Workshop 3: SMART 2010 – 1st International Workshop on Service Modelling and Representation Techniques Service Wave 2010 – Monday Dec 13th 2010
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“The fundamental axiom of service science is that the purpose of the service system is win-win value co-creation with other service systems. Service systems are all social systems (systems made up of people interacting) interpreted through the lens of value co-creation. Value co-creation is the purpose of a service system.”*
Practical
Value co-creation in complex BtoB IT service engagements can take months or years, involve hundreds if not thousands of people, as well vast numbers of other resources. Not much is known about how value-co-creation actually happens in the course of service engagements. Both a better understanding and ways of systematically monitoring, measuring and managing value co-creation dynamically.
On the trail of leading indicators for value co-creation
Claim 1: Value co-creation can be usefully understood to take place in two loosely coupled systems, governing and actualizing, that can come out of alignment over time detect misalignments
Claim 2: Value-co-creation can be understood as related but separable processes: actualization of value and realization of value. Detect whether co-created value is actualized and acknowledged by the co-producers
Claim 3: Service actualization (aka delivery) takes place through interaction among actual, particular, resources over time Track changes from the proposed, expected state, as service actualization unfolds
– Are there more resources involved than instantiated? – Are there different resources than were instantiated?– Are there more interactions among resources than expected? – Are they taking longer than expected. – Is the quality of those interactions changing?
Claim 3: Access rights (as defined contractually) constrain configurations of resource that are instantiated Track changes in the proposed configurations as service actualization unfolds– Are changes made in the access rights during actualization?– Are these changes reflected back in the governing system?