how to productize your service
DESCRIPTION
Why and how to turn your service into a productTRANSCRIPT
Productize your serviceAarni Heiskanen
©2010 AE Partners
Products are standardized and inflexible
...whereas services are flexible and adaptable
So, what is the point in “productizing” a service?
The idea is not to make the service inflexible
The idea is to systematize the service in a way that benefits both the customer and the
provider
5...15%
85...95%
25...50%
50...75%
Before After
Customer-specificwork
StandardizedAutomatedRepeatable
Effect of service systematization onservice tasks
How can productization improve your service business?
It establishes trust and
reduces the customer’s risk
It makes the intangible more tangible
It increases service productivity
It can make your service
stand out
Through consistent delivery it increases customer
satisfaction
“A service is productized when its ownership can be traded”
Jorma Sipilä
How to start productizing a service?
1. Explore what new value a productized
service would provide to your
customers
2. Define what is standardized and what customizable in your
service
3. Make a service blueprint
4. Automate parts of the service process with online
tools
5. Devise a simple pricing system
6. Create a consistent look and feel for tangible service
elements
7. Train your people how to
fulfill the customer
proposition
Examples
Text editing and proofreading with an online service process (Wordy)
Mass-customized home design (Moor)
Software care service (Fujitsu, Finland)
