ISS 2020 Vision Future of Service Management | Page 95

Dynamic and adaptive activity-based workplaces should have the physical space available,
integrated with tools and technology, and be emotionally aligned to any number of
objectives, whether it be learning, increasing focus, enhancing collaboration, or facilitating
social interaction. Investment in multipurpose, multifunctional furniture and other physical
objects will allow for more dynamic workspaces. The spectrum of dynamics starts with open
office spaces with mobile furniture and removable walls, to mobile architecture and fluid
design.
6.5 The premium patron
High
The value
creator
The premium patron is a user who says, “serve me” to service providers. They are leaders
in their own right, but require strong networks of support services in order to pursue their
interests and fulfil their mandate. This group engages in more complex service transactions
with the expectation that service providers develop and deliver complete, end-to-end service
solutions. The premium patron is an influencer and key decision-maker in organizations,
responsible for managing teams and navigating the complex waters of the future business
environment.
The
empowered
explorer
The
classic
consumer
Low
The
premium
patron
Service landscape & strategy
High
Human Touch
Service automation
The premium patron represents the visionary, progressive business leader of the future,
responsible for mobilizing, orchestrating and engaging talent, skills, leaders and ideas across
highly coordinated networks and ecosystems. The premium patron is an influential player, but
highly demanding when it comes to the provision of services. They are consultative, schedule-
oriented figures interacting with a wide and diverse group of stakeholders around matters
of strategic importance. They are the apex of “money rich-time poor” users, relying heavily
on a carefully managed suite of personalized support services that keep them operating at
full speed.
The premium patron is progressively becoming entrenched in the norms of an accelerating,
hyper-competitive and rapid-fire work culture. Their lives are characterized by monetary
wealth (or resource accessibility) and time poverty. These dynamics are perpetuating a
“wealth paradox” and producing a genus of time poor, money rich users as defined by the
premium patron. 116 For the premium patron, emphasis will increasingly be placed on value
for money. They are prepared to pay good money for a quality experience that reduces
complexity and eases stress. The motivation to purchase services is that which lies beyond the
stimulus of price, and which invokes consideration of quality and opportunity. The premium
patron is increasingly drawn to value-added solutions that maximize their experiences, and
importantly, recover time. As a result, they require more complex service offerings that
provide seamless, stress-free, end-to-end solutions for any number of given challenges. 116
Future organizations will be guided by the visions of the premium patron. Service providers will
be required to deeply understand the needs of the premium patron. This involves anticipating
116 Brown, K., Future Travel and the Evolving Tourist, SCENARIO Magazine 02:2014, 2014.
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