Summary of Tutorials

EBC4076 | Service Management

 Importance of Ethics in Service Management
 Meeting 1-3 Service Orientation: Why is Service Management so important?
What is service Management? How do Manufacturers also sell services?
 Meeting 4-5 Service Systems: In which settings are service managements
framed? Complexity of Service Systems
 Meeting 6-10 Service Interactions: Importance of interaction, Serive journey
and experience, how to improve, connections etc.
 Meeting 11-13 Service Innovation:
 Grading: 20% P&G Case; 10% Facilitation; 30% Team Project; 40% Individual
Project (Essay + Infographic)

Workshop (20%)
Facilitations (10%)
Final Course Project (30%)
Individual Project (40%)
 Infographic + Presentation
 3-page Essay (1.500 words)

,Overview
Meeting 2 | Service Revolution................................................................................................................................................ 2

Meeting 3 | Servitization......................................................................................................................................................... 5

Meeting 4 | Complex Service Systems (Facilitation 1)............................................................................................................... 7

Meeting 5 | Transformative Services (Facilitation 2)............................................................................................................... 12

Meeting 6 (Facilitation 3) Service Interactions: Humans and/or technology............................................................................13

Meeting 7 Customer participation in value co-creation | workshop........................................................................................ 17

Meeting 9 – Customer service blueprint workshop................................................................................................................. 24

Meeting 10 | Service failure & recovery................................................................................................................................. 29

Meeting 11: Service business model innovation – Workshop Business Model Canvas.............................................................39

Meeting 12: Ethics in Service.................................................................................................................................................. 43




Meeting 2 | Service Revolution


Task: Each team represents a marketing consultancy advising the board of P&G TIDE
DRY CLEANERS based on recent developments in service management (Wirtz et al.,
2021). See the setting and express the most important arguments from the paper.
The Case (A):

,  Current strategy: Identical stores with drive through, transparency for
customers, convenience, quality, and service
 New Idea: One big Cleaning Plant in low-cost area, plenty drop stores around
the city to increase attention and additional services.

+ Lower the costs; increase brand awareness; customers are used to change in
the strategy; flexible pick up
 Deviation from the values (transparency) and service customers are used to; lost
or damaged items.
 Innovation is P&G core value, highest R&D investments in the market
 Fabric & Home Care dominant since 2016 with 30% market share: “The cleanest
clean possible is tide clean.”
 Increase of profitability without failing to promise but increasing customer value.



The Service Revolution, Intelligent Automation and Service Robots, Witz,
Kunz and Paluch 2021.
 Technologies become smarter and powerful, while getting smaller, lighter, and
cheaper – much like the industrial revolution in late 18 th century, where it helps
bring high-quality, low cost manufactured goods to masses and relieved people
from laborious manual work.
 Service robots can deal with unstructured interactions and guide customers
through their journey, while traditional self-service technologies (SSTs) as
websites or apps cannot.
 Service robots cannot feel or express real emotion, only surface action, other
than humans. But service robots won’t have a burn out or a bad day and can
always be pleasant and nice.
 Restructure the Service frontline
 See robots as a long-term investment
 AI as an opportunity for cost-effective service excellence
 Mitigate potential risks of robot deployment (embrace corporate digital
responsibility CDR and develop a set of shared values, norms and actionable
guidelines)

,