Micro Dynamics for Service Design AdoptionMarzia Aricò, Annita Fjuk, Lavrans LøvliePartners of the Center for Service Innovation

AIM

To understand the mechanisms that facilitate the adoption of service design in a corporate context

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THE SERVICE DESIGN LOGIC

SymbolsHolism

EmpathyCo-creation

PracticesDesign Research

VisualizingPrototyping

Fayard, Stigliani, & Bechky (2016)

INSTITUTIONAL LOGIC“The socially constructed, historical patterns of cultural symbols and material practices, including assumptions, values, and beliefs, by which individuals and organizations provide meaning to their daily activity, organize time and space, and reproduce their lives and experiences” (Thornton, et al., 2012, p. 2).

TELENOR GROUPOne of the world’s major mobile operator

Source: www.telenor.com

Keeps more than 200.000.000 customers connected in 13 marketsacross Scandinavia, Central Eastern Europe, and Asia.

More than 30.000 employees are committed to being the customers’ favourite partner in digital life.

Cross-channelexperience

measurement(R&D)

Launch offramework

Corporate capability& up-skilling of400 managers

2008. . . . . . . . . . . . . . . . . . . . . .

Innovation and transformation

& up-skilling of > 2800 leaders and

change agents

BOTTOM UP / TOP DOWN

Pilotingcustomer journeymapping

framework

2012. . . . . . . . . . . . . . 2014. . . . . . . . . . . . . . . . . . . 2016 2017

Massup-skilling

of experts & design mgmt

EXPA

NSI

ON

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THE TWO LOGICS OF AN AMBIDEXTROUS ORGANISATION

- EXPLOITATION

-EX

PLO

RA

TIO

N

SERVICEDESIGN

TELCO

Prototyping Business case

Fail early, fast learning Avoid failure

User research Market research

Customer co-creation and deep customer immersion

Customer as target

Visualization and evidencing

Excel and PPT

Insight drives decisions and way forward

Business plans and launch date drive decisions

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EXECUTION CHALLENGES

sources of tension between the

dominant logic and the service design logic

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1. LEGITIMACYThe service design logic lacks legitimacy.

2. COMMITMENTLack of commitment to service design by referents of thetelco logic

3. RESOURCESLack of allocated resources hinders delivering on theexpectation of service design as a fast-moving process.

FRAMEWORK FOR ADOPTION

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EVIDENCINGCUSTOMER INSIGHTEvidencing of customer insight increased the legitimacyof the service design logic, and facilitated the commitment by key stakeholders

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VALIDATINGBUSINESS CONCEPTSValidation of concepts through prototypes is vitalfor increasingly legitimize the service design logic

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ENGAGINGORGANISATIONAL ACTORSActive engagement of key stakeholders with commercial responsibility increased legitimacy, commitment andresource allocation.

CONCLUSION

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Evidencing customer insightsValidating business conceptsEngaging organizational actors

Legitimacy, commitment and resources

Telco logicService Design Logic

FUTURERESEARCH

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What’s the interplay betweenmacro level logics, meso levelorganizational changes in practices and micro levelindividual actions?