CHALLENGE
Service leaders across the organization have been tasked with monetizing services to bring to market.
The first step in this transformation is to align on a new baseline for valuable service offerings, identifying what should be free and where new revenue can be captured.
SERVICE DESIGN
Transforming services from a free to fee business model
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Identified & evaluated complete service inventory through 3 perspective lenses:
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Internal (within and between products or regions)
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External (competitive & customer)
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Value (desirability & feasibility)
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Identified gaps, roadblocks, & quick win opportunities for monetized services
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Determined what services should be free, billed, or killed
THE APPROACH
RESULTS
In each workshop, participants accomplished the following:
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Aligned on a complete view of all services being developed & delivered across multiple products
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Identified critical considerations, dependencies, & revenue blockers for services
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Captured competitive insights & opportunities to level up offers
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Discovered service gaps, customer goals, accelerators, pain relievers, & needs-based services to offer
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Decided which services to bill, kill, or make free
In less than 8 hours...
Success Generated More Demand
The project began as a request for one group. The report & results generated demand from 2 additional groups working towards a similar winning outcome.This case study gives a broad overview of all 3.
My role was consistent in all 3 engagements, with the exception of additional refinements that led to greater ease in prioritized solution roadmapping.
Researching, Planning, & Curating
My Activities:
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Partnered with project owner to frame the opportunity, refine the scope, set and manage expectations
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Stakeholder interviews
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Secondary research; recent research studies, business articles, white papers, internal documents, and more
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Stitched together methods from Design Thinking, Lean, and MIT to create tailored workshops
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Drafted an approach on a timeline in Mural with activities to support implementation and execution
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Coordinate and run workshop kickoff, progress checkpoints, and stakeholder analysis to ensure we get all the right people in the room and identify high-power influencers to manage closely.
Designing Materials & Key Artifacts
As the first workshop of its kind at the company, I designed all of the presentations, data collectors, pre-read materials, virtual workshop components and the sessions in Mural, report template.
These assets continue to be used as this type of engagement receives additional requests.
Facilitating Sessions
I facilitated the workshop sessions, guiding participants through each activity
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MY ROLE
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"Many thanks as always! These sessions continue to be very productive. It's impressive how information is being created in almost no time compared to the other approaches I'm aware of."
CHRISTOPH B.,
Director of Professional Services
SESSION 1
Internal View
Evaluating current services through an internal perspective lens
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Captured a complete inventory of all services (free & paid)
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Compared offerings across products or regions
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Identified new service opportunities between products or regions
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Evaluated internal pain/friction points to account for in designing services
SESSION 2
External View
Evaluating services through an external perspective lens
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Reviewed & captured insights for competitive offers
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Identified customer pain points & needs
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Identified service gaps in meeting customer needs
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Determining how well services meet customer needs
SESSION 3
Synthesized View for Value
Merging insights from internal & external perspectives to map customer insights for value creation.
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Identified Customer Goals
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Determined Gains & Gain Creators
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Captured Pain Points & Pain Relievers
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Brainstormed service solutions that meet customer needs
The resulting roadmap in reports is based on the placement of services in the Prioritization Chart and the subsequent categorization discussions.
SESSION 4
Prioritize & Categorize
PRIORITIZATION CHART
Prioritized all current and new service ideas based on team feasibility & impact to users.
BILL IT, KILL IT, KEEP IT FREE
Followed decision tree to determine whether each service is a:
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GOLD NUGGET (BILL IT)
Customers value service & are willing to pay.
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PROFIT DRAIN (KILL IT)
Service does not create value & should be abandoned.
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BASIC OR CORE SERVICE (KEEP IT FREE)
Services that are free as strategic differentiation for the company.
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DISTRIBUTOR DELIGHT
Customers value service but third parties would be better at delivering.
TAILORED OUTCOMES
I tailored each workshop to meet team needs. Below are some of the variances in challenges and additional highlights of what participants accomplished to resolve those issues within the same 8-10 hours:
CUSTOMER CARE SERIES
Beyond Shared Challenges
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Viewed as a cost center. Little to no monetized services from Care
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No clear view of what was being delivered in reality as core (free) for Care across Airline IT
Outcomes
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Discovered 24 undocumented services beyond the base contract that were delivered for free
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Identified 29 new opportunities for monetization
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Created 19 enhancements to deliver greater value to customers for base care
CUSTOMER CARE SERIES
Beyond Shared Challenges
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Lack of vision for services
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Little to no clear approved inventory for services
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Uncertainty for investment
Outcomes
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Created roadmaps for free and paid services, separated by investment needs
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Created a new vision for world class services
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Produced 27 new high value paid service ideas
CUSTOMER CARE SERIES
Beyond Shared Challenges
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No alignment on what should be part of the core engagement model (free) vs paid
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No clear pricing model
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Little to no roadmap of services for Q3-Q4
Outcomes
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Identified 18 new paid services or enh that can be brought to market within 8 months
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Created a roadmap with new services, premium versions, and regional variations
Synthesizing Results into an Actionable Report
I synthesized data from research and sessions to create a report which I presented to leadership and participants.
I was invited to lead a training session by the executive sponsor to teach his team how to write presentation reports containing a lot of data.
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