What is Service Innovation
Participants: All partners
Description: To identify the DNA of service innovation (output).
Understanding new service development
Participants: All partners
Description: To identify the DNA of service innovation (proccess).
Participants: Volvo and Ericsson
Description: From discussions with industrial companies, including Volvo and Ericsson, idea management is often pinpointed having various problems. The main problem is not a lack of new ideas but rather difficulties processing them in an effective and efficient way. This project addresses this problem. Firstly, by examining and learn more how idea generation can be tuned to stimulate more appropriate ideas. Secondly, is to elaborate on idea assessment to learn more how this can be performed in a more efficient and effective way. Here different types of assessment procedures are investigated, what criteria to use, and who are the most appropriate judges to evaluate ideas. Thirdly, the step from idea to service concept is studied. Here alternative ways of forming service concepts are investigated.
Business Model Innovation
Participants: Löfbergs, Volvo and Ericsson
Description: Allowing products to be the only source of revenue independent of their costs is risky.
Based on this experience, manufacturing firms aim to turn services for free into services for fee.
However, a fundamental problem is that customers are often not prepared to start paying for something that they used to get for free. Recent research highlighted the importance and advantages of business model innovation in a changing business environment. Because many manufacturing firms do not charge separately for services and view them solely as cost drivers, service infusion calls for new business models, suggesting that a change from service for free to service for fee is much needed. Using a multi-method research strategy, the research covers different aspects of business model innovation.
Test-drive service innovations
Participants: ICA, Löfbergs and IKEA
Description: In this project we test different service innovations in practice in a retail environment.
Most studies have this far concerned incremental service innovation in employee behaviour,
products or the servicescape. In one experiment, we investigate how the positioning of textual and pictorial designelements on a package affects visual attention (detection time) toward these element
types. In a series of two experiment we investigate how priming and exposure of in-store
signage influences customers’ visual attention.In a series of two experiments, we investigate how a differently organized store entrance influences consumer behavior and attitudes. Altogether over 1200 customers have participated in test driving service innovations.
Innovation in self-service systems
Description: The focus in this project is on how customers’ experiences are formed by identifying the
underlying drivers in the context of self-service based systems. The assumption is that value creation takes place within service systems, embedded in social systems when actors, shaped by schemas (norms and rules), integrate resources through activities and interactions, with the intention to create attractive value. Value is co-created with customers and expressed through customer experience. Altogether over 200 critical incidents in self-service systems have been identified and based on this innovative ways to co-create value can be identified. This project is partly a continuation on a previous project with IKEA that was a part of the New Service Economy + that ended early 2013. Due to a common interest in the specific project, the project has been updated and refocused on service innovation.
Innovate through Multiple Market Channels
Description: Companies have started to focus more on customer journeys and what happens across
customers’ full experience with a company in order to better manage customer relationships. In a world characterized by global competition in the service sector, brands such as IKEA bring their concepts to different countries and cultures around the globe. This poses a great challenge for companies, as replicating success across different cultural contexts requires adaptation while preserving the characteristics of the brand. In the context of an international retailer, we will explore how the drivers of customer satisfaction change across contexts and channels.
Modeling the customer experience with location based services
Description: To identify the technological strengths and weaknesses of iBeacons by developing prototypes and testing these in actual retail environments.
Ericsson Business Model
Description: The research addresses servitization and exposure to new advanced business service technology in how these shape new business models.
Description: The purpose is to create an understanding of remote services, what resources, processes and outcomes build up a remote support service, and how can we identify and describe the business model of the service
Building the Service Brand
Participant: Tetra Pak
Description: This research project focuses on how employee authenticity is needed to build the service
brand through service innovation. The key research question is what competences are needed for service innovation and how these competences are manifested in the interaction between employee and customer. In addition, how are these competences communicated and “learnt” throughout the organization. The focus is on the individual and how an individual develops the employee authenticity needed for service innovation.