
The Opportunity 124
Description of the Innovation 124
What Success has been Achieved to Date? 125
How is Success Measured? 125
Summary 126
Links to Further Information 126
Chasing the Long Tail: Growth Through Personalized Telecoms Services 127
Background 127
The Opportunity 128
Description of the Innovation: A Service Delivery Platformfor the Public Sector 128
How is Success Measured? and What Success has been Achieved to Date? 129
Conclusions and Outlook 130
Further Reading 130
Information Technology-Enabled Business Platforms 131
Background 131
The Opportunity 132
Description of the Innovation 132
How is Success Measured? 133
What Success has been Achieved to Date? 133
Links to Further Information 134
An End-User Friendly Service Delivery Platform for the Public Sector 135
Background 135
The Opportunity 136
Description of the Innovation: A Service Delivery Platformfor the Public Sector 136
How is Success Measured? 138
What Success has been Achieved to Date? 138
References 138
Further Reading 139
Theme VI Extended Case Studies 140
Introduction to Cases Illustrating the Driving Forces of Service Innovation 141
Circles of Customer Need: A Contribution toCustomer-Centric Service Provision in a LocalCommunity 143
Introduction 143
Customer-Centric Service Provision 145
Customer-Centric Service 145
The Customer Viewpoint 146
The Service Provider Viewpoint 146
Needs-Based Knowledge Architecture 147
Circle of Customer Needs Implementation Strategies 150
Learning Loops 150
New Skills for Front-line Workers 152
Growing the Implementation from an Initial Pilot 153
Example: Fuel Poverty in Vulnerable Older People 153
Glimpse of the Future: Customer-Centric Service Provision 154
Diagnosing Needs 154
Examining Related Needs 155
Producing an Individual Service Plan 156
Identifying Delivery Partners 156
Delivery and Learning 156
Project Background 156
References 157
Towards a Deeper Understanding of Public Sector Innovation 158
Introduction 158
The Public Sector Context 159
Hierarchy, Markets and Networks 162
A Model of Public Sector Service Production 165
Defining Innovation in the Public Sector Services 167
Innovation Related to the Different Circuits in the Production Model 168
The Circuit of the Political/Administrative Stakeholdersand the Organisation 168
Organisational Circuit 171
The Circuit of the Organisation and the Service User/Consumers 175
ServPPINS, PPPs and the Circuits of Public Sector Service Innovation 178
Conclusion: Toward a Deeper Understanding of Public Sector Service Innovation 179
References 181
Involving Customers in the Service Innovation Process 185
Introduction 185
Customers as Co-Developers in Service Innovation 186
The Case Company and the Study Methods 188
The Action Research Process and its Results 189
Co-Development Workshops as a Way to Increase Customer Understanding 190
Modifying the Innovation Model on the Basis of Customer Understanding 193
Concluding Discussion 195
References 197
Public-Private Innovation Networks:The Importance of Boundary Objects, Brokersand Platforms to Service Innovation 199
Background and Theory 199
Broker 202
Platform Organisation 203
Boundary Objects as Outcomes of Organising 204
Method 205
Analysis 206
Case One: Development Partnership in Gribskov for Careof the Elderly 206
Context of Case 206
Network Actors and Identification of Broker 207
Organising of Interaction 207
Development Process of Boundary Objects 208
Case Two: Næstved Health School 209
Context of Case 209
Network Actors and Identification of Broker 210
Organising of Interaction 211
Development Process of Boundary Object 212
Comparative Analysis 213
Two Types of Broker 213
Platform Versus No-Platfrom Organisation 214
Boundary Object as Outcomes of Organising 214
Conclusion 215
References 217
Index 220