ISS 2020 Vision Future of Service Management | Page 43

User-led
Mass
collaboration
Self-service
Co-creation
(co-innovation)
Service type (value):
Standard
Service type (value):
Personalized
Co-service
Mass
production
Figure 13: Co-creation matrix (Source: LSE Enterprise &
Promise, 2009; Modified by CIFS, 2016)
Mass
customization
Personalization
Provider-led
The automation of service delivery increases the value of services provided by humans
because as more of our world becomes digitized, anonymous, automated and virtual, users
crave a more human touch. 38 This offers the frontline employee the opportunity to make a
huge difference. One subject-matter expert made reference to the strategic corporal concept,
where “the closer you get to the front, the more power you have over the brand and the
easier it is to make a difference.” 39
Service providers will be required to leverage targeted data insights to assist its front-line
staff optimize experiences for any given user group at the most value-adding touch points.
What this means is becoming more situationally-oriented and building the capacity to offer
local solutions, especially for organizations that have global footprints and for the providers
that serve them. Indeed, empowering local talent and innovation are core components of
providing personalized services, as is maintaining an acute awareness of growing socio-
cultural diversity in more global settings.
38 Brown, K., Future Travel and the Evolving Tourist, SCENARIO Magazine 02:2014, 2014.
39 Bechmann, S. ISS 2020 Vision: Future of Service Management, 2016.
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