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.
Keywords
Service concept, customer journey experience, cross-functional business processes, service design thinking
DOI
https://doi.org/10.21606/servdes2016.34
Citation
Fjuk, A., Yttri, B.,and Kvale, K.(2016) Preparing the organisation for Change by Using Service Concepts, in Morelli, N., de Götzen, A., & Grani, F. (eds.), ServDes 2016: Service Design Geographies, 24–26 May, Copenhagen, Denmark. https://doi.org/10.21606/servdes2016.34
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Preparing the organisation for Change by Using Service Concepts
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.