Download - Redefine srvctechway a_de_04dec2016
Redefining Services: The Technology Way
Aloknath De, Ph.D., FNAE
Chief Technology Officer-
Samsung India, Bengaluru (SRI-B)
04th Dec, 2016
Redefining Services: The Technology Way
• Services are needed to build products and subsequently
services are required around products for customer delight.
• Technology helps in artificial enhancement of human power
and thereby people’s ability to provide novel services.
• Proper technology usage can make service workflow
automated and efficient service chain provisioned.
• Technology strategy including technology selection, fusion,
adoption can lead to competitive advantage for a business.
• For ‘Redefining Services’, Technology “know-why” is quite
important on top of “know-how”.
• Redefining services is all about creating valuable
experience for customers.
Redefining Services: The Technology Way Consider financial service. Long queues in bank as late as
2000; Banks ATM network and customer services (BANCS)
started in 2004; NEFT transfer initiated in 2005; since then
come a long way---introduction of mobile wallets, advent of
payment banks, UPI based transactions…
This theme was presented by Author in Faculty of
Management Studies (FMS), Univ of Delhi, Serveskriti 2007
https://www.pagalguy.com/news/fms-successfully-concludes-
serveskriti-2007.../amp
Jan 22, 2007 - A two day event, Serveskriti was a great success amongst the
students of top B-Schools and corporates, as the event witnessed participations ...
• Presentation (slides appended) highlighted core service
concept and depicted how health/financial services
were evolving 10 yrs. back.
4
Service at Core
Philosophy---We all are serving others
Difference in Nature and Degree of Service
Understanding Customers’ Requirements,
Meeting them and being with Customers
Customer Satisfaction and Delight
Your Service=Customers’ Experience
Technology: A Tool in Attaining this
5
Need for Technology
Technology: Artificial Enhancement of Human Power.
Set of tools (both hardware and software) that help us act and think better
Technology takes many forms, beginning with ideas, knowledge, and experience, and then uses them to create new and better ways of doing things
=Technology defined as Application of Knowledge that leads to production and marketing of goods and services. Technology as Competitive Advantage---Distinctive Competence to Firms
6
Technology Products
Auto focus cameras
ATMs
Avionic systems
Automatic transmission
Battery Chargers
Camcorders
Cell phones
Cordless Phones
Digital Cameras
DVD players
Electronic Toys/Games
Fax machines
Medical Equipment
Microwave ovens
Modems
Network cards
Pagers
PDAs
Photocopiers
Portable Video games
Pont of Sales terminals
Printers
Scanners
Satellite phones
Teleconferencing systems
Televisions
Set-top boxes
VCR’s
Video phones
Washers and dryers
and many more ….
7
Service Categories and Levels
Services to Build Products
Services Built Around Products
Examples of Embedded System Products
Examples of Tourism, Life Insurance, Car
Major Step in “Redefining Services”
People “buy” Products and Services
Level must Match---Ex: Over-hyped Movies,
Under-sold Tourist Spot
8
Knowledge-based Outsourcing
Pre-globalization Period---local workforce, local resource, local market
Global Market
Global Resource, Global Market
Complete Globalization crossing all Barriers
Transaction-level (T&M), Fixed-Price Turn-key Solutions and Offshore Development Centers
Forceful Movement—SOP to ban outsourcing, visa restrictions—less impact
Volatile Market---Org. Core/Periphery Workforce
Domain Knowledge, Technology Expertise
9
Services Catering Customer Issues
Mobile Services: Customer Satisfaction Index---Billing complaints, Over-hyped products, Not Following QoS commitments…
Illegal Usage and Impact on Privacy
Health concern: headache,
brain cancers
(Network Providers:
Improper Tower Installations,
Higher Power Radiation)
10
“When the life of people is unmoral, and their
relations are not based on love,
but on egoism, then all technical improvements, the
increase of man's power over nature, steam,
electricity, the telegraph, every machine, gunpowder,
and dynamite, produce the impression of dangerous
toys placed in the hands of children”
Leo Tolstoy
11
Technology Enabling Services
Health care industry---predicted to add 3.5 million new
jobs between 2002 and 2012, an increase of 30%.
(U.S.Labor Statistics)
From 2002-2012, 10 of the 20 fastest growing
occupations are concentrated in health services. These
positions include: medical assistants (59% growth),
physician assistants (49% growth), home health aides
(48% growth), and medical records and health information
technicians (47% growth).
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Technology Enabling Services (cont)
Cost containment through increased technology use and increase in healthcare worker productivity -reshaping health services industry.
Electronic health record requires retooling of many business processes and upgrade of worker skills.
Despite huge incentives and subsequent increases in investment in CRM technology, many firms have not been able to increase their customer satisfaction index ratings.
A survey of 213 IT-leaders in the financial services industry: IT-leader firms have a higher level of IT management sophistication and a higher role for their IT-leaders compared to IT-enabled customer focus, IT-enabled operations focus, and IT-laggard firms.
13
Technology Selection and Fusion
Defining Selection Criteria of Technology---
Communication, Bandwidth, Voice/Video Conferencing,
Software Tools
Technology Fusion---process of combining several
existing technologies and scientific disciplines to create a
hybrid technology (Ex: Fiber-Optics).
Successful use of technology requires strategic decisions
by personnel associated with support people (production,
marketing and finance).
14
Technology Management
Technology Strategy formulation
Technology Forecasting
Technology Generation & Development
Technology Adoption, Adaptation & Absorption
Technology Evaluation & Assessment
Technology Diffusion
“Redefining Services”---Understanding Technology
“Know-why” on top of “know-how” and Life-span
15
Technology Usage and Service Chain
Money out of ATM—Bank Services for Sure
Cash Transaction in Malls---Goods and Services
Growth of Cash –In-Transit (CIT) Services
Secured Transportation, Processing, Storage,
Management of Delivery of cash/gems/….
Tremendous fillip to Private Security Sector
Could help expand Business in Rural Areas