Six dynamic service innovation capabilities - Signaling user needs and technological options

4 important questions on Six dynamic service innovation capabilities - Signaling user needs and technological options

Where are service developers to a great extend dependent on?

On users for co-developing or co-producting new service propositions therefore understanding them is first priority. Due to the combinatory nature of services, firms have to understand what new service configurations would be valued by customers.

What are the two important sub-capabilities?

  1. Capability to empathically understand users and sense their (potential) needs well in advance by interacting intensively with (potential) clients; typically resides in marketing, new business departments or innovation management if present.
  2. Capability to signal new technological options.

What does the capability to empathically understand users provide?

Dialogues with lead users, joint experimentation and prototyping, user panels, account management systems, client profiling, detailed analysis of how current services are used, trend analysis in client groups, are some of the tools used to sense user needs early on and inform the actual act of service innovation.
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What do the capabilities to signal new technological options provide?

Opportunities to adapt and innovate the service portfolio, including new ways of interacting with clients, on demand production, enriching service dialogues or offering opportunities for customized services which sometimes also go hand in hand with new options for self service.

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