Please Tell Me What to Do – Towards a Guided Orchestration of Key Activities in Data-Rich Service Systems

The digital transformation has led to the rise of data-rich service systems, in which organizations engage in data collection and analytics activities. Analytics-based services (ABS) are offered, enabling customers to make better decisions and providing assistance in solving more complex problems – thereby creating new customer value. The successful application of ABS requires the configuration of data and analytical models. These are usually spread across different organizational entities within the service system. Therefore, the orchestration of collaborative activities is key in creating customer value. This brings a new level of complexity for service design teams to develop new and innovative ABS solutions. This paper presents a canvas-based tool that provides methodological assistance to these teams by offering a systematic view on the systemwide key activities required in ABS. Furthermore, the generic design knowledge presented in this paper enables researchers to develop similar methodological tools in the field of ABS in the future.