A large interest in Service and Innovation2014-07-02
Today the development is fast-paced. Many traditional industries and trades will disappear as today’s products and services are being replaced by new, innovative, cost-effective and customized solutions.
- Focus on, and get to know your customers! To get the customer to choose your products or services you must know your customers to understand what they want, says Professor Anders Gustafsson, who was one of the presenters at the Service Innovation Day organized by CTF.
On June 16th, CTF arranged the Service innovation Day at Karlstad Congress Culture Centre. The interest was high and almost 200 participants listened to practitioners and researchers who presented how they work with service innovation in their operations.
Companies need to spend more time getting to know their customers and to focus on the customer experiences for the success of service innovations. This is a message that recurred in several presentations. Another was how the fast development in society leads to changing conditions in many industries. No one wants to have a new “kodak moment”.
New services are created through big data
Digitally stored data about you and your habits are used to create new services. Irene Ng, Professor, University of Warwick told us about The HAT Project and how our personal data can be used in various services that facilitate everyday life. The importance of allowing the citizens having control over their own information was stressed.
Paul Maglio, Professor at University of California, shared his experiences from his time at IBM and highlighted examples of companies that have succeed with service innovations. One of these is Disney World who via a new wristband collects personal data about their customers. The wristband is equipped with a transmitter that stores personal data. The information will then be used to give the customer a better experience through discount offers, information about what rides or restaurants are closeby and which one has the shortest line. Everything to give the customer a better experience and spending more time and money in the amusement park.
Customer experience in focus
Manfred Dasselaar, service innovation researcher, talked about Ericsson’s shift from a focus on products to a focus on service and value for the customer. Julia Jonasson, Service Design and Business Engineering, Volvo Group Trucks Technology, gave examples of how she together with her team worked with service innovations based on customer needs and experience.
The newly released book Service Innovation, written by researchers Per Kristensson, Anders Gustafsson and Lars Witell was also presented by Anna Lundberg Lundmark, President at Almi, Värmland, who confirmed the rapid development in today’s society.
Look at out children, they are the entrepreneurs and customers of the future. The society today doesn’t look like it did when you and I grew up. Time and place has a completely different meaning due to today’s technology with mobile phones, surf tablets, computers, computer software, games and apps. It is important to keep up with the rapid development taking place today, said Anna Lundberg Lundmark, president Almi, Värmland.
We are very pleased and thankful that so many showed up and wanted to discuss service innovation with us. It shows that it is topic that is current, says Lars Witell, one of the initiators of Service Innovation Day.