FRAMEWORK FOR BUILDING A SERVICE VISION STATEMENT

The product vision sets the end state for what a product will deliver, and guides every action taken to develop or enhance it. This is also similar for a service, which is instead intangible, unique to each customer, inseparable from its provider, and non-storable. A good service vision is therefore critical for its success. There are, however, several challenges in translating vision into a competitive product or service, like demanding time constraints, fire-fighting instead of proactive management, inconsistent stakeholder opinions, or market dynamics. While considerable attention has been given to product vision building, service vision building has been less addressed. This paper proposes a framework for service vision development (in the IT domain), based on the creative usage of the Anticipatory Failure Determination method. A case study related to an integrated knowledge management service is also presented.