1. Service Thinking in Practice
Marc Fonteijn @ Creative Company Conference 2010

2. Marc Fonteijn

3. klantervaring diensten
waardevolle Nieuwe
diensten Marktkansen

4. waardevolle Nieuwe
diensten Marktkansen

5. Part 1:
service thinking in practice

6. find the service

7. Why should you care about
services in the first place?

8. wh
ys
er
vic
es
1. people pay more
2. closer relationship
3. harder to copy

9. What is Service Thinking

10. service thinking is about reframing value

11. Why Service Thinking

12. service thinking opens up
new business opportunities

13. lets put service thinking
into practice

14. business
challenge

16. business radical
challenge new solutions

17. se
rv
de ice
ve sce
lop n
m ario
en
t
explore create capture
opportunities concepts results

18. service thinking flows
trough this process

19. se
rv
vo ice
ca thin
bu ki
lar ng
y
exploring creating capturing
opportunities concepts results
people

20. needs and desires of people

21. yo
to u n
be ee
th d
er
e

22. sa
yin
g-
do
ing
ga
p

23. se
rv
vo ice
ca thin
bu ki
lar ng
y
experiences
exploring creating capturing
opportunities concepts results
people

24. experiences are your “intangible products”

25. co
& ns
int iste
uit nt
ive

26. sto you
re ca
a s n’t
er
vic
e

27. se
rv
vo ice
ca thin
bu ki
lar ng
y
experiences stages
exploring creating capturing
opportunities concepts results
people

28. design for different stages

29. ba
ck
sta
ge

30. fro
nt
sta
ge

31. se
rv
vo ice
ca thin
bu ki
lar ng
y
experiences stages
exploring creating capturing
opportunities concepts results
people timelines

32. understand timelines

33. ex
th per
e j ien
ou ce
rn
ey

34. vis
ua
liz
e

35. se
rv
vo ice
ca thin
bu ki
lar ng
y
experiences stages
exploring creating capturing
opportunities concepts results
people timelines

36. Part 2:
service thinking in practice

38. (de)constructing value

39. se
rv
de ice
ve sce
lop n
m ario
en
t
exploring creating capturing
opportunities concepts results
(de)constructing
value

40. Goal
reframe the core value of
an existing offering

41. Specific
experiences
services
Customer Need
products
commodities
Generic
Low Market Value High
Progression of economic value - Pine & Gilmore 1999

43. ch
ea
tsh
Commodities Products ee
t
/ basic & raw / processed
/ access / ownership
/ quantity & volume / pre-produced & distributed
Services Experiences
/ intangible / personal
/ time-based / emotional
/ situational / meaningful

44. se
tu
p
/ groups of 2-3
/ 15 minutes
/ 3 steps

45. ste
ps
1. define the category

46. ste
ps
1. define the category
2. break down into elements

47. ste
ps
1. define the category
2. break down the elements
3. build it up again

48. Go!

49. Recap

50. se
rv
de ice
ve sce
lop n
m ario
en
t
exploring creating capturing
opportunities concepts results
ambition new service
3 day program

51. Thank you
http://31v.nl/ccc2010

52. ph
ot
ocre
dit
s
slide 10: http://www.flickr.com/photos/brettpatterson/4808671776/
slide 12: http://www.flickr.com/photos/skuzik/3227823235/
slide 20: http://www.flickr.com/photos/sverreb/2722763403/
slide 24: http://www.flickr.com/photos/thms/462544635/
slide 25: http://www.flickr.com/photos/dbrulz/945284001/
slide 26: http://www.flickr.com/photos/dalboz17/418207489/
slide 28: http://www.flickr.com/photos/22577669@N08/4803820485/
slide 32: http://www.flickr.com/photos/27970957@N02/2631341098/
slide 38: http://www.flickr.com/photos/spinneyhead/2690872454/