ISS 2020 Vision Future of Service Management | Seite 104

The emerging service archetypes are not static, unchanging descriptions, but rather, fluid and
dynamic personas. An important aspect of creating service “situationism” is developing a
closer relationship with end-users through initiatives like co-creation. 127 According to survey
respondents, co-creation will become more important in the future, and ultimately allow
service providers to better understand their customers, but also the settings in which services
will be consumed (see figure 40).
51%
41%
7%
Strongly
agree
Agree
Neutral
1% 0% 1%
Disagree Strongly
disagree N/A
Figure 40: To what extent do you agree or disagree with this statement: “Co-creating value with
customers/service providers will become more important in the future.” (Source: CIFS, ISS, IFMA, CoreNet
Global Survey, 2016)
7.3 Service strategy: Creative planning & futurtyping service challenges
To the extent that service design and service innovation are being prioritized towards the
future (see figure 41 and 42), it will be necessary for service organizations to invest in the
space to think creatively about pressing challenges and “futurtype” – prototype within the
context of alternative futures. Accordingly, “the function of the service strategy for a service
provider is to decide the service parameters, build the service value chain and to design the
internal service platform. The stronger each of these elements is the better and more robust
the service strategy will be.” 128
127 Groen, B., Staffeldt, S., Hohnen, M., ISS 2020 Vision: Future of Service Management, 2016.
128 Andersen, M., and Ankerstjerne, P., Service Management 3.0 – The Next Generation of Service, ISS White Paper, ISS World
Services, 2014.
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