Symposium
| B1 8:30am- 5:00pm | Beginning with the Front End, to the Design & Development, through to the Launch Tuesday, April 1, 2008 THE SYMPOSIUM |
MASTERING THE SERVICE INNOVATION PROCESS  | |
8:00 Registration rise & shine. Pick up your registration packet & grab some java or tea. 8:30 OPENING REMARKS FROM THE SYMPOSIUM CHAIRPERSON 8:45 SERVICE INNOVATION VS. PRODUCT INNOVATION – WHAT’S THE DIFFERENCE? Richard C.Notargiacomo, formerly the Director Integrated Product & Delivery, EASTMAN KODAK COMPANY Companies that provide services face many of the same business challenges that confront product-based businesses.Consequently, innovation, a tool that we often think of in the context of new products, is a critical element in the definition and execution of a strategy within a service-based business. At the same time, the line delineating what constitutes a product vs.what constitutes a service is becoming very blurry, with some offerings comprised of a combination of both. So what’s an innovator to do? How does the approach to innovation change depending on whether a business is driving innovation on a service, a product, or a combination? What are the similarities and differences? How different is different? 9:30 KEYNOTE INNOVATION IS ONLY POSSIBLE AS A TRIFECTA: HOWA COLLABORATIVE ITERATION BETWEEN RESEARCH, STRATEGY & DESIGN LEADS TO SUCCESS Chris Conley, Associate Professor of Design & Innovation, IIT INSTITUTE OF DESIGN We've lost our way in how we try to create innovations that deliver significant value to the organization. The pendulum has swung so far towards the analytic and quantitative that we've lost a FEEL for the market even as we have more DATA than ever. In addition,we postpone making anything until we think we know exactly what it is we should do. Prioritizing activities of analysis and description over those of tangibility and creativity keeps many organizations from creating the new services that drive value. By working on and iterating between research, strategy, and design, teams become much more effective at shaping successful new service offerings. Key Takeaways:
10:15 Networking Break, Meet Someone New 10:45 IDEA GATHERING PROGRAMS: KEY DESIGN CONSIDERATIONS Claudine Feibusch, Strategy/Project Management, WELLS FARGO Most service companies have an idea gathering process but does it really produce profitable growth, employee engagement, and enhance the customer experience? If you think yours could be better, this presentation lays out proven guidelines that can help you design a process that serves the unique needs of your organization. Key Takeaways:
11:30 GLOBAL PERSPECTIVE SERVICE PROCESS DESIGN AND OPTIMIZATION Dr. Peter E. Harland, Founder & Owner, HARLAND MEDIA & HARLAND CONSULTING & President of PDMA e.V. (for German speaking countries) Physical products have been developed by engineers for decades.The design and production of services, however, are to a certain degree different from the design and production of products.With services, the customer himself, his rights or goods must be integrated into the service processes as an external factor. It is vital for successful service companies to create service processes which work, which are efficient and still provide the customer with the experience of a unique treatment.Therefore, services processes must be, on the one side, open to the customer’s requirements and, on the other side, standardized in order to be efficient.Dr. Harland will analyze cases from different industries and from his own publishing house. | |
Key Takeaways:
12:15 MINI-CREATIVITY SESSION GROUP IDEATION -- 10,000 CAMERAS Led by Noël Adams, President, PHASE FORWARD LLC 10,000 cameras is a warm up exercise used in Ideation sessions to get teams thinking creatively. Phase Forward will lead an interactive session breaking the group into small teams to “ideate” around an interesting business challenge. 12:30 Networking Lunch 1:45 FEATURED ACADEMIC INVOLVING CONSUMERS IN IDEA GENERATION AND IDEA SCREENING Olivier Toubia, DavidW. Zalaznick Associate Professor of Business, COLUMBIA UNIVERSITY Companies increasingly involve their own customers in the idea generation phase of the innovation process. It is important to understand exactly what can be expected from consumers and how to best engage them in such a creative exercise. How can you motivate and incentivize your customers to promote high participation and high quality thinking? If you succeed, you may easily receive hundreds or even thousands of ideas.How do you screen these ideas and identify the best ones? After establishing a connection with your customers at such an early stage of the innovation process, should you rely on experts to identify the best ideas, or on customers themselves? How do you involve customers in idea screening? Key Takeaways:
ENGAGE YOUR CUSTOMERS IN YOUR SERVICE DESIGN – INNOVATION GAMES© Interactive Workshop includes overview of 12 Innovation Games as well as 1 playing game Noël Adams, President, PHASE FORWARD LLC Karie Starrett, Product Launch Consultant, PHASE FORWARD LLC Innovation Games©, developed by Enthiosys, is an innovation toolbox used to collaborate and better understand customers needs in order to uncover rich feedback and deep insights required to drive true innovation. Innovation Games has been used by large and small companies alike to discover new business opportunities, drive strategy and road map decisions, fine tune marketing messages, and more. This workshop session includes a brief overview of all 12 Innovation Games - what they are and how and why they work as tools in generating deeper customer insights - as well as an actual hands-on, interactive workshop session using the ”Product Box” game. “Product Box” enables customers to design their ideal new products or services. By engaging customers to develop and sell a box that represents the service package or product they want to buy, companies learn what features, services, and messaging customers think are most important. Companies benefiting from Innovation Games today include QUALCOMM, SAP, HP, and Wyse Technologies. Phase Forward team members are certified facilitators of Innovation Games 3:15 Networking Break 3:45 GET TO MARKET FASTER AND GROWYOUR BUSINESS THROUGH PARTNERSHIPS WITH YOUR CUSTOMERS Mohammad Marashi, Vice President, New Product Development, INTELSAT Intelsat is a customer focused company that has taken this focus to their product and services development. By partnering with their customers, they are able to provide a variety of new services and are able to do so in a time frame that is significantly faster than their previous approach of do it all yourself. The partnerships create value by leveraging the core competencies of both parties. Examples of some of the partnerships will be discussed in this session to demonstrate possible ways to accomplish this in your B2B environment. Key points for a successful partnership:
4:15 INTERACTIVE SESSION CUSTOMER EXPERIENCE DESIGN EXCERCISE: MAP OUT YOUR CONFERENCE EXPERIENCES FROM APPROACH TO STRATEGY TO RESULTS Attending conferences may seem like a no brainer but to truly get the most out of your conference experience, you need to have a strategy. Your strategy should involve how to network, meet the right people and consume the right information. If you attend this session, you’ll gain the advantage to ensure that you get the most value out of your conference experience. If you’re interested in facilitating this interactive session, please contact Susan Cook at scook@iirusa.com. 5:00 END OF SYMPOSIUM DAY | |