Campus Lausanne

Service Innovation by Design

Learn to apply "design thinking" skills and develop an innovative mindset to revolutionize the customer journey and/or service approach of any business.

Next Dates

15 June 2023

Online introduction: 12 June 2023

On-campus course: 15-17 June 2023

Final assessment: 17 June 2023

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Delivery
Campus Lausanne
Delivery Icon
Credentials
Certificate of Achievement
2.5 ECTS / 1.5 US
Duration Icon
Duration
3 days (incl. final assessment) + online introduction
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Language
English
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Price
CHF 1,950

Service Innovation by Design

Traditional formulas for success in the service industry are evolving with the rise of digitalization, servitization, and ever-increasing customer expectations. So how do we implement the latest tools and business models to improve, not replace, our interactions with the customer? 

This course gives you the skills and innovative mindset to identify promising trends in and beyond your industry, drive innovation in response to external and internal opportunity development, and assess successful business models to support a sustainable competitive advantage. The workshop is highly experiential and applies the “design thinking” methodology.  You will get to roll up your sleeves and learn by doing activities, e.g. brainstorming ideas, speaking to potential customers, and prototyping in a design-thinking room. 

Image

Why take this course ?

This course develops specialized knowledge and skills that enable you to

  • Gain insight into one of the most popular methods of innovation (design thinking) applied to business models
  • Get comfortable with the messiness of service business model design (how business models are created for services)
  • Understand 360° of creating a service (business models have lots of interfaces – these interfaces are difficult to manage in service)
  • Applying the lens of strategic customer centricity as opposed to designing incremental operational innovations

Benefits of joining this course

icon_webinar_gold
Industry guest speakers and case studies from diverse industries
icon_chat_gold
Focus on connection between theory and practice through a live business case: create your own business model.
icon_equipment_gold
Opportunities to network with other participants and guest speakers
icon_zoom_gold
All course material is accessible through an online Learning Management System

Syllabus

Course Content

Value creation in service innovation garners an in-depth understanding of the customer for consequential innovations:

  • Empathize with the customer, end user, or other stakeholders in the value network to uncover meaningful tensions and opportunities for service innovations.
  • Define and reframe customer-centric problem statements

Value creation covers the following topics and concepts:

  • Non-judgmental data collection (e.g., interviews, shadowing, observation, etc.)
  • Vignette development
  • Persona development
  • Pains and gains development

Value delivery in service innovation drives the creative development of innovation options to pursue:

  • Ideation focus on the creation and prioritization of valuable service innovations
  • Prototyping builds on quick and agile innovation option development


Value delivery covers the following topics and concepts:

  • Convergent and divergent thinking
  • Hypothesis-based innovation development
  • Participatory design methods
    Agile prototyping (e.g., Storyboards, mockups, videos, etc).

Value capture in service innovation focuses on the refinement and selection of innovations to expose to real-life testing:

  • Test prototypes and embrace failure to generate innovation that effectively responds to customer needs
  • Refinement through short-cycle adaptation that drives innovation towards implementation
  • Iteration to address feedback by revisiting prior concepts and prototypes


Value capture covers the following topics and concepts:

  • Usability testing
  • Pivoting and adaptation
  • Business modeling

To obtain the certificate of achievement, participants must successfully pass the final assessment which is composed of a 20-minute group presentation.

Download Course Details

Is this course right for me?

Send us your profile details and a Program Advisor will get back to you with a feedback of which courses should be best suited for you.

Image

Who should apply?

This course is designed for entrepreneurs, hotel professionals, and people working in private clubs, F&B groups, or hospitality-related businesses, such as :

  • Managers in an F&B or hospitality business
  • Current or aspiring business owners & entrepreneurs
  • Marketing & communications managers

This course is also suitable for both mid- to senior-level managers who are looking to explore new ways to rethink their business within evolving contexts, such as :

  • Business unit managers/directors
  • Business development managers/directors
  • Marketing managers/directors

The course is equally relevant for experienced professionals in service businesses, as well as for experienced professionals in product-oriented businesses that are moving towards Servitization.

Admission Criteria

At least 10 years of relevant professional experience, of which 4 in a management position

Bachelor’s degree ideally in management-related fields, other academic areas are accepted if professional experience requirements are met

Advanced English level (C1 equivalent), for non-native speakers

Admission Process

The admissions team will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed, the team will organize a short phone interview with you. Once accepted, you will receive a student contract to sign and be invited to settle the amount online.

Deadline

Your application must be received at least one week before the start of the course.

Apply Online

Choose Your Intake : 

15 June 2023

Online introduction: 12 June 2023

On-campus course: 15-17 June 2023

Final assessment: 17 June 2023

Enroll

Cost

CHF 1,950

FAQ

A Student Visa is not required for this course. However, participants who are coming from countries outside of the EU/EEA zone may require a Schengen visa to enter Switzerland. 

