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In Future of Services: Connecting Digital, Physical & Social Spaces -workshop you learn how you can strategically design and re-design data-driven services and digital service offerings with Dr. Mohamed Zaki. Session and materials will be in English. Request an offer for a workshop to be held for your team.


  • Kohderyhmä: Target group: Everyone who is interested of service design, business design and service or business development
  • Hakuaika: 
  • Ajoitus: Dates: According to agreement
  • Laajuus: 
  • Sijainti: Location: According to agreement
  • Hinta: Price: Request an offer

During the workshop you will participate speed dating, learn the future of data-driven services and customer experience and understand how to design and manage service experience. You will exercise position your service on digital, physical and social spaces, think and innovate the business model and design the experience for your customer.

By the end of the workshop, you are able to recognize how firms can strategically design and re-design data-driven services and digital service offerings. You understand how firms can explore innovation in customer experience at the intersection of the digital, physical and social realms and how tools such as customer experience analytics and DDBM developed in Cambridge can play a role in the next generation of services.


  • Main objectives 
    • Which industrial trends and challenges are shaping the next generation of services and customer experience
    • How to structure a consistent and engaging customer experience across digital, physical and social
    • How to design innovative customer journeys and touchpoints
    • How to generate insights from data analytics to manage and monitor customer experience

  • Benefits for joining 

    What are the benefits for joining the workshop?

    Participants will be able to understand new concepts, frameworks and practical methods to design innovative digital services, customer experience, emotions and data-driven business models. Drawing on practical tools, case studies and exercises from latest research on servitization studies that will drive organisation’s success.

    In addition, participants will be able to know more about the future challenges and opportunities of using digital technologies and platforms (e.g. AI, Digital Twins, etc.) to design and manage the next generations of services. The workshops cover current and developing new thinking and frameworks in the next generation of services, customer experience and data-driven business model (DDBM).

    The perspective adopted is based on practical frameworks, tools and exercises developed by leading academics in Cambridge Service Alliance at the University of Cambridge. Mohamed will introduce industrial trends and challenges of developing services in the digital age. Followed by an introduction to underpinning frameworks and conceptual models of customer experience at the intersection of digital, physical and social. This leads to consideration of the practical activities and processes of positioning the service across the digital, physical and social dimensions.

    Followed up by a session on designing and managing the customer journey and touchpoints. Then, the focus shifts to the data driven business models. After a review of the various value creation and capture dimensions to use data as a key resource, the session concentrates on building business models and generate revenue streams using data as key resource. The theoretical definition of data-driven business models supplemented by case studies drawn from recent research (case of Nettavisen Online Newspaper Publishing.).

  • Price 

    Request an offer for a workshop to be held for your team.

  • Speaker bio: Dr Mohamed Zaki 

    Dr. Mohamed Zaki is the Deputy Director of the Cambridge Service Alliance at the University of Cambridge, A research centre that brings together the world’s leading firms and academics to address service challenges.

    Mohamed’s research interests lie in the field of machine learning and its application on Digital Manufacturing and services. He uses an interdisciplinary approach of data science techniques to address a range of real organizations’ problems such as measuring and managing customer experience and customer loyalty. Other research interests include digital service transformation strategy and data-driven business models. 

    Mohamed’s research has been published in highly-ranked journals, Journal of Service Research, Harvard Business Review, Expert Systems with Applications, Journal Service Management, Journal of Business Research, International Journal of Operations and Production Management, PloS ONE, Journal of Production Planning & Control, Journal of Services Marketing as well as an edited book, book chapters and many conference articles. 

    Mohamed raised over £7 million from research council and industry to fund his research. Mohamed is a principle investigator, research manager and co-investigator in many UK research council projects (e.g. EPSRC, ESRC and Innovate UK) and industrial research projects sponsored by international organisations such as IBM, BAE Systems, Caterpillar, Rolls-Royce, Zoetis, Pearson, CEMEX, PWC and HCL technologies. 

    He is a recipient of international awards (2016 and 2017) from the Marketing Science Institute on customer experience analytics and digital customer initiatives. Also, he is a recipient of the 2019 Robert Johnston Award for Highly Commended Paper from Journal of Service Management, 2018 Highly Commended paper Award from Journal of Services Marketing, 2017 British Academy of Management best development paper award, 2015 Runner-up for the AMA Best Services Article, 2015 one of four finalists Journal of Service Research Best Article Award. 

    Mohamed does consultancy and training on the topics of customer experience, digital transformation, and the application of AI to predict customer loyalty and engagement. He works on projects with companies including Manchester United, Thomson Reuters, Caterpillar, Lei Shing Hong Limited, Finning UK, Capital Machinery Limited, and Mitsubishi Heavy Industries.  




Further educations of business and management