ISS 2020 Vision Future of Service Management | Seite 54

Culture
Business
model
Value
Brand
Service
Design
Utility
Authenticity
Figure 20: Parameters of service design (Source: Paul Sims)
Trends in service strategy indicate that there will continue to be a greater focus on
simplification. Service providers will be responsible for designing the complexity out of the
experience, while at the same time, maximizing utility. According to interviewed subject-
matter experts, service innovation is about “Making things easier. This is the key to success
– reducing the complexity and making it easy.” 61 As stressed by Jeff James, Vice President and
General Manager of Disney Institute, exceptional service is achievable for every organization
because exceptional service is “architected” from systems and processes that you control. 62
As a result, the services industry is transitioning towards XaaS or total resource management,
where service providers are tasked with optimizing resources and delivering comprehensive,
end-to-end solutions. Indeed, there are more opportunities opening up for industry
professionals to play a greater role as educators and consultants based on their knowledge
and experience. This is becoming increasingly prominent within the B2C context, since a
maturing knowledge economy is pushing big data from marketing to advising. Adding to the
mix is a burgeoning Do It Yourself (DIY) movement, which necessitates expert advice.
Rapid digitization and the extensive use of connected wearables means that past technological
challenges are no longer holding companies back in regards to communication with users.
Opportunities for value-added service abound; if service providers have relevant information
or insights, users are within their reach. As much as possible, without compromising the
simplicity of the service, service strategies should seek to involve users in the service process
and empower them with the knowledge, tools and platforms required to fulfil their ambitions.
61 Coenen, C., ISS 2020 Vision: Future of Service Management, 2016.
62 ISS World Services, What is the Disney Secret to Creating Exceptional Service Experiences, Service Futures Blog, 2016.
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