ISS 2020 Vision Future of Service Management | Page 92

The classic consumer is a user who says, “show me” to service providers. They are
representative of the baseline future, accepting the traditional perceptions of good service.
This group engages in somewhat standardized, simple service interactions, allowing service
providers to fulfil expected service outcomes, without lofty expectations. The classic consumer
prefers standardized support services at the most necessary touch points.
High
Service landscape & strategy
The classic consumer embodies the conventional notion of employee behaviour, preferring
the human touch to more digital, impersonal means of service. They possess a transactional
view of service, expecting service providers to fulfil a clearly defined set of responsibilities.
For the classic consumer, excellent service is defined as achieving an expected outcome through
clear communication. They do not wish to be involved in the decision-making surrounding
the provision of service, but rather, assume service professionals take full responsibility in
delivering needed services at the necessary touch points along the user journey.
Competence and a positive and accommodating attitude among service professionals are
important for the classic consumer, who values personal relationships and human interaction
when receiving otherwise standardized services. The classic consumer is a creature of habit
and prefers to follow an unvarying routine in order to achieve greater efficiency and be more
productive.
Future knowledge-based organizations will be grounded by the behaviours and tendencies
of the classic consumer. With the classic consumer in mind, service designers and Service
Managers should focus on facilitating smooth and predictable service experiences that are
directed towards learning and knowledge creation.
Service touch points & actors
Classic consumers are private car owners commuting to and from the workplace on a daily
basis. They maintain a strong distinction/separation between work life and private life, and
prefer not to engage in work tasks outside of the workspace. While they are not techno-
phobic, they thrive on human interaction and view humans as essential actors in the
service equation – identifying challenges and discovering solutions. They are not afraid of
technology-based solutions, yet require these types of systems to be fully supported by teams
of competent professionals, and further, have access to these individuals if needed.
Service professionals will require sophisticated emotional intelligence and social sensing in
order to provide the type and quality of service expected by the classic consumer. As service
professionals are awarded greater responsibility, self-direction and self-leadership, they will
need to possess not just technical skills, but also soft skills, such as work ethic, attitude,
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The value
creator
The
empowered
explorer
6.3 The classic consumer
The
classic
consumer
Low
The
premium
patron
High
Human Touch
Service automation