Experience HubNew Service Design

SOM - 29.11.12

OutlineGoal and Competitive Landscape

Service Offering

Funding Mechanism

Employee Management System

Customer Management System

Evaluation

Experience HubCreate a community

between seniors, which offers to help, events, fun, communication, getting together

Goal: being engaged in your neighborhood after retiring instead of being separated

Service Offering

Meeting Point

Telephone

Internet

Community colleges

Post

Senior placement (mini jobs)

Networking in real

life (virtual life)

Community events

Open doors

Special requests

Activity and fun

Transportation

Physical meeting spaceRented office and meeting place in Frankfurt

Oder Centrum

Contact

Physical Meeting Point

Internet Community (if possible)

Telephone

Post

Personal visits at home

CompetitorsCommunity

Colleges (VHS)

• Courses designed for seniors

• Standardized processes

Nursing Homes

• Fulltime care• Standard

processes and schedules

• Cost intensive, less personal

Others

• Elder care, personal service, caretaker

• Promotional trips

• Self organized meetings

Attribute Map

Conve

nience

Care

Inte

gratio

n

Good M

anner

s

Quality

Self-f

orm

ation

Various

product

s

Low P

rice

Exte

nsive

Networ

k

Exte

nded H

ours

Tech

nolog

y0

1

2

3

4

5

6

Experience Hub Community College Nursing Home

Strategy IWe want to create more a

community, a place to meet, chat, engage and exchange experiences, help with problems and offer events and activities. It is a high service experience with more customized processes depending on individual needs – Starting in Frankfurt Oder

Strategy IIDelivery Process: Professional Service

High labor intensityHigh interaction, high customization

Strategic Insights:Tangible action directed to the customers:

passenger transportation, meeting pointTangible action directed at the customer’s

possession: repair, maintenance Intangible actions directed at the customer’s

intellect: education, events, learning

Funding MechanismRegistered association, club,

society

Free membership, donations on a voluntary basis

Service from seniors to seniors, paying for rent and student employees

Senior assignment: fee per “transaction”/job or offering

Support from city government and state

Charging in a palatable way

Customers may have to pay less for a technician; customers do the work for other customers

Good Atmosphere (coffee and cake), good time with various activities

More customers more services

Customers do what they like to do

Blackboard

Friendly Employees

Employee Management System

Job consist almost of interacting with people and organizing interactions or connect people together.

Job do not need high skilled personal but right attitudes towards acting with elderly people.

Opening hoursMo - Fr: 9am – 6pmSa: 10am – 4pm Total: 51h 2 full-time + 2 part-time employees

on demand

Selection

Hire students or persons who are interested in social care

Helpful

Intelligent

Initiative

Communicative

Emphasizing

Good manners

Job Design & TrainingContract handling: employees have to follow the

traditional approach setting goals: they have to act within the box and have to contact employer when problems occur

Interacting with customers and trying to find offering: employees are free within their interaction by following bottom line

Performance Measurement

employees and costumers as service provider

Feedback from customer

Performance measured by the amount of revenue produced, events and transfers organized,

Bonus Points for completed tasks and activities or organizing an event (bees)

Customer Management System

Target Customer Segment: Focus on seniors in retirement who need help (everyday

problems) and can offer support and searching for interactive engagement

seniors who offer support seniors who need support all customers should become part of the same community

Expected customer behavior: Integration Self-formation Mediation Build community spirit

RelationshipsRelationship with customers is both formal

with a membership program but also informal for one time help, referrals etc.

Building a database with significant information about customers (e.g. age, needs, offers, skills, interests) to build strong relationships

Switching costs are high because of community spirit and well established relationships

SatisfactionGiving attention to personal interaction

Addresses specific needs of senior interaction

Good convenience and good price compared to competitors

Social benefits, being known by name, friendship with service provider and enjoyment of certain social aspect of the relationship

Personal relationships, communication, trust, intimacy

Likelihood of SuccessBiggest obstacle: reaching elderly people in the

first place

More costumers more opportunities for activities and social events, support

Estimating a likelihood of 60%

What are your grandparents

doing after they retired?

What would you suggest

can be added to the service

portfolio?

What services should NOT

be included?

How would you evaluate our

likelihood of success?

Resources Pictures. Retrieved Nov 28, 2012 from:

http://www.mcdonalds-kinderhilfe.org/was-wir-machen/ronald-mcdonald-haeuser/cottbus/aktuelles/archiv-rmh-cottbus/awo-seniorenclub-zu-besuch-im-ronald-mcdonald-haus/

http://assistedlivingtoday.com/s/california/assisted-living

http://rescuealertofca.com/choosing-a-retirement-community-for-active-seniors-secrets-to-making-the-right-choice

http://info.daystarseattle.com/senior-living-blog/bid/53283/Retirement-Community-Living-10-Tips-for-Building-Relationships

http://www.michellehenry.fr/retire.htm

http://www.watermarkcommunities.com/BronsonPlace/livingchoices/BronsonPlaceCCRC.asp

http://www.elbi.de/Lehrerstempel/Holzstempel/Elbi-Motivstempel-Kinder-Holzstempel-toll-angestrengt.html

http://chemistry.about.com/od/safetysignsandsymbols/ig/Safety-Signs/Emergency-Meeting-Point-Sign.htm

http://databyte.com.mt/news/new-telephone-number/

http://www.gws-s.info/post.html

http://www.pc-magazin.de/news/ipv6-standard-entschluesselt-warum-das-internet-protokoll-so-wichtig-ist-209375.html

http://www.sutton.gov.uk/index.aspx?articleid=2133