Service Interactions in a Digital Age (BLSI7010)

Drawing upon the course content from modules 1 to 4, students are to complete a total of 5 service interaction observational logs. Each log will identify how customer value is created and where pain points occur to diminish value from both a customer and a service organization perspective. 

You are asked to evaluate 5 different service interactions you have personally encountered and complete the observational log template provided in reflecting upon each of these 5 service interactions (5x log templates need to be completed!). These may stem from B2C, B2B or C2C encounters and should occur across a range of service providers/industries. 

For example, your five interactions could consist of: 1) buying your morning coffee, 2) shopping online for a new book, 3) booking a table at your favourite restaurant, 4) buying a second hand bike, 5) interacting with your suppliers at work. You don’t have to have interactions from each encounter type (i.e. B2C, B2B or C2C), nor do your service interactions have to involve technology (i.e. they may not include technology at all), but you MUST have them from different service providers and industries.

In responding to the criteria outlined in the log template critically reflect on your service interactions in relation to your feelings, thoughts and behaviours resultant from the service interactions. Students can complete as many logs as they wish, but are asked to submit their top 5 for assessment.

AI Statement:

This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.

A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.

To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.

You are asked to select a service technology that is (or can be) infused into service interactions. In this course we explore various technologies which are infused into service interactions across various service sectors (i.e. VR, augmented reality, self-service technologies, wearables, service robots). Students may choose one of these technologies or any other they wish to gain a deeper insight into. 

You are to write a technology insight brief that outlines the impact and implications of infusing this technology into service interactions across service sectors. The focus of this assessment is on critiquing the technology itself and its use within service interactions, rather than the implementation or adoption of a technology by a specific service organization (that is the focus of assessment 3 for the course).

Within this assessment you are being asked to describe the technology and critique its application within service interactions. The technology insight brief should address the following:

1. Describe the technology sufficiently to outline the role it plays in service interactions and how it impacts service employee and consumer roles.
2. How the technology can enhance customer and service provider value.
3. Challenges and opportunities faced by service organizations in infusing this technology into service interactions.
4. Key ethical considerations for the infusion of this technology into various service settings.
5. Describe how this technology would be viewed from the perspective of a Futurist. (Where does this technology fit into broader trends and/or future trends? Outline those trends in answering this question).
6. Describe how this technology would be viewed from the perspective of a Strategist. (Where does this technology fit in terms of a system(s) – teams, product lines, organizations, industries, markets, societies – as wholes. Describe the network of interacting forces). 
7. Describe how this technology could be used to reframe difficult conditions (provide examples of such conditions) to uncover hidden opportunities (less obvious opportunities).

Your discussion is to be supported by current research and industry practice. As a briefing document, the focus of the report is upon clear and concise communication. You will be assessed on your ability to analyse, synthesise and evaluate your chosen technology and the ways in which it impacts service interactions.

AI Statement:

This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.

A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.

To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.

For your own organization, or an aspirational service organization of your choice, you are to prepare a pitch presentation to support the adoption of a new service technology to enhance consumer value.

The pitch is to be aimed at your CEO/Board of Directors and is to critically assess the implications of the new technology and to make recommendations appropriate to the successful infusion of this technology into the organizations’ service encounters.

Your analysis should examine the implications of the adoption of this technology on stakeholders, service outcomes, including ethical considerations. The pitch should address factors that can enable (impede) the sustainability of the adoption of this technology.

Specifically, your pitch deck and associated video recording should:

1. Overview why this new technology is important to enhancing your organization’s service interactions.
2. Examine the potential benefits to both your customers and the organization in integrating this technology.
3. Outline technology and interaction-related challenges the organization will need to navigate in the adoption and use of this technology.
4. Consider ethical considerations in the ongoing sustainability of the technology within your organization.
5. Provide recommendations to your CEO/Board on how to best embed the new technology in light of the above considerations.

You are expected to critically review the course content, academic and practitioner literature, identify and translate the relevance to your organization to support your argument. Be specific and provide full justification.

Further information provided once semester starts.

AI Statement:

This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.

A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.

To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.