Making the shift to services
The Cambridge Service Design Programme

Many manufacturers want to make the shift to services, but they find themselves trapped in the world of products. Their systems, procedures and practices are all structured to support the design and delivery of products, yet increasingly their customers are demanding services and solutions. This two-day workshop will explore how to make a successful transition to services. 

Drawing on practical tools and exercises, the workshop will help you understand how to design or redesign services that will drive your organisation’s success. It will give you new insights into: (i) how firms design and re-design services and service offerings; (ii) how prototyping a service works; (iii) what role tools, such as emotion mapping, process mapping, business model and blue printing, play in service design.

You will also be given the opportunity to design a new service and/or enhance one of your organisation’s existing services. As well as delivering a practical toolkit, the workshop will help you deliver direct business benefit through service design.

Topics include:
• Design thinking for service design
• Understanding the ecosystem – raising your strategic horizons
• Crafting the business model – focusing on your customer’s outcomes
• Innovating the value delivery system – aligning resources and partners
• Service emotion – identifying and managing the customer’s emotion journey
• The role of big data in both optimising service delivery and designing better solutions.

Practical Focus:
The tutors have a highly engaging and interactive teaching style. The team has delivered workshops to a host of clients in the public and private, manufacturing and service sectors. Through this workshop the team aims to equip participants with a robust set of tools and techniques that they can apply in their own organisations to improve the efficiency and effectiveness of their own businesses.  It will - 

• Introduce the idea of servitization, explaining the role that technology plays in the servitization of manufacturing.
• Illustrate different approaches to servitization and the pros and cons of each approach.
• Provide you with a practical framework for thinking about how you can innovate your business model to make the shift to services.
• Equip you with a practical diagnostic that you can use to identify which capabilities your organisation will need to successfully make the shift to services.