New Service Design Excercise for the course Service Operations Management at the Viadrina University, winter term 2012/2013.

1. Experience Hub
New Service Design
SOM - 29.11.12

2. Outline
 Goal and Competitive Landscape
 Service Offering
 Funding Mechanism
 Employee Management System
 Customer Management System
 Evaluation

3. Experience Hub
 Create a community
between seniors, which
offers to help, events, fun,
communication, getting
together
 Goal: being engaged in
your neighborhood after
retiring instead of being
separated

4. Service Offering
Telephone
Transportati
Internet
on
Activity and Community
fun colleges
Meeting
Special
requests
Point Post
Senior
Open doors placement
(mini jobs)
Networking
Community
in real life
events
(virtual life)

5. Physical meeting space
 Rented office and meeting place in Frankfurt Oder
Centrum

6. Contact
 Physical Meeting Point
 Internet Community (if possible)
 Telephone
 Post
 Personal visits at home

7. Competitors
Community
Nursing Homes Others
Colleges (VHS)
• Courses • Fulltime care • Elder care,
designed for • Standard personal
seniors processes service,
• Standardized and caretaker
processes schedules • Promotional
• Cost trips
intensive, less • Self
personal organized
meetings

8. Attribute Map
6
5
4
3
2
1
0
Experience Hub Community College Nursing Home

9. Strategy I
 We want to create more a
community, a place to
meet, chat, engage and
exchange experiences, help
with problems and offer
events and activities. It is a
high service experience with
more customized processes
depending on individual
needs – Starting in Frankfurt
Oder

10. Strategy II
 Delivery Process: Professional Service
 High labor intensity
 High interaction, high customization
 Strategic Insights:
 Tangible action directed to the customers: passenger
transportation, meeting point
 Tangible action directed at the customer’s possession:
repair, maintenance
 Intangible actions directed at the customer’s intellect:
education, events, learning

11. Funding Mechanism
 Registered
association, club, society
 Free membership, donations on a
voluntary basis
 Service from seniors to
seniors, paying for rent and
student employees
 Senior assignment: fee per
“transaction”/job or offering
 Support from city government and
state

12. Charging in a palatable way
 Customers may have to pay less for a technician;
customers do the work for other customers
 Good Atmosphere (coffee and cake), good time with
various activities
 More customers  more services
 Customers do what they like to do
 Blackboard
 Friendly Employees

13. Employee Management
System
 Job consist almost of interacting with people and
organizing interactions or connect people together.
 Job do not need high skilled personal but right attitudes
towards acting with elderly people.
 Opening hours
 Mo - Fr: 9am – 6pm
 Sa: 10am – 4pm
 Total: 51h  2 full-time + 2 part-time employees on
demand

14. Selection
 Hire students or persons who are interested in social
care
 Helpful
 Intelligent
 Initiative
 Communicative
 Emphasizing
 Good manners

15. Job Design & Training
 Contract handling: employees have to follow the
traditional approach setting goals: they have to act
within the box and have to contact employer when
problems occur
 Interacting with customers and trying to find offering:
employees are free within their interaction by following
bottom line

16. Performance Measurement
 employees and costumers as service provider
 Feedback from customer
 Performance measured by the amount of revenue
produced, events and transfers organized,
 Bonus Points for completed tasks and activities or
organizing an event (bees)

17. Customer Management
System
 Target Customer Segment:
 Focus on seniors in retirement who need help (everyday
problems) and can offer support and searching for interactive
engagement
 seniors who offer support
 seniors who need support
 all customers should become part of the same community
 Expected customer behavior:
 Integration
 Self-formation
 Mediation
 Build community spirit

18. Relationships
 Relationship with customers is both formal with a
membership program but also informal for one time
help, referrals etc.
 Building a database with significant information
about customers (e.g.
age, needs, offers, skills, interests) to build strong
relationships
 Switching costs are high because of community
spirit and well established relationships

19. Satisfaction
 Giving attention to personal interaction
 Addresses specific needs of senior interaction
 Good convenience and good price compared to
competitors
 Social benefits, being known by name, friendship with
service provider and enjoyment of certain social aspect
of the relationship
 Personal relationships, communication, trust, intimacy

20. Likelihood of Success
 Biggest obstacle: reaching elderly people in the first
place
 More costumers  more opportunities for activities and
social events, support
 Estimating a likelihood of 60%

21.  What are your grandparents
doing after they retired?
 What would you suggest can
be added to the service
portfolio?
 What services should NOT be
included?
 How would you evaluate our
likelihood of success?

22. Resources
 Pictures. Retrieved Nov 28, 2012 from:
 http://www.mcdonalds-kinderhilfe.org/was-wir-machen/ronald-mcdonald-haeuser/cottbus/aktuelles/archiv-rmh-
cottbus/awo-seniorenclub-zu-besuch-im-ronald-mcdonald-haus/
 http://assistedlivingtoday.com/s/california/assisted-living
 http://rescuealertofca.com/choosing-a-retirement-community-for-active-seniors-secrets-to-making-the-right-choice
 http://info.daystarseattle.com/senior-living-blog/bid/53283/Retirement-Community-Living-10-Tips-for-Building-
Relationships
 http://www.michellehenry.fr/retire.htm
 http://www.watermarkcommunities.com/BronsonPlace/livingchoices/BronsonPlaceCCRC.asp
 http://www.elbi.de/Lehrerstempel/Holzstempel/Elbi-Motivstempel-Kinder-Holzstempel-toll-angestrengt.html
 http://chemistry.about.com/od/safetysignsandsymbols/ig/Safety-Signs/Emergency-Meeting-Point-Sign.htm
 http://databyte.com.mt/news/new-telephone-number/
 http://www.gws-s.info/post.html
 http://www.pc-magazin.de/news/ipv6-standard-entschluesselt-warum-das-internet-protokoll-so-wichtig-ist-209375.html
 http://www.sutton.gov.uk/index.aspx?articleid=2133