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Establishing SSME as a new academic discipline: Thought Leadership Workshop
People
FundamentalSkills
TechnologyBusiness ServiceCore
People
FundamentalSkills
TechnologyBusiness ServiceCore
Slide Layout © 2007 IBM Corporation
For those wanting to recruit …
‘A Framework for Service Science Curricula’
Steve Street, IBM (UK) Ltd
Slide Layout © 2007 IBM Corporation
2
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
‘Establishing SSME as new academic discipline’
Thought Leadership Workshop
Services Science Management and Engineering (SSME Workshop) Centre for Service Research Manchester Business School, Oxford Road, Manchester
11.30 Parallel sessions – For those interested in recruiting SSME graduates: A session to agree on
their collective requirements in terms of outcomes and graduate capabilities
– For educators: To learn from each other what courses, teaching materials, resources already exist
– For those who are not so familiar with the SSME agenda: Leading SSME advocates from business will brief participants on the key strategic issues, after the briefing participants will join the main parallel sessions.
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Target Workshop Outcomes
An agreed "requirement" from business and public sector organisations
the scope of what comprises service science courses and what constitutes 'core' material
examples of innovation in course design or delivery the way forward for future UK curriculum development including:
– a list of current modules and courses plus contacts
– a list of establishments that agree to work to provide modules and / or courses
– a framework for managing the course / module development
a "press release" – "the conference agreed that service science is a critical success factor
for the UK economy and plan to develop detailed curricula to address the gaps"
Slide Layout © 2007 IBM Corporation
4
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Unfinished business …
‘Broaden the base’
Articulate value from the Student perspective
Slide Layout © 2007 IBM Corporation
5
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Background & Context
A New Discipline – Services Science – to provide a framework for understanding and improving service delivery..
High Calibre Personnel who not only have in-depth expertise in a key area of service delivery, but also a broad general knowledge of the range of skills needed to design and deliver new, innovative services
Most current graduate and post-graduate education is focussed on producing highly trained experts in a relatively narrow field of knowledge
A key issue for companies is how to train or recruit people with the wide general skills needed to deliver high-quality services – the horizontal of the T.
Increasing Recognition of need to for new mix of skills
Core Field of Study
Interactional Expertise Across Other Fields
Across industriesAcross culturesAcross functionsAcross disciplines=More experiencedMore adaptiveMore collaborative
Technical breath
Tech
nica
l dep
th
Architect
Speci
alis
t VersatilistVersatilist
Increasing Economic Significance of Services
The “Versatilist” – Gartner Group 2005The ‘T shaped person’ – IBM 200x
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Key Goal - Improved Graduate Capability
..to perform in Services Business..
Social Science (People)
Management(Business)
Engineering (Technology)
Core Field of Study
Interactional Expertise Across Other Fields
Tower of Babel“Biggest problem in businessis people don’t know how to talk to other people in the language they understand.”Charles Holliday, CEO Dupont
Across industriesAcross culturesAcross functionsAcross disciplines=More experiencedMore adaptiveMore collaborative
Together
Higher skilled workers to compete Adaptive workers who change
with the business– who can lead market innovation,
technology innovation, and /or business model innovation to compete
– who can cope with/exploit the accelerating pace of technological and societal change
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Key Attributes of people working in Service Science
Adaptive Innovator / Versatilist – managing across a broad set of business and technical disciplines
Consider – Business objectives– IT & Technology – People - Cultural and Human system dynamics
Analyse large and/or complex processes – across private & public sectors
Demonstrate customer interaction skills equivalent to a business consultant– ideas, recommendations and knowledge among individuals from varying backgrounds
Ability to Articulate, Understand Key Concepts & make trade-offs across – engineering, project management, business management, marketing, finance, design, computer
science, systems engineering, information management, and the social or behavioural sciences
Working knowledge of Service Concepts – front-stage, back-stage, service “mind-set”, service innovation, service dominant logic, – co-creation of value, service productivity, service science, and service systems.
