Konferensartikel

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

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

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

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Publicerad: 2016-05-17

ISBN: 978-91-7685-738-0

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

Abstract

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.

Nyckelord

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

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