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Dr. Stephen K. KwanProfessor, Service Science
Management Information SystemsCollege of Business AdministrationSan José State University, CA, USA
http://www.sjsu.edu/ssme
Contact: stephen.kwan@sjsu.edu
Presented at the International Symposium on Service Systems ScienceTokyo Institute of Technology
February 23rd, 2012
Download these slides at: http://www.slideshare.net/StephenKwan
Information and Knowledge Managementfor Service Systems Design and Engineering
Kwan 2012 2
Kwan 2012 3
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Service System Life Cycle
This presentation looks at effective Information and Knowledge Management in the Life Cycle stages of a
Service System.
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Conception
Design
EngineeringDevelopment
Operation
Discovery
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Incorporating Multiple Perspectives in Modeling
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Conception
Design
EngineeringDevelopment
Operation
Discovery
External or Internal Forces create impetus for Change
CompetitionStrategy
CustomersRegulations
ObsolescenceTechnologyInnovation
…….
J. Bradford Jensen
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Incorporating Multiple Perspectives in Modeling
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Conception
Design
EngineeringDevelopment
Operation
Discovery
Service Thinkingfor example:
ServitizationPlatformitization
Open Service Innovation
(S-D) Logic -Service Dominant Logic
Vargo & Lusch
and many more!
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Incorporating Multiple Perspectives in Modeling
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Conception
Design
EngineeringDevelopment
Operation
Discovery
System Thinking
Marcel D. Dekker“Systems Thinking about the Society”
for example:
C. West Churchman Russell L. Ackoff
and many more!
Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”. Presented at the International Conference on Service Science, Beijing, China, April 17-18.
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Incorporating Multiple Perspectives in Modeling
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Conception
Design
EngineeringDevelopment
Operation
DiscoveryDesign Thinking
“A human-centered innovation process that emphasizes
observation, collaboration, fast learning, visualization of ideas,
rapid prototyping, and concurrent business analysis, which ultimately influences
innovation and business strategy.” *
* Lockwood, T. (editor) Design Thinking – Integrating Innovation, Customer Experience and Brand Value, Allworth Press, 2010.
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Design Thinking – some resources
Stickhorn & Schneider
Peter G. Rowe
Thomas Lockwood
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Design Thinking – some resources
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Design Thinking – some resources
© Cockayne and Carleton
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Incorporating Multiple Perspectives in Modeling
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Conception
Design
EngineeringDevelopment
Operation
Discovery
Business Thinking
ServiceExperience
ServiceProvider
Customer
Society
Community
Competition
Partners
Service System
Employees &Stockholders
Business Thinking - Service System Worldview1
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1Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”. Presented at the International Conference on Service Science, Beijing, China, April 17-18.
ServiceExperience
ServiceProvider
Customer
Society
Community
Competition
Partners
Service System
Employees &Stockholders
Value
Value
Governance
Value
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Value
Value Co-Creation Through Value Propositions
Kwan 2012
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Constructing a Value Proposition
Metrics
Rules
Schema
Quality
Probability of Success
Costs
Benefits
Service Experience
The Customer have a lot of VP’s
to choose from
Service Level Agreement?
Kwan 2012
Kwan, S.K., Muller-Gorchs, M. (2011). "Constructing Effective Value Propositions for Stakeholders in Service System Networks," Proceedings > Proceedings of SIGSVC Workshop . Sprouts: Working Papers on Information Systems, 11(160). http://sprouts.aisnet.org/11-160
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Business Thinking – some resources
Osterwalder & Pigneur
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From Design to Engineering
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Conception
Design
EngineeringDevelopment
Operation
Discovery
UML – Use Cases
UI Prototyping
ProcessChain
NetworkDiagram
Service Blueprint
Engineering Discipline
& MethodologyService Design Engineer? Story Boards
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InformationTechnology
Platform
Service Provider’s Back Stage Support
BackStage
Processes
FrontStage
ProcessesFront Stage
Service Computing(e.g., SOA)
Some aspects of Service System Engineering
1 Kwan, S. K. & Hefley, B., “Service Systems”, 2008.
ITSM – Management of the Processesand Infrastructure of IT Services
Kwan 2012
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Incorporating Multiple Perspectives in Modeling
Kwan 2012
Conception
Design
EngineeringDevelopment
Operation
Discovery
DevelopmentDiscipline
& Methodology
and RAD, Agile, Extreme Programming, etc.
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Incorporating Multiple Perspectives in Modeling
Kwan 2012
Conception
Design
EngineeringDevelopment
Operation
Discovery
OperationsManagement
ServiceExperience
ServiceProvider
Customer
Society
Community
Competition
Partners
Employees &Stockholders
Service System Operational Worldview (1)
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MarketSegmentation
ServiceConceptRealized
CustomerFlow &ServiceDelivery
OperatingStrategy
FacilityLocation& Design
Capacity& Manpower
Planning,Training
CompetitiveStrategy
SocialNetworking
Kwan 2012
Customer’sSocial
Network
Customer
ServiceExperience
ServiceProvider
Value Proposition
FocalRelationship
Value Proposition
Provider PartnerNetwork
Value Proposition
Kwan 2012
Service System Operational Worldview (2)
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Information & Knowledge Management
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Conception
Design
EngineeringDevelopment
Operation
Discovery
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Information & Knowledge Management
Kwan 2012
2008 Olympic GamesBoth US teams dropped the baton
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Poor (Communication and) Information & Knowledge Management
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Information &Knowledge Management
How can we effectively define, capture, share and maintain the information and knowledge
from the different stages of the Service System Life Cycle?
From: To:
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Information & Knowledge Management- Sharing the Canvas
• Service Thinking• System Thinking• Design Thinking• Business Thinking• Engineering Discipline• Development Discipline• Operations Management
Designer
ManagerEngineer
Customer
DeveloperOperator
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Sharing the Canvas
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?
Who is this Artist anyway?
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Borrowing from a Study of Japanese Higher Education IT Programs (Nomura Research)
IT professional
Business Managementprofessional
Students in IT departments
Geek
SuitGeek-Suit
Professionalswith IT skills
US-style CIO
Professional redesign Value-chain with IT Usage=“Business Architect”?
ResearcherSuper Geek
ITManager
World-classIT Entrepreneur
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In-depth knowledge of a specific discipline
Complex Communications Across FieldsAcross industriesAcross cultures
Across functionsAcross disciplines
=More experienced
More adaptiveMore collaborative
BroadenWith
GlobalEducational
program
“We need to hire more T-shaped people!”Industry says:
“We need to hire more T–shaped faculty!”Academia says:
DevelopNew
KnowledgeWith
ResearchBased on slides byJean Paul Jacob
of IBM
T-shaped People (1)
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Paul Harris, “Help Wanted: ‘T-Shaped’ Skills to meet 21st Century Needs”, T&D, September 2009
T-shaped People (2)
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We need T-shaped PeopleWho can work together as a Team
T
TT
T
T
TTT
TT T
Using Design Thinking as the basis of Project-based Team Building
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?
Who is this Artist anyway?
End
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Trending – Design Thinking for Business
Some Business Schools teaching Design Thinking:TorontoNorthwesternMaastrichtBerkeleyVirginia ……….
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How to Lead a Creative LifeFAST
COMPANY3/2012
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Design Thinking for Managers
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T-shaped People (3)
Download these slides at: http://www.slideshare.net/StephenKwan