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Service Creativity & Innovation:An American Scholars Perspective
Customers
Presented by
Raymond FiskProfessor and Chair of Marketing
Texas State University - San MarcosTexas State University San Marcos
Topicsp
1 Scarcity of Service Creativity & Innovation1. Scarcity of Service Creativity & Innovation2. Desperate Need for Service Creativity &
Innovation3. Technology for Service Creativity & gy y
Innovation4 Broadening Our Perspective on Service4. Broadening Our Perspective on Service
Creativity & Innovation55. Strategies for Personal Creativity &
Innovation
1 Scarcity of Service1. Scarcity of Service Creativity & Innovationy
What is Creativity?y
• Creativity is finding new ideas• Creativity is finding new ideas.• Creativity is the source of Invention and
Innovation.• Invention is the creation of new things• Invention is the creation of new things.
Wh t i I ti ?What is Innovation?• Innovation is bringing o at o s b g g
new ideas to market.• The ideas have to be new
to the market, but not necessarily the worldnecessarily the world.
No One is Born Creative or I tiInnovative
Al t ll h b h i l d• Almost all human behaviors are learned behaviors.
Creativity and Innovation Creativity and Innovation yyare Temporary!are Temporary!
The firstThe first Port Wine could only be madebe made
once!
The Ponte DomThe Ponte Dom Luis was once the
longest single span bridge!bridge!
G d Id A Al SGood Ideas Are Always Scarce
2 D t N d f S i2. Desperate Need for Service Creativity & InnovationCreativity & Innovation
“N id“New ideas are easy, tti id f th ldgetting rid of the old
i h d ”ones is hard.”- Edwin Land, Founder, Polaroid
C tiCorporation
ServiceService
• The word originates in Latin:– Service is from the Latin servus– Service is from the Latin servus,
which means “slave, servant or serf”.
What are the Essentials of Human Civilization?
• Stuff – Food, water, clothing, and shelter• Interaction – Human interactions are theInteraction Human interactions are the
essence of civilization.S i l i t d ib fi k i tit ti• Sociologists describe five key institutionsof human society:
Th f il i th• Family• Education
The family is the most essential
• Government• Economy
service organization iny
• Religionorganization in human history!
Slow Progress of the Human Species
• Human history is full of bloodshed, mistreatment or neglect.mistreatment or neglect.
• Progressh d i h d i f– happens despite these destructive forces.
– is a function of creativity and innovation.• Innovations offer new solutions to ancient
human problemshuman problems.
Inverting the Power PyramidInverting the Power Pyramid
Dominance Culture
ServiceCulture
Four Service Areas Where WeFour Service Areas Where We Need Service Creativity & Innovation
Global Health Care (including the Swine Flu Pandemic) is a service
problem!problem!
Global Warming is a service bl !problem!
Global Poverty is a service problem!
Global Ignorance is a service gproblem!
3. Technologies for Service C ti it & I tiCreativity & Innovation
Technology Has Become More Interactive
Phase 1: One Way Marketer Customer
Phase 2: Partially Interactive Marketer CustomerPhase 2: Partially Interactive Marketer Customer
Phase 3: Fully Interactive Marketer
Customer
Phase 3: Fully Interactive Marketer
Customer
Source: Fisk, Grove and John (2008)
Social Networking Is Changing Economies (and Elections)Economies (and Elections)
• The Internet vastly reduced barriers to customer collaboration.– Customers are talking to each other.– Customer communities are forming.– Customers are raising their voices in unison.
• Crowds can become mobs or movements!• Example - FlyersRights.org
Era of Portable Services
• GPS Enabled Smart Phones• GPS Enabled Smart Phones– Where Am I or Where Is it?– How Do I Get There?– Who Is There?Who Is There?– What Is Happening?
When Does it Start?– When Does it Start?– Why?
Two Examples of Service Creativity and InnovationCreativity and Innovation
A Global Examplep
• IBM began as a business machines• IBM began as a business machines company, then became a computer company, and now they are a global service company.p y
• IBM’s Service InnovationsService Knowledge Advocate– Service Knowledge Advocate• Service Science, Management, Engineering and
Design (SSMED)Design (SSMED)– Smarter Planet
A P t E lA Portuguese ExampleYd A i t ti i• Ydreams – An interactive experience designer.
• Educational experiences – Braganza Science CenterScience Center
• Promotional experiences - TMN Bluestore
4. Broadening Our Perspective on Service Creativity &on Service Creativity &
Innovation
We Are Limited by Our Existing y gKnowledge & Skills
• Like the blind men and elephant parable, our understanding of services is limitedour understanding of services is limited.
• Disciplinary training can weaken one’s ability to perceive problems from other perspectives!perspectives!
• Problems don’t know academic disciplines.
Typical Silos of Knowledgeyp g
ServiceScience
ServiceManagement
ServiceE i i
ServiceA t EngineeringArts
A Unified Perspectivep
ServiceScience
ServiceManagement
ServingCustomers
ServiceEngineering
ServiceArts
Service Collaboration• Our modern communications vastly y
reduces the barriers to collaboration.– We need worldwide multidisciplinaryWe need worldwide multidisciplinary
social networks.We need to move from silos of– We need to move from silos of knowledge to webs of knowledge.
– We need to include customers in the conversation!
5 Ten Strategies for Personal5. Ten Strategies for Personal Creativity and Innovationy
1. Question AssumptionsQ p
2. Dream Bigg
3 Be Flexible3. Be Flexible
4. Study Successful Creativity and Innovation
5. Experiment - Expect and Learn f F il !from Failures!
6. Practice, Practice, Practice!, ,
7. Gradual Change Is Always7. Gradual Change Is Always Better than No Change
8. Have Fun
9. Dare to Be Different
10. Take Action
Five Rules for Serving gCustomers in the 21st Century
1. Be Respectful
2. Be Engaging
4. Design for Humans
3. Be Collaborative
5. Be Technologically Sophisticated
4. Design for Humans
Creativity-Innovation-Changey g
InnovationInnovation
ChangeChangeCreativityCreativity ggyy
Thank You!Thank You!
2009 2010 C E i2009-2010 Common Experience at Texas State Universityat Texas State University
The Whole New Mind: Crossing Boundaries ofCrossing Boundaries of
Disciplines
Dan Pink’s A Whole New Mind
• Four Major Ages:• Four Major Ages:1. Agricultural Age (farmers)2. Industrial Age (factory workers)3. Information Age (knowledge workers)3. Information Age (knowledge workers)4. Conceptual Age (creators and
empathizers)empathizers)
Pink’s Six Essential Senses:
1. Design - Moving beyond function to thengage the sense.
2. Story - Narrative added to products and ser ices not j st arg ment Best of theservices - not just argument. Best of the six senses.
3 Symphony Adding invention and big3. Symphony - Adding invention and big picture thinking (not just detail focus).
4 Empathy - Going beyond logic and4. Empathy Going beyond logic and engaging emotion and intuition.
5. Play - Bringing humor and light-5. Play Bringing humor and lightheartedness to business and products.
6. Meaning - Immaterial feelings and values g gof products.
