Transcript ssme-overview-2008_bcnys

Service Science, Management
and Engineering (SSME)
June 30, 2008
Dianne Fodell
© 2008 IBM Corporation
U.S. Migration to a Services-Led Economy
Technology & economics are driving dramatic changes
2007
Percent Labor
Agriculture
Goods
Services
Year
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© 2008 IBM Corporation
Projected U.S. Employment Growth, 2004 - 2014
U.S. Bureau of Labor Statistics.
http://www.bls.gov/opub/ooq/2005/winter/art03.pdf
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© 2008 IBM Corporation
IBM’s ability to hire needed talent depends on Service Science
IBM had key role in establishing
Computer Science
IBM working w/ academics &
government to establish Service Science
Need to hire Computer Scientists
Need to hire Service Scientists
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© 2008 IBM Corporation
Service Education is Interdisciplinary
Science and Engineering
Industrial and Systems Engineering
Computer Science & Info. Systems
Math and Operations Research
Economics and Social Sciences
Business Anthropology
© 2008 IBM Corporation
4/30/2020
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Organizational Change & Learning
Business and Management
Need more T-shaped people – both deep and broad
Need for Academic Curricula Change:
Service Science, Management & Engineering (SSME)
Science
&
Technology
Business Models
&
Processes
SSME
People
&
Culture
The marketplace requires innovation that combines
people, technology, value and clients
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4/30/2020
© 2008 IBM Corporation
The Trilingual Degree

A mix of technology/science, business and management will ready future innovators for
the big challenges presented by a knowledge-driven economy.
Technical
Societal/
Political
Business/
Management
Trilingual
"IT professionals will need to possess expertise in multiple domains. Technical aptitude alone will no longer be enough. IT
professionals must prove they can understand business realities – industry, core processes, customer bases, regulatory
environment, culture and constraints. Versatility will be crucial.“ – Gartner Group IT Professional Outlook
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© 2008 IBM Corporation
Service Innovation Framework – Ten Types
“The Ten Types of Innovation” by Larry Keeley, Doblin Inc.
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Source: Peer Insights and Tekes
© 2007 IBM Corporation
Six Sigma Falls Short in Service Innovation
Customer-Experience Led Innovation
Six Sigma Thinking
1. Eliminate variability (reductive)
1. Introduce variability when it creates
preference
2. Eliminate waste
2. Allow the customer to judge what is waste
3. Minimize cost
3. Tolerate additional cost when it creates
preference that outweighs it
4. Map processes
4. Map customer journeys
5. Test hypotheses
6. Rely on large numbers to create certainty
5. Explore important questions to make new
hypotheses
7. Use process capability as final arbiter for
decision making
6. Rely on small numbers to uncover new
possibilities
7. Use demonstrated customer behavior as
the final arbiter
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Source: Peer Insights and Tekes
© 2007 IBM Corporation
Goods vs. Service Innovation
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Source: Peer Insights and Tekes
© 2007 IBM Corporation
“Outside In” - Most Successful Innovations
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Source: Peer Insights and Tekes
© 2007 IBM Corporation
Service Science Research and New Economic Models
 “Succeeding through Service Innovation. Developing a Service Perspective on Economic Growth and
Prosperity” – Cambridge University Study
 “Service-Dominant Logic” – Steve Vargo (U of Hawaii) and Bob Lusch (U of Arizona)
 Service Science Journey: Foundations, Progress, Challenges” – Mary Jo Bitner (Arizona State)
 “The Work System Method: Connecting People, Processes, and IT for Business Results” and “The DNA
of Service Systems”– Steve Alter (U of San Francisco)
 “Services is Front Stage” – James Teboul
 “The Ten Stages of Service Innovation” – Larry Keeley, Doblin
 Bridging the ‘Front Stage’ and ‘Back Stage’ in Service System Design’ – Bob Glusko (UC Berkeley)
 “Psychology of the Experience: The Missing Link in Service Science” – Richard B Chase and Sriram
Dasu (USC)
 “A Unified Services Theory Paradigm for Service Science” - Scott Sampson (BYU)
 “Service Management” - James A. Fitzsimmons, (U of Texas, Austin)
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Service Science
© 2008 IBM Corporation
SSME - Service Science, Management, and Engineering
Discipline Classification System*
General
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SSME Education
Research in SSME
SSME Policy
History of Services
Services Market
Miscellaneous
Service Science
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Service Theory
Economics of Services
Mathematical Models of Services
Services as Value Co-Creation Systems
Services as Dynamic Systems
Services as Multi-agent Systems
Services as Customer-Intensive Systems
Service Complexity Theory
Service Innovation Theory
Service Science Education
Service Engineering
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Service Operations
Service Optimization
Service Systems Engineering
Service Supply Chains
Service Engineering Management
Service Systems Performance
Service Information Systems
Service Standards
Service Engineering Education
Service Management
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Service Arts
Service Marketing
Service Operations
Service Management
Service Innovation Management
Service Leadership
Service Quality
Human Resources Management
Customer Relationship Management
Service Accounting
Service Sourcing
Services Law
Globalization of Services
Service Management Education
Service Arts Theory
Services-Inspired Art
Traditional Service Arts
Contemporary Service Arts
History of Service Arts
Service Industries
The Service Industry
Information Services
Business Services
Professional Services
Business Consulting
Human Behavior in Service
Systems
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Service Systems Evolution
Behavioral Models of Services
Decision Making in Services
People in Service Systems
Organizational Change in Services
Measurement and Incentive in Services
Customer Psychology
Service Design
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Customer Relations
Service Design Theory
Service Design Methodology
Service Representation
Aesthetics of Services
Service Design Education
Maintenance and Repair
Public Services
Health
Hospitality
Transportation
Retail and Wholesale
Financial
Entertainment
Religious and Spiritual Services
Other Service Industries
* Claudio Pinhanez
© 2008 IBM Corporation
SSME Curricula Worldwide
Arizona State University
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Pace
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Brigham Young University
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Pima Community College
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Business school of IDC in Herzlyia and Tel Aviv
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Carnegie Mellon University
