Leading in Service Innovation: Three perspectives on service value delivery in a European context

This paper explores the relationships between the shaping of “service value propositions” according to three dimensions: “intangible mix”, “physical support”, and “time”, and the strengthening of Innovative Capability in service organizations. After the first introductory section, we describe a series of related innovative moves experienced in the European context by leading companies. We analyze how JCDecaux addresses service recipients simultaneously as citizens and consumers, focusing especially on the Cyclocity project. With CS2 Lawyers in the UK, we envision how automation and technology adoption in professional services may lead to significant productivity improvement for the good of society. Finally, we study how SNCF in France has succeeded in implementing a permanently strengthening value proposition in public service through the recent launching of the IDTGV initiative. In these situations, the service companies have clearly addressed their market considering three different forms of interrelated, yet distinct, targets: “ultimate beneficiaries”, “paying bodies”, and entities or individuals who somehow “prescribe” the consumption of services. In these three situations, we investigate the robustness of the “value propositions” thus implemented, and analyze the particular role played by technology in the success of the new ventures.