Service Innovation: It's All About Getting the Job Done
Featuring Lance Bettencourt, Ph.D., Senior Strategy Advisor, Strategyn and Author of, Service Innovation: From Customer Needs to Breakthrough Services
The service industry dominates our economy and everyday life. In fact, more than 80 percent of the U.S. gross domestic product derives from service industries. But when it comes to innovation, business leaders most often think about products. Service innovation leaves them shaking their heads. Why? The unique experiential nature of services leaves them unsure where to start. In this webinar, Dr. Bettencourt will explain that customers "hire" services to get a job done, just as they do products. Once an organization accepts the job as the anchor, they can approach service innovation in a way that meets their customers' needs. Too often, he says, innovators look only at the current service when seeking service innovations. But he'll demonstrate that this approach is not effective. In fact, he says, it's a hindrance. Using rich examples that demonstrate service innovation success stories at companies such as Microsoft, Ingersoll-Rand, and Kroll, Dr. Bettencourt's presentation will help you understand :
- Why a proper understanding of customer needs is at the core of service innovation success.
- Why they should adopt the jobs-to-be-dont theory in approaching service innovation.
- How understanding the jobs customers are trying to get done can help them develop innovative solutions - whether it be new services, new service delivery options or improvements
This webinar will feature polling questions and a question and answer phase. To register, visit: wpcarey.asu.edu/csl/August11Webinar.
Speaker Details:
Lance Bettencourt brings a combination of academic rigor and practical insight to the innovation process. A former professor of marketing at Indiana University, he is an expert in product and service innovation, marketing strategy, and research design and analysis. His new book, Service Innovation: How to Go From Customer Needs to Breakthrough Services, was released in June 2010. As a strategy adviser, Lance has supported innovation initiatives at some of the world’s leading companies. And with his background in academics, he is a natural for teaching training through the Strategyn Institute, the firm’s educational arm. Lance serves as a teacher / mentor, provides customized education programs, and develops customized executive education programs. In both roles, he has worked with many of Strategyn's clients including Microsoft Corporation, Colgate-Palmolive, Hewlett-Packard Company, TD Bank Financial Group, Kimberly-Clark, Abbott Medical Optics, Chiquita Brands, and Ethicon Endo-Surgery, Rockwell Collins, Neenah Paper, Trend Micro, Masco Corporation, Covidien, Hospira, American Medical System, Ingersoll-Rand, and Pershing. Lance has published dozens of articles on marketing strategy and innovation in both academic and practitioner publications. Recent contributions include “Debunking Myths About Customer Needs,” (Marketing Management, January-February 2009), “The Customer-Centered Innovation Map” (Harvard Business Review, May 2008), “Giving Customers a Fair Hearing” (Sloan Management Review, Spring 2008), and “Client Co-Production in Knowledge Intensive Business Services” (California Management Review, Summer 2002).
Date: | Aug 11 2010 1:00pm - 2:00pm |
Location Name: | Webinar |
Location URL: | |
Address: | 5450 Saint Andrews Drive |
City: | Westerville, OH |
State: | Ohio |
Zip: | 43082 |
Phone: | 614-895-7680 |
Event Sponsor: | Arizona State University W.P. Carey School of Business |
Registration Fee: | $0.00 |
Deadline Date: | 08/11/2010 |
Links: | |
Contact Info: |
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