introducción a service science management and...

© 2005 IBM Corporation1 © 2008 IBM Corporation

Introducción a Service Science Management and

Engineering

Jordi Busquets

IBM Innovation Center Barcelona

Jornada INEC Junio 2009

Service Science,

Management, and Engineering (and Design)

(and Art)


Today, SSME is a call for

academia, industry, and governments to focus on becoming more systematic about innovation in the service sector, which is the largest sector of the economy in

most industrialized nations, and

is fast becoming the largest sector in developing nations as

well. SSME is also a proposed

academic discipline and

research area that would complement – rather than

replace – the many disciplines

that contribute to knowledge about service.

What is Service Science or SSME(D)?


What is Service Science or SSME(D)?

Service Science, Management,

and Engineering (SSME) is a

term introduced by IBM to describe Service Science, an

interdisciplinary approach to the

study, design, and implementation of services

systems – complex systems in

which specific arrangements of

people and technologies take actions that provide value for

others. More precisely, SSME has been defined as the application of science, management, and engineering disciplines to tasks that one organization beneficially performs for and with another.


53%66303.4Spain

30%261163Bangladesh

30%201070Nigeria

40%70255Japan

38%652312Russia

20%532423Brazil

35%391645Indonesia

21%70273U.S.

28%231760India

191%351550China

ServiceGrowth

S%

G%

A %

Nation

Ten NationsTotal 50% of World Wide Labor

A = Agriculture, G = Goods, S = Services 1980-2005

PC Age2005

United States

The largest labor force migration in human

history is underway, driven by global

communications, business and technology

growth, urbanization and low cost labor

(A) Agriculture:Value from

harvesting nature

(G) Goods:Value from

making products

(S) Services:Value from enhancing the

capabilities of things (customizing,

distributing, etc.) and interactions between things

Global Service Economy

International Labor Organization

US Employment History & Trends


Where the growth is…

Services

Material

Information

& Organization

11%

9%

30%

50%

Products

-Based on Uday Karmarkar, UCLA(Apte & Karmarkar, 2006)

US Gross Domestic Product


Service sector employment

In 2006 the service sector’s

share of global employment

overtook agriculture for the

first time, increasing from 39.5% to 40%. Agriculture

decreased from 39.7% to

38.7%. The industry sector

accounted for 21.3% of total employment.

- International Labour Organization

http://www.ilo.org/public/english/region/asro/bangkok/

public/releases/yr2007/pr07_02sa.htm

Fitzsimmons & Fitzsimmons (2008)


0

20

40

60

80

100

1982 1988 1994 1998 2004 2006 2007

Year

Rev

en

ue (

$B

) Services

Software

Systems

Financing

IBM’s business

Revenue Growth by Segment


Not just IBM…


Why innovation in services matter?


Something about services

� Value co-creation

� “Servitization” of products

� Front-office/Back-office

� Customer experience

� Complex systems / Service Systems


Value co-creation

James Teboul, “Services is Front Stage. We are all

in services… more or less” (2007)


New view of value-creation processes

Preparations

Process

InfrastructureOutput

Outcome Value

PRODUCTIONSYSTEM

CONSUMPTIONSYSTEM

Exchange

Behavioralresponse

Preparations

Process Co-production

Outcome

PRODUCTIONSYSTEM

CONSUMPTIONSYSTEM

Contract

Interactions

Paul Lillrank, “An event-based approach to services,”

Presented at Frontiers in Service Conference, October 2008

Service-dominant logic view

Goods-dominant logic view

With service processes, the

customer provides significant

inputs into the production process.

-Sampson & Froehle (2006)

The customer is always a

co-producer.

-Vargo & Lush (2004)


“Servitization” of goods


Front-office / Back-office

InformationSystems

Channel Delivery Technology

Customer FacingSales Force

&

Channels

Client

Front Stage Back Stage

Product fullfilment

Integrated Product/Service design

Products offeringService mix offering

Service demandProduct request

Value

Co-creation


Mairi McIntyre, Univ. of Warwick


Understanding service systems

� Service Science

� Service science is the systematic study of service and service systems

� SSME

� SSME is a discipline that brings together scientific understanding, engineering principles, and management practices to design, create, and deliver service systems

� Service

� Service is the application of competences for the benefit of another entity

� Service System

� Value co-creation configurations of integrated resources: people, organizations, shared information and technology


Something about services… more

� Value co-creation� “Servitization” of products� Front-office/Back-office� Customer experience� Complex systems / Service Systems� But many more aspects…

� Business Service Modelling / Simulation

� Stock, capacity and demand management

� Services Quality

� Service Design

� Service Innovation

� Resources management

� ….


One Answer to the Need for Curricula Change: Service Science, Management & Engineering (SSME)

The marketplace requires innovation that combinespeople, technology, value and clients

Business Models &

Processes

Science &

Technology

People&

Culture

SSMESSME


What should a service scientist know?

