View
274
Download
0
Embed Size (px)
DESCRIPTION
Presentación de IBM en el marco del Acto de inauguración del curso académico 2012-2013 celebrado el 25 de septiembre de 2012
Citation preview
© 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)
© 2005 IBM Corporation © 2012 IBM Corporation 2
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.
© 2005 IBM Corporation © 2012 IBM Corporation 3
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)?
© 2005 IBM Corporation © 2012 IBM Corporation 4
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.
© 2005 IBM Corporation © 2012 IBM Corporation 5
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
© 2005 IBM Corporation © 2012 IBM Corporation 6
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
© 2005 IBM Corporation © 2012 IBM Corporation 7
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)
© 2005 IBM Corporation © 2012 IBM Corporation 8
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)
© 2005 IBM Corporation © 2012 IBM Corporation 9
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
© 2005 IBM Corporation © 2012 IBM Corporation 10
Not just IBM…
© 2005 IBM Corporation © 2012 IBM Corporation 11
Why innovation in services matter?
© 2005 IBM Corporation © 2012 IBM Corporation 12
IBM IBM Global Services
© 2005 IBM Corporation © 2012 IBM Corporation 13
Something about services
Value co-creation
“Servitization” of products
Front-office/Back-office
Customer experience
Complex systems / Service Systems
© 2005 IBM Corporation © 2012 IBM Corporation 14
Value co-creation
James Teboul, “Services is Front Stage. We are all
in services… more or less” (2007)
© 2005 IBM Corporation © 2012 IBM Corporation 15
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)
© 2005 IBM Corporation © 2012 IBM Corporation 17
Service Encounter
© 2005 IBM Corporation © 2012 IBM Corporation 18
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
© 2005 IBM Corporation © 2012 IBM Corporation 19
Global / Local delivery
© 2005 IBM Corporation © 2012 IBM Corporation 20
Mairi McIntyre, Univ. of Warwick
© 2005 IBM Corporation © 2012 IBM Corporation 21
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
© 2005 IBM Corporation © 2012 IBM Corporation 22
© 2005 IBM Corporation © 2012 IBM Corporation 23
© 2005 IBM Corporation © 2012 IBM Corporation 24
© 2005 IBM Corporation © 2012 IBM Corporation 25
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
© 2005 IBM Corporation © 2012 IBM Corporation 26
Service Science
principles
formality
repeatability
testability
simplicity
models
simulation SCIE
NC
E
© 2005 IBM Corporation © 2012 IBM Corporation 27
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."
© 2005 IBM Corporation © 2012 IBM Corporation 28
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
© 2005 IBM Corporation © 2012 IBM Corporation 29
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
….
© 2005 IBM Corporation © 2012 IBM Corporation 30
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
© 2005 IBM Corporation © 2012 IBM Corporation 31
Need for Academic Curricula Change
The marketplace requires innovation that combines
people, technology, value and clients
Business Models
&
Processes
Science
&
Technology
People
&
Culture
SSME
© 2005 IBM Corporation © 2012 IBM Corporation 32
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
© 2005 IBM Corporation © 2012 IBM Corporation 33
Skills for 21st Century
© 2005 IBM Corporation © 2012 IBM Corporation 34
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
© 2005 IBM Corporation © 2012 IBM Corporation 35
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
© 2005 IBM Corporation © 2012 IBM Corporation 36
IBM Systems Journal Dedicated to SSME - 2008
© 2005 IBM Corporation © 2012 IBM Corporation 37
http://www.ibm.com/university/ssme
© 2005 IBM Corporation © 2012 IBM Corporation 38
thanks