International Society of Service Innovation Professionals

1. ISSIP: The International Society of
Service Innovation Professionals
http://www.issip.org

2. Connected Service Systems:
In need of service innovations

3. Professional associations
ready to help do their part!
http://service-science.info/archives/1982
1. AMA SERVSIG 9. Service Design Network
2. INFORMS Service 10. AISNET SIG Service
Science Section 11. IEEE SOSE
3. TSIA 12. ISSS Natural and Service
4. POMS Systems
5. AHFE HSSE 13. INCOSE SeBOK
6. ITSMFI 14. IIE for Manufacturing and
7. ACM SoC Service Systems
8. SRII 15. IAMOT
9. PICMET 16. For more check URL ->

4. Does the world need
one more “helper”?
Is ISSIP one more blindfolded man, Is ISSIP the last straw; the one
studying a complex service system? that broke the camel’s back?
“That’s the one.”
No, ISSIP is something new and different, with a lighter touch…
that can help professionals work together better

5. ISSIP (pronounced I-Zip)
http://service-science.info/archives/1982
1. Growth in service
2. Bridge many existing
professional associations BREADTH
• ISSIP supports
their conferences
DEPTH
• ISSIP contributes to
their publications
3. Interconnected nature of
value co-creation in modern T-shaped professionals
service systems with depth & breadth
(tech, biz, social, etc.)

6. Definitions
Service is the application of knowledge
and resources
for the benefit of others (A) Agriculture:
Value from
(value co-creation logic). harvesting nature
(M) Manufacturing:
Service innovators are often Value from
“T-shaped” professionals with making products
depth & breadth of knowledge, and (S) Service:
Value from
the ability T-shaped professionals in smarter systems
that co-create benefits with customers
to span boundaries and rapidly and sustainably improve quality of life.
synthesize diverse perspectives.
Modern service systems and platforms
scale-up new service offerings
(% of Jobs in USA)
globally rapidly (innovation).
Value Co-Creation Logic: :
Re-thinking Provider-Customer Interactions
From: Agriculture, Manufacturing, Service
To: Physical, Cognitive, Social Work/Risk/Info Sharing

7. Our Mission
Promote service
innovations for our
interconnected
world.
Link service innovators
through their stories
Bridge & celebrate diverse
existing professional associations.

8. Our Objectives
1. Professional
Development
2. Education
3. Research
4. Practice
5. Policy Many possible configurations
of service innovations
in our interconnected world

9. Ambassadors
Ambassadors link ISSIP to other professional
associations and organizations, can be self
nominated and are approved by the Board.
Ambassadors propose linkage activities, such as
student best paper awards to recognize next
generation service innovators.
Ambassadors should provide short videos about
their careers and interests to link with and
encourage those with related backgrounds.

10. SIGS
Special Interest Groups (SIGS) are proposed by
members and approved by the Board of
Directors.
Topics must relate to service, and include
Education & Research, Big Data & Analytics,
Globalization, Innovation Tools & Methods, etc.
SIG Leaders run weekly calls, set objectives
(e.g., conference sessions, publications, etc.)

11. Chapters
Geographic chapters are proposed by members
and approved by the Board of Directors.
Chapters for Germany, Japan, UK, Italy, Jordan,
Australia, etc. are planned.
Chapter Leaders run weekly calls, elect
ambassadors to cover discipline areas and
industry sectors, set objectives (e.g., conference
sessions, publications, etc.)

12. Coverage
1. Disciplines
2. Sectors
3. Regions
Examples:
Jim <CS, Education, USA>
Lou <HFS, Health, USA>

13. T-shaped Professionals
Depth & Breadth Many disciplines
Many sectors
Teamwork ready Many regions
Trusted advisors (broad understanding & communications skills )
Professional Development
Discipline: Deep at least one
Region: Deep in at least one
Sector: Deep in at least one
Span 3 career dimensions
Discipline (Education/Research)
Sector (Practice/Research)
Region (Policy/Culture/Levels)