� I. Theoretical & Practical Foundations�1. Concepts & Questions

�2. Tools & Methods

� II. Disciplines�3. History & Evolution: Economics & Law

�4. Customer: Quality Measure & Marketing

�5. Provider: Productivity Measure & Operations

�6. Authority: Compliance Measure & Governance

�7. Competitor: Sustainable Innovation Measure & Strategy

�8. Privileged Access: People Resources & S Schools

�9. Owned Outright: Tech Resources & E Schools

�10. Shared Access: Information Resources & I Schools

�11. Leased/Contract: Organization Resources & B Schools

�12. Future & Investment: Project & Innovation Management

� III. Professions�13. Scientists, Entrepreneurs, and Designers

�14. Engineers, Managers, Consultants, Practitioners

For a service science outline and 200+ annotated references, refer to:

http://www.cob.sjsu.edu/ssme/refmenu.asp

A service scientist is a T-shaped professional, with deep, expert,

contributory expertise in at least one of these areas, and broad, complex

communications, and articulatory

expertise across them all (Collins and Kusch 1999; Levy and Murnane

2004).complex communication

expert th

inkin

g

Courtesy of Jean Paul Jacob


Service ScienceDiscipline Classification System

A. General1. Service Science Education2. Research in Service Science3. Service Science Policy4. History of Services5. Case Studies6. Miscellaneous

B. Service Foundations1. Service Theory2. Service Philosophy3. Economics of Services4. Theoretical Models of Services5. Mathematical Models of Services6. Service Complexity Theory 7. Service Innovation Theory8. Service Foundations Education

C. Service Engineering1. Service Engineering Theory2. Service Operations 3. Service Standards4. Service Optimization 5. Service Systems Engineering 6. Service Supply Chains7. Service Engineering Management8. Service Systems Performance9. Service Quality Engineering 10. New Services Engineering11. Computer Services12. Information Technology Services13. Service Engineering Education

D. Service Management1. Service Marketing2. Service Operations 3. Service Management 4. Service Lifecycle 5. Service Innovation Management6. Service Quality7. Human Resources Management 8. Customer Relationship Management 9. Services Sourcing10. Services Law11. Globalization of Services12. Service Business Education

E. Human Aspects of Services1. Service Systems Evolution2. Behavioral Models of Services3. Decision Making in Services4. People in Service Systems5. Organizational Change in Services6. Social Aspects of Services7. Cognitive Aspects of Services8. Customer Psychology9. Education in Human Aspects of Services

F. Service Design1. Service Design Theory 2. Service Design Methodology 3. Service Representation 4. Aesthetics of Services5. Service Design Education

G.Service Arts 1. Service Arts Theory 2. Traditional Service Arts3. Performance Arts4. History of Service Arts5. Service Arts Education

H.Service Industries*1. The Service Industry2. Utilities3. Wholesale Trade4. Retail Trade5. Transportation and Warehousing6. Information Services7. Finance and Insurance8. Real Estate and Rental9. Professional and Technical Services10. Management Services11. Administrative and Support Services12. Educational Services13. Health Care and Social Assistance14. Arts, Entertainment, and Recreation15. Accommodation and Food Services16. Public Administration Services17. Other Service Industries

Claudio Pinhanez & Paul Kontogiorgis, “A proposal for a service science discipline classification systems,”

Presented at Frontiers in Service Conference, October 2008


What Kinds Of Skills Should A Service Scientist Have?What Kinds Of Skills Should A Service Scientist Have?

Academic disciplines evolving to combine technology, business, aAcademic disciplines evolving to combine technology, business, and socialnd social--organizationorganization

Technology

BusinessSocial-

Organizational

5

1

9 2527

14

28

10

26

24

84

4. Service Marketing

5. Social Complexity

6. Agent-based comput-ational economics

7. Computational Organization Theory

3. Service Engineering

2. Service Ops & Mgmt

1. Information Sci & Sys14. Computer & Information Sciences

16. Organization Theory

15. Human Capital Management (HCM)

20. Game Theory

21. Industrial Engineering

22. Marketing

23. Managerial Psychology

19. Management Science

18. Systems Engineering

17. Operations Research

2

3

67

11

12

13

1516

17

18

1920

21

22

23

1990…

1960-1990

1900-1960

Before 1900

11. Management of Information Systems

8. Management of Innovation & Tech (MoT)

9. Experimental Economics

10. AI & Games

12. Computer Supported Collab. Work (CSCW)

13. Performance Support Systems In Business & Organization

24. Business Administration (MBA)

25. Economics

26. Law

27. Sociology

28. Education


University Response

� More than 240 Universities in 42 countries are teaching SSME courses

� There are 102 degree programs in SSME worldwide

� 88 Masters degrees, 14 Bachelors

– 39 Technical degrees

– 38 Business degrees

– 25 MIS-type degrees

� Numerous SSME Workshops (e.g., Cambridge, GA Tech, Glasgow)

� 24 Service Research Centers Worldwide


Some courses


“Succeeding through Service Innovation”

Service Science is emerging as a distinct field. Its vision is to discover the underlying logic of complex service systems and to establish a common language and shared frameworks for service innovation. To this end, an interdisciplinary approach should be adopted for research and education on service systems.

http://www.ifm.eng.cam.ac.uk/ssme/

� For education: Enable graduates from various disciplines to become T-shaped

professionals or adaptive innovators; promote SSME education programmes and

qualifications; develop a modular template-based SSME curriculum in higher education

and extend to other levels of education; explore new teaching methods for SSME

education.

