ISS 2020 Vision Future of Service Management | Page 90

6.2 Emerging service archetypes
Understanding the physical behaviour and needs outlined above is fundamental in order
to serve end-users and reach a satisfying service level. However, along with the growing
expectations in the service industry, understanding your customers’ physical behaviour is not
sufficient. If you want to take a step from good service to excellent service, you must also
understand the dimensions that drive service preferences.
We are entering an era that is demand driven, not supply driven – users are searching for
needed solutions that are relevant to them, rather than the standardized offerings available
in the market. Amid widespread demographic development and increased globalization
emerge new user groups and segments, each with their own distinct needs, expectations and
decision-making process. For example, 21 st century lifestyles, the increased prominence of
millennials, the new 50+, a growing faith/belief-based economy and greater socio-economic
stratification are all creating the myriad of future service landscapes.
Based on the findings from desk research, surveys, and interviews with subject-matter
experts, we have identified two preferential parameters as having the greatest impact on
Service Management. These parameters cover the degree of user engagement in the service
delivery and degree of automation involved in the service delivery.
High
The
empowered
explorer
The value
creator
Service
archetype is
dependent on
context and
situation
The
classic
consumer
Low
The
premium
patron
High
Human Touch
Service automation
Figure 36: Stage 2 – Emerging service archetypes
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