Transcript Slide 1

Establishing SSME as a new academic discipline:
Thought Leadership Workshop
People
For those wanting to recruit …
‘A Framework for Service Science Curricula’
Steve Street, IBM (UK) Ltd
Business
Service
Core
Technology
Fundamental
Skills
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
‘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.
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
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"
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Unfinished business …
 ‘Broaden the base’
 Articulate value from the Student perspective
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Background & Context
Increasing Economic Significance of Services
Increasing Recognition of need to for new mix of skills
Technical breath
Versatilist
Technical depth
Core Field
of Study
Specialist
Architect
Across industries
Across cultures
Across functions
Across disciplines
=
More experienced
More adaptive
More collaborative
Interactional Expertise Across Other Fields
The ‘T shaped person’ – IBM 200x
The “Versatilist” – Gartner Group 2005
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Thought Leadership Workshop
 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 postgraduate 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 highquality services – the horizontal of the T.
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Key Goal - Improved Graduate Capability
..to perform in Services
Business..
 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
Interactional Expertise Across Other Fields
Management
(Business)
Social Science
(People)
Engineering
(Technology)
Tower of Babel
“Biggest problem in business
is people don’t know how to
talk to other people in the
Core
language they understand.” Field of
Charles Holliday, CEO Dupont
Study
Across industries
Across cultures
Across functions
Across disciplines
=
More experienced
More adaptive
More collaborative
Together
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
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.
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
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
–

Innovator / Versatilist
–



Understand & communicate need & importance of change & be able to change
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
Establishing SSME as a new academic discipline:
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’.
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
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’.
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
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
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Content: Service Systems: a type of complex system
Unravelling and understanding complex systems is a foundation stone for SSME, from which
better services concepts, implementation and management models and tools can be developed.
“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)
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2008, IBM
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework – Content (ctd)
Specific main Content & Type of ‘Services’
– IT Services, High Value Engineering , Financial Services -
Tangible
SMB
Manufacturing,
‘Engineering’
Public Sector
IT Services
Digital Media
Intangible
2C
Financial
Services
2B
Implemented locally based on..
..Institution & Student ..
..Background & Preference
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework (2) - Structure
Based on 12 modules –
People
1+ modules


In
te
gr
al
tic
ac
at
iv
e
Pr
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+

Business
1+ modules
Service
Core
3+ modules
Technology 4. Technology – 1+
1+ modules

14
od
ule
s
‘other methods’ / ‘other ways of thinking’ of value when
thinking about Service
 Integrative Practical Work - 2+
m
2+
k
or
W
c
Awareness & high level understanding of key concepts
about how key technologies can be applied to Services
5. Fundamental Skills – if needed

Fundamental
Skills
Awareness & high understanding of key concepts the
interaction of People as individuals, as members of a
society
1 module
Thought Leadership Workshop
Implemented locally based on..
..Institution & Student ..
..Background & Preference
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework (3) – Case Studies
IT
 Multi Disciplinary
 Explicit connections
between subject areas
etc
MKT
ENG
 Contemporary Case
Studies
OM
.. Bridging Knowledge
HR
'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 motorcyclemakers 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'
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework - Business
People
Business selected Key Concepts ..
•Business, Business Models,
Finance, Economics,
Marketing, Organisation &
Industry-specific knowledge…
Service
Core
Technology
Business acumen
Financial acumen
Basic finance
Business case development and
analysis
Project justification
IRR/ROI
Economics
Cycles, exchange rates
Inflation
Supply and demand management
Transaction Economics
Globally integrated enterprise
Fundamental
Skills
Marketing
Market analysis
Analysis)
(Internal & External
Micro)
(Macro &
Industry specific knowledge
16
Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework - People
 People in Society –
People..
– the way that individuals
work within groups,
‘organisations’, companies
or ‘society as a whole’.
..in Society..
•Sociology,
History…
..as Individuals..
•Communications,
’Human Factors’,
Pyschology.
Anthropology…
Business
Service
Core
Technology
Fundamental
Skills
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Thought Leadership Workshop
– 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
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework - Technology
People
Technology Business
Service
Core
Key Concepts/Methods ..
•ICT (Infrastructure,
Architecture)
• Engineering
•…
Fundamental
Skills
18
Thought Leadership Workshop
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
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework – Fundamental Skills
People
Business
Service
Core
‘Other skills’ / ‘Other ways of
thinking’
Analysis and design of
Services
Technology
Fundamental Skills ‘Other Methods / Ways of
Thinking’..
‘Scientific Methods’ –
– Experimental Design
– Process Analysis
– ‘Philosophy of Science’
Scientific..
•Philosophy of science,
Experimental design,
Process Analysis..
Other..
•Artistic, Narrative,
Performance ..
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Thought Leadership Workshop
‘Artistic’ / ‘non-Scientific’
– ‘Narrative’ / ‘Storyboarding’
– Artistic ‘Performance’ skills
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Summary
Multiple Topic Configurations ..
Single Model
People
Tangible
SMB
Manufacturing,
‘Engineering’
Public Sector
Business
IT Services
Digital Media
Intangible
Service
Core
Technology
Financial
Services
2B
2C
Fundamental
Skills
Implemented locally based on..
..Institution & Student ..
..Background & Preference
20
Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Thought Leadership Workshop
People
Backup
Business
Service
Core
Technology
Fundamental
Skills
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
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
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Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
The SSME Whitepaper - Topics
 4 Topic Areas –
1.
2.
3.
4.
Business
Technology
People
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)
23
Thought Leadership Workshop
– 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)
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework - People
 People in Society –
People..
– the way that individuals
work within groups,
‘organisations’, companies
or ‘society as a whole’.
..in Society..
•Sociology,
History…
..as Individuals..
•Communications,
’Human Factors’,
Pyschology.
Anthropology…
Business
Service
Core
Technology
Fundamental
Skills
24
Thought Leadership Workshop
– 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
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
The SSME Whitepaper - People
 4 Topic Areas –
1. Business
2. 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)
–
–
–
–
25
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)
Thought Leadership Workshop
– 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)
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework - Business
People
Business selected Key Concepts ..
•Business, Business Models,
Finance, Economics,
Marketing, Organisation &
Industry-specific knowledge…
Service
Core
Technology
Business acumen
Financial acumen
Basic finance
Business case development and
analysis
Project justification
IRR/ROI
Economics
Cycles, exchange rates
Inflation
Supply and demand management
Transaction Economics
Globally integrated enterprise
Fundamental
Skills
Marketing
Market analysis
Analysis)
(Internal & External
Micro)
(Macro &
Industry specific knowledge
26
Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
The SSME Whitepaper - Business
 4 Topic Areas –
1. Business
2. 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)
– 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)
– International trade (1)
– Knowledge management (1,2,3,4)
27
Thought Leadership Workshop
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
Teaching the Framework - Technology
People
Technology Business
Service
Core
Key Concepts/Methods ..
•ICT (Infrastructure,
Architecture)
• Engineering
•…
Fundamental
Skills
28
Thought Leadership Workshop
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
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation
Establishing SSME as a new academic discipline:
The SSME Whitepaper - Technology
 4 Topic Areas –
–
–
–
–
–
–
–
–
1. Business
2. 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)
– Product and software architecture (2)
– 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)
–
–
–
–
–
–
–
–
29
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)
Thought Leadership Workshop
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)
–
–
–
–
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)
Manchester 17-18 September 2008
Slide Layout
© 2007 IBM Corporation