Designing Service Processes to Unlock Value, Third Edition by Joy M. Field

Author:Joy M. Field [Joy M. Field]
Language: eng
Format: epub
Publisher: Business Expert Press
Published: 2020-12-15T16:00:00+00:00

Summary: Viewing Service Process Design Through a Value-Based Lens

These examples illustrate that when designing service processes—particularly ones that incorporate new technologies, involve the customer as co-producer, and use service inventory—the full range of benefits and costs may not be immediately apparent. This is especially true when considering innovative services, such as “super-services” where the benefits and costs may not be as well established. But identifying a more complete set of benefits and costs is a necessary first step for accurately gauging value co-creation. This requires working toward a better understanding of how the customer and service provider (at both the employee and firm levels) perceive value, how these perspectives are related through the value co-creation framework, and how to recognize and manage synergies and trade-offs throughout the service delivery process. Although this generally summarizes the value-based approach to service process design, later in the chapter we will propose a more formal procedure.

So far, we have been focusing on “value” primarily at a conceptual level. There is a good reason for this. Before attempting to quantify “value,” we needed a solid foundation for identifying the set of underlying benefits and costs to be quantified. That is why we first introduced the value co-creation framework, provided examples of its use, and considered how technology-enabled service innovations, the expanded role of the customer, and the use of service inventory could be incorporated in the framework. With the fundamentals in place, we can now move on to the question of how we can actually measure value co-creation.

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