Download - Micro Dynamics for Service Design Adoption
Micro Dynamics for Service Design AdoptionMarzia Aricò, Annita Fjuk, Lavrans LøvliePartners of the Center for Service Innovation
AIM
To understand the mechanisms that facilitate the adoption of service design in a corporate context
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THE SERVICE DESIGN LOGIC
SymbolsHolism
EmpathyCo-creation
PracticesDesign Research
VisualizingPrototyping
Fayard, Stigliani, & Bechky (2016)
INSTITUTIONAL LOGIC“The socially constructed, historical patterns of cultural symbols and material practices, including assumptions, values, and beliefs, by which individuals and organizations provide meaning to their daily activity, organize time and space, and reproduce their lives and experiences” (Thornton, et al., 2012, p. 2).
TELENOR GROUPOne of the world’s major mobile operator
Source: www.telenor.com
Keeps more than 200.000.000 customers connected in 13 marketsacross Scandinavia, Central Eastern Europe, and Asia.
More than 30.000 employees are committed to being the customers’ favourite partner in digital life.
Cross-channelexperience
measurement(R&D)
Launch offramework
Corporate capability& up-skilling of400 managers
2008. . . . . . . . . . . . . . . . . . . . . .
Innovation and transformation
& up-skilling of > 2800 leaders and
change agents
BOTTOM UP / TOP DOWN
Pilotingcustomer journeymapping
framework
2012. . . . . . . . . . . . . . 2014. . . . . . . . . . . . . . . . . . . 2016 2017
Massup-skilling
of experts & design mgmt
EXPA
NSI
ON
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THE TWO LOGICS OF AN AMBIDEXTROUS ORGANISATION
- EXPLOITATION
-EX
PLO
RA
TIO
N
SERVICEDESIGN
TELCO
Prototyping Business case
Fail early, fast learning Avoid failure
User research Market research
Customer co-creation and deep customer immersion
Customer as target
Visualization and evidencing
Excel and PPT
Insight drives decisions and way forward
Business plans and launch date drive decisions
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EXECUTION CHALLENGES
sources of tension between the
dominant logic and the service design logic
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1. LEGITIMACYThe service design logic lacks legitimacy.
2. COMMITMENTLack of commitment to service design by referents of thetelco logic
3. RESOURCESLack of allocated resources hinders delivering on theexpectation of service design as a fast-moving process.
FRAMEWORK FOR ADOPTION
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EVIDENCINGCUSTOMER INSIGHTEvidencing of customer insight increased the legitimacyof the service design logic, and facilitated the commitment by key stakeholders
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VALIDATINGBUSINESS CONCEPTSValidation of concepts through prototypes is vitalfor increasingly legitimize the service design logic
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ENGAGINGORGANISATIONAL ACTORSActive engagement of key stakeholders with commercial responsibility increased legitimacy, commitment andresource allocation.
CONCLUSION
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Evidencing customer insightsValidating business conceptsEngaging organizational actors
Legitimacy, commitment and resources
Telco logicService Design Logic
FUTURERESEARCH
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What’s the interplay betweenmacro level logics, meso levelorganizational changes in practices and micro levelindividual actions?