Preparing the organisation for Change by Using Service Concepts

Annita Fjuk
Telenor Research, Fornebu, Norway

Birgitte Yttri
Telenor Research, Fornebu, Norway

Knut Kvale
Telenor Research, Fornebu, Norway

Ladda ner artikel

Ingår i: Service Design Geographies. Proceedings of the ServDes.2016 Conference

Linköping Electronic Conference Proceedings 125:12, s. 143-153

Visa mer +

Publicerad: 2016-05-17

ISBN: 978-91-7685-738-0

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


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.


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


Brown, T. (2009). Change by design: How design thinking transforms organizations and inspires innovation. Harper Collins Publishers. New York.

Clatworthy, S. (2013). Design support at the front end of the New Service Development (NSD) process. The role of touch-points and service personality in supporting team work and innovation processes. PhD thesis. The Oslo School of Architecture and Design

Chatman, J. & Cha, S.E. (2003): Leading by Leveraging Culture. California Management Review, Vol. 45, Nr. 4

Dixon, M., Freeman, K., & Toman, N. (2010). Stop trying to delight your customers. Harvard Business Review, 88(7/8), 116-122.

Edvardsson, B. & Olsson, J. (1996). Key concepts for new service development. The Service Industries Journal 16, 140–164.

Følstad, A., & Knutsen, J. (2010). Online user feedback in early phases of the design process: lessons learnt from four design cases. Advances in Human-Computer Interaction.

Følstad, A., Hornbæk, K., & Ulleberg, P. (2013). Social design feedback: evaluations with users in online ad-hoc groups. Human-centric Computing and Information Sciences, 3(1), 1-27.

Følstad, A., Kvale, K., and Haugstveit, I.M. (2014). Customer Support as a Source of Usability Insight: Why Users Call Support after Visiting Self-service Websites. In Proceedings of the 8th Nordic Conference on Human-Computer Interaction: Fun, Fast, Foundational, pp. 167-170, ACM Press,

Følstad, A., Haugstveit, I.M., Kvale, K. & Karahasanovic, A. (2015). Design Feedback From Users Through an Online Social Platform: Benefits and Limitations. Interacting with Computers 2015; doi: 10.1093/iwc/iwv017

Gloppen, J. (2012). Service design leadership. Shaping service innovations at the intersection of design and strategic management. PhD thesis no 57, The Oslo School pf Architecture and Design.

Goldstein, S. M, Johnston, R., Duffy, J. A., Rao, J. (2002). The service concept: the missing link in service design research? Journal of Operations Management 20 (2002), 121–134

Halvorsrud, R., Kvale, K. & Følstad, A. (2016). Improving Service Quality through Customer Journey Analysis. Journal of Service Theory and Practice.

Hatch, M.J. & M. Schultz (2001). Are the strategic stars aligned for your corporate brand? Harvard Business Review vol. 79 no. 2.

Hillestad, T., C. Xie & S. Haugland (2010). Innovative corporate social responsibility: How a founder can create a trustworthy corporate brand through “green innovation”. Journal of Product and Brand Management, vol 19

Jaworski, B., Kohli, A. K. (2006). Co-creating the voice of the customer. In (Lusch, R. F, & Vargo, S. L., 2006, Eds.) The Service-dominant logic of marketing. Dialog, Debate and reflections. M.E. Sharpe. New York.

Kimbell, L. (2011). Rethinking design thinking: Part 1. Design and Culture, 3(3), 285-306

Krippendorff, K. (2006). The seminatic turn: A new foundation for design. Boca Raton. Fla.: CRC/Taylor & Francis.

Lambert, D. M. & Garcia-Dastugue, S. J. (2006). Cross-functional business processes fro the implemntation of service-dominant logic. In (Lusch, R. F, Vargo, S. L., 2006, Eds.) The Service-dominant logic of marketing. Dialog, Debate and reflections. M.E. Sharpe. New York.

Lockwood, T. (2009). Transition: Becoming a Design-Minded Organization. Design Thinking. In (Lockwood, T., 2009, Ed) Integrating Innovtion, Customer Experience, and Brand Value. Allworth Press, New York.

Lusch, R. F. & Vargo, S.L. (2014). Service-dominant logic: Premises, perspectives, possibilities. Cambridge University Press

Løvlie, L., Downs & Reason, B. (2009). Bottom-Line Experiences: Measuring the Value of Design in Service. In (Lockwood, T., 2009, Ed) Integrating Innovtion, Customer Experience, and Brand Value. Allworth Press, New York.

Martin, R. (2009). The design of business: why design thinking is the next competitive advantage. Boston: Harvard Business Press.

O’Reilly, C.A. & M. L. Tushman (2004): The Ambidexterity Organization. Harvard Business Review, April 2004

Patricio, L., Fisk, R. P, Cunha, J.F., Constantine, L. (2011). Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting. Journal of Service Research, 14:180-200.

Rawson, A., Duncan, E., & Jones, C. (2013). The Truth About Customer Experience. Harward Business Review,.

Sangiorgi, D. (2012). Value co-creation in design for services. Service design with theory. Lapland University Press. ISBN 9789524845519

Schön. D. A. (1983). The reflective practioner: How professionals think in action. Basic Books. New York.

Stone, D. & Devine, J. (2013). From Moments to Journeys: A Paradigm Shift in Customer Experience Excellence. Consumer and Shopper Insights, , McKinsey & Company

Tushman, M.L. and O’Reilly, C.A. (1996). The Ambidextrous Organization: Managing evolutionary and revolutionary change. California Management Review, 38: 1-23.

Vargo, S. & and Lusch, R (2004). Evolving to a new dominant logic for marketing, Journal of Marketing, 68, 1-17.

Vargo, S.L. & Lusch, R. F. (2006). Evolving to a New Dominant Logic for Marketing. In (Lusch, R. F, & Vargo, S. L., 2006, Eds.) The Service-dominant logic of marketing. Dialog, Debate and reflections. M.E. Sharpe. New York.

Vargo, S.L. & Lusch, R.F. (2015). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, Volume 44, Issue 1, pp 5-23

Wiener, B.J. (2009). A theory of organizational readiness for change. Implementation Science, 4:67.

Wright, M. (2012). Customer Journey: Driving income and growth in tough markets. Martin Wright Associates. Direct Marketing Consultancy.

Citeringar i Crossref