Experience Hub

New Service Design

SOM - 29.11.12

Outline
Goal and Competitive Landscape

Service Offering
Funding Mechanism Employee Management System Customer Management System Evaluation

Experience Hub
Create a community
between seniors, which offers to help, events, fun, communication, getting together

Goal: being engaged in

your neighborhood after retiring instead of being separated

Service Offering
Telephone Transportati on Internet

Activity and fun

Community colleges

Special requests

Meeting Point

Post

Open doors Networking in real life (virtual life)

Senior placement (mini jobs) Community events

Physical meeting space

Rented office and meeting place in Frankfurt Oder
Centrum

Contact
Physical Meeting Point
Internet Community (if possible) Telephone Post Personal visits at home

Competitors
Community Colleges (VHS)
Courses designed for seniors Standardized processes Nursing Homes Fulltime care Standard processes and schedules Cost intensive, less personal Others Elder care, personal service, caretaker Promotional trips Self organized meetings

Attribute Map
6 5 4

Experience Hub

Community College

Nursing Home

Strategy I
We want to create more a
community, a place to meet, chat, engage and exchange experiences, help with problems and offer events and activities. It is a high service experience with more customized processes depending on individual needs Starting in Frankfurt Oder

Strategy II
Delivery Process: Professional Service
High labor intensity High interaction, high customization

Strategic Insights:
Tangible action directed to the customers: passenger
transportation, meeting point Tangible action directed at the customers possession: repair, maintenance Intangible actions directed at the customers intellect: education, events, learning

Funding Mechanism
Registered association, club,
society

Free membership, donations on a

voluntary basis

Service from seniors to seniors,

paying for rent and student employees

Senior assignment: fee per

transaction/job or offering state

Support from city government and

Charging in a palatable way

Customers may have to pay less for a technician;
customers do the work for other customers

Good Atmosphere (coffee and cake), good time with

various activities

More customers more services

Customers do what they like to do Blackboard Friendly Employees

Employee Management System

Job consist almost of interacting with people and
organizing interactions or connect people together.

Job do not need high skilled personal but right attitudes

towards acting with elderly people.

Opening hours
Mo - Fr: 9am 6pm Sa: 10am 4pm Total: 51h 2 full-time + 2 part-time employees on
demand

Selection
Hire students or persons who are interested in social
care

Helpful

Intelligent
Initiative Communicative Emphasizing Good manners

Job Design & Training

Contract handling: employees have to follow the
traditional approach setting goals: they have to act within the box and have to contact employer when problems occur

Interacting with customers and trying to find offering:

employees are free within their interaction by following bottom line

Performance Measurement
employees and costumers as service provider
Feedback from customer Performance measured by the amount of revenue
produced, events and transfers organized,

Bonus Points for completed tasks and activities or

organizing an event (bees)

Customer Management System

Target Customer Segment:
Focus on seniors in retirement who need help (everyday
problems) and can offer support and searching for interactive engagement seniors who offer support seniors who need support all customers should become part of the same community

Expected customer behavior:

Integration Self-formation Mediation Build community spirit

Relationships
Relationship with customers is both formal with a
membership program but also informal for one time help, referrals etc.

Building a database with significant information

about customers (e.g. age, needs, offers, skills, interests) to build strong relationships

Switching costs are high because of community

spirit and well established relationships

Satisfaction
Giving attention to personal interaction

Addresses specific needs of senior interaction

Good convenience and good price compared to
competitors

Social benefits, being known by name, friendship with

service provider and enjoyment of certain social aspect of the relationship

Personal relationships, communication, trust, intimacy

Likelihood of Success
Biggest obstacle: reaching elderly people in the first
place

More costumers more opportunities for activities and

social events, support

Estimating a likelihood of 60%

 What are your grandparents

doing after they retired?

What would you suggest can

be added to the service portfolio?

What services should NOT be

included?

How would you evaluate our

likelihood of success?

Resources

Pictures. Retrieved Nov 28, 2012 from: http://www.mcdonalds-kinderhilfe.org/was-wir-machen/ronald-mcdonald-haeuser/cottbus/aktuelles/archiv-rmhcottbus/awo-seniorenclub-zu-besuch-im-ronald-mcdonald-haus/ http://assistedlivingtoday.com/s/california/assisted-living http://rescuealertofca.com/choosing-a-retirement-community-for-active-seniors-secrets-to-making-the-right-choice http://info.daystarseattle.com/senior-living-blog/bid/53283/Retirement-Community-Living-10-Tips-for-BuildingRelationships http://www.michellehenry.fr/retire.htm http://www.watermarkcommunities.com/BronsonPlace/livingchoices/BronsonPlaceCCRC.asp http://www.elbi.de/Lehrerstempel/Holzstempel/Elbi-Motivstempel-Kinder-Holzstempel-toll-angestrengt.html

http://chemistry.about.com/od/safetysignsandsymbols/ig/Safety-Signs/Emergency-Meeting-Point-Sign.htm
http://databyte.com.mt/news/new-telephone-number/ http://www.gws-s.info/post.html http://www.pc-magazin.de/news/ipv6-standard-entschluesselt-warum-das-internet-protokoll-so-wichtig-ist-209375.html http://www.sutton.gov.uk/index.aspx?articleid=2133