Product Development and Process Optimization in Service

Product Development and
Process Optimization in
Service Businesses
“Learning and
Innovation go hand in
hand. The arrogance of
success is to think that
what you did yesterday
will be sufficient for
William Pollard
between a leader
and a follower”.
Steve Jobs
Service Innovation Lab
The Service Innovation Lab (SIL) is a joint
venture of the International SEPT Program
of the Leipzig University and CONOSCOPE
Our goal is to support and professionalize
scientifically based concepts of service
As a consulting partner we assist and support
innovation projects through all stages of the
service development; from requirements
analysis, idea generation, overall modelling
of services, to the implementation of the
product and market testing. Our range of
support services is divided into two areas:
- Service development
- Service optimization
Service development
The service engineering is the systematic development of a central approach of services along the process
of innovation. These are grouped into four sections:
Needs analysis
Identification of market niches for new
benchmarking and portfolio or frequency
and relevance analysis.
Idea management
Development and evaluation of ideas to
satisfy customers’ needs by using tools
such as mind mapping, brainstorming or
the Kano model.
Service concept
Final specification of the service as well as
process and resources planning by the use
of tools such as Service Blueprinting, the
FMEA method and QFD.
Service ideas
Service testing
Evaluation and optimization of the
quality and reliability of services, prior to
its launching, through the use of service
simulation and service prototyping tools.
Selected methods for service development
Idea management – Kano Model
The Kano Model is a model for the analysis of
customer requirements. It distinguishes five
levels of quality:
 Basic characteristics
 Performance characteristics
 Enthusiasm characteristics
 Irrelevant characteristics
 Rejection characteristics
The different combinations of characteristics
desired by the customer represent the basis for
the development of customer oriented services.
Service concept – QFD
The Quality Function Deployment (QFD) is a
method used for customer and market oriented
development of services. The goal is to develop
services that really meet the needs of customers.
This is achieved by a clear separation between
customer requirements and the implementation
of processes that satisfy them (how to meet
these demands?). Thus, one can consider
customer needs and thereafter define the
characteristics of the service.
Service testing – Service prototyping
The development of services prototypes allows
testing and experiencing services before they are
offered to the customer. The aim is to examine
the features and functions of the service to be
developed using the prototype for further
improvement of the service concept. Thus, risks
at the introduction stage of new services are
Service process optimization
The optimization of service processes are carried out in the context of a structured process of four stages:
about processes in the
company that have an
impact on the expense,
and quality of
Analyse the recorded
process depending on the
objectives, in order to
identify weak points or
cost generation drivers.
Process analysis
Service Blueprinting
Target Costing, FMEA
Testing and comparing
different solutions to
determine costs, time
and resources of each
alternative before its
Implementation of the
best evaluation
Key factors:
-Good management of
organisational change.
-Clear and timely
communication of
project to employees.
Service Simulation
Selected methods for service optimization
Service Blueprinting
Service Blueprinting is a method of analysis, visualization
and optimization of service processes. When Service
Blueprinting, the course of a service is described in a flow
chart with a detailed representation of the chronological
sequence of all activities and decisions to be completed
during the service’s main process and sub-processes. The
method focuses on increasing effectiveness (achievement
of objectives) and efficiency (cost-effectiveness) of the
service process, thus improving customer satisfaction and
the benefits for the organization.
Process analysis – FMEA
FMEA stands for Failure Modes and Effects Analysis. The basis
of FMEA Method is the analysis of the individual steps of a
process in terms of potential occurring failures, evaluating
these stages under a risk index which considers variables
such as the failure probability of occurrence, the possibility
that the error will be discovered and the impact that this
error has on the process or the client in case it would not be
discovered. The prioritization of risks allows a quick redesign
of the processes to reduce risks and, hence, gain.
Service simulation
Services may be viewed as complex systems whose
individual components must be optimally combined and
coordinated. Through Service simulation these complex
service systems can be analysed and tested.
By mapping service processes and the related resources
used, models can be tested quickly and inexpensively in
different service configurations with a focus on the
dimensions of processes, costs, time and resources.
Services offered by the Service Innovation Lab
Trainings and workshops
As part of a one or two-day training courses
tailored to your needs, the Service Innovation
Lab offers your enterprise an overview of the
methods of service development and process
optimization. Here, the philosophy of service
engineering is presented and basic methods and
tools are taught.
In the course of the training, the typical phases
of the service development process will be
understood through practical exercises and
examples of the methods will be presented. In
this part are specially included the challenges
arising from the customer integration in the
service process.
Services offered by the Service Innovation Lab
Project consulting
The Service Innovation Lab supports companies
throughout the entire process of service
development and optimisation or in selected
Our approach relies on the proven methods and
tools of service engineering.
If you have already identified specific areas of
action for an innovative project, we support you in
its realization. We work together with you to
design the project concept in close cooperation
with you and your staff.
A Message from the SIL Team
“In the SIL we Stand for Innovation. We understand the
central drivers of success in service innovation and we want to
share them with companies that are eager to thrive.
Our goal is to work hand in hand with our clients in order to
create and implement innovative ideas for services.
We design
and support the right program for
each particular innovation project. Accompanying
our clients, we develop new ways to innovate in
order to succeed, providing solutions that meet the
requirements of the organization.
We work
with our clients to
understand the future they
need to create for their
companies, and we prepare
them to be ready for this
Prof. Dr. Utz Dornberger, founder & partner at
the Service Innovation Lab
The partners at the Service Innovation Lab
The International SEPT Program is a training
and research program of the University of
Leipzig, which focuses on research and
promotion of small and medium-sized
enterprises (SMEs) as well as in the
implementation of training programs for
professionals and executives. SEPT now has
over twelve years of experience in this field.
CONOSCOPE is a consulting and research
institution with offices in Leipzig and Essen.
It was founded in 2010 by INNOWAYS GmbH,
CONTOUR 21 GmbH and Inomic GmbH. Each
of the companies has more than 10 years
experience in their respective fields and
share the same roots as spinoffs of the
University of Leipzig and in the subject area
of ​innovation management.
The core training offer of SEPT is a Masters in
Business Administration in Small and
Medium – sized Enterprise Promotion and
Training. In addition, SEPT offers a variety of
training programs in the management of
SMEs and is engaged in the study of
processes in SMEs. The improvement of SME
international competitiveness and its
integration into global economic cycles are
The main activities are the methods and
data-based analysis of the market and the
requirements to companies and institutions.
CONOSCOPE support the development of
targeted and sustainable strategies and their
operational implementation within the
company, for example, in coaching staff
through independent implementation or by
an interim management.
More information :
More information :
Service Innovation Lab
Käthe-Kollwitz-Straße 60
04109 Leipzig
Prof. Dr. Utz Dornberger
[email protected]
Tel. +49(0)341 97 37 039
Thomas Lehr
[email protected]
Tel. +49(0)341 47 827 0
The Service Innovation Lab (SIL) was
approved by The Federal Ministry of
Transport, Building and Urban Affairs
(BMVBS) as part of the innovation
competition "Business Meets Science" and
sponsored and managed by
the Projektträger Jülich.