Introducción a la service science

© 2005 IBM Corporation © 2012 IBM Corporation 1

Introducción a la Service Science

Jordi Busquets

Salome Valero

Tomàs Cerdà – Septiembre 2012

Service Science,

Management, and

Engineering

(and Design)

(and Art)


Grado de Informática y Servicios

La ingeniería orientada a la excelencia en los servicios. ¿Hace falta un nuevo ingeniero en el mundo de los servicios?

El sector servicios se ha convertido, en el principal contribuidor del PIB y la

principal fuente de ocupación de las economías de los países desarrollados. Del paradigma industrial centrado en el producto, hacia un paradigma de

servicios centrado en el cliente o usuario. Es en este contexto en el que una nueva disciplina académica, profesional y

empresarial aparece: SSME (Service Science, Management and Engineering) y que está redefiniendo el papel de los profesionales y en particular los ingenieros que necesita la economía de los servicios.

UAB e IBM: Acuerdo Marco de Colaboración. Escola Gimbernat i Tomàs Cerdà:

Grado de Informática y Servicios.


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.


Nation A

%

G

%

S

%

Service

Growth

China 50 15 35 191%

India 60 17 23 28%

U.S. 3 27 70 21%

Indonesia 45 16 39 35%

Brazil 23 24 53 20%

Russia 12 23 65 38%

Japan 5 25 70 40%

Nigeria 70 10 20 30%

Bangladesh 63 11 26 30%

Spain 3.4 30 66 53%

Ten Nations Total 50% of World Wide Labor

A = Agriculture, G = Goods, S = Services 1980-2010

PC Age 2010

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)


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 1969-1999

Based on U.S. Department of Labor’s

Dictionary of Occupational Titles (DOT) From Levy and Marnane (2004),

Autor, Levy Marnane (2003)


0

20

40

60

80

100

1982 1988 1994 1998 2004 2008 2010

Year

Reven

ue (

$B

) Services

Software

Systems

Financing

IBM’s business

Revenue Growth by Segment


Not just IBM…


Why innovation in services matter?


IBM IBM Global Services


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

Infrastructure Output

Outcome Value

PRODUCTION SYSTEM

CONSUMPTION SYSTEM

Exchange

Behavioral response

Preparations

Process Co-production

Outcome

PRODUCTION SYSTEM

CONSUMPTION SYSTEM

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

http://www.ibm.com/es/es/


Service Encounter


Front-office / Back-office

Information

Systems

Channel Delivery Technology

Customer

Facing

Sales

Force

&

Channels

Client

Front Stage Back Stage

Product fullfilment

Integrated Product/Service design

Products offering Service mix offering

Service demand Product request

Value

Co-creation


Global / Local delivery


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


Typical Service Lifecycle

Service Strategy and Planning

Service Design

Service Engineering

Service Development and Project Management

Service Marketing

Service Delivery and Operations

Service Quality

Service Analysis and Evaluation

+ Service Innovation


Service Science

principles

formality

repeatability

testability

simplicity

models

simulation SCIE

NC

E


Science

Science is the of making hypotheses about the world, and supporting or refuting them with scientific methods

Scientific methods include:

Rigorous and methodical reasoning

Based on repeatable measurements and observations

Using controlled experiments and

The laws of logic and mathematics

Einstein: "No amount of experimentation can ever prove me right; a single experiment can prove me wrong."

http://en.wikipedia.org/wiki/Falsifiability

http://en.wikipedia.org/wiki/Falsifiability


Sample Hypotheses in Service Science

Customer satisfaction is a good predictor of business growth

A combination of technical and personal skills are necessary for

customer facing service providers to achieve high satisfaction

ratings

The cost of full refunds to dissatisfied customers is compensated

for by return business

Automation of service processes is cost effective in terms of

return on investment

Hypotheses usually take the form of a mathematical model


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

….


Service Education is Interdisciplinary

Need more T-shaped people – both deep and broad

Busin

ess a

nd M

anagem

ent

Scie

nce a

nd E

ngin

eerin

g

Econom

ics a

nd S

ocia

l Scie

nces

Math

and O

pera

tions R

esearc

h

Com

pute

r Scie

nce &

Info

. Syste

ms

Industria

l and S

yste

ms E

ngin

eerin

g

Busin

ess A

nth

ropolo

gy

Org

aniz

atio

na

l Change &

Learn

ing


Need for Academic Curricula Change

The marketplace requires innovation that combines

people, technology, value and clients

Business Models

&

Processes

Science

&

Technology

People

&

Culture

SSME


What Are We Saying?

To Universities

Update your curricula - teach in context around services

Train your students to be more multi-disciplinary with skills in technology, business and people/culture

Help develop new scientific models and algorithms to improve profitability of services businesses

To Governments

Fund University research and curricula for Service Science to help your economy and develop skills for the 21st Century

To Industry Partners

Fund and participate in new Service Innovation Research

Help with University outreach

To IBMers

Get involved with University Outreach for SSME and develop training materials


Skills for 21st Century


Service Science Discipline Classification System

A. General 1. Service Science Education 2. Research in Service Science 3. Service Science Policy 4. History of Services 5. Case Studies 6. Miscellaneous

B. Service Foundations 1. Service Theory 2. Service Philosophy 3. Economics of Services 4. Theoretical Models of Services 5. Mathematical Models of Services 6. Service Complexity Theory 7. Service Innovation Theory 8. Service Foundations Education

C. Service Engineering 1. Service Engineering Theory 2. Service Operations 3. Service Standards 4. Service Optimization 5. Service Systems Engineering 6. Service Supply Chains 7. Service Engineering Management 8. Service Systems Performance 9. Service Quality Engineering 10. New Services Engineering 11. Computer Services 12. Information Technology Services 13. Service Engineering Education

D. Service Management 1. Service Marketing 2. Service Operations 3. Service Management 4. Service Lifecycle 5. Service Innovation Management 6. Service Quality 7. Human Resources Management 8. Customer Relationship Management 9. Services Sourcing 10. Services Law 11. Globalization of Services 12. Service Business Education

E. Human Aspects of Services 1. Service Systems Evolution 2. Behavioral Models of Services 3. Decision Making in Services 4. People in Service Systems 5. Organizational Change in Services 6. Social Aspects of Services 7. Cognitive Aspects of Services 8. Customer Psychology 9. Education in Human Aspects of Services

F. Service Design 1. Service Design Theory 2. Service Design Methodology 3. Service Representation 4. Aesthetics of Services 5. Service Design Education

G.Service Arts 1. Service Arts Theory 2. Traditional Service Arts 3. Performance Arts 4. History of Service Arts 5. Service Arts Education

H.Service Industries* 1. The Service Industry 2. Utilities 3. Wholesale Trade 4. Retail Trade 5. Transportation and Warehousing 6. Information Services 7. Finance and Insurance 8. Real Estate and Rental 9. Professional and Technical Services 10. Management Services 11. Administrative and Support Services 12. Educational Services 13. Health Care and Social Assistance 14. Arts, Entertainment, and Recreation 15. Accommodation and Food Services 16. Public Administration Services 17. Other Service Industries

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

Presented at Frontiers in Service Conference, October 2008


University Response

Grado de Informática y Servicios, Escola Gimbernat i Tomàs Cerdà, UAB,

Barcelona.

More than 240 Universities in 42 countries are teaching SSME courses

There are more than 102 degree programs in SSME worldwide

Numerous SSME Workshops

24 Service Research Centers Worldwide


IBM Systems Journal Dedicated to SSME - 2008


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

http://www.ssmenetuk.org/index.asp


thanks

Introducción a la service science

Technology

Transcript of Introducción a la service science