KNOWLEDGE – Working knowledge of Services (, Service Systems & Services Concepts)
– Public & Private Sector
– Understand & articulate the rich environment of different Sources of Value
– in Multi-Stakeholder Systems
– Business Model,
– Quality management, front-stage, back-stage, service “mind-set”, service innovation, service dominant logic,
– co-creation of value, service productivity, service science, and service systems
– Recognise difference Strategy v Operation
Analyse, model & predict large complex service systems / processes
Understanding of Key Concepts
– Business (public & private sector)
– IT & Technology
– People
CAPABILITY - Handle Variability: operate in a variable environment and understand variability Customer Interaction: Demonstrate customer interaction skills equivalent to a business consultant
– ideas, recommendations and knowledge among individuals from varying backgrounds
– Time management, passionate …
Empathy with / Appreciation of Customer Perspective: Eg: Value of experience, value of intangibles, Adaptive
– Understand & communicate need & importance of change & be able to change
Innovator / Versatilist – managing across a broad set of business and technical disciplines
Design & build Services – Value Propositions, Customer Mindset .. Ability to Articulate, Understand Key Services Concepts & make trade-offs across multiple ill defined pieces Benchmark, Assess, Deploy, Operationalise & Management
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Target Students & Modes of Education
Wide variety of backgrounds and expertise. – Develop people with a wide skills-base
– Give specialist experts the ability and knowledge that will enable them to work effectively in the cross-disciplinary teams
– Students with a number of years of Industrial experience
Retraining of Existing Staff
Masters or Second-Degree – …gradually included throughout undergraduate or first degrees.
Promotion of ‘Service Awareness’ within First Degrees or as part of other ‘Further / Tertiary Education’.
Slide Layout © 2007 IBM Corporation
10
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Target Students & Modes of Education
Wide variety of backgrounds and expertise. – Develop people with a wide skills-base
– Give specialist experts the ability and knowledge that will enable them to work effectively in the cross-disciplinary teams
– Students with a number of years of Industrial experience
Retraining of Existing Staff
Masters or Second-Degree – …gradually included throughout undergraduate or first degrees.
Promotion of ‘Service Awareness’ within First Degrees or as part of other ‘Further / Tertiary Education’.
Slide Layout © 2007 IBM Corporation
11
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
A framework for Service Science Curricula
5 Element Model -1. Service Core –
‘Key Service Concepts’ & Methods the ‘Integrative element’
2. Business – Key ‘Business’ related concepts as they
relate to Services
3. People – Awareness & high understanding of key
concepts the interaction of People as individuals, as members of a society
4. Technology – Awareness & high level understanding
of key concepts about how key technologies can be applied to Services
5. Fundamental Skills – ‘other methods’ / ‘other ways of thinking’
of value when thinking about Services
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Content: Service Systems: a type of complex system
“People-Oriented, Services-Intensive, Market-Facing Complex Systems – complex systems and services – are very similar areas
around which we are framing the very complicated problems of business and societal systems that we are trying to understand.”
– Irving Wladawsky-Berger, IBM VP Innovation (Oct. 9, 2006)
Unravelling and understanding complex systems is a foundation stone for SSME, from whichbetter services concepts, implementation and management models and tools can be developed.
© 2008, IBM
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Teaching the Framework – Content (ctd)
SMB
Tangible
Intangible
2C 2B
Financial Services
IT Services
Manufacturing,‘Engineering’
Public Sector
Digital Media
Specific main Content & Type of ‘Services’ – IT Services, High Value Engineering , Financial Services -
Implemented locally based on....Institution & Student ..
..Background & Preference
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Teaching the Framework (2) - Structure
Based on 12 modules –
1. Service Core – 3+ ‘Key Service Concepts’ & Methods the ‘Integrative element’
2. Business – 1+ Key ‘Business’ related concepts as they relate to
Services
3. People –1+ Awareness & high understanding of key concepts the
interaction of People as individuals, as members of a society
4. Technology – 1+ Awareness & high level understanding of key concepts
about how key technologies can be applied to Services
5. Fundamental Skills – if needed ‘other methods’ / ‘other ways of thinking’ of value when
thinking about Service
Integrative Practical Work - 2+
Implemented locally based on....Institution & Student ....Background & Preference
People
FundamentalSkills
Technology2+
mod
ules
ServiceCore
c 1 module
1+ modules1+ modules
1+ modules
3+ modules
Business
Practical
Work
Inte
grat
ive
People
FundamentalSkills
Technology2+
mod
ules
ServiceCore
c 1 module
1+ modules1+ modules
1+ modules
3+ modules
Business
Practical
Work
Inte
grat
ive
Slide Layout © 2007 IBM Corporation
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Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Teaching the Framework (3) – Case Studies
etc
ENG
OM
HR
MKT
IT
.. Bridging Knowledge
Multi Disciplinary
Explicit connections between subject areas
Contemporary Case Studies
'If you want a motorcycle, go to Chongqing … Although this dusty central Chinese city of drab office buildings and perpetually grey skies is better known as the gateway to the enormous Three Gorges Dam, it is also the two-wheeler capital of the world. Led by the region's pioneers, China now makes half the world's motorcycles. But more important than the numbers produced is the way these motorcycles are made—especially the way designers, suppliers and manufacturers have organised themselves into a dynamic and entrepreneurial network.
