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ICED 11
Papers

Dynamic modelling of relationships in complex service design systems

Dynamic modelling of relationships in complex service design systems

Year: 2017

Section: Design Processes, Design Organisation and Management

Editor: Anja Maier, Stanko Škec, Harrison Kim, Michael Kokkolaras, Josef Oehmen, Georges Fadel, Filippo Salustri, Mike Van der Loos

Author: Hassannezhad, Mohammad (1); Cassidy, Steve (2); Clarkson, P. John (1)

Series: ICED

Institution: 1: University of Cambridge, United Kingdom; 2: BT Research Laboratories, United Kingdom

Section: Design Processes, Design Organisation and Management

Pages: 219-228

ISBN: 978-1-904670-90-2

ISSN: 2220-4342

Abstract

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.

Keywords: Service design, Complexity, Dependency modelling, Uncertainty, Telecommunication

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ICED17 The 21st International Conference on Engineering Design, 21-25th August 2017The 21st International Conference on Engineering Design ICED17 to be held August 21-25, 2017, in Vancouver, British Columbia, Canada. Theme: Resource-Sensitive Design Paper submission deadline: December 19, 2016 For full details go to: http://iced17.org. The forthcoming International Conference on Engineering Design, ICED17, will continue to be a great forum where the design community comes together to share insights, discover new ideas, create new design ventures, and form friendships....

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Keywords
Design Science Journal