Community of Interest Meeting - July 2016

Updates from the Cambridge Service Alliance research work streams

Details on meeting topics:

First Topic: Leadership requirements in successful service scale-ups

Brief: Firms making the shift to services face serious problems in scaling up their service innovations. Currently companies such as GE, Bombardier, Pearson, Zoetis, have flagged out their problems for scaling up complex services, those that go beyond the growth of spares, repairs and reactive maintenance businesses. While literature around service design and innovations is vast and continues to grow, literature around scaling services up is scarce. The aim of this research is to explore the leadership requirements and characteristics for scaling up complex services. The preliminary findings for the ‘scaling up services’ research project will be presented in this CoI meeting.
Take a ways: The identification and understanding of leadership requirements - leadership behaviour and critical practices - for managing the scale up of services will enable firms to create rich, customer focused models to improve service growth.

Second Topic: Customer experience Analytics: Dynamic-customer centric model

Brief: The wide spread of social networking sites and virtual communities is not only shaping the customer’s perception of brands, but also offers a range of, sometimes conflicting, opinions and influences. Therefore, this type of customer data is an asset that needs to be managed in a systematic approach. Firms should analyse it to portray customers’ satisfaction levels, allowing improvement measures to be put in place. These are resultants of increasing customer satisfaction and strengthening company customer relationships. As a result, better customer experience measurement are required. In light of this, this research demonstrates a method of integrating demographic data from customer relationship management (CRM) and real-time data from social media channels – for a single view of the customer – allowing touchpoints to be monitored and adapted not otherwise derived.

Take away: Customer experience analytic that enables firms to identify critical pain points from real-time data and provide deeper insights into critical touchpoints and how and where the organisation can implement change to reduce friction and improve the customer experience.

This new approach will enable firms to create rich, dynamic customer-centric model that can provide a deeper understanding of customer behaviour, including subsequent customer responses to organizational attempts to improve the customer experience.

Third Topic: Towards Ecosystem components: unpacking how ecosystems function

Brief: Business Ecosystems are considered important as more and more capability is shared between business partners instead of delivered in-house. The result is companies partnering across their organisations, to deliver services to their customer. 

The research presented will be unpacking how ecosystems and partnerships function. The presentation will be based on the results from the ecosystem research work stream of the service alliance.

Take away: The participant will understand how ecosystems function and will get tangible input on how to make partnerships in ecosystems a success. 

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About Cambridge Service Alliance - Community of Interest

What is the CSA Community of Interest?

The Cambridge Service Alliance brings together non-competing firms with a common interest in innovating their business models and making the shift to services and solutions. The Community of Interest is designed to provide an open forum where our partner firms can share experience and ideas, learning directly from one another and the researchers.

Who can get involved in the Community of Interest?

The Community of Interest is open to anyone employed by our partner firms – BAE Systems, Caterpillar, IBM and Rolls Royce. We do not expect participants in the Community of Interest to attend every meeting, but we will make sure that those who have expressed interest receive details about events and workshops. There is no charge to attend Community of Interest meetings, although participants are expected to cover their own travel and accommodation.

How to get involved in the Community of Interest?

To register interest in participating simply e-mail JacquelineBrown at the Cambridge Service Alliance.