Unlike state-run firms, the city's private-sector upstarts, such as Longxin and Zongshen, do not have big foreign partners like Honda or Suzuki with deep pockets and proven designs. So they came up with a different business model, one that was simpler and more flexible. Instead of dictating every detail of the parts they want from their suppliers, the motorcycle-makers specify only the important features, like size and weight, and let outside designers improvise.
This so-called “localised modularisation” approach has been very successful and delivered big cost reductions and quality improvements, says John Seely Brown, an innovation expert who used to head the legendary Xerox PARC research centre. It is one example of the sort of business-model innovation which he insists is far more radical than conventional product or process innovation'
Slide Layout © 2007 IBM Corporation
16
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Teaching the Framework - Business
Business acumenFinancial acumen
Basic financeBusiness case development and analysisProject justification IRR/ROI
EconomicsCycles, exchange ratesInflation Supply and demand management
Transaction Economics
Globally integrated enterprise
MarketingMarket analysis (Internal & External Analysis)
(Macro & Micro)
Industry specific knowledge
People
FundamentalSkills
TechnologyService
Core
Business -selected Key Concepts ..
•Business, Business Models, Finance, Economics, Marketing, Organisation & Industry-specific knowledge…
People
FundamentalSkills
TechnologyService
Core
Business -selected Key Concepts ..
•Business, Business Models, Finance, Economics, Marketing, Organisation & Industry-specific knowledge…
Slide Layout © 2007 IBM Corporation
17
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
People in Society – – the way that individuals
work within groups, ‘organisations’, companies or ‘society as a whole’.
– History of Technology / History of Innovation
– Organisational Theory / Organisation Design
– Key Sociology Concepts
People as Individuals – – ‘how people work as
individuals’.
– ‘Leadership Styles’
– ‘Team Dynamics
– Psychological theory
People....in Society..
•Sociology, History…
..as Individuals..•Communications, ’Human Factors’, Pyschology. Anthropology…
FundamentalSkills
TechnologyBusinessService
Core
People....in Society..
•Sociology, History…
..as Individuals..•Communications, ’Human Factors’, Pyschology. Anthropology…
FundamentalSkills
TechnologyBusinessService
Core
Teaching the Framework - People
Slide Layout © 2007 IBM Corporation
18
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
People
FundamentalSkills
BusinessService
Core
Technology -Key Concepts/Methods ..
•ICT (Infrastructure, Architecture)• Engineering •…
Teaching the Framework - Technology
Principles of IT Infrastructure and Architecture
Principles of Physical Architecture / Logistics
Principles of Engineering
Experimentation / Demonstration, Proof of Concept
Root cause analysis
Cause & effect Feedback & correction
Web 2.0 Implications
Slide Layout © 2007 IBM Corporation
19
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
People
TechnologyBusinessService
Core
Fundamental Skills -‘Other Methods / Ways of Thinking’..
Scientific..•Philosophy of science, Experimental design, Process Analysis..
Other..•Artistic, Narrative,
Performance ..
People
TechnologyBusinessService
Core
Fundamental Skills -‘Other Methods / Ways of Thinking’..
Scientific..•Philosophy of science, Experimental design, Process Analysis..
Other..•Artistic, Narrative,
Performance ..
Teaching the Framework – Fundamental Skills
‘Other skills’ / ‘Other ways of thinking’
Analysis and design of Services
‘Scientific Methods’ –– Experimental Design
– Process Analysis
– ‘Philosophy of Science’
‘Artistic’ / ‘non-Scientific’– ‘Narrative’ / ‘Storyboarding’
– Artistic ‘Performance’ skills
Slide Layout © 2007 IBM Corporation
20
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Summary
SMB
Tangible
Intangible
2C 2B
Financial Services
IT Services
Manufacturing,‘Engineering’
Public Sector
Digital Media
Multiple Topic Configurations .. Single Model
Implemented locally based on....Institution & Student ..
..Background & Preference
People
FundamentalSkills
TechnologyBusiness ServiceCore
People
FundamentalSkills
TechnologyBusiness ServiceCore
Establishing SSME as a new academic discipline: Thought Leadership Workshop
People
FundamentalSkills
TechnologyBusiness ServiceCore
People
FundamentalSkills
TechnologyBusiness ServiceCore
Slide Layout © 2007 IBM Corporation
Backup
Slide Layout © 2007 IBM Corporation
22
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Cambridge SSME Whitepaper - Key Objectives
To build consensus on the need for service innovation
To identify knowledge and skills required for service innovation
To offer recommendations for business, government and academia
Slide Layout © 2007 IBM Corporation
23
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - Topics
4 Topic Areas –1. Business2. Technology 3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work
(1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems
(1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation
(1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma
(1,2,3,4)
Slide Layout © 2007 IBM Corporation
24
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
People in Society – – the way that individuals
work within groups, ‘organisations’, companies or ‘society as a whole’.