14. How T-shaped Are You?
1. Where are you IIE m em bership
1
deepest?
Practice in Specialized Field Local/Ntl IIE - presentations
0.8
Developing New Know ledge Local/Ntl IIE - Officer
0.6
0.4
2. Where can you
High School Efforts Local/Ntl IIE - Attend
0.2
improve your CC college efforts
0
Publish in IE Mag
breadth?
IIE Web Discussion groups Other Prof Orgs
Ethical practice Sponsor Student Projects
3. ISSIP analytics for Maintain Currency in Field Mentor students
professional Job Supported/Related
You Add
development

15. Sharing Stories

16. Getting started….
1. Register at issip.org
• Skim ByLaws
• Send ideas to info@issip.org
2. Are You An Ambassador?
• <Discipline, Sector, Region>
• Ideas for Student Best Paper Award?
3. Join or propose…
• SIGS
• Chapters
4. Share your story

17. DRAFT:
Membership Subject
To
Change
1. Student Members – FREE!
Full-time students, details on website
1. Professional Members “Special Offer”
If you pay dues to affiliated professional First thousand Professional
association ($24/year… waived 1st year) Members - your fees may be
If you do not belong to affiliated professional waived forever, if you create
association ($48/year… waived 1st year)
an accepted short video,
Lifetime (Sponsoring) Member ($2400)
that we can link to
from the ISSIP website!!
2. Corporate/Institutional Members Get further details by
Contact ISSIP Officers or Board emailing info@issip.org
Or email info@issip.org Include your (Slide #12):
<discipline, sector, region>

18. Starting a SIG
1. Interlock with the Global ISSIP team
2. Find supporters and followers
3. Capture ideas for implementing your SIG
4. Write a brief whitepaper on how you envision
your SIG will work
5. Derive a set of initial objectives (research,
conferences, awards, publications, etc.)
6. Define a simple governance structure
“Aim high, start focused !”

19. SIG Education & Research
“My first weeks with ISSIP SIG E&R…” Jim Spohrer
ISSIP USA
• Sent emails to the usual suspects IBM UP
1. Interlock
• Agreed on regular calls (early and late Wednesdays)
• Quick Win: Colleagues from IBM University Programs
(IBM UP) and several universities were happy to help
• Awareness: Initial discussions with a focus on what we
2. Followers
were already doing in this area
• Roadmap: Generated a spreadsheet of disciplines,
sectors, and regions of people to contact/survey
Three main ideas:
3. Ideas Teaching Service Science, Education Transformation as a
Service System, and Research For Service Education

20. SIG Education & Research
“My first weeks with ISSIP SIG E&R…” Jim Spohrer
ISSIP USA
The life of a start-up: Constantly trying IBM UP
4. Whitepaper
to keep whitepaper and reality in synch
• Survey:
Survey Monkey of existing service science related courses
5. Objectives • Initial target conferences included T-shaped Summit
MSU-2013, and AIS-2013 Chicago, HSSE-2014 Krakow
• Communication material to share on ISSIP SIG Wiki
Weekly calls (morning call, co-lead Ralph Badinelli; afternoon
6. Governance call, co-lead Haluk Demirkan); ISSIP Board has approved us
working on this, and we will report quarterly progress.

21. Starting a Chapter
1. Interlock with the Global ISSIP team
2. Find local supporters and followers
3. Capture ideas for implementing your chapter
4. Write a brief whitepaper on how you envision
your chapter to work
5. Derive a set of initial objectives (conferences,
awards, SIGs, etc.)
6. Define a simple governance structure
“Aim high, start focused !”

22. Germany Chapter (I)
“My first weeks with ISSIP…” Niels Feldmann
ISSIP Germany
• Visited to Bay Area: Meeting parts of the IBM GBS, KSRI
1. Interlock ISSIP global team
• Agreed on regular calls
• Quick Win: Colleagues at Karlsruhe Service Research
Institute (KSRI)
• Awareness: Initial discussions with personal network,
2. Followers
clients, etc.
• Roadmap: Generated overview on organizations to contact
– initially in own domain of service innovation
Lots of ideas but one core principal:
3. Ideas Leverage some of your own – already existing or planned -
initiatives (Quick Wins)

