Join Stefan Michel for an in-depth discussion in this video Customer star: Other five dimensions, part of Service Innovation.
- In the last video, we began to review the launch…of the hotel business by McDonald's.…They opened two hotels in Switzerland under…a new brand name, Golden Arch.…In this video, we will evaluate the service innovation…along the next five dimensions of the customer star.…Let's start with the dimension People.…McDonald's knows how to run a large global enterprise…with 100,000 employees and how to train employees…at all levels from the cleaner up to senior management.…
What they probably underestimated was the tough…labor situation in Switzerland.…At that time, there were just not enough people…looking for entry level jobs and minimum wage in Switzerland…for a hotel receptionist was about 4,000 francs,…roughly $3,500 per month.…When it comes to IT and information,…Golden Arch was launched at the peak time…of the Internet bubble.…It was clear by then that customers would start…to book hotels very differently than before.…
Travel agencies had become less relevant…and booking platforms such as Hotels.com and search engines…
Once you understand service innovation in its different forms, you can design and implement your own innovations. Each chapter combines real-world case studies with a methodological framework to help you become a better "idea hunter" for service innovation. After you identify an innovative model, you will learn how to align and execute your innovation by applying the customer star model and by embedding your innovation approach in your overall business strategy.
- What is service innovation?
- Innovating by relieving and enabling customers
- Linking attributes, benefits, and values
- Innovating value constellations
- Innovating outside your firm
- Designing around the customer's need with customer stars