trends in strategy and service
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Trends in Strategy & ServiceSymposium 13-02-2013
Arjen Droog
How did the boss explain our strategy?
Not sure, but he did mention an iPad.
Specialist in Strategy & Service | Manager Business Development @ Aranea | Proud husband & father
@arjendroog@AraneaNL@InhBIM
I have nothing
to say
You should tweet about it!
What is?
• Strategy: how to achieve goals?• Service: Perception of quality
• Quality is complicated:• Low quality vs. Lack of quality• Need to add value• Main services & supporting services
Perceived Service Quality Perceived serviceExpected Service
Corportate Image
Technical Quality• Knowledge• Technology solutions• Employees abilities• Computerized
systems• Machines
Functional Quality• Attitude• Internal relations• Customer contacts• Behavior• Accessability• Service-mindness• Appearance
Source: MIT Sloan
Service and Quality
Personal needs Past experienceWord of mouth communications
Expected service
Source: MIT Sloan
Service and Quality Gaps
Management of perceptions of Consumer expectations
Translation of perceptions into Service Quality Specs
Service deliveryExternal communications
to customers
Customer
Service provider
Gap 1
Gap 2
Gap 3
Gap 4
Gap 5
Perceived service
Strategic Service Trends
Ultimately service is all about creating magic.
How to create Service Magic?• Stop writing SLA’s• Do not only focus on technical quality• Flip your Service Organization
No more SLA’s!
• Service Guarantees!• SLA’s are extremely rule driven• Service Guarantees are intention driven• SMART rules in SLA’s only focus on technical
quality; but totally forget functional quality• Monthly cancellable (no vendor-lock in)
Flippin’ Organizations
Today
backoffice frontoffice
customers
Tomorrow
backoffice frontoffice
customers
Day after tomorrow
backoffice
frontoffice
customers
Are there questions?
Answer them if you can
Otherwise, say time’s up.
Arjen Droog [email protected]@arjendroog