System as a Fundamental Abstraction of Service Science

Centre for Service Research

System as a Fundamental Abstraction of Service Science

•Dr Liping Zhao•School of Computer Science & •Centre for Service Research•The University of Manchester

European Workshop on Service Systems (EWOSS)

November 9 2009Eindhoven, The Netherlands

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Workshop Aims

• To bring like-minded people together to discuss research and practice of service systems;

• To have an in-depth discussion of knowledge-intensive service systems;

• To decide on actions that will help us to move forward.

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Agenda9.00am Welcome9.10am Presentation 1: Introduction to Knowledge-Intensive Service Systems SRII

Special Interest GroupLinda Macaulay

9.30am Discussion 1: Knowledge-Intensive Service SystemsChair: Ian Miles

11.00am Presentation 2: Customers as an intrinsic part of the service system: Customer dynamics in service contracts, customer lifetime value, and marketing

Christoph Heitz, Andreas Ruckstuhl and Marcel Dettling11.20am Discussion 2: Service Value Chain and Value Proposition

Chair: Giles Hindle11.40am Presentation 3: Supporting the Innovation of Service Systems: Reflections

from an Action Research Programme using Soft Systems MethodologyGiles Hindle

12.00pm Discussion 3: Service Research Methodologies and Frameworks Chair: Christoph Heitz

2.00pm Keynote: Knowledge Intensive Business Services: Sectors, Firms and Systems

Ian Miles3.00pm Presentation 4: Model for Trans-sector Digital Interoperability

António Madureira, Frank den Hartog, Eduardo Silva and Nico Baken3.20pm Discussion 4: The Internet of Services

Chair: Nikolay Mehandjiev4.00pm Actions

Chair: Linda Macaulay, Ian Miles and Liping Zhao

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Discussion 1: Knowledge-Intensive Service Systems

• What is knowledge-intensive service system (KISS)?• What is knowledge-based service system (KBSS)?• What is knowledge-driven service system (KDSS)?• KISS sectors?

– Health care– Education– Government – Business

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Discussion 2: Value Co-creation and Value Proposition

• Is value co-creation a positive outcome of interactions between service suppliers and consumers?

• Value = Benefits – Costs – Risks• Involving customers directly in the creation of value involves risks for both

customers and producers • Kambil, Friesen and Sundaram have identified the following 6 risks

(http://www.accenture.com/Global/Research_and_Insights/Outlook/By_Alphabet/CocreationValue.htm):– Privacy– Legal– Brand– Goal divergence– Effort– Equity of returns

• How to manage the risks?– Define objectives– Select the right co-creators– Be Clear About Rights and Expectations – Control the Channels – Outsource Co-Creation – Provide Capabilities for Co-Creation – Manage Incentives

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Discussion 3: Research Methodologies and Frameworks for Service Systems

• What are suitable research methodologies and frameworks for service systems?– Soft Systems Methodology (SSM)– Complex Adaptive System Theory (CAS)– Viable System Model (VSM)– Software System Development Methods

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Discussion 4: The Internet of Services

• New business models?• New business processes?

System as a Fundamental Abstraction of Service Science

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