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EBC4076 | Service Management Importance of Ethics in Service Management
Meeting 1-3 Service Orientation: Why is Service Management so important?
What is service Management? How do Manufacturers also sell services?
Meeting 4-5 Service Systems: In which settings are service managements
framed? Complexity of Service Systems
Meeting 6-10 Service Interactions: Importance of interaction, Serive journey
and experience, how to improve, connections etc.
Meeting 11-13 Service Innovation:
Grading: 20% P&G Case; 10% Facilitation; 30% Team Project; 40% Individual
Project (Essay + Infographic)
Workshop (20%)
Facilitations (10%)
Final Course Project (30%)
Individual Project (40%)
Infographic + Presentation
3-page Essay (1.500 words)
,Overview
Meeting 2 | Service Revolution................................................................................................................................................ 2
Meeting 3 | Servitization......................................................................................................................................................... 5
Meeting 4 | Complex Service Systems (Facilitation 1)............................................................................................................... 7
Meeting 5 | Transformative Services (Facilitation 2)............................................................................................................... 12
Meeting 6 (Facilitation 3) Service Interactions: Humans and/or technology............................................................................13
Meeting 7 Customer participation in value co-creation | workshop........................................................................................ 17
Meeting 9 – Customer service blueprint workshop................................................................................................................. 24
Meeting 10 | Service failure & recovery................................................................................................................................. 29
Meeting 11: Service business model innovation – Workshop Business Model Canvas.............................................................39
Meeting 12: Ethics in Service.................................................................................................................................................. 43
Meeting 2 | Service Revolution
Task: Each team represents a marketing consultancy advising the board of P&G TIDE
DRY CLEANERS based on recent developments in service management (Wirtz et al.,
2021). See the setting and express the most important arguments from the paper.
The Case (A):
, Current strategy: Identical stores with drive through, transparency for
customers, convenience, quality, and service
New Idea: One big Cleaning Plant in low-cost area, plenty drop stores around
the city to increase attention and additional services.
+ Lower the costs; increase brand awareness; customers are used to change in
the strategy; flexible pick up
Deviation from the values (transparency) and service customers are used to; lost
or damaged items.
Innovation is P&G core value, highest R&D investments in the market
Fabric & Home Care dominant since 2016 with 30% market share: “The cleanest
clean possible is tide clean.”
Increase of profitability without failing to promise but increasing customer value.
The Service Revolution, Intelligent Automation and Service Robots, Witz,
Kunz and Paluch 2021.
Technologies become smarter and powerful, while getting smaller, lighter, and
cheaper – much like the industrial revolution in late 18 th century, where it helps
bring high-quality, low cost manufactured goods to masses and relieved people
from laborious manual work.
Service robots can deal with unstructured interactions and guide customers
through their journey, while traditional self-service technologies (SSTs) as
websites or apps cannot.
Service robots cannot feel or express real emotion, only surface action, other
than humans. But service robots won’t have a burn out or a bad day and can
always be pleasant and nice.
Restructure the Service frontline
See robots as a long-term investment
AI as an opportunity for cost-effective service excellence
Mitigate potential risks of robot deployment (embrace corporate digital
responsibility CDR and develop a set of shared values, norms and actionable
guidelines)
,
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