– History of Technology / History of Innovation
– Organisational Theory / Organisation Design
– Key Sociology Concepts
People as Individuals – – ‘how people work as
individuals’.
– ‘Leadership Styles’
– ‘Team Dynamics
– Psychological theory
People....in Society..
•Sociology, History…
..as Individuals..•Communications, ’Human Factors’, Pyschology. Anthropology…
FundamentalSkills
TechnologyBusinessService
Core
People....in Society..
•Sociology, History…
..as Individuals..•Communications, ’Human Factors’, Pyschology. Anthropology…
FundamentalSkills
TechnologyBusinessService
Core
Teaching the Framework - People
Slide Layout © 2007 IBM Corporation
25
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - People
4 Topic Areas –1. Business2. Technology
3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)
– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work (1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)
– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)
– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems (1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation
(1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)
– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma
(1,2,3,4)
Slide Layout © 2007 IBM Corporation
26
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
Teaching the Framework - Business
Business acumenFinancial acumen
Basic financeBusiness case development and analysisProject justification IRR/ROI
EconomicsCycles, exchange ratesInflation Supply and demand management
Transaction Economics
Globally integrated enterprise
MarketingMarket analysis (Internal & External Analysis)
(Macro & Micro)
Industry specific knowledge
People
FundamentalSkills
TechnologyService
Core
Business -selected Key Concepts ..
•Business, Business Models, Finance, Economics, Marketing, Organisation & Industry-specific knowledge…
People
FundamentalSkills
TechnologyService
Core
Business -selected Key Concepts ..
•Business, Business Models, Finance, Economics, Marketing, Organisation & Industry-specific knowledge…
Slide Layout © 2007 IBM Corporation
27
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - Business
4 Topic Areas –1. Business2. Technology 3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work
(1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems
(1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation
(1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma
(1,2,3,4)
Slide Layout © 2007 IBM Corporation
28
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
People
FundamentalSkills
BusinessService
Core
Technology -Key Concepts/Methods ..
•ICT (Infrastructure, Architecture)• Engineering •…
Teaching the Framework - Technology
Principles of IT Infrastructure and Architecture
Principles of Physical Architecture / Logistics
Principles of Engineering
Experimentation / Demonstration, Proof of Concept
Root cause analysis
Cause & effect Feedback & correction
Web 2.0 Implications
Slide Layout © 2007 IBM Corporation
29
Establishing SSME as a new academic discipline:
Thought Leadership Workshop Manchester 17-18 September 2008
The SSME Whitepaper - Technology
4 Topic Areas –1. Business2. Technology 3. People 4. Information
Individual topics– Architecture and designed systems (1,2,3,4)– Behavioural sciences and education (3, 4)– Cognitive science and psychology (1,2,3,4)– Complex adaptive systems theory (1,2,3,4)– Computer science and AI/web services (2,4)– Computer supported cooperative work (1,2,3,4)– Economics and law (1,3,4)– Engineering economics and management (2)– Experience design, theatre and arts (3)– Financial and value engineering (1,2,3,4)– Game theory and mechanism design (3,4)– Human resource management (1,3)– Industrial engineering (IE) and systems (1,2,3,4)– Industrial and process automation (1,2,3,4)– International trade (1)– Knowledge management (1,2,3,4)
– Management of information systems (1,2,3,4)– Management of technology & innovation (1,2,3,4)– Marketing and customer knowledge (1,2,3,4)– Mathematics and non-linear dynamics (1,2,3,4)– Operations management (OM) (1,2,3,4)– Operations research (OR) (1,2,3,4)– Organisation theory and learning (1,2,3,4)– Political science (1,3)– Product and software architecture (2)– Project management (1,2,3,4)– Queuing theory (1,2,3,4)– Simulation, modelling visualization (1,2,3,4)– Sociology and anthropology (1,2,3,4)– Software metrics and development (2)– Statistical control theory (2,4)– Strategy and finance (1,2,3,4)– Supply chain management (1,2,4)– Systems dynamics theory and design (1,2,3,4)– Total quality management, lean, six sigma
(1,2,3,4)