23. Germany Chapter (II)
“My first weeks with ISSIP…” Niels Feldmann
ISSIP Germany
The life of a start-up: Constantly trying IBM GBS, KSRI
4. Whitepaper
to keep whitepaper and reality in synch
• Local SIG on Service Innovation:
The SiNLAB* Club of Service Innovation Experts
(first event scheduled for February 2013)
5. Objectives
• Initial target conferences and summer schools identified,
planning how to represent ISSIP at these conferences
• Communication material to share with interested parties
Currently meetings with the own local supporters
6. Governance
As of November: Weekly meetings / calls with chapter team
*The SiNLAB is the Service Innovation Lab at the Karlsruhe Service Research Institute (KSRI)

24. Future of Sectors
Digital Immigrant Digital Native
Born: 1988 Born: 2012
Graduated College: 2011 Enters College: 2030

25. Transportation
Steve Mahan:
Test “Driver”

26. Water

27. Manufacturing as Local
Recycling Service
Ryan Chin:
Urban Mobility

28. Energy

29. Information Technology

30. HPC & Clouds at Universities
http://w3.ibm.com/news/w3news/top_stories/2011/02/chq_watson_wrapup.html
30

31. Buildings & Construction
China Broad Group:
30 Stories in 15 Days

32. Retail & Hospitality

33. Finance & Investing

34. Health & Medicine

35. Education/Research blend
Into Life Long Learning

36. Cities
Four commandments for
Intelligent Operations Center cities of the future:
Eduardo Paes at TED2012

37. Government as a
Service Platform
1. Innovativeness
2. Equity
(Competitive Parity)
3. Sustainability
4. Resilience

38. Competitive Parity
• The NFL has spent the last two Value Co-Creation
decades touting its parity—the idea Logic
that any team can win on any
given Sunday (or Monday or
Thursday). But this year, parity has
truly run wild.
Makes
Games Exciting
• … here's the wackiest thing:
Through six weeks, 11 of the NFL's
32 teams are 3-3. The Journal
asked the statistical gurus of Accelerates
Massey-Peabody Analytics to run Distributed
a coin-flip simulation… Learning

39. Connected Service Systems
2012

40. Contact us….
Officers Board
Ammar Rayes (Cisco) President@issip.org Jim Spohrer (IBM) info@issip.org
Charlie Bess (HP) Vicepresident@issip.org Ana Pinczuk (Cisco)
Jim Spohrer (IBM) Secretary@issip.org Charlie Bess (HP)
Executive Director (TBD) Lou Freund (SJSU)
Ralph Badinelli (Virginia Tech)
Advisors
Robin Williams (IEEE and ACM Fellow)
Sunil Kripalani and Carlos Pignataro (Cisco)
Haluk Demirkan (ASU)
Bill Hefley (UPitt)
Stephen K Kwan (SJSU)
Wendy Murphy (IBM)

41. FAQ
1. What does it cost to join ISSIP? Free for individuals (Slide 17: Membership details), and
institutions can contact an ISSIP Officer, Board Member, or email info@issip.org.
2. Why should I join ISSIP? If you are interested in service, service innovation, service
systems and platforms, service science and arts, etc. and belong to an existing professional
association with a focus or SIG on service, chances are you have stories that will help the
next generation of service innovators, and would qualify as an ISSIP Ambassador to be
eligible for sponsorship of your existing conferences, and attract additional submissions to
your publications. If you are a student, ISSIP membership can help you build your network
and professional reputation. So our view is don’t wait, but instead become a catalyst for
change today.
3. Does ISSIP compete with SRII or any other organizations? We are not trying to compete
with other communities, but ensure support of a “service logic” perspective, promoting
innovation regardless of the discipline, sector, or region. By design our goal is to create a
global network of service innovators who add value to all others. We do not have our own
conference or publication, but support and contribute to those of other organizations. ISSIP
has a unique mission, objective, and operating model. Our design goal for ISSIP (as a
service system and platform) is a small weekly investment of time, and a big payoff in
professional development is our design goal for ISSIP.

