This work focuses on the innovation in the retail banking industry, specifically in the innovation done in the branches. Innovation had played a major role in the competitive source for service firms, impacting positively in the economic growth of the businesses. Banking had faced some difficulties in the past years, pushing the industry to innovate to recover their position lost. The banking innovation had focused in channels, customer service and experience. The increase of online banking captured the attention of scholars to study the banking innovations, leaving aside the physical experiences. However, the retail banking industry partner up with design agencies to reinvent the branch experience, implementing design methodologies to innovate that provided a new approach in the industry. In the attempt to study the innovation done in the branches, this work discusses ten branch cases were a design methodology was used to create the concept in partnership with a design agency. The work uses managerial and design approaches to identify the strategy adopted and how the service was developed. Moreover, by following the typology proposed by Sawhney and workmates, the study proposes that the branch innovations are classified into four main strategies that attempt to provide a new experience in diverse ways. The branches provide additional experiences to create a community, automatize the operations reducing the operational cost, provides a comfortable environment to facilitate the conversations, or shifts the branches from grounded into mobile to respond the customer demand.
Questo lavoro si concentra sull'innovazione nell'industria del retail banking, in particolare nell'innovazione effettuata nelle filiale bancaria. L'innovazione aveva svolto un ruolo importante nella fonte competitiva per le imprese di servizio, con un impatto positivo sulla crescita economica delle imprese. L'attività bancaria ha dovuto affrontare alcune difficoltà negli ultimi anni, spingendo l'industria ad innovare per recuperare la propria posizione persa. L'innovazione bancaria si è concentrata sui canali, sul servizio clienti e sull'esperienza. L'aumento della banca on-line ha attirato l'attenzione dai ricercatore per studiare le innovazioni bancarie, lasciando da parte le esperienze fisiche. Tuttavia, il settore bancario retail coopera con agenzie di design per reinventare l'esperienza della filiale bancaria, implementando metodologie di disegno per innovare che hanno fornito un nuovo approccio nel settore. Nel tentativo di studiare l'innovazione fatta nei sportelli bancari, questo lavoro discute dieci casi di banche sono stati una metodologia di disegno utilizzata per creare il concetto in collaborazione con un'agenzia di disegno. Il lavoro utilizza approcci manageriali e di disegno per identificare la strategia adottata e come è stato sviluppato il servizio. Inoltre, seguendo la tipologia proposta da Sawhney e compagni di lavoro, lo studio propone che le innovazioni del ramo siano classificate in quattro strategie principali che tentano di fornire una nuova esperienza in modi diversi. Gli sportelli bancari forniscono esperienze aggiuntive per creare una comunità, automatizzare le operazioni riducendo i costi operativi, fornire un ambiente confortevole per facilitare le conversazioni o spostare i rami da terra a cellulare per rispondere alla domanda del cliente.
Service design and innovation in bank branches
MARTINEZ RODRIGUEZ, ANDRES FELIPE
2016/2017
Abstract
This work focuses on the innovation in the retail banking industry, specifically in the innovation done in the branches. Innovation had played a major role in the competitive source for service firms, impacting positively in the economic growth of the businesses. Banking had faced some difficulties in the past years, pushing the industry to innovate to recover their position lost. The banking innovation had focused in channels, customer service and experience. The increase of online banking captured the attention of scholars to study the banking innovations, leaving aside the physical experiences. However, the retail banking industry partner up with design agencies to reinvent the branch experience, implementing design methodologies to innovate that provided a new approach in the industry. In the attempt to study the innovation done in the branches, this work discusses ten branch cases were a design methodology was used to create the concept in partnership with a design agency. The work uses managerial and design approaches to identify the strategy adopted and how the service was developed. Moreover, by following the typology proposed by Sawhney and workmates, the study proposes that the branch innovations are classified into four main strategies that attempt to provide a new experience in diverse ways. The branches provide additional experiences to create a community, automatize the operations reducing the operational cost, provides a comfortable environment to facilitate the conversations, or shifts the branches from grounded into mobile to respond the customer demand.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/135260