Read the summary and the most important questions on R&D Comes to Services

• 1 Introduction

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• What is the dilemma that lies at the heart of business today?

  Our economy is increasingly dependent on services, yet our innovation processes remain oriented toward products. 

• Where do companies looking for breakthroughs in service development tend to fall back on?

  On informal and largely haphazard efforts, from brainstorming, to trial and error, to innovation teams.

• Why is it difficult to isolat in a traditional laboratory?

  Because a service is intangible, often existing only in the moment of its delivery to a customer.

• Why can't services be tested in large samples?

  Because many services are tailored to individual buyers at the point of purchase.

• 2 The Growth Challenge

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• What was the instrument of that revolution?

  The innovation & development (I&D) team. 

• What was the Innovation & Development Team?

  A corporate unit charged with spearheading product and service development at the bank.

• What was the team's immediate goal?

  To pioneer new services and service-delivery techniques that would strenghten the bank's relationships with branch customers while also achieving a high degree of efficiency in transactions.

• 3 Designing Experiments

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• What do experiments require?

  Frequent changes in practices and processes, which neither the branch employees nor the physical facilities are prepared for.

• The 5 steps in the process for Service Innovation

  1. Evaluate Ideas
  2. Plan and Design
  3. Implement
  4. Test
  5. Recommend

• How to Plan and Design?

  1. Assign and Scope
  2. Complete Design
  3. Build Rollout Plan