42. FAQ
4. How do I become an ISSIP Ambassador to an existing professional association?
Register, and then nominate yourself by sending email to info@issip.org, you then can
propose that ISSIP sponsor a conference with a student best paper award for service
innovation
5. So I registered, now what? Soon you will be able to easily explore existing SIGs and
Chapters at the website, and propose new ones. SIGs and Chapters require about 30
minutes a week commitment, and lead to conference sessions, publications, etc. If you
send email to info@issip.org we can see if you qualify to become an Ambassador, and
then we can work to help you propose activities, like sponsorship (student best paper
awards) for the service innovation related conferences you attend or run, and value add
benefits for the professional associations you belong to. We can also work with you on
sharing a video about your career and interests, or if you are a student about your
interests and aspirations.
6. Does ISSIP fund service research? Not at this time, but SIGs and Chapters may
perform service research activities, and may work together to find funding for service
research projects, including from ISSIP sponsor institutions.

43. FAQ
7. I don’t get T-shaped, what is that about? When people had jobs for a life-time, they
could specialize and be I-shaped, more and more experienced in their specialization.
Those days are gone for most people. Today, adaptive innovators are needed, and
they tend to be T-shaped professionals with depth (specialization) and breadth (ability
to understand and communicate as a boundary spanner to better integrate and
explore, and learn new things faster).
8. Why do you call it service innovation, and not just innovation? “Service” is the
application of knowledge and resources to co-create value with others. We could call it
“knowledge-based value co-creation innovation” and that is just too much of a
mouthful. Also, human-serving systems are complex systems that we all depend on.
9. Is ISSIP mainly for academics or industry? Both, plus policymakers and social sector
professionals. See the coverage (Slide 12: Coverage). Industry practitioners may not
work in SIGS with conference sessions and publications as goals, but with goal such
as new standards, tools, and best practices as outcomes.

44. FAQ
10. Is ISSIP mainly for students or professionals? Again, both. We are all on a journey to
be more T-shaped and adapt to accelerating change.
11. Why should businesses become institutional members? If you care about service
innovation, then you have professionals that work for you who could benefit from
ISSIP. If you are trying to growth your service innovation professionals, their service in
ISSIP and filling Ambassdaor, SIG, Chapter, or other Officer, Advisor, or Board roles
can be excellent professional development.
12. Why should government, foundations, and other organizations become institutional
members? Just like businesses, you employ service innovation professionals that
impact the productivity and quality of the service offerings you provide society. ISSIP
can help your organization develop its professionals, and gain access to a worldwide
network of professionals.

45. FAQ
13. Does ISSIP run its own conference? This organization is not as “event” oriented, as other
associations, but instead focuses on on-going and iterative exchanges of ideas and insights.
We support the conferences of other professional associations and organizations. ISSIP
supports their publications venues as well. The design goal of ISSIP is to add value to other
professional associations and organizations. By the By-Laws, ISSIP will have open Board
Meetings and Annual Member Meetings, with some restrictions on space, and mechanisms
for members to vote on important issues and topics.
14. How does ISSIP relate to service science? Service science is an emerging discipline that
studies service phenomena (as value co-creation, reflecting service-dominant logic mindset)
and service systems. ISSIP SIG for Education & Research will help advance service
science, management, engineering, design, arts, polictymaking, etc.
15. So what’s ISSIP message to me? No matter what region, discipline, or sector you belong to,
service innovation is important to your quality of life and quality of career. ISSIP can help
you “leverage the matrix” to get important things done. Join us and help us co-create ISSIP.
ISSIP is a service system and platform for 21 st century T-shaped professionals. So our view
is don’t wait, but instead become a catalyst for change today.

46. FAQ
13. Does ISSIP run its own conference? This organization is not as “event” oriented, as other
associations, but instead focuses on on-going and iterative exchanges of ideas and insights.
We support the conferences of other professional associations and organizations. ISSIP
supports their publications venues as well. The design goal of ISSIP is to add value to other
professional associations and organizations. By the By-Laws, ISSIP will have open Board
Meetings and Annual Member Meetings, with some restrictions on space, and mechanisms
for members to vote on important issues and topics.
14. How does ISSIP relate to service science? Service science is an emerging discipline that
studies service phenomena (as value co-creation, reflecting service-dominant logic mindset)
and service systems. ISSIP SIG for Education & Research will help advance service
science, management, engineering, design, arts, polictymaking, etc.
15. So what’s ISSIP message to me? No matter what discipline, sector, or region you belong to,
service innovation is important to your quality of life and quality of career. ISSIP can help
you “leverage the matrix” to get important things done. Join us and help us co-create ISSIP.
ISSIP is a service system and platform for 21 st century T-shaped professionals. So our view
is don’t wait, but instead become a catalyst for change today.

