Redefining Services: The Technology Way

Aloknath De, Ph.D., FNAE

Chief Technology Officer-

Samsung India, Bengaluru (SRI-B)

04th Dec, 2016

Redefining Services: The Technology Way

• Services are needed to build products and subsequently

services are required around products for customer delight.

• Technology helps in artificial enhancement of human power

and thereby people’s ability to provide novel services.

• Proper technology usage can make service workflow

automated and efficient service chain provisioned.

• Technology strategy including technology selection, fusion,

adoption can lead to competitive advantage for a business.

• For ‘Redefining Services’, Technology “know-why” is quite

important on top of “know-how”.

• Redefining services is all about creating valuable

experience for customers.

Redefining Services: The Technology Way Consider financial service. Long queues in bank as late as

2000; Banks ATM network and customer services (BANCS)

started in 2004; NEFT transfer initiated in 2005; since then

come a long way---introduction of mobile wallets, advent of

payment banks, UPI based transactions…

This theme was presented by Author in Faculty of

Management Studies (FMS), Univ of Delhi, Serveskriti 2007

https://www.pagalguy.com/news/fms-successfully-concludes-

serveskriti-2007.../amp

Jan 22, 2007 - A two day event, Serveskriti was a great success amongst the

students of top B-Schools and corporates, as the event witnessed participations ...

• Presentation (slides appended) highlighted core service

concept and depicted how health/financial services

were evolving 10 yrs. back.

4

Service at Core

Philosophy---We all are serving others

Difference in Nature and Degree of Service

Understanding Customers’ Requirements,

Meeting them and being with Customers

Customer Satisfaction and Delight

Your Service=Customers’ Experience

Technology: A Tool in Attaining this

5

Need for Technology

Technology: Artificial Enhancement of Human Power.

Set of tools (both hardware and software) that help us act and think better

Technology takes many forms, beginning with ideas, knowledge, and experience, and then uses them to create new and better ways of doing things

=Technology defined as Application of Knowledge that leads to production and marketing of goods and services. Technology as Competitive Advantage---Distinctive Competence to Firms

6

Technology Products

Auto focus cameras

ATMs

Avionic systems

Automatic transmission

Battery Chargers

Camcorders

Cell phones

Cordless Phones

Digital Cameras

DVD players

Electronic Toys/Games

Fax machines

Medical Equipment

Microwave ovens

Modems

Network cards

Pagers

PDAs

Photocopiers

Portable Video games

Pont of Sales terminals

Printers

Scanners

Satellite phones

Teleconferencing systems

Televisions

Set-top boxes

VCR’s

Video phones

Washers and dryers

and many more ….

7

Service Categories and Levels

Services to Build Products

Services Built Around Products

Examples of Embedded System Products

Examples of Tourism, Life Insurance, Car

Major Step in “Redefining Services”

People “buy” Products and Services

Level must Match---Ex: Over-hyped Movies,

Under-sold Tourist Spot

8

Knowledge-based Outsourcing

Pre-globalization Period---local workforce, local resource, local market

Global Market

Global Resource, Global Market

Complete Globalization crossing all Barriers

Transaction-level (T&M), Fixed-Price Turn-key Solutions and Offshore Development Centers

Forceful Movement—SOP to ban outsourcing, visa restrictions—less impact

Volatile Market---Org. Core/Periphery Workforce

Domain Knowledge, Technology Expertise

9

Services Catering Customer Issues

Mobile Services: Customer Satisfaction Index---Billing complaints, Over-hyped products, Not Following QoS commitments…

Illegal Usage and Impact on Privacy

Health concern: headache,

brain cancers

(Network Providers:

Improper Tower Installations,

Higher Power Radiation)

10

“When the life of people is unmoral, and their

relations are not based on love,

but on egoism, then all technical improvements, the

increase of man's power over nature, steam,

electricity, the telegraph, every machine, gunpowder,

and dynamite, produce the impression of dangerous

toys placed in the hands of children”

Leo Tolstoy

11

Technology Enabling Services

Health care industry---predicted to add 3.5 million new

jobs between 2002 and 2012, an increase of 30%.

(U.S.Labor Statistics)

From 2002-2012, 10 of the 20 fastest growing

occupations are concentrated in health services. These

positions include: medical assistants (59% growth),

physician assistants (49% growth), home health aides

(48% growth), and medical records and health information

technicians (47% growth).

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Technology Enabling Services (cont)

Cost containment through increased technology use and increase in healthcare worker productivity -reshaping health services industry.

Electronic health record requires retooling of many business processes and upgrade of worker skills.

Despite huge incentives and subsequent increases in investment in CRM technology, many firms have not been able to increase their customer satisfaction index ratings.

A survey of 213 IT-leaders in the financial services industry: IT-leader firms have a higher level of IT management sophistication and a higher role for their IT-leaders compared to IT-enabled customer focus, IT-enabled operations focus, and IT-laggard firms.

13

Technology Selection and Fusion

Defining Selection Criteria of Technology---

Communication, Bandwidth, Voice/Video Conferencing,

Software Tools

Technology Fusion---process of combining several

existing technologies and scientific disciplines to create a

hybrid technology (Ex: Fiber-Optics).

Successful use of technology requires strategic decisions

by personnel associated with support people (production,

marketing and finance).

14

Technology Management

Technology Strategy formulation

Technology Forecasting

Technology Generation & Development

Technology Adoption, Adaptation & Absorption

Technology Evaluation & Assessment

Technology Diffusion

“Redefining Services”---Understanding Technology

“Know-why” on top of “know-how” and Life-span

15

Technology Usage and Service Chain

Money out of ATM—Bank Services for Sure

Cash Transaction in Malls---Goods and Services

Growth of Cash –In-Transit (CIT) Services

Secured Transportation, Processing, Storage,

Management of Delivery of cash/gems/….

Tremendous fillip to Private Security Sector

Could help expand Business in Rural Areas

16

Thank you