In today’s global economy, manufacturing can take place in the lowest cost location and even high-tech products are becoming commoditised. Many traditional product firms are looking to move to a services business model that will provide them with a sustainable competitive advantage. But how should they make this transition?
This was the topic of the master class held close to Eindhoven’s High Tech Campus and attended by 80 business executives from companies at various stages of making this change. Professor Jos Lemmink, Maastricht University School of Business and Economics (SBE), framed the scale of this challenge which was further explored by Professor Dwayne D. Gremler, Bowling Green State University, Ohio.
Professor Gremler illustrated his Gaps Model with some practical examples from his own experience. He emphasised the complimentarity of both having processes implemented effectively and designing an organisation which values and supports the employees on the front line who actually deliver the service, enabling them to deliver on the organisation’s brand promise and truly provide service with a ‘soul’.
The Soul of Service is also the topic of the first module of the ‘Leading Business Services’ programme which starts on 18 September 2014. This new executive programme for professionals in business services was co-created by Maastricht University School of Business and Economics and Rotterdam School of Management, Erasmus University (RSM), at the request of Vanderlande Industries, Océ and Philips.