Group 9

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Group 9

  1. 1. Creating Growth with Service Song Tanda Li Shuguo Liu Yazhuo Han Jie 1-
  2. 2. What happened now? <ul><li>Companies are turning to service offerings for growth. </li></ul><ul><li>The key to success involves redefining markets in terms of customer activities and outcomes, not products and services. </li></ul><ul><li>The systematic approaches: </li></ul><ul><li>Mapping the customer-activities. </li></ul><ul><li>Relating the map to service-opportunities matrix </li></ul><ul><li>Assess the pitfalls and risk by risk mitigation matrix </li></ul>
  3. 3. Customer-activity Chain <ul><li>What the customer buys and considers value is never a product. It is always utility—that is, what a product dose for him </li></ul><ul><li>several characteristics: </li></ul><ul><li>represent an end-to-end temporal sequence of logical related activities </li></ul><ul><li>led to define customer outcome </li></ul><ul><li>defined at segmentation level, not aggregate </li></ul><ul><li>often cross industry and market boundary </li></ul>
  4. 4. Service-opportunities Matrix How type of growth Where focus of growth
  5. 5. Four elements of framework: <ul><ul><li>temporal expansion: </li></ul></ul><ul><ul><li>Growth from service that add new activities to a primary activity chain </li></ul></ul><ul><ul><li>spatial expansion </li></ul></ul><ul><ul><li>Growth from service that add new activities to an adjacent chain </li></ul></ul><ul><ul><li>temporal reconfiguration </li></ul></ul><ul><ul><li>Growth from service that change the structure and control within a primary activity chain </li></ul></ul><ul><ul><li>spatial reconfiguration </li></ul></ul><ul><ul><li>Growth from service that change the structure and control within an adjacent chain </li></ul></ul>
  6. 6. The Service Risk Mitigation Matrix Organizational strategies (the people) Design strategies (the offering) Development Strategies (the process) Capability Risk (can we do it?) <ul><li>Incubate separately </li></ul><ul><li>Create acquire or partner with a company that has a service culture </li></ul><ul><li>Design services that build on existing product platforms </li></ul><ul><li>Design product architectures to support services </li></ul><ul><li>Involve lead users </li></ul><ul><li>Use partners to fill competency gap </li></ul><ul><li>Inventory new competencies </li></ul>Market Risk (will they come?) <ul><li>Focus on existing customers </li></ul><ul><li>Train sales force to build on early adoption success stories while selling </li></ul><ul><li>Train sales force to clarify” return on investment” </li></ul><ul><li>User partners to fill in reputation gap </li></ul><ul><li>Offer trial periods </li></ul><ul><li>Reduce customer adoption risk </li></ul><ul><li>Prototype and iterate </li></ul><ul><li>Blueprint carefully according to customer specifications </li></ul>Financial Risk (can we make money?) <ul><li>Use partner assets </li></ul><ul><li>Use technology and the internet to decrease labor costs and inconvenience by encouraging customer self-srevice and automated service </li></ul><ul><li>For small customers create productized versions of services </li></ul><ul><li>Use annuity payment model to obtain steady revenues </li></ul><ul><li>Quantify economic value to customers and compare with service delivery cost </li></ul><ul><li>Perform robust early and frequent economic value analyses </li></ul>
  7. 7.
  8. 8. Service-opportunities matrix How type of growth Where focus of growth
  9. 9. Mac iPod
  10. 10. Mac iPod iTunes iTunes U Movie Rentals MacWorld 2008 iPhone and iPod touch Mac OS X Map service Search and category
  11. 11. <ul><li>Thank you! </li></ul>

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