{"id":1528,"date":"2014-11-07T11:44:37","date_gmt":"2014-11-07T10:44:37","guid":{"rendered":"http:\/\/www.munich-business-school.de\/insights\/?p=1528"},"modified":"2016-02-22T18:59:26","modified_gmt":"2016-02-22T17:59:26","slug":"where-the-customer-is-king-part-2-service-strategies-simply-implemented","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/en\/2014\/where-the-customer-is-king-part-2-service-strategies-simply-implemented\/","title":{"rendered":"Where the Customer is King: Part 2 \u2013 Service Strategies Simply Implemented"},"content":{"rendered":"<p>As already explained in the <a href=\"http:\/\/www.munich-business-school.de\/insights\/en\/2014\/10\/where-the-customer-is-king-part-1-growth-by-customer-centered-service-innovations\/\">first part<\/a>, innovative and customer-centered services and service-based offers are the key to a company\u2019s success &#8211; because they come with the biggest potentials for turnover and results. But what are the strategies that can help companies grow in the service business?<\/p>\n<p><strong>Operational excellence \u2013 further development of existing service offers<\/strong><\/p>\n<p><em>What does operational excellence mean?<\/em> It means that a company is continuously improving its existing services to augment added value for the customer and to protect itself effectively against imitation by competitors.<\/p>\n<p><em>What companies are implementing operational excellence in an exemplary way?<\/em> A joint project allowed BMW, Siemens and E.ON to realize long-distance mobility for electric cars. This feature is extremely important for general acceptance of electric cars. Within the frame of the project, fast loading stations with direct current were set up along A 9 for the route Munich-Leipzig-Berlin. The stations can load electric cars to 80% of their capacity within 30 minutes. After numerous test phases, the system is now up and fully functional since middle of June 2014.<\/p>\n<p><strong>Market-oriented service innovations<\/strong><\/p>\n<p><em>What are market-oriented service innovations?<\/em> New or bordering market segments are opened up with the leverage of already established services. Companies pursuing this strategy \u2013 as a result \u2013 have the possibility to address new customers with existing offers.<\/p>\n<p><em>What companies are implementing market-oriented service innovations in an exemplary way?<\/em> One example is the now recognized concept of car sharing. Earlier, people bought cars, today they lease them. This is attractive for the seller just as much as for the user. In the large megacities, more and more people no longer buy their own cars, because with good public transportation at hand, they want to avoid traffic chaos, the lack of parking space and high follow-up costs. Through car sharing, service providers like Car2Go, DriveNow &amp; Co. also reach customers who, so far, actually did not belong to their customer base. And each car rent that is paid simultaneously is a paid test ride for the service provider.<\/p>\n<p><strong>New-business approach<\/strong><\/p>\n<p><em>What does new-business approach mean?<\/em> New services and service offers also mean new customers. If a company opens up new market segments with the help of innovative services, this is a classical new-business strategy. Entering new markets, however, bears enormous risks for the pioneer company. Yet simultaneously, decisive competitive advantage is gained, because the strategy leads to a headstart ahead of the competitors, so that the innovative concept allows the company to start to explore and understand their customers\u2019 needs, motivation and behavior long before competitors do, enabling the innovator to establish long-term customer relationships and loyalty.<\/p>\n<p><em>What companies are implementing this approach in an exemplary way? <\/em>Apple\u2018s online platform \u201ciTunes\u201d is a good example. At the time of its release, iTunes was one of the first apps of its kind, integrating the smartphone with media offers \u2013 music, movies, books, and everything also as a cloud service that is usable on all connected terminals.<\/p>\n<p><strong>Customer-centered service innovations<\/strong><\/p>\n<p><em>What does customer-centered service innovation mean?<\/em> Customer satisfaction is a company\u2019s highest priority. Companies can increase their customers\u2019 satisfaction by developing new offers for existing customers, creating genuine added value. Added value is generated for the customers, if companies release them of or support them in their processes. Organizations who are committed to adding value for their customers not only improve their image, they also enhance customer loyalty and get a better understanding of their clients.<\/p>\n<p><em>What companies are implementing customer-centered service innovations in an exemplary way?<\/em> With \u201cDaimler Mobility Services GmbH\u201d, Daimler set up a subsidiary that bundles a multitude of mobility offers, inter alia an interest in the American company \u201cGotta Park\u201d. Gotta Park allows customers to make reservations for a parking place in three simple steps.<\/p>\n<p>I invite you to also read <a href=\"http:\/\/www.munich-business-school.de\/insights\/en\/2014\/11\/where-the-customer-is-king-part-3-the-business-with-mobility\/\">part 3\u00a0of my series<\/a>: Next week, I will discuss a very good Master thesis by MBS student Yekatherina Khorunzhaya, treating \u201cMobility offers in Germany\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>As already explained in the first part, innovative and customer-centered services and service-based offers are the key to a company\u2019s success &#8211; because they come with the biggest potentials for turnover and results. But what <a class=\"mh-excerpt-more\" href=\"https:\/\/www.munich-business-school.de\/insights\/en\/2014\/where-the-customer-is-king-part-2-service-strategies-simply-implemented\/\" title=\"Where the Customer is King: Part 2 \u2013 Service Strategies Simply Implemented\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":14,"featured_media":1525,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10430,10432],"tags":[1607,228,1609,1603,1611,1605],"coauthors":[676],"class_list":["post-1528","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archiv","category-archive","tag-car-sharing-en","tag-dienstleistungsinnovation","tag-mobility","tag-service","tag-service-innovation","tag-service-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blog Munich Business School<\/title>\n<meta name=\"description\" content=\"Blog Munich Business School\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.munich-business-school.de\/insights\/en\/2014\/where-the-customer-is-king-part-2-service-strategies-simply-implemented\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Blog Munich Business School\" \/>\n<meta property=\"og:description\" content=\"Blog Munich Business School\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.munich-business-school.de\/insights\/en\/2014\/where-the-customer-is-king-part-2-service-strategies-simply-implemented\/\" \/>\n<meta property=\"og:site_name\" content=\"Munich Business School Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Munich.Business.School\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-11-07T10:44:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-02-22T17:59:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2015\/12\/Fotolia_71035538_S.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1030\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Prof. Dr. Hans H. 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