Professor Klaus-Peter Fahnrich took the stage after lunch and took one of the most complex topics discussed at the event and kept the audience riveted (even after a great lunch and wine!). He started by talking about his favorite words "services. components. services. componentized. service engineering." To say that he was a bundle of energy would be doing his presentation a dis-service - I think he had enough energy on that stage to power half of Barcelona.
Here's the abstract on what he discussed:
Service engineering is a notion that arose in the early 1990s. It was meant to bring an engineering perspective into the service businesses, and thus was pretty provocative. A brief characterization of service engineering could be described as: The attempt to use engineering—like models, methods, and tools—to improve the quality and effectiveness of certain classes of services. This attempt was, of course, criticized by prominent members of the services marketing community because it was believed that services, by nature, could not be the object of an engineering approach. Furthermore it was argued that the role of customers in this approach would not be represented appropriately. On the other hand, practitioners from various industries were highly interested in this concept, and by 2000, the discipline was established. This presentation will provide an overview of the achievements in service engineering thus far, and will try to answer the question of whether we really need it.
Clearly there is tremendous thinking going on in services engineering and the concepts around service components and Professor Fanrich made it real through his examples. We are clearly only at the beginning of this journey - but it's obvious after watching this presentation that all of us have a lot to learn and we should all expect a LOT of change. I'd encourage everyone to find out more about this concept (and also check out his presentation).
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