� For research: Develop an interdisciplinary and intercultural approach to service

research; build bridges between disciplines through grand research challenges; establish

service system and value proposition as foundational concepts; work with practitioners

to create data sets to understand the nature and behaviour of service systems create

modelling and simulation tools for service systems.

� For business: Establish employment policies and career paths for T-shaped

professionals; review existing approaches to service innovation and provide grand

challenges for service systems research; provide funding for service systems research;

develop appropriate organisational arrangements to enhance industry-academic

collaboration; work with stakeholders to include sustainability measures.

� For government: Promote service innovation and provide funding for SSME education

and research; demonstrate the value of Service Science to government agencies;

develop relevant measurements and reliable data on knowledge- intensive service

activities; make public service systems more comprehensive and citizen-responsive;

encourage public hearings, workshops and briefings with other stakeholders to develop

service innovation roadmaps.


Government Response

� Germany - Funded Innovation with Service

� European Union - Networked European Software and Services Initiative (NESSI)

� China – Five Year Plan in Modern Services

� Japan - Funded Service Productivity

� US NSF Service Enterprise Engineering (SEE)

� US – America COMPETES Act

� National Innovation Roadmaps

� Australia, Netherlands, Korea STEP1.

� Finland’s Serve Programme

� InSG Infocomm Singapore

� Thailand – National Science and Technology Department

� Malaysia - Innovation-led economy, IBM and 11 higher ed institutions

� Philippines - Commission on Information and Communications Technology

� Vietnam – MOU

� Egypt – MOU

� NYSTAR – NY State

� North Carolina Legislature 4/29

� Senator Richard Burr 5/19

� US Senate Committee on Commerce, Science & Transportation - Senator Inouye staff 1/7


Industry Response: SRII - Service Research & Innovation Initiative


Service Research Centers - New in 2008

� Bahcesehir and Northeastern (Turkey) Universities•

� Innovation University: Helsinki University of Technology (HUT)=Design Factory, Helsinki School of Economics HSE)= Service Factory and Helsinki University of Arts and Design (UAD)=Media

� India SP Jain Institute for Management SSME Center

� Karlshrue Service Research Center

� Shanghai Research Center (Charles King, Pund-IT)

� National Tsinghua Institute for Service Science

� University of Amsterdam and the VU University Amsterdam will launch one of the first European university centers for service innovation

� University Federal de Rio de Janeiro SSME Research Group


External Ecosystem Beyond Universities

� SRII – Established SRIC, Grew Membership, New Conferences

� Center for Innovation Management Studies (CIMS) –Service Science Focus

� Conference Board – Service Innovation Interest

� American Society of Engineering Education –National Conference

� NESSI – SSME Workgroup

� Kauffman – Services Skills Initiative

� IEEE – SSME Skills Certification Workshop

� Extensive Government Involvement


Six New Service Science Books Published in 2008

� Service Science, Management and Engineering: Education for the 21st Century; Hefley, Bill; Murphy, Wendy (Eds.) 2008 www.springer.com/business/book/978-0-387-76577-8

� Services Science: Fundamentals, Challenges and Future Developments; Stauss, B.; Engelmann, K.; Kremer, A.; Luhn, A. (Eds.) 2008, www.springer.com/business/book/978-3-540-74487-0

�

� Advances in Services Innovations; Spath, Dieter; Fähnrich, Klaus-Peter (Eds.); 2007, www.springer.com/engineering/production+eng/book/978-3-540-29858-8

� Competing in a Service Economy: How to Create a Competitive Advantage Through Service Development and Innovation, Michael D. Johnson, Anders Gustafsson

� New Service Development and Innovation in the New Economy Bo Edvardsson, Anders Gustafsson, Michael D. Johnson, Bodil Sanden

� Product Development for the Service Sector: Lessons from Market Leaders by Robert G. Cooper, Scott J. Edgett


IBM Systems Journal Dedicated to SSME - 2008


http://www.ibm.com/university/ssme


thanks


Knowledge-Intensive Service Activities (KISA)

� More jobs require expert

thinking and complex

communication skills

� Specialization and

integration are both

important!

� Fission and fusion

-10

-5

0

5

10

15

1969 1974 1979 1984 1989 1994 1999

Expert Thinking

ComplexCommunication

Routine Manual

Routine Cognitive

Non-routineManual

Percentile change in skill descriptions 1969-1999Based on U.S. Department of Labor’sDictionary of Occupational Titles (DOT)

From Levy and Marnane (2004), Autor, Levy Marnane (2003)


IBM has begun to systematically classify diverse service systemsindustry by industry, component by component, measure by measure…

CBM: Component Business Model

WBM and RUP: Work Practices & Processes

SOA: Technical Service-Oriented Architecture

Key Performance Indicators (KPIs)IBM IBV: Component Business ModelsIEEE Computer, Jan 2007

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