Título
Beyond customer satisfaction. Supporting organisational change through Service Design. A case study in the insurance industryVersión
Version publicada
Derechos
© 2017 The Author(s)Acceso
Acceso abiertoVersión del editor
http://dx.doi.org/10.1080/14606925.2017.1352950Publicado en
The Design Journal Vol. 20. Supl 1: Design for Next: Proceedings of the 12th European Academy of Design Conference, Sapienza University of Rome, 12-14 April 2017. Pp. 16-27, 2017Primera página
S424Última página
S434Editor
Taylor & FrancisPalabras clave
Service DesignStrategic Design
Change by Design
Universitybusiness collaboration
Resumen
Insurance companies are in the midst of massive disruptive change occurring as a result of new consumption models and technologies. Companies unable to keep up with the rapid pace of change run the ri ... [+]
Insurance companies are in the midst of massive disruptive change occurring as a result of new consumption models and technologies. Companies unable to keep up with the rapid pace of change run the risk of disappearing. Service Design has become an essential practice for firms competing in experience-centred sectors. However, Service Design is not only limited to improving customer experience: it has also been proposed as an enabler for strategic and organisational change. This paper presents a case study in which Service Design was applied to foster transformative strategy and processes in an insurance company. The experiment has shown that Service Design can help companies to identify new business opportunities, as well as assisting organisational transformations. The findings in this paper show that by adopting Design-led approaches, firms can achieve faster and more flexible New Service Development processes able to significantly reduce time to market. [-]
Colecciones
- Artículos - Ingeniería [639]
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