Service is the distinguishing feature of the future. Products are always interchangeable. The distinction about marketing and advertising increasingly difficult because public opinion is interconnected and in real time. Who wants to play in this scenario in the Champions League, have to act smart”, says Philipp Rosenthal by Tieto. Unless so Thomas Berns lean services Six Sigma that the service industry is not celebrating, but consistently supported provider with excellent customer services now important.
The quality of service stands or falls with the related processes. In customer service, as well as in the automation of services. A well-functioning service process ensures customer satisfaction and reduces costs at the same time. To take this approach further, Cordys supports this initiative”, says Wolfgang Georg Bieber of the Cordys Germany AG. The smart service initiative continues the effort to convincing customer service a decisive step: customers with simplification and intelligent new services to an additional benefit “create and to help, to have more time for the really important things in life”, says Stephan Pucker by ad Scopum. “Entrepreneurs are now called upon to take the modernization of the economy into their own hands, so the plea by Sangeeta: State investment promotion missed the boat in the service economy.” Rethinking must occur even at universities. Also the higher education can contribute to a better understanding of the customer, as well as provide tools and methods, how to develop services from the customer’s perspective. The challenge lies in an interdisciplinary research approach so far only a few business administration professorships in Germany.
I think that in particular the Marketing Department should take up new impetus”, calls Steimel. As exemplary approach of the universities of Stanford and Potsam, he evaluates the design thinking-. Here will put the consumer in the center of the development of products and services. The practice shows that many marketing and product managers under time pressure products at the Bring market without to involve clients in the development process. Service Manager, acting as an advocate of the customers, are usually at the end of the food chain and can not influence the design of the product”, complains about Steimel. In the studies, it should introduce therefore mandatory work-placements in service industries.