47. FAQ
16. I am still not sure, what should I take away for now? This community is not as “event”
oriented as others, but instead focuses on on-going and iterative exchanges of ideas
and insights. So our view is don’t wait, but instead become a catalyst for change today.
We are not trying to compete with other communities, but ensure support for your
service perspective in the evolving ecology of perspectives, promoting service
innovations regardless of the discipline, sector, or region.
17. What if I have more questions? Just email us your questions at info@issip.org

49. Tutorial: What is Service?
• Co-Creation of value
• Service-Dominant Logic (SDL)

50. What is Service?
• The IHIP fallacy
– Intangible If products are tangible then why
do auto companies advertise the
hedonic values of driving their
cars?
Intangible: Service is intangible,
products are tangible
Is a meal in a restaurant
tangible?

51. What is Service?
• IHIP definitions
If products are homogeneous
– Intangible then why is it possible to
– Heterogeneous configure many thousands of
laptop computers from one brand
and model?
Heterogeneous: Service is
heterogeneous, products are
homogeneous
How heterogeneous is a bank
teller machine?

52. What is Service?
• IHIP definitions
How soon after purchasing a soft
– Intangible drink from a machine do you
consume it?
– Heterogeneous
– Instantaneous
Instantaneous: Service outputs
are used simultaneously with the
provision of the service; products
are used after they are acquired.
How soon after getting advice
from your doctor do you execute
that advice?

53. What is Service?
• IHIP definitions
– Intangible
How long will your car last? What
– Heterogeneous about Chemicals,
pharmaceuticals, food, etc?
– Instantaneous
Perishability: Service outputs
– Perishable
are perishable and must be
renewed. Products are
permanent.
When did you stop using your
education?

54. So What is Service?
• Co-Creation of value
• Service Dominant Logic (SDL)
– A paradigm for service
– Postulated by Vargo & Lusch
– 10 foundational principles
– Guideposts for service science, engineering,
management and operation

55. T-Shaped Professionals
• Co-creative processes involve,
– Technology
– Process engineering
– Value in exchange, value in use, value in context
– Psychology
– Decision making
– Social interaction
– Government support/regulation
– Personal values, perception, knowledge, awareness

56. An Eclectic Research Community
Ching-I Teng, Shao-Kang Lo, and Yi-Jhen Li. How Can Achievement Induce
Loyalty? A Combination of the Goal-Setting Theory and Flow Theory
Perspectives
Flow theory and an empirical study of online gamers.
Stephen L. Vargo and Melissa Archpru Akaka. Value Cocreation and Service
Systems (Re)Formation: A Service Ecosystems View
An extension of SDL to the concept of service ecosystems.
Hyunwoo Park, Trustin Clear, William B. Rouse, Rahul C. Basole, Mark L.
Braunstein, Kenneth L. Brigham, and Lynn Cunningham. Multilevel
Simulations of Health Delivery Systems: A Prospective Tool for Policy,
Strategy, Planning, and Management
An OR methodology applied to health care service.

57. The Human Side of
Service Engineering
This Certificate of Laud & Appreciation
Acknowledges the Awesome Contribution of
Bradford Hesse (USA)
at the 4th International Conference on Applied Human Factors and Ergonomics
and the 1st International Conference on the Human-Side of Service Engineering
on July 21-25, 2012 in San Francisco, CA USA
and is hereby recognized as a
Inaugural Conference Special Guest and
Pioneer of the Human-Side of Service Engineering
Louis E. Freund, Co-Chair James C. Spohrer, Co-Chair

58. Backup Slides
1 4
5
2
3 6