ISS 2020 Vision Future of Service Management | Page 56

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Figure 22: Full service innovation lifecycle (Source: B. Balaji)
The full service innovation lifecycle model above consists of eight stages from conception
through the complete service lifecycle, with each stage not a single activity but a series of
processes that are occurring simultaneously. Service innovation can only be undertaken once
the overarching service strategy is set. The end of one service lifecycle is when the market
conditions, competition, technology or user needs change to the extent that the existing
processes are obsolete and new designs are needed – thereby necessitating a new iteration
of the service lifecycle. 65
The design process should be continuous and iterative, with service providers deploying
and delivering new design concepts before old models lose effectiveness. 65 The Service
Management aspect of service innovation involves the following:
1. Deliver: Train talent, implement the service design in non-test settings and
offer it to current users and prospective users.
2. Measure: Evaluate the service design in action using several benchmarks
that include subjective metrics (end-user experience – what do users say?),
business metrics (market performance, revenue change – what do users buy?)
and behavioural metrics (time monitoring, user activity – what do users do?). 66
65 Balaji, B., Service Design: Components, Methodology and Overview of Model Stages, http://bit.ly/2bjCY19
66 Moritz, S., Design for Services, Keynote, Service Experience Summit, 2014.
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