Service Management - Creating value through Services: Where to start?

When talking about service, we often hear senior managers ask, ’But where do you start?’

It would be lovely to call out, ‘At the beginning!’, but that is simplistic. The thing is that successful service companies align all aspects of their business to their goal. But to address change on a wide front is costly and risky.  Instead business leaders understand where their priorities are, address these first and then move on to the next part of the puzzle. Effective decision-making means defining priorities in a context of an overall vision for services business.

We thought it worthwhile to help paint this picture by sharing a series of blog articles based on real life. The blogs illustrate 4 key areas to get right!

  1. Understand the Value you can deliver to the customer and your business
  2. An effective GO-TO Market strategy that defines what service offerings you need to develop and how to sell them
  3. Efficient Service Delivery to ensure profitability
  4. Have a Plan

Lets first look at a good way to improve your understanding of Value by analysing your Customer’s Journey to your services.

Here we cover all the ‘touch points’ of the service delivery model. Many of you will recognise the customer journey map below as being similar for the equipment lifecycle.  This is a high level summary of one part of a customer journey scenario mapped out for a premier manufacturer of injection moulding systems, Husky SA. It illustrates how a customer perceives the brand at different touch-points through their journey.  

Example of mapping cross-functional teams

This map allowed cross-functional teams from Husky Service & Sales to understand:

  1. Where different functions need to cooperate: For example in the selling process, especially where negotiations revolved around total cost of ownership.
  2. Where the service organisation needs to intervene to safeguard customer satisfaction and loyalty: For example, swift response to a start up issue that transformed an issue into a positive experience.
  3. Where 3rd party service contractors deployment may be needed.
  4. How to maximise revenues by identifying and targeting systems for refurbishment and upgrades throughout the product lifecycle.

Husky also zoomed in this ‘high level journey’ and decided to funnel all incoming calls to one call-centre. By doing so, Husky was able to design an effective communication process with its customers and ensure the correct level of training for its employees.

These examples how a detailed understanding of your customer’s journey can help to better deliver the value customers are expecting.

This article has been published as a blog, to read the full article, click here: >>

 

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