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首页> 外文期刊>Journal of product innovation management >NSD Processes and Practices in Experiential Services
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NSD Processes and Practices in Experiential Services

机译：NSD体验服务中的流程和实践

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This paper examines new service development (NSD) in a distinctive set of services: experiential services. Organizations delivering experiential services place the customer experience at the core of the service offering. They focus on the experience of customers when interacting with the organization rather than just the functional benefits following from the products and services delivered. Increasingly, organizations are recognizing that managing customer experiences is a powerful way of differentiating from competitors, establishing emotional connections, and increasing customer loyalty. Studying experiential services sheds light on this highly intangible type of services and, by representing an extreme end of the service spectrum, can advance the knowledge on the wider area of new product and service development. This paper addresses three research questions: (1) What are the processes and practices used in the development and design of experiential services? (2) How are these processes and practices similar to or distinct from established NSD practices? (3) How do these findings reflect on the wider area of NSD? The study concentrates on five dimensions of NSD: (1) the process; (2) market research; (3) tools and techniques; (4) metrics and performance measurement; and (5) organization. For each of these areas propositions are formulated and refined with empirical data. Using the case research methodology, empirical data were collected in 17 case companies: experiential service providers, design agencies, and consultancies known for focusing on the customer experience. The main method of data collection was interviews with those involved in experiential service design, such as founders, executives, or experienced designers. The case data revealed a number of practices specific to experiential services. These include a strong emphasis on gathering customer insights, in several cases obtained through empathic research and ethnographic research techniques. Other specific practices for experiential services include mapping customer journeys or touchpoints and storytelling. The case study companies also revealed a tradeoff between relatively formal, tight methodologies and more flexible, loose methodologies in NSD. More research is required to investigate the contingency factors surrounding tight or loose methodologies. The results also revealed the use of more broadly used NSD practices, such as a systematic NSD process, multiple performance measures, cross-functional teams, and front-line involvement. The observations from this study are captured in a set of seven propositions concerning NSD in experiential services. Reflecting on NSD in general, this study highlights the important role of service process innovation compared with service product innovation and the importance of continuous innovation requiring NSD processes and practices that are more flexible, iterative, and nonlinear. The study also supports the argument that different types of services may require different NSD processes and practices.
机译：本文研究了一组独特的服务中的新服务开发（NSD）：体验式服务。提供体验式服务的组织将客户体验置于服务产品的核心。他们关注与组织进行交互时的客户体验，而不仅仅是从交付的产品和服务中获得的功能收益。组织越来越意识到，管理客户体验是与竞争对手区分开来，建立情感联系并提高客户忠诚度的有效方法。对体验式服务的研究揭示了这种高度无形的服务类型，并且通过代表服务范围的一个极端，可以在新产品和服务开发的更广泛领域中提高知识。本文解决了三个研究问题：（1）在体验服务的开发和设计中使用了哪些过程和实践？ （2）这些过程和实践与既有的NSD实践有何相似或不同？ （3）这些发现如何反映在NSD的更广泛领域？该研究集中在NSD的五个方面：（1）过程； （2）市场调研； （三）工具和技术； （4）指标和绩效评估； （5）组织。对于这些领域中的每一个，命题都是根据经验数据制定和完善的。使用案例研究方法，从17个案例公司中收集了经验数据：经验服务提供商，设计机构和以关注客户体验为中心的咨询公司。数据收集的主要方法是采访体验式服务设计人员，例如创始人，高管或经验丰富的设计师。案例数据揭示了体验式服务的一些特定实践。其中包括着重于收集客户见解，在某些情况下是通过共情研究和人种志研究技术获得的。体验服务的其他特定做法包括绘制客户旅程或接触点以及讲故事。案例研究公司还揭示了NSD中相对正式，严格的方法与更灵活，宽松的方法之间的权衡。需要更多的研究来研究围绕严格或宽松方法的偶然因素。结果还表明，使用了更广泛使用的NSD做法，例如系统的NSD流程，多项绩效评估，跨职能团队和一线参与。这项研究的观察结果包含在有关体验服务中NSD的七个命题中。总的来说，本研究着眼于NSD，强调了服务流程创新与服务产品创新相比的重要作用，以及要求NSD流程和实践更加灵活，迭代和非线性的持续创新的重要性。该研究还支持以下论点：不同类型的服务可能需要不同的NSD流程和实践。

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