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Chonnum University (Korea)
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Universidad Catolica Argentina
Portland State University
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Universidad Federal de Rio de Janeiro
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Rensselaer Polytechnic
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University of Manchester
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Royal Melbourne Institute of Technology
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University of MD Baltimore County
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Rochester Institute of Technology
Cornell University
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Russia Higher School of Economics
University of Maryland RH Smith School of
Business
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Deakin University (Australia)
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Scuola Sant’Anna in Pisa, Italy
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University of Ontario
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Delft University of Technology
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Sogang University
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University of Pavia
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State University of Management, Moscow
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EPFL Federal Institute of Technology Lausanne
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Georgetown University
University of Pennsylvania, Wharton School
of Business
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Georgia Tech Tennenbaum
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Harbin Institute of Technology
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Helsinki Polytechnic Institute
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Stevens Institute
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Technical University of Brno, Czech Republic
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University of Virginia
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Tampere University of Technology
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University of Pretoria
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Texas A & M
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Thammast University (Thailand)
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University of Victoria
Helsinki University of Technology
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Tokyo Institute of Technology
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University of Washington
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Italy LIUC Castellanza
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Tsinghua
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Universidad Torcuato Di Tella
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Italy Stadia
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UNC Keenan Flagler School of Business
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University of Tsukuba
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ITESM (Mexico)
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Union College
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University of Albany
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Western Michigan University
JAIST
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University of Alberta
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Virginia Tech
Karlsruhe Institute of Technology (KIT)
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Karlstad University
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University of Aukland
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Warwick University
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University of Bridgeport
Katholieke University Leuven
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William and Mary
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University of Brussels
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Korea Advanced Institute of Sci and Tech
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University of California, Berkeley
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York University Canada
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Long Island University
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University of California Merced
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Masaryk University in Brno, Czech Republic
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University of California, Santa Cruz
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Massachusetts Institute of Technology
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University College, Dublin
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University of Dublin (Trinity College)
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University of Porto
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University of Sydney
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Michigan Technological University
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Missouri State
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North Carolina State University
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Northern Illinois University
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Ohio State, Fisher College of Business
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Olin University
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© 2008 IBM Corporation
www.ibm.com/university/ssme
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© 2008 IBM Corporation
SSME Roadmap for University Faculty
1. Learn about Services as a Science
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Go to the IBM SSME website www.ibm.com/university/ssme:
 Recommended reading list
 SSME-related conferences
 Course-related linkages
2. Assess what your school is doing now in SSME-related studies and share with
IBM and other universities. Identify gaps in curriculum and build SSME
curriculum.
3. Collaborate with other Universities who are leaders in SSME research
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Berkley, CMU, Stanford, MIT, Oxford, Tsing Hua, NCSU, GA Tech, SJSU
4. Participate in the SSME evolution:
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Champion efforts to promote SSME
Conduct research in various challenge areas
Apply for research and new curricula grants from Government and Foundations
Build new course curriculum for degree programs
Build case studies using IBM customer examples, industry studies and business issues studies
Post SSME curricula and courseware on IBM Academic Initiative website for collaboration
Engage in SSME conferences and events
© 2008 IBM Corporation
Real World Challenges MIT Lecture Series
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© 2008 IBM Corporation
Business Consulting Case Studies for Teaching SSME
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© 2007 IBM Corporation
Industry Trend Reports for Teaching SSME
In depth reports by industry or by solution
on trends, technologies, and business
insights.
