Making the shift to services

15 & 16 November 2017
Drawing on the latest work from the Cambridge Service Alliance, this thought-provoking and practical two-day workshop 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 workshop, 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 workshop 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 workshop 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 workshop 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 thoughtprovoking and practical two-day workshop 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. 

 

 


 

Presenters

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

 

Professor Andy NeelyProfessor Andy Neely is Founding Director of the Cambridge Service Alliance (CSA) and the Royal Academy of Engineering Professor of Complex Services. From 1 October 2015 he will take on the role of Head of the Institute for Manufacturing, whilst still retaining his role at the CSA. Andy is widely recognized for his work on the servitization of manufacturing, as well as his work on performance measurement and management.

 

 

 

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 ZakiDr 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?

This 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

 

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 programme will take place from 08.30 for a 09.00 start.  There will be a dinner for all participants on the evening of Wednesday 16 March and the programme will close at approximately 16.30 on Thursday 17 March. 

 


 

Programme

Wednesday 15 November 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

 

Thursday 16 November 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 workshop 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 workshop you will also be given the opportunity to design a new service and/or enhance one of your organisation’s existing services.

 

Book now external link

 

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Event location

Location

The event will be held at the Institute for Manufacturing. Parking is available on site. A map and information on local hotels will be sent with joining instructions or can be found here.

 

Institute for Manufacturing

Alan Reece Building

17 Charles Babbage Road

Cambridge, CB3 0FS

 

Cost

The course fee will be £1800 plus VAT and includes lunches, refreshments and the course dinner on the evening of Wednesday 15 November.  

 

Cambridge Service Alliance members and IfM members are entitled to a 10% discount on the above course fees. For details of IfM membership click here

 

Booking

To book online using a credit or debit card, please click here to go to our online shop. Alternatively, if you wish to be invoiced, pay via bank transfer or purchase order, please complete and return the booking form here to the email address below:

 

Contact

IfM Education and Consultancy Services Ltd
Institute for Manufacturing
17 Charles Babbage Road
Cambridge
CB3 0FS, UK


T: +44 (0)1223 766141 
F: +44(0)1223 464217 
E: ifm-events@eng.cam.ac.uk

 

You will receive confirmation of receipt of your booking form by email, usually within 48 hours. Final confirmation of your booking together with joining instructions, including maps etc, will be sent approximately one week before the start of the event, usually by email to the email address provided on your form.

 

Book now external link 

 

Cancellations

Substitutions may be made at any time. Bookings cancelled less than ten days prior to the event will be charged in full.

 

We reserve the right to modify the programme of any event up to the day of the event.

 

It may, in exceptional circumstances, be necessary to cancel or rearrange an event at short notice. IfM and IfM ECS can accept no liability for loss caused by cancellation or rearrangement. Its liability is limited to refund of the registration fee if the event is cancelled. For further information on our Terms and Conditions, please click here.