Stakeholder involvement in the new service design process

The role of innovation/new product/service development as a source of organisational growth and profitability is well recognised. Similarly, the need to build ‘quality’ into the design of new products and services is understood. Research focusing on the development of new financial services usually includes new product development models, emphasising the ‘technical quality’ of the service, while service design models emphasise process or ‘functional quality’. Additionally, while the impact of staff on service delivery at the implementation stage and the need for inter-departmental cooperation is widely discussed, many studies do not focus on the range of stakeholder interests that affect the new product development/design process. The case study presented highlights both the focus of service design and the multiple stakeholders involved in the process. In-depth interviews with managers of the new product development department of a UK bank reveal potential and actual sources of conflict.