Purpose

This vision article alerts service managers to the potential of cognitive computing to reframe their value propositions. Humans are bounded in three ways: perception, rationality and physicality. Cognitive computing, hardware or software that transcends these three limits, offers many opportunities to improve the performance of service systems, in particular those focused on customer engagement. The intangibility spectrum is presented as a mental model for service managers to consider how to use cognitive computing to support augmenting their value proposition by moving across the spectrum.

Design/methodology/approach

Three frameworks are integrated: a five systems framework, a system's impact classification of types of cognitive computing and a tangibility spectrum.

Findings

Three examples illustrate the potential value of this integrative approach for service management.

Originality/value

This is the first integration of these frameworks, and two of them are the result of the first author's research.

中文翻译：

---

卓越的服务管理

目的

这篇远见文章提醒服务经理注意认知计算在重新构建其价值主张方面的潜力。人类受到三种方式的限制：感知、理性和物理。超越这三个限制的认知计算、硬件或软件为提高服务系统的性能提供了许多机会，尤其是那些专注于客户参与的系统。无形性频谱是服务经理考虑如何使用认知计算来支持通过跨越频谱来增强其价值主张的心理模型。

设计/方法/方法

集成了三个框架：一个五系统框架、一个系统对认知计算类型的影响分类和一个有形范围。

发现

三个例子说明了这种服务管理集成方法的潜在价值。

原创性/价值

这是这些框架的第一次集成，其中两个是第一作者研究的结果。