Article | Service Design Geographies. Proceedings of the ServDes.2016 Conference | Preparing the organisation for Change by Using Service Concepts
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Title:
Preparing the organisation for Change by Using Service Concepts
Author:
Annita Fjuk: Telenor Research, Fornebu, Norway Birgitte Yttri: Telenor Research, Fornebu, Norway Knut Kvale: Telenor Research, Fornebu, Norway
Download:
Full text (pdf)
Year:
2016
Conference:
Service Design Geographies. Proceedings of the ServDes.2016 Conference
Issue:
125
Article no.:
012
Pages:
143-153
No. of pages:
11
Publication type:
Abstract and Fulltext
Published:
2016-05-17
ISBN:
978-91-7685-738-0
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press, Linköpings universitet


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The strategic intent of offering superior customer journeys with minimal frictions and with maximum customer delight has recently received top managers’ attentions. But while literature across disciplines has emphasised the meaning of cross-functional collaboration for customer value added, surprisingly little has been empirically and theoretically documented on the alignment of superior customer journeys with cross-functional business processes. With basis in theoretical lenses developed from service-dominated logic of marketing (SDL), the paper concludes that service concepts are powerful for preparing an organization for change towards a more service business logic focusing on service offering through superior customer journeys. The approach is exemplified with a detail empirically-based description of one service concept designed in a Scandinavian telecom company.

Keywords: Service concept, customer journey experience, cross-functional business processes, service design thinking

Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Annita Fjuk, Birgitte Yttri, Knut Kvale
Title:
Preparing the organisation for Change by Using Service Concepts
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Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Annita Fjuk, Birgitte Yttri, Knut Kvale
Title:
Preparing the organisation for Change by Using Service Concepts
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