Dynamic modelling of relationships in complex service design systems
Editor: Anja Maier, Stanko Škec, Harrison Kim, Michael Kokkolaras, Josef Oehmen, Georges Fadel, Filippo Salustri, Mike Van der Loos
Author: Hassannezhad, Mohammad; Cassidy, Steve; Clarkson, P. John
Institution: 1: University of Cambridge, United Kingdom; 2: BT Research Laboratories, United Kingdom
Section: Design Processes, Design Organisation and Management
Today’s market conditions such as globalisation and digitalisation have made it challenging to design an effective service system that can efficiently balance organisational service capacity and customer service quality, hence ensure achieving business growth. One key reason might be related to the complex structure of relationships within and across functional disciplines that in often cases are dynamic and uncertain while occurring in multiple layers. Therefore, effective understanding of these interrelationships might be a significant step towards understanding the dynamics of a complex service system. In response to this challenge, this paper presents development and application of a systematic modelling and analysis framework that uses functionality of Change Prediction Method and System Dynamics to integrate multiple levels of relationships. The objective is to help decision makers understand key influencing factors and their underlying risk and impact on the system behaviour, i.e., customer experience, thus making organisation more adaptive in responding to changes and uncertainties. The ideas are illustrated through an expanded case study in British Telecom company.