Center for Services Leadership - Institute Faculty

Institute Faculty

What will Happen Next? Technology Creates New Winners and Losers

Gary Bridge, Ph.D.
R. Gary Bridge, Ph.D.
Currently, Managing Director Snow Creek Advisors LLC Formerly SVP and Global Lead Internet Business Solutions Group Cisco Systems, Inc.
Cisco Systems
Snow Creek Advisors LLC

Digitization ("computerization"), the fifth wave of the Industrial Revolution, is changing every sector of business, creating vast new opportunities and wealth, while simultaneously displacing some workers and companies. This session:

  • Identifies the emerging technologies that promise the most productivity gains for Service companies
  • Shows how technology enables service personalization and increases profits
  • Illustrates how location awareness technology changes service delivery
  • Describes how data analytics – "Big Data" – increases efficiency and effectiveness, creates new services, and enables new business models (for instance, product companies becoming service companies)
  • Explains how the "Internet of Things" will be far bigger than the internet we know today
  • Identifies the industries where incumbents are most vulnerable to new entrants' innovations and why the attackers win about 90% of the time
  • Describes the three phases of innovation, highlights the points where failures most often occur, and illustrates how successful companies create a culture of innovation
  • Recommends 25 things you can do immediately to embed technology in your operations

The Journey to Customer Centricity

Steve Church
Steve Church
The Journey to Customer Centricity
Steve Church, Senior Vice President, Avnet, Inc., retired, with
Terry Cain, Vice President, Global Customer Engagement Avnet, Inc.

Many companies are coming to the realization that one of the few ways they can truly differentiate themselves is through providing a better customer experience than their competitors. So, why is it that so few companies are able to do this? To progress to a customer-centric culture, companies must achieve several levels of maturity, from "interested" all the way to "embedded." As a company advances through these levels there are several roadblocks that can hinder the journey to customer centricity. Navigating this road to maturity will be different for every enterprise. We'll have an active discussion on what works and explore the steps that companies can use to build the customer experience they seek to provide Key takeaways:

  • Roles for leaders on the journey to a customer-centric culture
  • Barriers and solutions to customer centricity
  • Where to commit your focus on the journey to customer centricity
Terry Cain
Presenting with Terry Cain
Vice President, Global Customer Engagement
Avnet, Inc.

Many companies are coming to the realization that one of the few ways they can truly differentiate themselves today is through providing a better experience for their customers than their competitors. And our research indicates that most companies have a segment of their employees who understand this, and deliver great service every day. We call them "Heroes." However, we also know that it takes an entire organization to deliver a great customer experience on a consistent basis, and just one employee can derail that experience.

This session focuses on how Avnet is moving from Heroes to a Culture of Customer Service Excellence, where every employee understands their role in delivering a consistently great customer experience, whether they are a front-line employee interfacing with customers every day, or in the back office.

Frameworks and Tools

Service Blueprinting: Building Services from the Customer's Point of View

Amy Ostrom
Amy Ostrom
PetSmart Chair in Service Leadership
Professor and Research Director

Center for Services Leadership
W. P. Carey School of Business

Time and money are often spent revamping business processes, yet they still do not meet the needs of the firm or customers. Why? Because the customer's perspective is left out. Amy will describe the components of service blueprints, outline the design steps, and help you learn how to apply blueprinting to your company. Service blueprinting:

  • Injects the customer's experience and point of view
  • Helps address the challenges of delivering intangible services
  • Brings cross-unit and cross-functional teams together
  • Provides a common understanding of "what we offer"

Excelling at Service(s) by Closing the Gaps

Mary jo Bitner
Mary Jo Bitner
Edward M. Carson Chair in Service Marketing
Professor and Executive Director

Center for Services Leadership
W. P. Carey School of Business

All businesses are service businesses - whether they recognize it or not. And the most successful ones have figured out how to align their marketing, operations and people strategies around the customer. Yet, most firms are not quite there, or are just beginning their services transformation. You will learn a process for closing the gaps between where you are and where you want to be on your services journey through:

  • Knowing what your customers expect
  • Designing, delivering and measuring based on customer expectations
  • Delivering quality service every time
  • Matching what you promise withwhat you actually do

