Business Model Innovation: From Customer Experience to Service Design
Professor Yi-Cheng Ku, is currently a professor at Department of Business Administration, Fu Jen Catholic University, and director of the Service Design Research Center, School of Management. His academic expertise is in Digital Marketing, IT Adoption and Service Design. At present, he takes the Service Design as the development goal and applies the concept of Service Design to his teaching, research, coaching and service. The service design is to provide the complete and satisfactory service for the purpose, to plan a system of processes; the core of service design is "human", stressed to give priority to the user, namely the concept of humanistic value; so, the first thing is to understand what kind of service that both the users and potential users need, and it also needs to think deeply about how to create more value than the user, which shall fully integrates the hearts and ideas of target users, starts from the needs of customers, and creates a complete experience of service solution.
Professor Ku applies the model of service design to his teaching, research and collaboration between industry and school. The abstract is as follows:
- Promote the learner-oriented teaching mode
In the past, the teaching mode adopted the lecture-based teaching, with teachers taking the self-assessment of students' needs as the guidance, and designing various course contents and textbooks. However, the assessment results of teachers may not be applicable to the needs of students (learners). It should first understand the needs of students, and then create the services (course contents) according to their needs, so as to achieve the purpose of co-creating value. This teaching mode is problem-oriented, that the students themselves discover the problems, while the teacher guides the students to solve the problems and design the solutions.
- Research the topic of personalized service
The research topic of personalized service has been widely discussed in the field of information management and marketing management in recent years, because the application of information technology can provide consumers with personalized recommendation information, which can not only effectively assist consumers to make shopping decisions, but also help the online stores to increase sales. Therefore, both the academic and practical circles have devoted considerable resources to research on the development of personalized services. In recent years, Professor Ku has put forward many ideas in the field of personalized service research, such as: discussing the service quality of recommendation system from the perspective of experience economy; and using the trusted network and user behavior to provide recommendations.
- Promote the collaboration between industry and school to promote the industrial upgrading
Professor Ku is currently a director of the Service Science Society of Taiwan. He has also served as a professional judge of the Customer Service Excellence Awards held by TCCDA and the Taipei Neo Trade Award for Great Navigators in Cross-border e-Commerce. He has also carried out the industry-academy cooperation projects of the Ministry of Science and Technology and enterprise commissioned industry-academy projects. He has also participated in many academic seminars at home and abroad, sharing his academic and practical achievements.
Professor Ku's teaching style emphasizes the combination of practice and theory, and hopes to cultivate the students' soft and hard strength. Recently, he is more committed to the research in the field of "Service Design", and established the Service Design Research Center at Fu Jen Catholic University in 2019. It is expected to increase the cross-field project cooperation experience, effectively enhance the students' research energy, and reduce the gap between learning and application through the project research and industry-academy cooperation model with enterprises. At the same time, it helps the enterprises to refine their services, create the benefits of experience economy, drive the upgrading and transformation of domestic industries, and promote the concept and implementation of service design to various fields.
The objectives of the Service Design Research Center are: to "construct the human-centered service, practice the value creation of experience economy", take the "Service Design application in teaching, enterprise and industry" as the core, and discuss how to design from the user's point of view, maximize the user's experience utility and the value of products. At the same time, it is supplemented by "design thinking", "financial innovation technology", "service science application", "creative management", "multinational enterprise analysis" and "information technology project management", to achieve the goal of creating the experience value.
The Center promotes the service design at three levels. It mainly cultivates the service design talents through innovative education in the university, and promotes the service upgrading by providing the enterprise counseling and industry-academy cooperation outside the university. Finally, it constructs the human-centered service and maximizes the industrial experience economy value.
[Innovative Teaching, Enterprise Talents Cultivation]
The Service Design Research Center establishes a learning environment that integrates the learning with application, reduces the gap between learning and application, and cultivates the service design talents needed by enterprises in the future. For example, it implements the higher education sprout project "Service Talents Cultivation Scheme" of the Ministry of Education, innovatively brings the "service design and design thinking" into the field of management, fosters the service design expertise seed team of teachers and students, through the specialized courses and workshops, leads the students to understand the importance of the customer "demands", explores the possible enterprise service gaps and errors, describes the customer's journey map and service blueprint, and carries out the creative thinking, to convert the ideas after brainstorming into the prototype, and strengthen the students' creative thinking ability and practice.
In recent years, it more actively promotes the university social responsibility (USR) practice in the university, via the higher education sprout project " Applying Service Design to Practice FJCU Social Responsibility", imports the concept of living laboratory of open mode, through the industry-academy connection with local enterprises and regions, guides the student to apply the service design concept to the actual field, deeply roots in the ground for local standard practice, explores the "local issues" to solve the local needs, expects to give play to professional knowledge and creativity and innovation in local service value, promotes the prosperity of local communities, and practices the local sustainable development.
[Deep Ploughing in Service Design, Driving Enterprise Upgrading]
In recent years, many enterprises in Taiwan are facing the challenge of upgrading, so the Service Design Research Center has spared no effort to promote the in-depth service of business industry. Taking the "experiential marketing" and "consumer oriented" as the starting point, it arranges the consulting and coaching and internal training courses for enterprises. Application areas include the consumer research, service process optimization, business model innovation, cross-platform UX planning, APP and website design, etc., to assist in the complete planning and implementation, through the customer insight training of service design, help the enterprise to excavate the customer pain points, propose the solutions and improve the customer satisfaction and other abilities, which internally not only can help the enterprises to enhance the professional degrees, and also can stimulate the enthusiasm and creativity of employees for work; externally, it can let the consumers feel the services provided by the enterprise is practical and available, and even increase the pleasure of customers, create new creative business model of enterprises, show the service differentiation, improve the customer satisfaction for service, finally lead the enterprises to upgrade, increase the loyalty, and establish the long-term competitive advantage of the enterprise.
In recent years, it continuously cooperates with enterprises for the industry-academy cooperation program of the Ministry of Science and Technology, such as performing the "Business Model Innovation for Leisure Farm: From Customer Experience to Service Design" program together with Daxi leisure farm, to introduce the central idea and methodology of service design into the leisure farm industry and help the enterprise to find the bright spot; in addition, it also coaches the enterprises to apply the SBIR program of the Ministry of Economic Affairs, to convert the innovation output and application of knowledge to the main driving force, so that the SMEs could improve their technical level and competitiveness, and accelerate the transformation and upgrading of traditional industries in the face of the lack of technology and talent.
[Human-centered, Creating Experience Value]
With the advent of the experience economy era, the value of products has been transformed from the function-oriented in the past to the consumer-oriented experience value. Therefore, Professor Ku sets the mission of service design as the "human-centered" goal spirit. Through the process of insight, interpretation and facing problems, it would listen to the customer's voice and return the products to the human nature, explore previously unmet needs, or even brainstorm new needs that people have never asked for, develop the consumer-centered revolutionary experience economy, and provide the complete and satisfying customer experience.
Under the guidance of Professor Ku, Service Design Research Center will continue to construct the learning and application integrated research environment and promote the application of service design in the enterprise, to promote the concept of service design, cultivate the enterprise future needed talents, promote the interdisciplinary academic research through the Service Design Research Center, and help the enterprises and industry innovation, promote the competitiveness of service economy, even to expand the international vision, enhance the society's "humanistic value" and "sustainable development" vision.