skip to primary navigationskip to content

Cambridge Service Alliance

At the forefront of service transformation in the digital era

Studying at Cambridge

 

2018 Robert Johnston Award

last modified Apr 03, 2019 10:49 PM
Congratulations to Mohamed Zaki, Professor Janet McColl-Kennedy and co-authors for receiving the 2018 Robert Johnston Award of the Journal of Service Management

The Journal of Service Management is delighted to announce this year’s award winners. Please join us to congratulate the CSA researchers Dr Mohamed Zaki and Professor Janet McColl-Kennedy for receiving the best paper award for their contribution to JOSM and to the service field.

Customer experience challenges: bringing together digital, physical and social realms

The purpose of this paper is to explore innovations in customer experience at the intersection of the digital, physical and social realms. It explicitly considers experiences involving new technology-enabled services, such as digital twins and automated social presence (i.e. virtual assistants and service robots). Future customer experiences are conceptualized within a three-dimensional space – low to high digital density, low to high physical complexity and low to high social presence – yielding eight octants. The conceptual framework identifies eight “dualities,” or specific challenges connected with integrating digital, physical and social realms that challenge organizations to create superior customer experiences in both business-to-business and business-to-consumer markets. The eight dualities are opposing strategic options that organizations must reconcile when co-creating customer experiences under different conditions. A review of theory demonstrates that little research has been conducted at the intersection of the digital, physical and social realms. Most studies focus on one realm, with occasional reference to another. This paper suggests an agenda for future research and gives examples of fruitful ways to study connections among the three realms rather than in a single realm. This paper provides guidance for managers in designing and managing customer experiences that the authors believe will need to be addressed by the year 2050. This paper discusses important societal issues, such as individual and societal needs for privacy, security and transparency. It sets out potential avenues for service innovation in these areas.

[paper]

RSS Feed Latest news

Understanding business models in the construction sector

Nov 25, 2020

What’s standing in the way of offsite manufacturing? For decades, the construction sector has been hailing it as the next big thing but we have yet to see it really taking off. Why is that, when the technologies and processes already exist? Dr Zakaria Dakhli believes it is due to a fundamental incompatibility between business models and it is only when this has been fully understood that the long-awaited transformation can take place.

A machine learning approach to quality control

Nov 14, 2020

Most of the products we take for granted contain huge numbers of components assembled in multiple stages by different manufacturers. Quality control is vital throughout the assembly process with rigorous testing required at every step.

Digital twins: driving business model innovation

Nov 06, 2020

For B2B firms struggling to reap the rewards of digitalisation, could digital twins be the way forward? In this article, CSA's Dr Erika Pärn and colleagues from the Fraunhofer Institute and Technische Universität in Dortmund, explore the relationship between this emerging technology and business model innovation.

Making business model innovation happen: the Business Model Cohesiveness Scorecard

Oct 30, 2020

Digital transformation is failing to live up to its hype, at least as far as productivity gains are concerned. If, as research suggests, a lack of business model innovation is the main culprit, we need a way of making it happen. Dr Chander Velu thinks a balanced scorecard approach could be the answer.

2020 Annual Review

Oct 23, 2020

Read about our latest research in our tenth anniversary Annual Review.

View all news