Service Expertise Topics

Growing Service Solutions

Stephen W. Brown
Stephen Brown
Stephen W. Brown, Ph.D. Edward M. Carson Chair
and Professor of Marketing Emeritus

and Distinguished Faculty Strategic Partner, The INSIGHT Group
Center for Services Leadership, W. P. Carey School of Business
Arizona State University

Most companies are seeking innovative ways to grow profitable revenue. Growing services revenue has much appeal, and yet, most companies struggle in making the significant adjustments needed within their organizations to grow services and solutions. Based on Brown's new co-authored book, Profiting from Services and Solutions, we will delve into

  • A novel Service Infusion Continuum will be presented
  • Best practices will be shared on how companies are growing services and solutions. The challenges and the changes being made inside companies and their results in the marketplace will be featured.

Can You Copy the Inimitable? Lessons Learned from the Four Seasons Culture

David E. Bowen
David E. Bowen, Ph.D.
The G. Robert & Katherine Herberger Chair in Global Management
Thunderbird School of Global Management

Four Seasons has built an organization culture that provides a valued and unique experience to customers. That culture is difficult, arguably impossible, for competitors to copy. However, Four Seasons answered a set of questions all could try to tackle in pursuit of a culture that drives a wonderful customer experience:

  • What values do we all need to share to be successful?
  • How do we build sharing of these values so that all behave consistent with them?
  • Can we build a culture that is both strong and flexible?
  • If we are "global," how do we manage possible "clashes" between our organizational culture and different country cultures?
  • What is my role, personally, in building our culture?

Case Study - Doing well by Doing Good: Combining Strategy for Services with CSR (Corporate Social Responsibility) to Produce Value for Customers and Profit for Shareholders

Roger Hallowell
Roger Hallowell, Ph.D. Affiliate Professor and Academic Director
HEC Paris Executive Education

The Securitas UAE case will help us examine the intersection of strategy and the management of human resources for a service organization. It also illustrates how a service can benefit operationally and financially through a CSR (Corporate Social Responsibility) initiative. Roger will present this highly interactive session in which participants examine a real-world case study and discuss innovative ways of motivating employees and leaders in a service setting relevant for domestic, international and global organizations.

Overcoming Barriers to Change Within the Organization

Douglas Olsen
Douglas Olsen, Ph.D.
Faculty Director, Associate Professor of Marketing
W. P. Carey School of Business
Arizona State University

Sometimes the biggest obstacles we face with a given change initiative, service or otherwise, are forces from within our own organization. This session will consider thse forces in light of the Comprehensive Change Model, developed by the presenter in his book The 5 Laws of Innovation Success: Generating Critical Momentum for Products, Services and Ideas.Specifically this session will examine: the three different levels of value communication; decreasing teh stability associated with the existing system; and, reducing the fear/uncertainty surrounding the new offering.

Reinventing the Wheel: The Science of Creating Lifetime Customers

Chris Zane
Chris Zane.
Zane's Cycles

Everyone knows that acquiring new customers is considerably more expensive than maintaining a relationship with existing ones, but do you know what the lifetime value of one customer is to your bottom line? In this interactive and engaging session, we will explore the answer to that question. We will also examine how to:

  • Develop an inspiring and unique approach to customer relationship marketing that has resulted in 25% annual growth for 29 years for Zane’s Cycles.
  • Understand the psychology of today’s customers
  • Reinvent your organization with the tools needed to build trusting lifetime relationships in the B2C and B2B market

Services Leadership Institute Faculty Director

Douglas Olsen
Douglas Olsen, Ph.D.
Faculty Director, Associate Professor of Marketing
W. P. Carey School of Business
Arizona State University

Prior to joining ASU, Professor Olsen served both as a professor and as the Associate Dean of MBA Programs at the University of Alberta. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication. He has been an instructor in a broad range of executive development programs related to business strategy as well as public consultation. Over the past two decades, his dedication to teaching has been recognized with numerous awards for instructional excellence. On a pragmatic level, Douglas has been actively involved in consultation to both government and private enterprise and currently serves on the Scientific Advisory Committee for Leger Research. His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia. He is a member of the Association for Consumer Research and the American Marketing Association.