Service Innovation for the 21st Century Larry D. Roper Oregon State University

Service Innovation Contributes to competitive advantage – point of distinction Requires specific social and technical skills Involves development and the application of new technologies Costly to develop needed skills Delivered through integrated thinking and agile environment for deliverers of service

Service Innovation Requires knowledge of a specialist and breadth of a generalist Can be implemented in all service areas Most significant possibilities in financial and medical services

Communicate and Implement Universal Service Expectations Ensure that all units operate consistently with an ethic of service. Define the ethic of service, and provide concrete methods of delivery and assessment. Provide all employees with training on institution’s expectation of providing service, as well as a skill base for delivering service.

Dimensions of Service Tangibles - Physical environment, equipment, appearance, visuals Reliability - Dependable and accurate service Responsiveness - Willingness to help and provide timely service Competence - Knowledge and skill to perform service Courtesy - Polite, respectful and friendly personnel

Dimensions of Service Credibility - Trustworthiness of provider, serving customers best interest Security - Freedom of danger or risk. Provide appropriate confidentiality Access - Approachability and ease of contact Communication - Informing customers of process and procedure. Transparency

Dimensions of Service Empathy - Individualized attention. Recognizing and building relationships Diversity (applies to all Dimensions) - Recognize the social, cultural and systems of oppression and privilege

Prioritize internal and external signage - a campus signage plan  Increase ability to navigate campus environment  Way finding displays  Building signs  Consistent office numbering  Stairwell and elevator directional signs

Comprehensive Training Modules To Meet Dimensions Of Service  Modules Group training On-line training  Training for all employees, regardless of discipline and service function  Assessment of competencies and knowledge of Dimensions of Service. Levels of training should be distinguished for type of service provided. (Front desk versus academic advising).  Like-function training – service function offices combined training Develop collaborative partnerships Share resources on training  Develop a cross-functional implementation and training team.

Alignment of Service Units across Campus  Centralization of core student services (i.e. Financial Aid, Business Office, Career Services)  Consider the development of “Service Center” concepts for core student services.  Make alignment of service units core to the planning decisions of campus planning.

Extend Dimensions of Service into the Classroom Assist in improving student engagement in and outside the classroom. Support an ethic of learning for the entire campus (in particular the classroom) by implementing a positive ethos of service. Design a classroom service ethos that encourages respect and understanding diversity in student body - acknowledging cultural backgrounds and learning styles.