Price: CHF 1,950

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks.

Participants will be able to pay via the payment platform Flywire, which provides various payment methods, no hidden bank fees, and offers favorable exchange rates.

To obtain the certificate of achievement, participants must successfully pass the final assessment which is composed of a 20-minute group presentation.

Service Innovation by Design

Traditional formulas for success in the service industry are evolving with the rise of digitalization, servitization, and ever-increasing customer expectations. So how do we implement the latest tools and business models to improve, not replace, our interactions with the customer? 

This course gives you the skills and innovative mindset to identify promising trends in and beyond your industry, drive innovation in response to external and internal opportunity development, and assess successful business models to support a sustainable competitive advantage. The workshop is highly experiential and applies the “design thinking” methodology.  You will get to roll up your sleeves and learn by doing activities, e.g. brainstorming ideas, speaking to potential customers, and prototyping in a design-thinking room. 

Overview
Image

Why take this course ?

This course develops specialized knowledge and skills that enable you to

  • Gain insight into one of the most popular methods of innovation (design thinking) applied to business models
  • Get comfortable with the messiness of service business model design (how business models are created for services)
  • Understand 360° of creating a service (business models have lots of interfaces – these interfaces are difficult to manage in service)
  • Applying the lens of strategic customer centricity as opposed to designing incremental operational innovations

Benefits of joining this course

icon_webinar_gold
Industry guest speakers and case studies from diverse industries
icon_chat_gold
Focus on connection between theory and practice through a live business case: create your own business model.
icon_equipment_gold
Opportunities to network with other participants and guest speakers
icon_zoom_gold
All course material is accessible through an online Learning Management System
Syllabus

Syllabus

Course Content

Value creation in service innovation garners an in-depth understanding of the customer for consequential innovations:

  • Empathize with the customer, end user, or other stakeholders in the value network to uncover meaningful tensions and opportunities for service innovations.
  • Define and reframe customer-centric problem statements

Value creation covers the following topics and concepts:

  • Non-judgmental data collection (e.g., interviews, shadowing, observation, etc.)
  • Vignette development
  • Persona development
  • Pains and gains development

Value delivery in service innovation drives the creative development of innovation options to pursue:

  • Ideation focus on the creation and prioritization of valuable service innovations
  • Prototyping builds on quick and agile innovation option development


Value delivery covers the following topics and concepts:

  • Convergent and divergent thinking
  • Hypothesis-based innovation development
  • Participatory design methods
    Agile prototyping (e.g., Storyboards, mockups, videos, etc).

Value capture in service innovation focuses on the refinement and selection of innovations to expose to real-life testing:

  • Test prototypes and embrace failure to generate innovation that effectively responds to customer needs
  • Refinement through short-cycle adaptation that drives innovation towards implementation
  • Iteration to address feedback by revisiting prior concepts and prototypes


Value capture covers the following topics and concepts:

  • Usability testing
  • Pivoting and adaptation
  • Business modeling

To obtain the certificate of achievement, participants must successfully pass the final assessment which is composed of a 20-minute group presentation.

Download Course Details

Is this course right for me?

Send us your profile details and a Program Advisor will get back to you with a feedback of which courses should be best suited for you.

Image

Who should apply?

This course is designed for entrepreneurs, hotel professionals, and people working in private clubs, F&B groups, or hospitality-related businesses, such as :

  • Managers in an F&B or hospitality business
  • Current or aspiring business owners & entrepreneurs
  • Marketing & communications managers

This course is also suitable for both mid- to senior-level managers who are looking to explore new ways to rethink their business within evolving contexts, such as :

  • Business unit managers/directors
  • Business development managers/directors
  • Marketing managers/directors

The course is equally relevant for experienced professionals in service businesses, as well as for experienced professionals in product-oriented businesses that are moving towards Servitization.

Apply Online

Admission Criteria

At least 10 years of relevant professional experience, of which 4 in a management position

Bachelor’s degree ideally in management-related fields, other academic areas are accepted if professional experience requirements are met

Advanced English level (C1 equivalent), for non-native speakers

Admission Process

The admissions team will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed, the team will organize a short phone interview with you. Once accepted, you will receive a student contract to sign and be invited to settle the amount online.

Deadline

Your application must be received at least one week before the start of the course.

Apply Online

Choose Your Intake : 

15 June 2023

Online introduction: 12 June 2023

On-campus course: 15-17 June 2023

Final assessment: 17 June 2023

Enroll

Cost

CHF 1,950

Video

FAQ

A Student Visa is not required for this course. However, participants who are coming from countries outside of the EU/EEA zone may require a Schengen visa to enter Switzerland. 

Price: CHF 1,950

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks.

Participants will be able to pay via the payment platform Flywire, which provides various payment methods, no hidden bank fees, and offers favorable exchange rates.

To obtain the certificate of achievement, participants must successfully pass the final assessment which is composed of a 20-minute group presentation.