University of Cambridge

Courses and Events

Making the shift to services
Two-day executive course
Tuesday 4 to Wednesday 5 April 2017
Drawing on the latest work from the Cambridge Service Alliance, this thought-provoking and practical two-day course considers how to design the shift to services.

Customers increasingly demand services and solutions, not just products. For companies this can be an opportunity to increase their revenues and develop long-term relationships with their customers. However, making the shift to services is difficult and remains an aspiration for many. Arriving at a clear vision of the service offering is often the first stumbling block. What will be offered and how? What are the risks? How do we deliver and create – as well as capture – value?

 

By the end of the course, you will be able to use our tools to design new services and improve existing ones and support the successful integration of services into your organisation.

 

The course will give you new insights into:

  • How firms design and re-design services and service offerings
  • How prototyping a service works
  • How tools such as emotion mapping, process mapping, business model innovation and blue-printing play a role in service design
  • How to manage the transition and the service journey

Topics include:

  • New thinking for service design
  • Understanding the ecosystem – expanding your strategic horizons
  • Defining the business model – focusing on your customers’ needs
  • Planning your service strategy journey
  • Innovating the value delivery system – aligning resources and partners
  • Service emotion – identifying and managing the customer’s ‘emotion journey’ 
  • The role of big data – optimising service delivery and designing better solutions

The course will introduce the concept of ‘service design thinking’ through a series of tools and exercises, which will support you and your organisation as you make the shift to services. During the course you will also be given the opportunity to design a new service and/or enhance one of your organisation’s existing services.

 

Drawing on the latest work from the Cambridge Service Alliance, this thought provoking and practical two-day course considers how to design the shift to services. The tutors have a highly engaging and interactive teaching style and have delivered workshops to a host of clients in the public and private, manufacturing and service sectors. 

 

 Note: This course can be run in-company, please contact us for further information.

 


 

Presenters

The tutors have a highly engaging and interactive teaching style. The team has delivered courses and workshops to a host of clients in the public and private, manufacturing and service sectors.

 

Professor Andy NeelyProfessor Andy Neely is Pro-Vice-Chancellor: Enterprise and Business Relations at the University of Cambridge, Head of the Institute for Manufacturing (IfM) and Head of the Manufacturing and Management Division of Cambridge University Engineering Department. He is widely recognised for his work on the servitization of manufacturing, as well as his work on performance measurement and management. Previously he has held appointments at Cranfield University, London Business School, Nottingham University and British Aerospace.

 

 

Dr Florian UrmetzerDr Florian Urmetzer is a Senior Researcher in the Cambridge Service Alliance and is known for his work concerning emotions in services and value delivery. Prior to joining the University of Cambridge, Florian worked for Accenture as a consultant in Switzerland and as well for Volkswagen, IBM and SAP Research.

 

 

 

 

 

Dr Veronica MartinezDr Veronica Martinez is a Senior Researcher in the Cambridge Service Alliance. Her work focuses on making and sustaining the shift from products to services. Before her academic career she worked in the automotive industry, and has worked with organisations including Daimler-Chrysler, Peugeot , Fidia and Highland Spring.

 

 

 

 

Dr Mohamed Zaki

 

 

Dr Mohamed Zaki is a Senior Researcher in the Cambridge Service Alliance. His work focuses on big data and its influence on business models. Other research interests include information governance, business intelligence and big data analysis.

 

 

 

 

 

 

 


 

Who should attend

 

The programme has been designed for managers and senior executives involved in any aspect of the design and delivery of services.

 

Previous attendees have included:

  • General managers and directors
  • Service directors 
  • Operations managers and directors
  • Business development and sales managers
  • Technical managers and service engineers
  • Global operations and service delivery managers
  • Design and innovation managers

 

If you are a member of a Professional Institution, participation in this workshop may count  towards your Continuing Professional Development (CPD) record.  Please check requirements with your Institution and let us know if you require a Certificate of Attendance. 

 

Comments from previous attendees

 

"The collaborative work created opportunities to learn different perspectives"


"The tool set provided is practical and useful"


"Great overall process of understanding how to develop new business opportunities and understanding the customer perspective"


"A key learning for me was how to take a structured approach to fleshing out and refining a new service or existing service"

 

Registration for the course will take place from 08.30 for a 09.00 start.  There will be a dinner for all participants on the evening of Tuesday 4 April and the programme will finish at approximately 16.30 on Wednesday 5 April. 

 


 

Programme

 

Tuesday 4 April 2017

 

09:00-09:30   Introduction and welcome
09:30-10:00   Why do services matter and how are they defined?
10:00-10:45   The servitization of manufacturing
10:45-11:15   Refreshments
11:15-11:45   Pitch servitized product
11:45-12:30   Design thinking for services
12:30-13:30   Lunch
13:30-14:30   Collecting user stories through personas
14:30-15:15   Defining a service concept
15:15-15:45   Refreshments
15:45-17:30   Service prototyping

 

19.00 Course Dinner

 

Wednesday 5 April 2017


09:00-10:00   Service process mapping and blueprinting
10:00-11:00   Emotion mapping
11:00-11:30   Refreshments
11:30:12:30   Service prototyping - round 2
12:30-13:30   Lunch
13:30-14:30   Service business model innovation
14:30-15:30   Ecosystem perspective
15:30-15:45   Refreshments
15:45-16:00   Where IT going?
16:00-16:30   Wrap up and close

 

The course will introduce the concept of ‘service design thinking’ through a series of tools and exercises, which will support you and your organisation as you make the shift to services. During the course you will also be given the opportunity to design a new service and/or enhance one of your organisation’s existing services.

 

 

Book now

  

 

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