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© 2007 IBM Corporation
SSME Course Modules
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© 2007 IBM Corporation
WW Resources for Learning and Teaching SSME
www.ibm.com/university/ssme
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© 2008 IBM Corporation
SSME – Sample University Activities 2007 (Americas)
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MIT, Lecture Series on Service Innovation
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UC Berkeley, MS in Information and Service Design
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NC State University, SSME Concentration MBA, ME
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Missouri State, BS in IT Services
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University of Buffalo, MS in Service Systems Engineering
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Michigan Tech, BS in Service System Engineering
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Virginia Tech, Center for Service Science, Quality, and
Innovation
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Universidad Catolica Argentina, Exec Program in SSME
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Universidad Federal de Rio de Janeiro, SSME Course
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York University, Canada, SSME course in CS dept
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University of Alberta, Canada, Service Science Research
Group
Service Science
© 2008 IBM Corporation
University Outreach
 150 Universities Worldwide are Teaching SSME in 34
Countries
– 48 Universities worldwide have an SSME-related degree or certification program
Government Outreach
United States
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Service Science Language Approved by House of Representatives and included
in Commerce-Justice-Science Appropriations Committee Report - July 26, 2007
America Creating Opportunities to Meaningfully Promote Excellence in
Technology, Education, and Science Act (Passed by Both House and Senate,
8/2/07 and Signed by President George W. Bush into law on 8/9/07
Meeting now with appropriations leaders
Worldwide – Argentina, Australia, China, India, Korea, Malaysia, Philippines,
Portugal, Thailand, Viet Nam, etc.
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© 2008 IBM Corporation
SRII – Service Research and Innovation Initiative
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© 2008 IBM Corporation
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© 2008 IBM Corporation
Back Up
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© 2008 IBM Corporation
Berkeley’s Operations Research & Management Science
undergraduate major
http://www.ieor.berkeley.edu/AcademicPrograms/Ugrad/ORMS.pdf
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Rhonda Righter
© 2008 IBM Corporation
Michigan Tech Service Systems Engineering
Undergraduate Major (http://www.sse.mtu.edu/)
128 semesters credits
22 University defined General Education
15 Mathematics
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Calculus with Technology I&II,
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Elementary Linear Algebra,
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Elementary Differential Equations,
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Engineering Statistics
11 Science
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General Chemistry,
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Physics I,
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Intro to Psychology
26 Engineering Core
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Computer Science I,
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Engineering and Problem Solving,
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Modeling & Design,
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Statics & Strength of Materials,
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Circuits and Instrumentation,
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Thermodynamics & Fluid Mechanics,
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Multidisciplinary Senior Project
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15 Business/Economics
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Accounting I
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Finance
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IS/IT Management
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Strategic Leadership,
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Economic Decision Analysis
29 Service Systems Engineering
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World of Service Systems Engineering ()
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Service System Design
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Web Based Services
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Human Interact in Service Systems
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Operations of Service Systems ()
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Optimization and Adaptive Decision Making
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Project Planning and Management
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Managing Risk
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Simulation
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Quality Engineering
09 Electives
SSME Market View | April 10, 2007 | IBM Confidential
© 2008 IBM Corporation
UC Merced SSME Course: Syllabus
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Service Science
© 2008 IBM Corporation
NCSU
Electives
Required Courses
MBA Concentration: Service Innovation
Services Innovation
Product Innovation
Services Mgmt.
& Org. Culture
Project
Management
Process Analysis
& Design
Product / Brand
Mgmt.
Services
Innovation Lab
Product
Innovation Lab
Creativity in
Management
Market
Analytics
Learn. Innovate. Lead.
Consulting
Tech. Internet
& Law
Marketing
Research
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Virginia Tech
Center for Service Science, Quality and Innovation
 Coordinates research, instruction and outreach activities
for the design, improvement and innovation of service
systems
 SSQI promotes a systematic approach to service design
that combines an understanding of business processes,
customer needs and emerging technologies
 It seeks to develop measures of effectiveness for service
systems and improve those systems through quality
initiatives and innovation
 Research Projects
http://www.ssqi.pamplin.vt.edu/
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Service Science
– Designing a Sustainable Performance Management System
for the Hospitality Industry
– Consolidated Disaster Recovery and Planning Services for the
United States Department of Defense
– Collaborative Education as a Service: The Living in the
Knowledge Society Initiative
© 2008 IBM Corporation
Pisa, Italy
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Service Science
© 2008 IBM Corporation
Some Other University Courses and Curricula
 Tsinghua University and Peking University
– Service Science courses offered Spring 2006
 UC Santa Cruz
– Technology and Innovation Management program started Fall 2005
 EPFL - Switzerland
– Computer Science Master’s for SSME in Fall 2006
 Carnegie Mellon University
– Master’s course “Managing Service Organizations”, eSourcing
 RPI
– Service Engineering Masters offered (for 5-10 years)
 Penn State
– IE undergraduate degree adding services focus (past 3 years)
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Service Science
© 2008 IBM Corporation